Today’s world is dominated by centralised social media platforms that frequently shape public opinion in all domains. Bluesky, a decentralised social media project founded by Jack Dorsey, a co-founder of Twitter, has started to carve out a niche for itself in this crowded world of absurdly lengthy threads and discussions that eventually turn into trolling contests.
Bluesky, founded as an antidote for the problems ailing sites such as X (formerly Twitter), is based on a framework that prioritises user control, openness, and compatibility. In reality, though, what does this mean, and will Bluesky be able to maintain its rising profile in the face of mounting criticism?
Bluesky has AT protocol at the core
Bluesky is based on the Authenticated Transfer (AT) Protocol, a new open-source standard that aims to decentralise social media. AT Protocol allows users to transfer their accounts, posts, and follower lists across various apps, eliminating the need to start anew. In contrast, traditional platforms confine data and accounts within a single ecosystem.
The three main pillars upon which the protocol is based support its objective.
The first is account portability, which guarantees users complete control over their online personas. This feature increases user control and flexibility by enabling people to switch platforms without losing their content or personal information.
Algorithmic Choice, the second pillar, allows users to choose or even create the algorithms that decide what content shows in their feeds. This overcomes the constraints of one-size-fits-all algorithms and gives people greater control over the information they interact with and the ability to customise their online experience.
Finally, the Composable Moderation decentralises content moderation. Instead, this one gives users, communities, or third-party services the authority to establish content moderation guidelines. Because of this flexibility, various groups can customise their online experience to fit their values and preferences without having to follow rules set by a single authority.
This modular strategy serves as a counterpoint to centralised platforms such as X, where top-down moderation and algorithm decisions have frequently come under fire for amplifying harmful content and creating echo chambers.
Rapid growth driven by dissatisfaction with X
The recent explosive growth of Bluesky isn’t happening alone. The recently concluded US Presidential Elections served as a focal point for divisive content and false information, forcing several disenchanted X users to look for other options. The platform announced that over a million new users had signed up in a single day on November 8, driven by worries about Elon Musk’s increasingly disorganised X policies.
Many defectors have criticised Elon Musk’s tolerance for misinformation and inflammatory content, citing the platform’s apparent monetisation of divisive trends. In contrast, Bluesky’s decentralised approach attracts users who desire a digital environment governed by community-driven values rather than corporate interests. Bluesky’s user base surpassed 15 million as of November 2024, which is impressive considering that new registrations are invite-only. The exclusivity might have generated a buzz of desirability similar to Clubhouse’s early days, even though it limited initial adoption.
The user interface of Bluesky is reminiscent of Twitter’s early days, providing a reassuringly familiar experience. The main timeline displays follower counts, likes, reposts, and replies, embodying the essence of microblogging. This familiarity especially aids users transitioning from X, making it easier for them to adapt. However, Bluesky operates quite differently under the surface. Its decentralised moderation system is a key differentiator, allowing users to curate their digital spaces with customisable filters.
A user who is annoyed by excessively sensational content, for instance, can easily change algorithms or block entire domains, customising their experience in ways that are not possible with centralised platforms.
This user-first approach also applies to algorithmic transparency, which stands in sharp contrast to X’s opaque, engagement-based business model. Users have unheard-of control over how they engage with the content on Bluesky, where the algorithm is just one of many options.
Challenges in scaling decentralisation
Despite its lofty goals, Bluesky is experiencing several growing pains, many of which are related to the difficulties that come with decentralisation.
The possibility of fragmentation is a major obstacle. Decentralisation risks establishing isolated communities with disparate norms for appropriate behaviour, even though it encourages a variety of content moderation techniques.
Bluesky may inadvertently recreate the echo chambers and divisive areas it seeks to eradicate in the absence of a common baseline. This fragmentation may endanger the platform’s efforts to promote more diverse and inclusive discourse.
Technical restrictions are another obstacle. It is a challenging task to create and grow a decentralised network that is stable and safe. Even though Bluesky’s architecture is well-designed, it will be under a lot of stress as the platform expands, especially during viral moments or extremely divisive international events. The platform’s ability to manage increased user activity and interactions while maintaining performance and dependability may be put to the ultimate test.
Moreover, Bluesky’s business model is unclear. Bluesky’s long-term revenue-generating plan is still unknown, compared to the conventional social media platforms that rely on ad revenue. While strategic alliances or premium services may help defray operating expenses, depending too much on them may turn off users drawn to Bluesky’s user-focused, non-commercial philosophy. A viable and easy-to-use business plan will be essential to the platform’s long-term success.
The platform’s perceived gatekeeping is the last issue. The invite-only strategy has come under fire for encouraging elitism, although it at first created excitement and exclusivity. Eventually, Bluesky will have to increase access if it hopes to democratise social media.
Nevertheless, there is a chance that this will weaken the carefully chosen community it has already established. As the platform develops, striking a balance between exclusivity and inclusivity will be essential.
A philosophical divide
Bluesky’s decentralised philosophy aims to empower users, in contrast to X’s centralised control over algorithms and policies under Elon Musk. This difference is not just technical; it represents essentially divergent viewpoints on the proper role of social media in society.
X prioritises mass adoption and profitability, frequently stoking controversy to remain relevant, whereas Bluesky takes a slower, community-first approach that puts long-term trust ahead of immediate gains.
Bluesky, a young platform, hasn’t yet demonstrated whether this model can work on a large scale, though. Its dedication to user autonomy fits in with more general debates about data ownership and digital sovereignty, making it a compelling case study for social media’s future. Its success, though, depends on finding a careful balance. Perhaps most importantly, can Bluesky create a sustainable model that avoids the drawbacks of traditional platforms?
Users find Bluesky’s modularity and transparency refreshing. Will it be able to accommodate a rapidly expanding community while maintaining its user-centric ethos? Will it address the fragmentation risks inherent to decentralisation? Being able to control one’s digital experience is empowering, particularly at a time when platforms frequently control interactions and what users see. However, the platform’s unclear business plan and unproven scalability raise significant questions.
What’s the future of Bluesky?
Bluesky represents both the potential and the drawbacks of decentralised social networking, placing it at a crossroads. For disillusioned X users and proponents of digital change, it presents an engaging picture of what social media might become. But whether Bluesky is a long-term substitute or a fad will mostly rely on its capacity to grow sensibly, support its community, and innovate without sacrificing its values.
Bluesky’s success will depend on its ability to navigate the evolving digital landscape and manage the challenges that come with decentralisation. The platform’s future hinges on striking a careful balance between fostering a diverse, user-driven experience and scaling to accommodate a growing user base.
Additionally, Bluesky must remain adaptable in response to shifting social norms regarding platform accountability, privacy, and trust.
If Bluesky can uphold its core values while evolving to meet user demands, it has the potential to significantly influence the future of social media.