Why is Bluesky getting so much attention right now?

In the wake of Donald Trump’s win in the 2024 presidential election, X (you might remember it as Twitter, back when it made slightly more sense) is hemorrhaging users. And why? Because it turns out that having your platform’s owner, Elon Musk, openly campaign for Trump and get cozy with the new administration doesn’t exactly inspire confidence among those who’d prefer their social media without a side of political favoritism.

On November 6 alone, more than 115,000 people said “enough is enough” and deactivated their X accounts, the biggest one-day user departure since Musk took over. This data, courtesy of Similarweb, paints a pretty clear picture: X isn’t what it used to be, and a lot of folks have decided to vote with their feet—or, in this case, their delete buttons.

So where are they going? Bluesky, a decentralized social media platform that’s been quietly gaining steam, suddenly found itself flooded with 2.25 million new users in the week following the election. Why Bluesky? Because it doesn’t come with the baggage of Musk’s increasingly right-wing, hyper-partisan influence or a moderation system accused of amplifying the worst kinds of misinformation and bias during a crucial election period.

Sure, it’s hard to say for certain just how much Musk’s control over X impacted the election results, but the shift is impossible to ignore. Critics have pointed out that X’s content moderation (or lack thereof) and algorithmic tweaks seem tailor-made to amplify partisan content and fuel misinformation. So, if you’re wondering why people are making the digital pilgrimage to Bluesky, it’s because they’re seeking a space that doesn’t feel like it’s being steered by one billionaire’s political agenda.

Bluesky is a decentralized microblogging social networking service that has gained significant attention as an alternative to platforms like X (formerly Twitter), Facebook, and Mastodon. Let’s explore how Bluesky compares to these platforms in terms of technology, decentralization, features, and functionality.

Technology and Decentralization

Bluesky is built on the AT Protocol, a decentralized communication protocol designed for social networks1. This approach differs from traditional centralized platforms like X and Facebook, which are controlled by a single company. The key technological differences are:Decentralization:

• Bluesky: Uses the AT Protocol, allowing for multiple interconnected networks
• Mastodon: Uses the ActivityPub protocol, also decentralized but with a different architecture

Data Ownership:

• Bluesky: Aims to give users more control over their data through personal data repositories
• X and Facebook: User data is primarily controlled by the platform
• Mastodon: Data is distributed across various instances, with users having more control

Interoperability:

• Bluesky: Designed to allow different networks to interact through an open standard
• X and Facebook: Closed ecosystems with limited interoperability
• Mastodon: Federated system allowing communication between different instances

Features and Functionality

While Bluesky is still in development, it offers some unique features and approaches to social networking:

User Experience:

• Bluesky: Similar to Twitter, with short text posts, images, and interactions1
• X: Microblogging platform with various media types and interaction features
• Facebook: Full-featured social network with diverse content types
• Mastodon: Microblogging similar to Twitter, but with instance-specific features

Algorithmic Choice:

• Bluesky: Offers a “marketplace of algorithms” for customizable feeds1
• X and Facebook: Proprietary algorithms control content visibility
• Mastodon: Primarily chronological feeds with limited algorithmic sorting

Identity Verification:

• Bluesky: Uses a DNS-based domain name handle system for self-verification1
• X and Facebook: Centralized verification processes
• Mastodon: Varies by instance, generally less formal verification

Content Moderation:

• Bluesky: Aims for a more decentralized approach, still in development
• X and Facebook: Centralized moderation policies
• Mastodon: Instance-based moderation with federated blocking

Building Engagement

Bluesky’s approach to building engagement differs from other platforms:

1. Open Ecosystem: By allowing users to choose or create their own algorithms, Bluesky aims to foster a more diverse and engaging environment.
2. Decentralized Identity: The self-verification system may lead to more authentic interactions and reduce issues with bots and fake accounts.
3. Community-Driven Development: As an open-source project, Bluesky encourages community involvement in its development, potentially leading to features that better serve user needs1.
4. Algorithmic Transparency: The “marketplace of algorithms” concept could lead to more transparent and user-controlled content curation.
5. Interoperability: The potential for users to interact across different networks using the AT Protocol could expand engagement opportunities.

However, it’s important to note that Bluesky is still in its early stages and lacks some features found on more established platforms, such as direct messaging, video support, and advanced content filtering. The platform is actively developing and may introduce these features in the future.

Bluesky takes a unique approach to content moderation that differs significantly from both X (formerly Twitter) and Mastodon. Here’s how Bluesky’s moderation system compares:

User-Controlled Moderation

Bluesky emphasizes user autonomy in content moderation, allowing individuals to have more control over what they see in their feeds. This approach includes:

• Customizable filters for muting and blocking users, words, and hashtags
• The ability to subscribe to independent moderation services
• Options to create or subscribe to mute and block lists

This level of customization is more extensive than what X offers and differs from Mastodon’s instance-based moderation.

Decentralized Approach

While Bluesky is decentralized like Mastodon, it uses a different protocol (AT Protocol instead of ActivityPub) and handles moderation differently:

• Users can host their own data on their own servers
• Server choice doesn’t affect the content users see, unlike Mastodon
• The platform allows for the creation of independent moderation services

Independent Moderation Services

Bluesky introduces a system where developers and communities can create their own moderation services using a tool called Ozone.  This allows for:

• Community-driven moderation solutions
• Users subscribing to third-party moderation services
• A marketplace of moderation options

For example, users can subscribe to services like XBlock Screenshot Labeller or News Detective for specific content filtering.

Flexible Content Policies

Bluesky’s approach to content policies is more flexible than X’s centralized system:

• Adult content is permitted but can be labeled and filtered based on user preferences
• Users can set their own thresholds for various types of content, including NSFW, misinformation, and extremist content.
• The platform offers options to “Hide,” “Warn,” or turn off filters entirely for different content categories

Challenges and Concerns

While Bluesky’s moderation approach offers more user control, it also presents some challenges:

• Potential for inconsistent user experiences across different servers
• Risk of echo chambers due to highly customizable feeds
• Possible spread of misinformation or harmful content due to decentralized moderation3

Community Involvement

Bluesky incorporates community labeling as part of its moderation strategy, promoting user involvement in content regulation3. This is similar to Mastodon’s instance-based community standards but operates on a more individual level.In conclusion, Bluesky’s moderation system aims to provide users with more control and flexibility compared to X’s centralized approach, while offering a different take on decentralized moderation than Mastodon. This user-centric model allows for greater customization but also introduces new challenges in maintaining consistent content standards across the platform.