Is Bluesky the next big thing in social media?

Bluesky, a decentralised social media platform, has seen significant growth in recent months, with its user base surpassing 20 million last week. Originally developed in 2019 as a project by Twitter co-founder Jack Dorsey, the platform became independent in 2021 and launched in public beta in 2023. Its growth has been driven by users from X (formerly Twitter) seeking alternative social media options.

Bluesky operates on an open-source framework, allowing users to customise their experience through adjustable algorithms and moderation tools. Its features are similar to those of X, including text-based posts, image sharing, and direct messaging. Users can also block others and set their own server rules, offering additional control over their interactions on the platform.

Despite its rise, Bluesky remains small compared to its competitors. Threads, owned by Meta, claims 275 million monthly users, while X reported 600 million in May. The absence of traditional advertising on Bluesky further differentiates it, with CEO Jay Graber expressing reluctance to prioritise ad revenue at the moment.

Some brands, including Netflix and Duolingo, have started testing the waters on Bluesky, but its limited user base means it is not yet a key priority for marketers. Analysts suggest that Bluesky’s ability to grow will hinge on attracting creators who can deliver compelling content and keep users engaged. Success in these areas could position Bluesky as a notable competitor in the rapidly evolving social media landscape.

Sources: Adweek, Forbes, TechCrunch, The Verge

Additional prompts

Threads is rolling out a redesign, new feed options, and features amid Bluesky’s recent rapid growth. The redesign allows users to swipe between feeds directly from the home screen. The update, now available on Android and launching soon on iOS, aims to simplify navigation. Threads is also testing an option for users to set their default feed to For You, Following, or a custom feed. Other recent updates include the introduction of custom feeds and changes to the For You feed, which now prioritise content from followed accounts. Additionally, Threads is developing a feature similar to Bluesky’s “Starter Packs,” offering curated account recommendations for new users. Read more

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