Since the US presidential elections on November 5, Bluesky has experienced an unprecedented surge. Dado Ruvic/Reuters
IS the sky really blue? This age-old question challenges assumptions, much like the social media landscape is being redefined.
As Elon Musk’s X (formerly Twitter) alienates users with controversial policies and partisan stances, Bluesky emerges as a compelling alternative. With its decentralised structure and user-centric approach, Bluesky is reshaping how we connect and engage online.
The numbers tell a remarkable story. Since the US presidential elections on November 5, Bluesky has experienced an unprecedented surge. Rose Wang, COO of Bluesky, revealed: “We have grown by a million users every day for the last eight days, which has blown past our projections … The influx of new users at Bluesky over the past two weeks was quite unexpected.”
This growth has propelled Bluesky’s total user base to 22 million, up from just 9 million in September, according to reports. Its daily active users soared to 3.5 million, a 300% increase since election day, and the platform has even topped the Apple App Store charts in the US. Meanwhile, X has reportedly been haemorrhaging users—1.8 million accounts were deactivated in a single week, with 115 000 users leaving in just one day.
Wang attributes this exodus to discontent with X, particularly after the election: “The US election appears to have triggered a migration of X users to Bluesky … There was a moment in time when right after Elon bought Twitter and before Threads launched, we had our lightning-in-the-bottle moment where the whole world was paying attention to Bluesky.”
Bluesky’s rise reflects both dissatisfaction with X and its innovative features that resonate with modern users.
Bluesky operates on the Authenticated Transfer Protocol (AT Protocol), granting users the ability to move their accounts between platforms without losing followers or data. CEO Jay Graber was quoted as saying: “Our goal is to give users control and choice in how they engage with the platform, from content moderation to the type of communities they join.”
This decentralised structure empowers users to personalise their online experiences while fostering innovation and trust.
Unlike X, which allows user-generated content to be exploited for AI training, Bluesky prioritises privacy and eschews targeted advertising. This resonates with users tired of intrusive data practices.
Through its “marketplace of algorithms”, Bluesky offers transparency and personalisation, allowing users to tailor their content feeds. This freedom reportedly contrasts with the rigid algorithms of other platforms.
Gordon MacMillan, former head of content strategy at X, explained the growing dissatisfaction with Musk’s platform: “People have been leaving the platform because of its owner, Elon Musk, using it as a political megaphone in his support for president-elect Donald Trump.”
Bluesky’s neutral stance and clean interface evoke the simplicity of early Twitter, making it especially appealing to those seeking a politics-free digital space. Bluesky empowers users to curate their feeds and communities, creating safer environments for meaningful engagement and reducing the toxicity often associated with X.
Despite its rapid growth, Bluesky faces several obstacles:
Bluesky’s reliance on the AT Protocol, rather than the more widely adopted ActivityPub, also limits interoperability with other decentralised platforms like Mastodon. Critics argue that elements like direct messaging reveal gaps in its decentralisation goals.
Bluesky’s ascent marks a shift in user expectations, prioritising transparency, autonomy, and privacy. As Graber articulated, the platform’s mission centres on giving users control over their digital interactions. Whether Bluesky can overcome its scalability and revenue challenges will determine its longevity, but its rise has already redefined the conversation around social media.
For many users, Bluesky represents not just an escape from X but a glimpse of what the future could be: a decentralised, user-first digital space. And so, the question shifts from “Is the sky really blue?” to whether Bluesky can keep soaring in this new era. For now, the answer seems to be a resounding yes.