Bluesky sees explosive growth as users seek alternatives to mainstream platforms

Bluesky, a social networking platform which evolved from the company formerly known as Twitter, has experienced a significant surge in its user base since the recent U.S. presidential elections. This rise has been attributed to individuals seeking alternatives to Elon Musk’s X, perceived by some users as aligning too closely with right-wing viewpoints. Additionally, users are drawn to Bluesky as a rival to Meta’s Threads, specifically due to dissatisfaction with existing social media algorithms.

Since its public launch, the platform’s user count has surpassed 25 million, more than doubling since October. According to Similarweb, November saw Bluesky gaining 7.6 million monthly active users on both iOS and Android devices, representing a staggering 295.4% increase from October. Moreover, Bluesky recorded 56.2 million visits to its desktop and mobile web platforms during the same period, a rise of 189%.

While Bluesky’s growth trajectory appears promising, the surge has introduced challenges, particularly with the influx of bot accounts seeking to foment partisan division or guide users toward unreliable websites. Laura Edelson, an assistant professor of computer science at Northeastern University, highlighted the complexities of rapid growth in an interview with the Associated Press, stating, “They got this spike in attention, they’ve crossed the threshold where it is now worth it for people to flood the platform with spam.” She noted that the platform currently lacks the financial resources and experience of larger competitors, urging the need for swift action to manage this growth effectively.

Initially an invitation-only platform, Bluesky transitioned to public access in February. This change was designed to allow the company time to develop moderation tools and additional features intended to attract users, such as curated “starter packs” of topical feeds. Notably, Meta has indicated testing a comparable feature on its own platforms.

Identify a key thematic difference, Claire Wardle, a professor at Cornell University, explained that Bluesky represents a distinct value system when compared to its larger competitors. She noted, “The first generation of social media platforms connected the world, but ended up consolidating power in the hands of a few corporations and their leaders.” Bluesky’s mission emphasises user agency, suggesting that social media experiences should not solely depend on decisions made by billionaires.

Despite its underdog appeal attracting users dissatisfied with established platforms, Bluesky faces potential challenges stemming from its heightened visibility. Users have reported experiencing an increase in AI-driven bot accounts engaging in divisive conversations. One such user, Lion Cassens, revealed his encounter with these bots, stating, “I have a lot of trust in the moderation mechanism on Bluesky… But AI bots are a big challenge, as they will only improve.”

Notably, the activity of impersonator accounts has also been observed. A study conducted by Alexios Mantzarlis from Cornell Tech found that 44% of the top 100 most followed individuals on Bluesky had at least one duplicate account impersonating them. As a response to this issue, Bluesky announced the removal of approximately two-thirds of the accounts identified by Mantzarlis as duplicates, indicating the platform’s awareness and proactive stance towards user safety.

In light of its rapid expansion, Bluesky has recently quadrupled its moderation team and implemented a new detection system for impersonation accounts. The platform has also enhanced its Community Guidelines, aiming to inform users about acceptable behaviour.

Edward Perez, a member of the OSET Institute’s board of directors and former leader of Twitter’s civic integrity team, sees Bluesky at a pivotal moment: “Whether Bluesky likes it or not, it is being pulled into the real world.” He emphasised the need for the platform to navigate threats effectively to maintain growth and user trust.

Despite these challenges, Bluesky faces additional obstacles linked to its text-based nature, which may disengage younger audiences increasingly drawn to visual content. A Pew Research Center survey revealed that only 17% of American teenagers currently use X, a decline from the previous year. This trend, coupled with existing political polarization within social media environments, could hinder Bluesky’s aspirations to reach the user levels of platforms like TikTok or Instagram.

As the landscape of social media continues to evolve, Bluesky’s burgeoning user base and its associated challenges will be pivotal in shaping its future direction and influence in the industry.

Source: Noah Wire Services