Bluesky, the social media platform founded by Twitter's co-founder Jack Dorsey, has been making headlines lately due to its rapid growth and the substantial migration of users from X, formerly known as Twitter. The emergence of Bluesky as a viable alternative raises questions about its compliance with regulations, particularly in the European Union (EU), as well as its impact on the marketing community.
Over the past year, Bluesky has attracted over 22 million users, benefitting greatly from individuals seeking refuge from X. The discontent followers of X attribute to Elon Musk’s leadership, which many claim has ushered in chaos and the rollback of community guidelines. For example, since the hack of X’s verification system, many users have felt increasingly unsafe on the platform, leading to their migration to Bluesky.
Particularly during the recent U.S. presidential election, the number of users migrating to Bluesky surged. By mid-November 2023, Bluesky was observing as many as one million new users joining daily. Comparatively, the platform had surpassed Threads, which had previously been seen as the dominant alternative to Twitter, gathering around 200 million users since its launch. Bluesky’s appeal lies not only in its resemblance to early Twitter’s functionalities but also its commitment to ensuring decentralized social networking without excessive moderation.
Despite this promise, Bluesky faces significant challenges, particularly concerning transparency regulations set forth by the EU’s Digital Services Act (DSA). According to this legislation, platforms must disclose user data, including total active users and their legal locations. So far, Bluesky has not provided this information, which has caught the attention of EU regulators. A spokesperson for the European Commission pointed out the glaring absence of user location information on Bluesky’s platform.
This lack of transparency may hinder Bluesky's ability to comply with EU regulations moving forward, especially since platforms with fewer than 45 million users still have to provide certain disclosures. Independent checks conducted by the EU revealed no evidence of Bluesky’s presence within Europe when authorities sought to investigate. While Bluesky stands below this threshold currently, regulators are watching its progress closely.
The rapid ascent of Bluesky has been fueled largely by users escaping from X’s constraints. Many former X users are drawn to Bluesky’s interface and its ties to public goodness, as Bluesky operates as a Public Benefit Company. This unique model allows Bluesky to combine profit-seeking objectives with beneficence, positioning the platform favorably when addressing European regulations.
Industry experts have begun to weigh in on Bluesky's growth and its appeal within marketing circles. Many marketers see Bluesky as reminiscent of Twitter's earlier days when community engagement thrived. Ed East, co-founder and Global CEO of Billion Dollar Boy, noted, "Bluesky is reminiscent of early Twitter; its primarily text-first and decentralized approach lends itself well to current affairs and opinion-led content." Yet, some marketing professionals flag the absence of paid advertisements as something Bluesky must address to attract creators fully.
Responses from marketing professionals highlight different perspectives on Bluesky’s evolution. Jonathan Jacobs, strategy leader at Loudmouth, emphasized the platform's tendency to create niche communities rather than broad audiences, echoing sentiments of burnout among social media users aiming for meaningful engagements.
Charlene Coughlin, president at Twist Creative, pointed out the need for time as users gradually migrate to the new platform. Christophe Jammet from Gather mentioned the potential Bluesky holds for enabling genuine connections through its federated structure, allowing users to circumvent traditional algorithmic manipulations.
The marketing community predicts Bluesky could positively influence how brands interact with consumers — fostering more authentic conversations and limiting the forced nature of branded advertising seen elsewhere. Louise Glover, social media expert, pointed out similarities with Twitter's earlier interface, which may facilitate smoother transitions for new users seeking familiarity.
Some believe the novelty of Bluesky might plateau, as Matt Briggs, digital marketing manager at the Department for Work and Pensions, conveyed skepticism about any new platform truly eclipsing the cultural significance of Twitter. Nervousness about the platform's potential has translated to apprehension among brands considering advertising on Bluesky before it adopts features they have come to rely upon.
BlueSky’s early success, particularly concerning its initial user base, points to its ability to carve out space where meaningful discourse flourishes. For example, Maggie Walsh of GLOW commented on the atmosphere reminiscent of Twitter’s glory days, full of humor, inside jokes, and genuine interactions.
Adopting features successfully can help Bluesky fortify its standing. Recently, Bluesky has rolled out functionalities such as custom feeds, intended to facilitate easier access to specific communities and topics of interest. Promotional items like ‘starter packs’ can streamline new users’ journeys on the platform, making it feel more welcoming.
Competition between social media platforms has certainly inspired improvements across them. The recent integration of Bluesky-like features on Threads, including custom feeds and starter packs, indicates the influence Bluesky is having on the wider market. Just as Bluesky innovates, so too do its competitors, seeking to refine their offerings to retain users.
How will Bluesky navigate the complex interplay of user needs, regulatory requirements, and competitive pressures? The future of social media may heavily rely on how well new players meet these challenges and whether they can sustain their growth without diluting their core values.
Another dimension to this narrative is the significant wave of discontent seen on X, with users slowly migrating to Bluesky as they search for platforms prioritizing user experience without corporate greed dictation. The traditional social media narrative is changing, allowing for spaces where users can assert control over their interactions, encouraging many to rethink their relationships with social media.
Whether Bluesky can maintain this momentum, satisfy regulatory standards, and fulfill its promise of benefiting users remains to be seen, but one thing is clear: the social media game is changing, one tweet-free zone at a time.