Bluesky: an overview

While it's technically not new, Bluesky has rapidly emerged as the next big thing in social media. Bluesky is a microblogging app platform similar to Threads, the sister app to Meta-owned Facebook and Instagram, and X, the platform formerly known as Twitter. Here's an overview and why it's proving to be so popular.

Bluesky launched in 2019 by Jack Dorsey, Twitter’s CEO at the time. Bluesky was envisioned as a decentralized, open-source platform, putting more control in the hands of its users and allowing the platform to connect with other decentralized social media services. Bluesky also strives to prioritize user privacy and customization, making it more likely that users will see content relevant to them.

While Bluesky has many similarities to X, its rise is primarily a reaction to what X has become since it was purchased by Elon Musk in 2022, and even more specifically since the 2024 Presidential Election. Musk’s focus on divisive content, fawning support and subsequent alliance with the President-elect, penchant for sharing and promoting misinformation, and sometimes bizarre business decisions have made X a very different platform than it was when it was known as Twitter. Musk’s reign has led to the rapid decline of X’s value and a major exodus of advertisers and users (including the author of this column). While the specific number of defectors isn’t known, what is clear is that many have migrated to Bluesky.

Bluesky is also benefiting from user dissatisfaction with Threads’ parent company, Meta, and the inability of Meta to capitalize on the momentum it generated after the launch of Threads. ?Over the years, Meta’s user-unfriendly practices have led to Facebook and Instagram losing favor, which puts it in stark contrast to Bluesky’s egalitarian approach. Threads initially had an opportunity to supplant Twitter, given Musk’s missteps, but Meta hasn’t capitalized on the opportunity. ?This may be a result of Threads being inextricably linked to Instagram, which presents barriers to users who don’t want to adopt both platforms. It may be because Threads is so similar to X that it’s uninspiring. Or it may be due to Meta’s failed attempts to become masters of the Metaverse and sell wearables like Quest VR goggles. In any case, Meta has unwittingly helped greased the skids for Bluesky’s ascension.

As of the writing of this column, Bluesky has more than 23 million users. That’s significantly lower than both Threads and X, but user count alone doesn’t tell the whole story. In terms of daily active users, a more accurate measure of relevance, Bluesky has already surpassed Threads. And while X continues to say the sky isn’t falling, it's likely to approach or even surpass what used to be social media’s second most popular platform. Whether it’s temporary or permanent, there’s no doubt that Bluesky has created some dark clouds on the horizon for Meta and Musk.

So, what does this mean for social media users? Should you immediately drop everything and start using Bluesky, or ensure that it’s part of your business’s social media strategy? Not quite yet. The “next big thing” in social media is a traveling trophy, so there’s no urgency. But you may want to protect your brand by establishing a presence on Bluesky, while continuing to keep an eye on its impact on your audience. Ultimately, Bluesky may become the Twitter-killer that Threads was supposed to be--if Musk-led X doesn’t kill itself first.