The day after the US presidential election, social media users made a bold statement: discontent with Elon Musk’s X (formerly Twitter) drove a mass exodus. Over 115,000 users deactivated their accounts, marking the largest single-day departure in the platform’s history. Meanwhile, Bluesky, a smaller and decentralized social media competitor, experienced a 500% surge in daily U.S. usage, according to Similarweb.
Bluesky, founded by Jay Graber with initial backing from Twitter co-founder Jack Dorsey, stands out for its decentralized model. The platform offers three core feeds—followed accounts, friends' activity, and a "discover" feed tailored to user interests. Beyond this, users can create and access custom algorithms, allowing personalized feeds like sports updates, music discussions, or niche hobbies.
Unlike X, Bluesky prides itself on being "billionaire-proof," operating as an open-source protocol rather than a single, centralized platform. Graber compares its decentralized model to the internet or email, where no single entity controls access or content.
“We’re building social media by the people, for the people,” Graber said, emphasizing user empowerment.
Since Elon Musk’s takeover of Twitter in 2022, the platform has become a lightning rod for criticism. Musk’s support for former President Donald Trump, amplified partisan content, and controversial policy changes—such as pay-to-play verification—have alienated many users.
In the wake of the election, these factors culminated in what some are calling an "X-odus." Bluesky, with its community-driven ethos, has emerged as a haven for users disillusioned by the changes on X and seeking alternatives to heavily curated feeds.
Despite its appeal, Bluesky remains a fledgling platform. Surpassing 20 million users, it is still dwarfed by competitors like X, Threads, and Instagram, which boast hundreds of millions—or billions—of active users. Its scrappy, invite-only beginnings have attracted a tight-knit community, including Hollywood figures, journalists, and politicians, who appreciate its early-Twitter charm.
However, rapid growth has tested Bluesky’s systems. Following the post-election surge, the platform experienced glitches and stability issues as its 20-person team scrambled to handle the influx.
Bluesky’s success highlights its appeal, but social media experts caution that expansion may bring challenges. Larger platforms often struggle with harassment, hate speech, and misinformation, and Bluesky could face similar issues as its user base grows.
“It feels like Twitter from a decade ago,” said Dave Karpf, a professor of media and public affairs and early Bluesky adopter. “But as it scales, keeping that charm will be tough.”
Unlike its rivals, Bluesky eschews ad-based revenue models and data mining. Its recent venture capital funding round supports its growth, but the company has yet to identify a long-term monetization strategy. Plans include a subscription model offering premium features like high-quality video uploads and advanced customization, but these remain in development.
Bluesky’s COO, Rose Wang, reassures users that the platform will not sell data or prioritize paid subscribers in its algorithms. The company also promises not to use user data to train AI models—a significant point of differentiation from competitors like Meta.
Bluesky’s unique decentralized model and user-first philosophy have attracted a growing audience, but questions remain about its sustainability. Without ads or invasive data practices, the platform must find innovative ways to fund operations while maintaining its ideals.
As Bluesky navigates these challenges, its emergence signals a broader desire for platforms that prioritize transparency, user control, and inclusivity. For now, the upstart remains a beacon of hope for those seeking an alternative to Big Tech-dominated social media.
Whether it can scale its ethos without compromising its vision remains a question only time will answer.
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