X is dead, long live Bluesky? After Donald Trump’s victory in the American elections, many users distanced themselves from Elon Musk’s government”. One of the winners of this disenchantment is probably Bluesky, one of the social network’s competitors, which exceeded the threshold of 20 million members worldwide in mid-November, while last October it had 13 million.
Ouest-France, Sud-Ouest but also the British newspaper The Guardian, the Spanish La Vanguardia and the Swedish Dagens Nyheter… In recent days many users (media, businesses, football clubs, etc.) have abandoned its handling of false information and its lack of moderation. Tensions worsened after the US presidential elections, during which the platform transformed into a real ideological battlefield. “The exodus from X, where there are fed up with Elon Musk and his measures, benefits Bluesky,” observes digital strategy expert Fabienne Billat.
The French branch of Greenpeace abandoned the microblogging network last Friday, expressing a desire to explore “alternatives like Bluesky.” Initially created and funded by Twitter itself, when the network was then led by its co-founder Jack Dorsey, Bluesky opened to the general public in early 2023 and has enjoyed a notable rise in popularity since early November 2024. If the platform remains light years away from X, whose active users are estimated at 550 million, and also from Threads (275 million monthly active users), owned by Instagram/Meta, it hopes to be able to establish itself as an alternative virtuous by addressing disillusioned users.
A decentralized network that respects users
Open source, anti-chronological thread, no advertising… Bluesky, whose interface closely resembles that of (Internet user data is not held by a single central authority) », asks social media specialist Romain Rissoan, who draws a parallel with pre-Musk Twitter: less polarizing content than X and conversations without unhealthy aggression. “We are orphans of the old Twitter: all those who don’t want X to become Fox News they are looking for another platform,” says Virginie Clève, digital strategy specialist.
One of Bluesky’s strengths is that it offers features that allow you to personalize the user experience, for example by creating your own filters and news feeds on a specific theme (cinema, politics, science, etc.). Even at the level of moderation, the Internet user can regain control over what he wants to see or not, for example by hiding certain keywords or types of publications. An application “by the people, for the people”, in the words of the discreet head of the network, Jay Graber.
Bluesky wants to keep its service free and remains opposed to integrating advertisements. But to remain viable, the platform is considering offering a paid subscription that includes additional features, such as better video quality and advanced profile customization options. On the other hand, unlike X, the platform will not increase the accounts of its premium subscribers. A measure introduced by Elon Musk which shocked many users immediately after the acquisition of the social network.
The challenge of moderation
Can the platform with the butterfly logo, therefore, be considered the new “safe place” of the Internet? Conversations between users for the moment seem more peaceful there than on X, and the platform seems to escape most disinformation operations and other conspiracy theories. “The advantage of Bluesky is the reliability of the sources. Researchers, media and journalists express themselves more and more there”, observes Fabienne Billat, who instead notes the virtual absence of political personalities.
If Bluesky’s rapid growth continues, the network’s teams – around twenty employees – will face new challenges, especially in terms of moderation. “We have received more than 42,000 reports in the last 24 hours,” security teams said on Nov. 15, noting an “influx of spam, scams and trolls.” According to the experts interviewed, several technical aspects still need to be refined, such as the addition of an automatic translator.
If the wind blows in Bluesky’s sails, the platform will have to be careful not to stagnate and end up forgotten. “As is often the case, alternative social networks are growing strong and fast, but they don’t represent much in terms of volume. In most cases they end up in nothing”, recalls Romain Rissoan, who fears an “epiphenomenon” like the audio conversation application Club House, which had its moment of glory in 2020 before being gradually abandoned by its users.
What features of Bluesky are attracting users from X—formerly known as Twitter?
Interview between Time.news Editor and Digital Strategy Expert on the Rise of Bluesky
Time.news Editor: Welcome, Fabienne Billat! It’s great to have you here today to discuss the intriguing rise of Bluesky in the wake of growing dissatisfaction with X—formerly known as Twitter. The landscape of social media seems to be shifting quite dramatically. What do you think is driving this exodus from X to Bluesky?
Fabienne Billat: Thank you for having me! The recent dissatisfaction with X can largely be attributed to the chaos that has ensued since Elon Musk’s acquisition and the subsequent changes made to the platform. Users have expressed frustration over misinformation management, moderation issues, and the polarizing content that has become commonplace. Currently, many individuals are seeking alternatives that align more closely with their values, and Bluesky has stepped in to fill that void.
Editor: It’s fascinating to see how social dynamics are influencing platform preference. We’ve seen substantial user growth for Bluesky—now exceeding 20 million users. What does this growth reflect about users’ expectations from social media platforms today?
Billat: The surge in Bluesky’s user base indicates a clear desire for a more respectful and moderated social media environment. Modern users are becoming more aware of the impact of harmful content and are looking for platforms that not only prioritize user experience but also offer better control over what they see. The rise of Bluesky, which emphasizes user empowerment through personalization and open-source principles, aligns with this shift in user expectations.
Editor: Speaking of user experience, Bluesky promotes itself as a decentralized network with unique features such as customizable feeds and anti-chronological threads. How do you think these aspects draw users in and set Bluesky apart from its competitors?
Billat: Bluesky’s approach appeals to users who are exhausted by the aggressive algorithms and advertisement-driven models of existing platforms. By offering users the freedom to personalize their feed, hide certain keywords, and escape the aggressive commentary often found on X, Bluesky fosters a more positive and less stressful online environment. This aligns with the desires of many former Twitter users who miss the “old Twitter” feel—where conversations could happen without hostility.
Editor: It’s certainly refreshing to hear about a platform taking such a user-centric approach. However, maintaining a free service without advertisements poses its own set of challenges. You mentioned potential subscription models. How do you see that impacting user adoption in the long term?
Billat: While the idea of a subscription model might raise eyebrows among users who expect free services, the key lies in delivering valuable features that enhance the user experience. If Bluesky can effectively communicate the benefits of paid tiers—like advanced video quality and enhanced customization—it may not deter users. Remember, the core ethos of Bluesky is to maintain a platform by the people, for the people. As long as the fundamental offering remains attractive and respects user autonomy, the adoption rates should continue to rise.
Editor: Now, let’s address the elephant in the room: moderation. Scientific studies have shown that moderation practices significantly affect user behavior. How do you think Bluesky can handle this challenge while still respecting user freedom?
Billat: Moderation is indeed a delicate balancing act. Bluesky aims to give users control by allowing them to curate their experiences directly. By empowering users to filter out harmful content or keywords voluntarily, the platform can create a community that manages itself without the heavy-handed intervention seen elsewhere. This user-driven moderation could minimize the ideological battles that have plagued other platforms.
Editor: It sounds like Bluesky has carved out a unique niche amidst current social media frustrations. What do you foresee for its future and the overall social media landscape?
Billat: If Bluesky can maintain its momentum and continue evolving in a way that prioritizes user experience over profit, it could challenge the dominance of bigger platforms. The overall landscape is becoming increasingly fragmented as users seek platforms that resonate with their values. As such, Bluesky has the potential to not only thrive but also reshape expectations in the realm of social media, encouraging others to adopt more user-centric practices.
Editor: Thank you, Fabienne, for your insights into the future of social media and the promising rise of Bluesky. It will be fascinating to see how this all unfolds in the coming months.
Billat: My pleasure! I’m excited to witness these developments, too. Thank you!