Bluesky’s user numbers have surged following the recent U.S. presidential election, as many individuals seek an alternative to Elon Musk’s platform, X, perceived to be increasingly biased toward the right due to its owner’s endorsement of President-elect Donald Trump. Additionally, users are looking for other options apart from Meta’s Threads and its algorithms. Bluesky originated from the former Twitter, promoted by Jack Dorsey, with a vision of establishing a decentralized social networking model intended to supplant Twitter’s traditional functionalities. Although the two entities have now separated, Bluesky’s rapid growth—more than doubling its user count since October—positions it as a noteworthy contender among social media platforms.
However, this growth has not come without its challenges. Both human users and bots, created to foster division or mislead through junk websites, have increasingly populated the platform. With its user base now exceeding 25 million, Bluesky faces the biggest challenge yet as a relatively new platform that purports to offer a refuge free of the issues faced by its rivals. As per the analysis from Similarweb, Bluesky welcomed an additional 7.6 million monthly active users on iOS and Android in November, marking a staggering 295.4% rise since October. The platform also experienced substantial web traffic, with visits jumping to 56.2 million—an increase of 189% over the same timeframe.
The buzz surrounding Bluesky was further amplified by X’s temporary ban in Brazil around the election period. Laura Edelson, a computer science assistant professor at Northeastern University, pointed out that the surge in popularity also invites an influx of spam. She noted that Bluesky may not have the financial backing or the experienced workforce to handle this sudden upturn effectively, necessitating swift action to support its growth due to limited resources.
To handle its burgeoning user base, Bluesky transitioned from invitation-only to public access in February. This initial phase allowed the platform to refine its moderation tools and introduced unique features aimed at attracting new users, such as “starter packs” with curated feeds, a feature that Meta is now exploring. Claire Wardle, a misinformation expert at Cornell University, remarked that Bluesky upholds a contrasting value system compared to larger platforms, focusing on granting users greater control over their social media experiences.
In March, Bluesky articulated its goals, stating that while previous social media platforms might have connected users, they ultimately consolidated authority among a few corporations and leaders. The platform positions itself as an open social network, enabling individuals to customize their online experiences without being solely influenced by the decisions of a few billionaires. This ideology resonates with users fatigued by conventional social media giants, granting Bluesky an underdog status.
Despite the positive perception, Bluesky also faces the reality of numerous users attracting bots that disseminate divisive information. Limited data exists to effectively gauge the growth of impersonator accounts and AI-driven networks on the platform; however, users have reported a noticeable presence of apparent bot accounts engaging with them, sharing plagiarized content or generating automated polarizing responses.
One user, Lion Cassens, accidentally discovered a network of German-speaking accounts featuring AI-generated profiles that responded to certain news outlets, raising concerns about the potential for misleading information. He expressed trust in Bluesky’s moderation system compared to its competitors, but acknowledged that the emergence of AI bots presents a significant hurdle. Cassens hoped the platform would keep pace with these technological advancements to prevent future misuse.
Emerging analyses have indicated that foreign disinformation themes have reached Bluesky, with a specific instance showcasing false claims about ABC News that had emerged from Russian Telegram conversations. Challenges like copycat accounts threaten the platform’s integrity; in late November, researcher Alexios Mantzarlis identified that 44% of the top 100 most followed accounts had at least one impersonator. Mantzarlis later reported that Bluesky had taken steps to eliminate around two-thirds of these duplicate accounts, demonstrating the platform’s awareness and responsiveness to these challenges.
In response to its expanding user base, Bluesky has recently reported quadrupling its moderation team and implementing a new system to identify impersonation attempts. They are also striving to refine their Community Guidelines to better delineate acceptable content. Additionally, Bluesky offers an option for users to engage third-party “Labelers” for enhanced content moderation, allowing tagged warnings pertinent to specific accounts.
As Bluesky navigates these initial hurdles—scaled down when compared to challenges faced by other platforms—it stands at a pivotal moment. Edward Perez, who previously worked on Twitter’s civic integrity team, remarked that Bluesky must prioritize addressing threats promptly to achieve sustained growth. However, its challenges aren’t restricted to moderating misinformation and bots. The diminishing popularity of text-based social networks among younger demographics poses a significant obstacle; recent studies reveal that only 17% of American teenagers utilize X, a decline from 23% in 2022. Younger audiences appear more inclined towards visual-centric platforms like TikTok and Instagram.
Furthermore, political polarization complicates Bluesky’s aspirations to rival the scale of TikTok, Instagram, or even X. Wardle highlighted that Bluesky isn’t trying to cater to everyone, indicating that the era of overarching social networks striving to please all users is likely over. As platforms become increasingly divided by political ideologies, much like Meta, companies are deliberately minimizing political content and news to maintain user engagement.