If you’ve been seeing mentions of Bluesky on your social media feeds recently, you’re not alone. This alternative to Elon Musk’s X (formerly Twitter) is making waves, with a surge in users and plenty of buzz around its approach to social networking.
BlueSky is growing rapidly, reportedly picking up around one million new sign-ups a day. As of the 15th of November 2024, the platform had already amassed 16.7 million users, a number that continues to climb at an impressive rate (BBC).
But what exactly is BlueSky, how does it work, and why is it attracting so much attention?
What Is Bluesky?
BlueSky describes itself as “social media as it should be,” offering a clean, user-first experience that feels familiar but introduces some important differences. At its core, Bluesky allows users to:
- Post, like, and comment.
- Repost their favourite content.
- Customise their social experience with decentralised tools.
The platform’s design is often compared to how X/Twitter used to look, with a simple interface that puts conversation and connection at the forefront. However, Bluesky stands out thanks to its decentralised structure, built on the AT Protocol.
This means that users can, in theory, host their data on independent servers rather than relying on Bluesky’s infrastructure. While most users stick with Bluesky’s default setup (your username typically ends with “.bsky.social”), this decentralised system gives individuals greater control over their data and interactions.
Who Created Bluesky?
If Bluesky’s style feels familiar, and essentially looks like ‘old Twitter’ that’s because it was created by Jack Dorsey, co-founder and former CEO of Twitter. Dorsey originally conceived Bluesky as a decentralised alternative to Twitter, free from the control of any single entity.
While Dorsey stepped away from the project earlier this year, BlueSky is now led by Jay Graber and operates as a public benefit corporation.
Why Is Bluesky Growing So Quickly?
Bluesky’s meteoric rise can be attributed to several factors:
- A Rapidly Expanding User Base: The platform is adding one million new users daily, driven by its fresh take on social networking and user-first approach.
- Frustration with X: Many users have been seeking alternatives to X due to controversial changes introduced by Elon Musk, ranging from algorithm updates to political endorsements.
- Celebrity Endorsements: High-profile figures like Jamie Lee Curtis, Lizzo, and Greg Davies have embraced Bluesky, bringing their fans and followers along.
This combination has propelled Bluesky to the top of app download charts, making it the #1 free app in the UK’s Apple App Store earlier this month.
How Does Bluesky Make Money?
Despite its growth, Bluesky’s monetisation strategy remains in development. Unlike X, which relies heavily on advertising, Bluesky aims to avoid ads altogether. Instead, the platform is exploring options such as:
- Paid Features: Users might soon pay for customised usernames or enhanced functionality.
- Subscription Models: As the user base grows, premium subscriptions could help sustain the platform.
For now, BlueSky is funded by venture capital and investor backing.
The Future of Bluesky
With 16.7 million users as of mid-November and counting, Bluesky’s rapid growth highlights its potential to become a major player in the social media landscape. While it’s too soon to tell whether it can rival X, its decentralised, user-focused approach has already captured the attention of millions.
For businesses and marketers, BlueSky offers a fresh opportunity to connect with audiences in an authentic and innovative way. Its rise signals a growing demand for platforms that prioritise user control, simplicity, and transparency.
While Bluesky’s currently lacks the high-profile personalities and organisations which are present on X and its 16.7 million users currently don’t come close to rivalling X’s 335 million users (including 237.8 million daily active users)(BankMyCell, SocialPilot), its rapid growth and decentralised approach make it a platform to watch. With millions of new users signing up daily, it will be interesting to see how Bluesky’s popularity continues to evolve over the coming months.
