Bluesky is making headlines for its meteoric rise as thousands of users abandon X, the social media platform formerly known as Twitter, amid controversial changes implemented by its owner, Elon Musk. With user engagement skyrocketing, Bluesky's chief operating officer, Rose Wang, noted the company recently surpassed 21 million users, doubling its count from just 13 million only weeks prior. Over 280,000 X users deactivated their accounts on Election Day alone, seeking refuge on the burgeoning platform, which many users associate with the "old Twitter" experience.
Musk, having purchased Twitter for $44 billion, seems to be losing grip on his platform as users express dissatisfaction with the new terms of service set to take effect. These terms, effective November 15, stipulate significant changes, including governing disputes according to Texas law, potentially favoring conservative political leanings. This has caused notable discomfort among content creators and public figures alike.
Don Lemon, formerly of CNN, recently announced his departure from X, criticizing the platform for no longer supporting honest debate and free speech. "I once believed this was a platform for open conversation," he stated, reflecting sentiments echoed by many disenchanted users. Lemon joins others who have fled to competitors like TikTok, YouTube, and, particularly, Bluesky.
This transition appears to be event-driven, buoyed by rising political tensions and Musk's increasingly controversial statements, such as his support for Donald Trump. Gordon MacMillan, X's former head of content strategy, previously attributed the user exodus to Musk's political antics and the atmosphere of hate speech and misinformation contributing to the platform's unwelcoming climate.
Bluesky's rise has brought its own set of challenges. The platform's small team—just 20 full-time employees—has found itself scrambling to keep the site operating smoothly, struggling with moderations and server capacities. Wang described the team's efforts as being in "firefighting mode," scrambling to manage the influx of new users and mitigate the growing pains of rapid growth.
Despite these challenges, Wang is optimistic for Bluesky's future. When commenting on the platform's explosive growth, she shared, "We have grown by a million users every day for the last eight days, which has blown past our projections." The unexpected influx has necessitated accelerated plans to expand server capacity to accommodate the swelling user base.
Commenting on this growth spurt, Wang reiterated how the acquisition of X by Musk contributed to Bluesky's attention. She noted, "There was this lightning-in-the-bottle moment after Elon purchased Twitter and before Threads launched, where the world turned its eyes toward Bluesky." The company's original purpose was to explore decentralized social media, which presents users with alternatives to the increasingly corporate and politically charged former Twitter.
The platform has also been clear about its moderation policies, attempting to alleviate concerns from users by ensuring faster response times to reports of misconduct. Wang explained, "We want to make sure moderation is intact so we can respond to reports within 24 hours." This commitment to both user experience and safety is helping to cultivate a more welcoming environment for those seeking to depart from X.
Despite the rising user count, Bluesky is facing the reality of limited resources—a topic Wang expressed during her interviews. "We wish we had the resources to go and build new features, but instead, our focus is on keeping the website stable and ensuring users can easily find each other," she stated. This sentiment resonates with many other platforms striving to balance growth against sustainable infrastructure and user satisfaction.
While Bluesky has been grappling with growing itself, it has set plans to diversify its monetization efforts. A subscription model is reportedly on the table, set to launch by the end of this year. This model is expected to offer additional features such as customizable aesthetics, more video uploads, and high-resolution images.
Meanwhile, reactions to Musk's new terms of service have been swift and negative. Gabrielle Union, actress and activist, has voiced her concern over her content being utilized for AI training, prompting users to rethink their engagement on the platform. Her sentiments are shared by many who see the new policies as veering dangerously close to exploiting user-generated content without adequate compensation or consent.
Even as Bluesky continues to eclipse growth expectations, major advertising agreements and brand partnerships haven't yet found their footing there. It remains to be seen how the shifting dynamics will play out for marketers who have long relied on established names like X and Instagram.
The clash between old guard, new media, and user expectations continues to shape the social media space. It also opens doors for newer platforms like Bluesky, which, with its focus on community and user experience, has emerged as fertile ground for disaffected X users.
The larger social media industry is undoubtedly watching this transition closely, considering how these shifts and the trends around them might shape future platforms. For now, Bluesky enjoys both the spotlight and the challenges of rapid growth, with its team working diligently to build what many hope will become the new standard of social engagement—one focused not just on numbers, but on the human experience.
With all eyes on Bluesky, the next chapter of social media evolution is being written, and users are eager to see where it will lead them. Will Bluesky sustain its momentum and revolutionize the social media experience? Only time will tell.
