Bluesky boom: Users flee Elon Musk’s chaotic X
Bluesky driven by discontent over centralisation, misinformation and disinformation on X
Did Jack Dorsey, the self-taught programming genius, just pull the rug out from under Elon Musk, who spent $44 billion to buy, and then overhaul Twitter into X?
Dorsey (net worth: $5.1 billion), is behind disruptive companies, including Twitter and digital payments platform Square (renamed "Block").
Now, as the “free speech” vision of Elon Musk (net worth: $300.9 billion) faces mounting chaos, a new challenger emerges: Bluesky, another of Dorsey's brainchild.
This platform, directly challenging X, offers a fresh take on social media.
In a world where misinformation and disinformation increasingly spreads like wildfire and echo chambers amplify falsehoods, the line between fact and fiction grows ever more blurred.
Where does Bluesky fit in? Here's what you need to know:
What is Bluesky?
It is a text-based social media platform similar to X (formerly known as Twitter), which has seen a surge in membership this week.
Bluesky says it has 17 million users worldwide (as of November 17, 2024), up from 9 million in September.
Why are users leaving X for Bluesky?
On reason is cost: Bluesky is free; X charges a premium, and regular accounts are swamped with ads.
The other reason is social cost: Many, including celebrities and news organisations, cite their discontent over the “toxic” environment on X, as the reason for their shift to Bluesky.
The departures grew following former President Donald Trump’s election win. Trump recruited Musk, CEO of Tesla, Space X and X, to lead the Department of Government Efficiency (DOGE).
Bluesky recently gained traction in Brazil after X faced bans, adding millions of users in response to the demand for decentralised options.
Who owns Bluesky?
The Bluesky Social, PBC was founded in Wilmington, Delaware on October 4, 2021. The company is headquartered in Seattle, Washington.
The platform was conceived and funded by Twitter under its former CEO, Jack Dorsey. It is now mostly owned by CEO Jay Graber, a software engineer, appointed to this role in August 2021.
How did it start?
Bluesky was originally a research project initiated by Dorsey in 2019 to explore the "decentralisation" of Twitter. It became an independent company in 2021 and launched to the public in a beta phase in 2023.
How is Bluesky different from X?
In general, it offers features similar to X. Bluesky users can:
- Text posts (up to 256 characters, called “skeets”),
- Images
- Videos
- Reposts
- Replies
- Click 'likes'
- Follow others
- Curate a personalised timeline
- Send direct messages (DMs)
Underlying Bluesky features
- Decentralisation: Allows users to own their data and content, moving freely across platforms that adopt the AT Protocol. This contrasts with X's centralised control.
- Custom moderation: Communities on Bluesky can establish their own moderation rules, offering a personalised and flexible experience.
- Algorithmic control: Users can have greater control by customising their feeds and algorithms, reducing reliance on opaque, company-dictated algorithms prevalent on X.
- Open protocol: The AT Protocol promotes collaboration and innovation by supporting a diverse ecosystem of applications.
While Twitter/X prioritises subscriptions (e.g., X Premium) and advertising, Bluesky remains free and experimental, with monetisation strategies avoiding heavy reliance on advertising.
Despite criticism, Twitter/X retains a large audience, thanks to its first-mover advantage, established brand and Musk’s efforts to diversify content offerings (e.g., video and payments).
We do not use any of your content to train generative AI, and have no intention of doing so.
What does Bluesky represent?
Bluesky, conceptualised in 2019 within Twitter during Dorsey's tenure as CEO, represents a step toward a decentralised social media ecosystem. Unlike traditional platforms, it gives users more control over their online experiences, something Dorsey has been vigorously pushing for.
Bluesky officially became independent in 2022.
One report states that the X competitor has attracted over three million followers since the US presidential election. The company stated it doesn't train generative AI models on user data.
Bluesky clarified its stance on AI and user privacy in a follow-up post. It confirmed that AI assists with tasks like content moderation and shaping the Discover algorithmic feed but emphasised, "None of these are Gen AI systems trained on user content."
Addressing privacy concerns, the platform assured users: “We do not use any of your content to train generative AI, and have no intention of doing so.” Bluesky aims to differentiate itself from rivals by maintaining a strict policy against using user posts for AI training.
What does 'decentralisation' mean in Bluesky’s ecosystem?
In general, Bluesky's decentralised platform allows users to create their own servers, store data, and set rules independently, rather than relying on company-owned servers.
Key features:
- Free
- Users can select algorithms, allowing more control over what content they see.
- Portability: Users can transfer accounts across platforms using the AT Protocol.
- Interoperability: Encourages compatibility between multiple apps and services.
How is moderation and blocking implemented in Bluesky?
- Bluesky users can block each other – a feature some prefer over X’s current blocking mechanism.
- The platform has a moderation team that enforces guidelines against “hate speech” and “extremist conduct”.
What is 'Ozone'?
This is a collaborative (open-source) moderation tool on Bluesky that helps users moderate communities on the platform.
In general, it is designed to give users greater control over their social media experience:
- It allows individuals and teams to collaboratively review and label content on the platform. By integrating Ozone, users can create or subscribe to custom moderation services tailored to specific preferences, such as filtering out certain types of content.
- This decentralised approach lets communities set their own moderation standards, enhancing user choice and safety while maintaining transparency in content management across Bluesky.
What recent developments have occurred with Bluesky?
Bluesky has gained over 1.5 million new users in the past week, according to company spokesperson Emily Liu. The increase in signups followed Trump’s election victory and Musk's rise as a key ally to Trump.
MISINFORMATION: False or inaccurate information shared without intent to deceive.
Example: Someone shares a rumour or incorrect fact because they believe it’s true.
Key Point: The persons who spread misinformation are not necessarily aware that the information is false.
DISINFORMATION: Deliberately false information spread with the intent to deceive or manipulate.
Example: An individual or organisation fabricates fake news to influence public opinion or cause confusion.
Key point: Disinformation is intentional and often used as a tool for manipulation or propaganda.
How does Bluesky’s user base compare to X?
Despite the growth, Bluesky still has a much smaller user base than X. Bluesky currently has about 14.5 million total users, whereas X reported around 250 million daily active users as of March.
As of 2024, X has approximately 250 million daily users. X said in a post this year that 250 million people use the platform every day globally.
Prior to its acquisition by Musk in 2022, Twitter reported it had 401 million monthly active users. According to the company then, 76.9 million of Twitter’s monthly active users reside in the US.
Which notable users have migrated to Bluesky?
Several high-profile accounts have left X for Bluesky. The Guardian announced it would cease operations on X, citing concerns about the platform’s promotion of far-right conspiracy theories and racism.
Celebrities like journalist Don Lemon and actress Jamie Lee Curtis have also announced their departure. Others, including Elton John, Whoopi Goldberg, Gigi Hadid, and Shonda Rhimes, had already left when Musk took over in 2022.
Who is Jack Dorsey?
Jack Dorsey, 47, was the co-founder and ex-CEO of Twitter (now X), and Bluesky.
Dorsey, like Musk, is a self-taught programmer and an open-source advocate. He attended Bishop DuBourg High School, the University of Missouri–Rolla, and New York University. He dropped out of NYU in 1999, one semester short of graduating, to focus on his idea for Twitter.
While he no longer serves on Bluesky's board as of 2024, his vision for a decentralised internet continues to shape the platform’s trajectory. Dorsey believes most of the best programmers are self taught.
What is Jack Dorsey’s role?
From Twitter to Bluesky: Dorsey initially supported the development of Bluesky during his Twitter leadership. After leaving Twitter in 2021, Dorsey’s continued advocacy for decentralisation aligned him closely with Bluesky’s mission.
Criticism of Twitter/X: Dorsey has expressed disapproval of certain decisions made by Elon Musk after his acquisition of Twitter. Dorsey’s vision contrasts Musk’s centralised control, advertising, paywalled content, and tiered user fees revenue model, and a free-wheeling content moderation policies.
Since Musk’s acquisition of Twitter, many users have raised concerns over loose content moderation, a spike in misinformation and disinformation, and the return of previously banned accounts. Bluesky offers users more control over moderation standards, which appeals to those disillusioned with X’s approach.
Dorsey, who learnt the open-source Linux programming language on his own, is a stickler for privacy. Among the noble ideals he has espoused is end-user control and open-source protocols. But he admits this has been corrupted by internet mega-corporations and the realities of needing to survive in a competitive marketplace.
At a forum in Norway in June, Dorsey warned that social media algorithms are draining people of their “free will”.
“We are being programmed,” Dorsey warned, doubling down on his worries that people are becoming far too dependent on social media algorithms to shape how they think and act.
We are being programmed based on what we say we’re interested in. And we’re told through these discovery mechanisms what is interesting — and as we engage and interact with this content, the algorithm continues to build more and more of this bias. At scale, it is very, very hard to reduce that, especially if your company’s worth and its direction is at stake.
“We are being programmed based on what we say we’re interested in, and we’re told through these discovery mechanisms what is interesting—and as we engage and interact with this content, the algorithm continues to build more and more of this bias.”
Who is Jay Graber?
Jay Graber is an American software engineer and the CEO of Bluesky, a decentralised social media platform that was conceived by Jack Dorsey.
Born in 1991 in Tulsa, Oklahoma, she was raised by a Chinese mother and a Swiss father, which influenced her multicultural background. Graber's given name, Lantian, meaning "blue sky" in Mandarin, reflects her mother's hope for her to have "boundless freedom."
In 2021, Graber was appointed the first CEO of Bluesky. Under her leadership, Bluesky has become a strong alternative to traditional social media platforms like Twitter, especially in light of the challenges posed by Musk’s acquisition of Twitter.
Graber’s focus with Bluesky is on creating a platform that gives users control over their own data and offers decentralised solutions for social media.
He has since expressed support for X, calling it “freedom technology”.
Despite this, Bluesky thanked Dorsey for his initial support in funding the project, noting that it is now thriving as an open-source social network.
Takeaways
- In the new social media era, where numbers often trump nuance, the essence of reliable discourse is compromised as lies protected by "freedom of speech" absolutism are amplified, and the truth obscured by the relentless tide of mis/disinformation.
- As algorithms and bots manipulate narratives, the very concept of truth risks being drowned under the weight of sheer volume.
- Bluesky's depends on whether it can scale its decentralised model while maintaining user experience and innovation.