Bluesky is rapidly becoming a key topic in discussions about the future of social media. As an alternative to X (formerly Twitter), it offers a decentralized approach that promises users more control over their data and interactions. Founded by Jack Dorsey, co-founder and former CEO of Twitter, in 2019, Bluesky aims to rethink how we connect and share online.
So what exactly is Bluesky, and why are millions of people joining it?
What is Bluesky?
Bluesky is a social media platform designed to function differently from its competitors. While it looks and feels similar to X, its underlying structure is decentralized. This means users aren’t tied to a single corporate entity’s servers. Instead, they can choose to host their data independently.
This approach gives users more control over their data and digital identity. Unlike traditional platforms, where your content and profile exist entirely at the mercy of a single company, Bluesky empowers users to take ownership of their online presence. Custom domains—such as @yourname.bsky.social—add a layer of personalization and autonomy, although most users stick with the default settings.
Bluesky also aims to avoid the pitfalls of traditional social media, such as algorithm-driven feeds, invasive advertising, and data commodification. Its promise is simple: “social media as it should be.”
Why Are People Leaving X for Bluesky?
Bluesky’s growth cannot be separated from the dissatisfaction with X. Since Elon Musk’s acquisition of X, the platform has faced growing criticism. Changes to algorithms, reduced moderation, and increased bot activity have alienated many users. For some, X no longer feels like a space for meaningful connections or reliable information.
Bluesky’s rise reflects this shift. In the week following the U.S. presidential election, Bluesky added over 1 million new users, growing from 7 million users two months ago to 15 million users. Its growth has continued rapidly, now reaching approximately 19 million users. This surge demonstrates growing interest in decentralized platforms as viable alternatives to traditional social media.
Political polarization has also played a role. Donald Trump’s return to prominence and Musk’s perceived alignment with him have driven many users to seek alternatives. For those leaving X, Bluesky represents stability and a fresh start.
High-profile endorsements have further boosted Bluesky’s visibility. Celebrities like Jamie Lee Curtis, Ben Stiller, and Lizzo have announced their move to Bluesky, citing frustration with X’s growing toxicity. These endorsements lend credibility and visibility to the platform, encouraging more users to explore it.
You can watch Bluesky’s explosive growth in real time at: https://bcounter.nat.vg/
What Makes Bluesky Different?
While Bluesky’s interface resembles X, several features set it apart:
Decentralization: Bluesky uses the AT Protocol, allowing users to host their data independently. This decentralization makes it harder for any single entity to monopolize the platform or its content.
Custom Algorithms: Bluesky lets users customize their content feeds. Rather than being forced into an algorithm-driven “For You” page, users can tailor their experience based on their interests and priorities.
Anti-Toxicity Tools: Features like moderation lists, detaching quotes, and limiting who can interact with posts give users greater control over their interactions.
Ad-Free Environment: Unlike X, Bluesky doesn’t rely on advertising. This keeps the platform focused on community engagement rather than monetization through intrusive ads.
These features make Bluesky appealing to users who are tired of feeling like products on traditional platforms. By focusing on user autonomy and transparency, Bluesky offers a social media experience that feels more personal and less exploitative.
Getting Started on Bluesky
Like any new social platform, Bluesky can feel quiet at first. However, several tools and tips can help users build an engaging experience:
Peruse Starter Packs: Starter packs are curated lists of accounts to follow. With one click, users can populate their feed and avoid the initial desolation. While Bluesky doesn’t offer centralized browsing for these packs, the third-party Bluesky Directory website makes them searchable.
Find X Follows: Tools like Sky Follower Bridge, a Chrome extension, help users locate people they follow on X who are also on Bluesky. While not perfect, this tool makes it easier to rebuild your network.
Explore Alternative Feeds: Bluesky offers customizable feeds beyond the default chronological timeline. Options include a “News” feed for verified publications, a “Mutuals” feed for posts from followers who follow you, and even a “Quiet Posters” feed to filter out noisier accounts.
Tweak Your Main Feed: Settings allow users to mix posts from saved feeds into their main feed or hide content like replies and quote posts for a cleaner timeline.
Use Moderation Lists: Bluesky allows users to subscribe to lists that block or mute groups of accounts, such as those promoting spam or scraping content without credit. These lists help maintain a more enjoyable experience.
Control Mentions: Users can adjust interaction settings to disable quote posts, restrict replies, or limit engagement to specific accounts.
Create Threads: For longer posts, Bluesky’s threading feature lets users connect multiple posts in a single submission, bypassing the 300-character limit.
These features give Bluesky users unparalleled control over their content and interactions, setting it apart from other platforms.
Challenges Facing Bluesky
Bluesky’s rapid growth is both an opportunity and a challenge. With millions of new users joining in a short span, the platform has experienced significant growing pains. Site outages, glitches, and moderation issues are common. For a company with only 20 full-time employees, managing this scale of growth is a monumental task.
Content moderation remains a key issue. Decentralization inherently complicates moderation. Unlike centralized platforms, where policies are enforced uniformly, Bluesky’s structure requires a delicate balance between user autonomy and maintaining a safe environment. New tools, such as automated content moderation, are being introduced, but they’re far from perfect.
Monetization is another critical hurdle. Bluesky has avoided traditional advertising, relying instead on venture funding. This strategy raises questions about its long-term sustainability. Paid features, such as custom domains, offer some potential, but they may not be enough to cover operational costs as the user base grows. Subscription-based services, premium features, or partnerships with organizations could help ensure steady revenue.
Opportunities for Content Creators
Bluesky’s ad-free environment and user-centric approach present unique opportunities for content creators. Unlike X, where algorithms prioritize viral content, Bluesky fosters genuine engagement. This makes it a promising space for creators looking to connect with niche audiences.
For creators, the absence of ads means their content isn’t competing with paid promotions for visibility. Instead, authentic, high-quality content can shine. Bluesky’s tools for feed customization also allow creators to engage more directly with their audience, creating meaningful interactions rather than fleeting impressions.
However, Bluesky’s limited audience means it’s not yet a viable replacement for X or Instagram. For now, it’s a complementary platform rather than a primary one. As Bluesky grows and attracts more users, creators will have greater opportunities to experiment with its features and build loyal followings.
Bluesky in the UAE: Room for Growth
In the UAE, Bluesky has yet to make a significant impact. Its user base remains small, and its presence among Arabic-speaking communities is minimal. To grow in the region, Bluesky must address several key areas:
Language Support: Arabic localization is essential for broader adoption.
Regional Partnerships: Collaborating with local brands and influencers can help build credibility and relevance.
Monetization Tools: Features that enable creators to monetize their content, such as subscription-based access or exclusive content, would attract more users.
Bluesky’s ad-free, community-focused ethos aligns well with the UAE’s diverse, tech-savvy population. However, realizing this potential will require targeted efforts to meet the needs of local users.
Is Bluesky the Future of Social Media?
Bluesky is not without its flaws. It’s still a niche platform, dwarfed by giants like X and Threads. But its growth signals demand for alternatives to traditional social media. People are seeking platforms that prioritize transparency, control, and meaningful interactions.
Bluesky’s decentralized approach aligns with these demands. It gives users ownership of their data, freedom from intrusive ads, and tools to shape their online experience. These features resonate with a growing number of users disillusioned by traditional platforms.
Whether Bluesky can sustain its momentum will depend on innovation, robust infrastructure, and sustainable revenue models. If it succeeds, it could redefine what social media can be.
About Manara Global - Abu Dhabi and Dubai Strategic Communication Agency
Based in Abu Dhabi and Dubai in the UAE, Manara Global is a strategic communication agency partnering with businesses, governments, and organisations to enhance their reputation, define their purpose, and shape their communication strategy to connect with audiences in a human-centric way. Our purpose is to help leaders, businesses, and organisations to thrive, make a difference, and succeed. Contact us to learn more about how Manara Global can help you safeguard and elevate your business reputation.