Bluesky has quickly become one of the most talked-about X (formerly Twitter) alternatives. But why is it making waves, and what exactly is it?
Bluesky was launched as an invite-only social media app in February 2023 and made available to the general public in February 2024. It joins other X competitors like Threads and Mastodon, each with its own take on micro-blogging.
Promising a user-first and decentralized experience that gives people more control, Bluesky is now seeing impressive growth that’s worth paying attention to.
Let’s take a look at what Bluesky is, how it functions, and whether it’s a viable alternative to Twitter.
What is Bluesky?
Bluesky is a microblogging platform developed by former X CEO Jack Dorsey. On it, users can post updates, share images, links, videos, and join conversations.
What differentiates Bluesky is that it’s built on a decentralized network, which means that it’s not controlled by just one company.
Jack Dorsey started Bluesky as a project in 2019 when he was Twitter’s CEO. He chose Jay Graber to lead the Bluesky team in 2021 and oversee the development of the app.
It was only in late 2022 that Twitter stopped supporting Bluesky and became its own independent company. Since then, Bluesky has remained focused on its original goal of creating and promoting technologies for open and decentralized public conversation.
The company began with backing from investors and venture capital firms, securing tens of millions of dollars in funding. As a Public Benefit Corporation, it is owned by Jay Graber and the team.
What makes Bluesky different from other Twitter alternatives and social media platforms is that it uses the AT Protocol, a decentralized social network protocol. Anyone can see how Bluesky works and even build their own apps that can interact with it.
Bluesky’s Growth
Here are the top stats that highlight the speedy growth of Bluesky:
Bluesky has over 23.2 million total registered users.
Almost 5.4 users are registering for Bluesky every second, which is 324 new users a minute, 19,440 new users an hour, and 466.5k new users a day.
Bluesky has 3.2 million daily active users (DAUs) in the US
Since election day, Bluesky usage in the US is up 500%
Bluesky acquired over 3 million new users the week after X was suspended in Brazil
Why is Bluesky growing?
Bluesky’s growth can be attributed to a combination of political events, dissatisfaction with existing platforms, and its unique features, which appeal to users looking for an alternative social media experience.
1. Political Factors Driving Users to Bluesky
One of the key reasons for Bluesky’s recent growth is the political climate. Following the election, Donald Trump's return to the White House had a ripple effect on social media platforms.
His presidency has reinforced Elon Musk’s stance on Trump’s newly-created Department of Government Efficiency (DOGE), further tying Musk’s business interests with political shifts.
Since Musk owns X, some users who are unhappy with these developments have started looking for alternatives. Bluesky has become a natural choice for those looking for a platform with less corporate or political influence.
2. User Dissatisfaction with X (Formerly Twitter)
Under Musk’s ownership, X has gone through significant changes, including policy shifts, content moderation adjustments, and the introduction of new paid features.
While some users appreciate these changes, others have grown frustrated, particularly with an increase in misinformation, controversial content moderation decisions, and account suspensions.
X saw a notable increase in activity on Election Day, with 942 million posts and a 15.5% rise in new sign-ups. However, this was accompanied by a large number of deactivations, as over 115,000 accounts left the platform, marking the highest departure rate since Musk’s takeover.
3. Bluesky’s Decentralized and Open Structure
Unlike traditional social media platforms, Bluesky is built on an open and decentralized model. This structure gives users and developers greater control over their experience, which is a significant draw for many.
4. A More Enjoyable Social Media Experience
Many users have reported that Bluesky offers a better engagement experience than other platforms. The app has seen an increase in likes, follows, and interactions, which makes it a more active and appealing space for discussion. Studies show that engagement per follower on Bluesky is 10 times higher than on X.
Some users feel that conversations on Bluesky are more meaningful and less influenced by aggressive algorithms that promote sensational content.
5. Ad-free experience with growing features
Bluesky is currently completely ad-free and is quickly building new features to keep up with the competition. It is testing a new ‘Trending Topics’ feature that will allow its users to monitor a sidebar tracking the most talked-about keywords in real-time so users can provide one-click access to the most happening topics.
6. Endorsement by Tech and Media Figures
The platform is currently led by CEO Jay Graber, with a board that includes influential figures such as:
Jeremie Miller (inventor of Jabber)
Mike Masnick (founder of Techdirt)
Kinjal Shah (partner at Blockchain Capital)
Their expertise in open-source technology, online communities, and blockchain-based ecosystems strengthens Bluesky’s position as a forward-thinking platform.
How is Bluesky different from X?
Bluesky sets itself apart by offering users a rich set of features that provide more control over their experience.
Decentralized Network with the AT Protocol
Bluesky operates on the Authenticated Transfer Protocol (AT Protocol), a decentralized framework for social networking. This design helps users select their preferred hosting service or even self-host to reduce corporate control over content and improve transparency, unlike X, which is controlled by a single company.
Custom Feeds
Users can create multiple custom feeds based on their interests and then share them publicly. This approach reduces reliance on algorithm-driven content delivery and allows for a more democratic approach to content curation.
Starter Packs
Another unique feature is the ability to create and share custom “starter packs,” which are curated lists of suggested accounts based on topics, interests, or locations. These packs help new users discover relevant accounts in a way that feels welcoming and independent of top-down algorithms.
You can share these Starter packs publicly and help new users find people to follow. This feature, again, doesn’t really rely on a top-down algorithm and feels friendly and welcoming.
Advanced Content Moderation
Bluesky also provides advanced content moderation tools. Users can set custom keyword filters to mute specific content and control who can engage with them.
This helps people filter out political discussions they’d rather avoid or create a social space free from hate speech, harassment, and bullying.
Critics argue that these features could lead to “echo chambers” and limit exposure to diverse viewpoints.
How to Join Bluesky?
Go to bsky.app from a web browser. Alternatively, you can download the Bluesky app from the Apple App Store or Google Play Store.
Click the "Sign up" button on the website or the "Create account" button in the app.
Choose Bluesky Social as your hosting provider.
Enter your email address, password, and birthdate.
Choose your Handle (Account Name). It must be at least three characters and can only include letters, numbers, and hyphens. If you own a website, you can use your domain name as your handle.
Complete Verification. Solve a captcha to confirm you’re human.
Upload a profile photo or create an avatar using one of 20 emojis and a background color.
Choose from topics of Interest, such as Art, Movies, Sports, or Tech, to customize your Discover feed.
Once you're set up on Bluesky, it's a good idea to plan your content strategy ahead of time. Statusbrew now integrates with Bluesky to make it easier to manage your Bluesky presence.
With Statusbrew, you can:
Schedule posts to ensure updates go live when your audience is most active.
Track analytics to see how your content is performing and adjust your strategy.
The Future of Bluesky: Will It Last?
Bluesky faces several challenges to its sustainability:
Monetization Dilemma: Without traditional revenue streams like advertisements or creator monetization tools, Bluesky's financial model remains unproven.
Scalability and Infrastructure: Rapid user growth has strained Bluesky's infrastructure, which has led to server outages and moderation challenges. In 2024, moderators removed over 66,000 accounts, and automated systems took down an additional 35,842 accounts for issues like spam and bot networks.
Competition: Established platforms like X and Meta's Threads could replicate Bluesky's features, diluting its uniqueness. Threads, for instance, boasts a user base of 275 million, overshadowing Bluesky's appeal.
User Retention: After the post-election surge, Bluesky's growth normalized, with daily active users in the U.S. increasing by just 12% in December 2024, compared to 284% in November.
To ensure longevity and retain users, Bluesky should:
Explore subscriptions, premium features, or partnerships that align with its ad-free ethos to develop a sustainable revenue model.
Improve and increase user engagement by expanding multimedia features and supporting creator communities.
Aim for global expansion by targeting non-Western markets and addressing localization needs to diversify its user base.
Final Thoughts
Though still in its early stages, Bluesky represents a fresh take on social media. Its unique features and focus on user experience make it a platform to watch. For brands and marketers, it offers a chance to connect with audiences in new ways while keeping up with shifts in the digital world.
Success on any social platform depends on understanding its unique dynamics and adapting your strategy accordingly. Whether you're ready to join or just keeping an eye on its progress, Bluesky is a space worth paying attention to.
FAQs
Can anyone join Bluesky?
Anyone over 13 can join Bluesky now, as long as the app is legal in their country.
Can you make money on Bluesky?
Bluesky currently does not offer any monetization feature but it plans to introduce monetization and subscription features to help creators earn directly on the platform, with no ads involved.
Can you use Bluesky without an account?
You can use Bluesky's web app without an account because all posts and profiles are public.