Since launching as a social media platform, Bluesky has gained significant momentum, especially following the recent U.S. presidential election. The platform's user base has soared past 25 million as individuals seeking alternatives to more established networks, such as Elon Musk's X, find refuge there. These users perceive X’s political leanings, exacerbated by Musk’s affiliation with certain political figures, as excessively biased. Bluesky’s unique appeal lies not only in its fresh approach but also its decentralized ethos, which aims to grant users more control over their online experiences.
Bluesky, which originated from the company once known as Twitter and was supported by its former CEO, Jack Dorsey, has emerged as the underdog of the social media world, capturing the attention of those jaded by the larger corporations. Its popularity stems from increased scrutiny of more significant players like Meta’s Threads, which has faced criticism for its opaque algorithm.
Based on reports, the platform saw a nearly 295% increase, with over 7.6 million app users joining within the month of November alone. Laura Edelson, assistant professor of computer science at Northeastern University, pointed out, "They got this spike in attention. They’ve crossed the threshold where it is now worth it for people to flood the platform with spam.” This growth reflects not just human migration but also the influx of bots aimed at propagandizing divisions or leading users to dubious sites.
To manage this unprecedented increase and maintain quality, Bluesky transitioned from being invitation-only to opening its doors to the public back in February. This strategy provided the company with valuable time to develop moderation tools and innovative features such as “starter packs,” which guide users toward curated feeds of content based on their interests. These features have been noted as appealing and are reminiscent of upcoming initiatives from Meta.
Despite its innovations, Bluesky faces significant challenges as it wrestles with the dark undercurrents of rapid growth. Reports suggest users, including academic figures, have identified the presence of bots mimicking real accounts. Alexios Mantzarlis of Cornell Tech noted significant impersonation rates, stating, “Of the top 100 most followed named individuals on Bluesky, 44% had at least one duplicate account posing as them.” Such findings indicate Bluesky is at the brink of facing issues the larger networks have wrestled with for years.
The moderation team has reportedly quadrupled to combat these struggles, with efforts to implement systems intended to detect impersonation. Bluesky has acknowledged being aware of the problems and referenced improvements on its Community Guidelines informed by user feedback. Yet, the challenges related to disinformation campaigns are formidable. Some posts sharing misinformation, particularly ones previously circulated on Russian Telegram channels, have started to appear, raising alarms.
To tackle the bot problem, user Lion Cassens expressed his confidence: “I have trust in the moderation mechanism on Bluesky, especially compared to Twitter after the layoffs.” His observations highlight the impact of rising AI-driven activities, which may present increasingly challenging dynamics for Bluesky. Cassens’s concerns about the repurposing of bots for misinformation echo sentiments shared by many users, reinforcing the urgency for the platform to innovate continually.
Despite the difficulties, Bluesky asserts its position as different from mainstream platforms, underlining its foundation on user control. The platform's ethos resonates with users tired of monopolistic control styles prevalent among traditional social media giants. Claire Wardle, a media expert from Cornell University, articulated this sentiment, stating, "The first generation of social media platforms connected the world but ended up consolidATING power... Our online experience doesn’t have to depend on billionaires making decisions over what we see.”
Nevertheless, Bluesky's foundational premise—a text-focused social network—is facing challenges as youth trends shift toward visually engaging platforms like TikTok and Instagram. A recent Pew Research poll shows only 17% of American teenagers actively use X, down from 23% the previous year, indicating broader shifts away from text-centric experiences. Such trends suggest competing against visual platforms is increasingly difficult, driving home the necessity for Bluesky to adapt to user preferences.
Political polarization also poses challenges to Bluesky achieving aspirations on par with giants like TikTok and Instagram, reiterates Wardle, “Bluesky is not trying to be all things to all people.” This exemplification of fragmented user bases aligns with modern social dynamics, where platforms are becoming more specific and niche.
Bluesky is at a crossroads, and its future depends on prioritizing moderative efforts to keep up with the platform's rising user engagement. Without proactive measures to stem the influx of bots and misleading content, its once-promising gains could evaporate as rapidly as they appeared. The task at hand is not to stray away from its core values of decentralization and user autonomy, even as it navigates the murky waters of chaotic growth. How Bluesky manages these challenges will undoubtedly shape its legacy as the social media audience continues to evolve.
