Bluesky, the decentralized social media platform founded by former Twitter CEO Jack Dorsey, has recently attracted significant scrutiny from regulators just as it is experiencing explosive growth. Following the 2024 U.S. Presidential election, where Donald Trump emerged victorious, Bluesky has seen its user base surge from around 14 million to over 20 million, adding about one million new users each day. Many users, disenchanted with Elon Musk's management of X (formerly Twitter), are flocking to Bluesky for what they perceive as safer and more user-friendly social media experience.
Despite its rapid rise, Bluesky is facing challenges. The European Commission has flagged the platform for not complying with mandatory transparency rules set out for online platforms within the EU. According to the Commission, Bluesky lacks several required disclosures on its website, particularly concerning the number of users it has within the EU and details about its legal establishment. A Commission spokesperson stated, “All platforms in the EU, even the smallest ones, have to have a dedicated page on their website where it says how many user numbers they have in the EU and where they are legally established.” This rule is part of the EU’s broader Digital Services Act, aimed at ensuring online safety and accountability.
This predicament came to light during a briefing where the spokesperson emphasized, “This is not the case for Bluesky as of today.” The Commission has yet to engage Bluesky directly since it is not classified as a “Very Large Platform” under the Act. Instead, they are reaching out to EU member states to ascertain if the company has any operational presence within their jurisdictions.
The platform's design, built on the AT Protocol, allows users to dictate their own algorithms and establishes clear moderation systems, which sets it apart from more traditional, centralized social networks like X and Meta’s Threads. This decentralized approach has captivated users, especially following the dissatisfaction surrounding Musk's adjustments to X, which many believe have undermined its value as a public forum.
For many, Bluesky offers a breath of fresh air. Users can curate their experiences according to their needs—tailoring algorithms and following interests without the heavy-handed control found on more established platforms. Bluesky has also introduced user-curated 'starter packs' to facilitate easier onboarding for new users; these packs recommend accounts based on shared interests and community topics. With over 86,000 starter packs available, new users can quickly design their feeds based on specific follow lists, making the process less overwhelming than on its competitors.
Meanwhile, the community surrounding Bluesky is also taking action. Specifically, several prominent figures and organizations, including many NYC officials, have begun creating accounts. Many politicians are fleeing X due to its perceived toxicity and Musk's controversial affiliations and management style. City Council members have expressed interest, citing Musk’s leadership as problematic and Bluesky as perhaps more congenial for engaging constituents.
Council member Gale Brewer was vocal about her shift, calling Musk “a challenge” and hoping to facilitate meaningful dialogue with her community on Bluesky. Justin Brannan shared similar sentiments, characterizing X as having “become a wasteland.” Other council members, such as Chris Marte, have echoed concerns about problematic discourse on Twitter, pointing out the right-wing narratives flourishing under Musk’s watch.
The allure of Bluesky, then, lies not just in its technical innovations but also its community-driven ethos, promoting civil and open discussions where users have greater control over what content they see. This philosophy is attractive to those increasingly wary of the monopolistic tendencies of platforms like X and Meta.
Yet, as Bluesky’s popularity climbs, it has also drawn critiques. The European Commission's concerns reflect the growing expectations of transparency and accountability among social media platforms, particularly as they grapple with protecting user privacy, moderations, and ensuring accurate information dissemination.
Founded initially as part of Twitter, Bluesky spun off as its own entity, yet has inherited some of the challenges plaguing its parent company. The Commission’s investigation highlights the importance of compliance within the regulatory environment. Should it not resolve these issues swiftly, Bluesky’s growth could be marred by reputational damage, and potential regulatory hurdles could stymie its expansion efforts.
While Bluesky navigates these challenges, it continues to innovate. For example, it recently announced Sill, an app rewarding users with aggregated links from their Bluesky and Mastodon networks. This kind of functionality is reminiscent of previous social media tools and underpins Bluesky’s commitment to integrating and enriching the user experience. Weighted by features like curated starter packs and decentralized governance structures, Bluesky is poised as not only an alternative but potentially as the next stepping stone for social media enthusiasts disillusioned by centralized platforms.
The rapid increase of Bluesky's user base speaks volumes about the current climate of social media, reflecting broader societal shifts about data privacy, platform authority, and user experience. The tension between expansive growth and compliance with regulatory requirements will serve as the litmus test for Bluesky’s future viability. Only time will tell how effectively it can balance user ambitions with the legal frameworks governing digital spaces.