In the wake of the recent US elections, Bluesky has experienced significant growth, reaching approximately 24 million users. The platform’s CEO, Jay Graber, faces the dual challenge of maintaining user satisfaction while funding the burgeoning service. During a WIRED Big Interview event in San Francisco, she affirmed the company’s commitment to avoiding “enshittification,” a term that signifies the decline in user experience typically seen when platforms prioritize monetization over content quality. Graber stressed that Bluesky is focused on delivering a positive experience for its users as it scales up.
To address the financial sustainability of the platform without resorting to ads, Graber mentioned that subscriptions would be the initial avenue for generating revenue. These subscriptions are set to offer enhanced features, such as higher-quality video uploads and added customization capabilities. However, the recent surge in user numbers has delayed the launch of these premium subscription options. Graber admitted that although the rollout was originally intended to occur sooner, the rapid influx of users necessitated a reevaluation of priorities.
Originally developed as an experimental social media project within Twitter, Bluesky gained autonomy before Elon Musk’s acquisition of the platform, now known as X. The shift in leadership at X, particularly Musk’s support of Donald Trump during the elections, prompted a migration of users seeking an alternative platform, contributing to Bluesky’s remarkable growth. This increase in user engagement, however, also led to challenges for Bluesky’s relatively small team of 20 full-time employees, who struggled to manage the sudden influx, occasionally resulting in site crashes.
In response to these challenges, Bluesky has taken steps to bolster its operational capabilities, notably by expanding its content moderation team from 25 to 100 contractors. This strategic move aims to ensure that the platform can manage its growing user base efficiently while maintaining a high standard of user experience. The company is adapting its strategies to better accommodate the surge in activity, allowing for smoother navigation and community engagement.
Bluesky distinguishes itself through its decentralized approach, fostering an environment where user customization and control are paramount. Users can easily tailor their feed by using features such as user lists, starter packs, and muted words. For advanced users, there is even the option to establish custom website hosting providers, further enhancing the degree of personalization available on the platform. This commitment to customization is a key aspect of Bluesky’s appeal, attracting a diverse user base looking for a more tailored social media experience.
Despite Bluesky’s rapid ascent, it faces stiff competition from Meta’s Threads, which has also experienced strong growth, boasting over 35 million new users in November alone. In light of this competition, Meta is planning to introduce more customization features to Threads to enhance its offering. As both platforms vie for user engagement and loyalty, the race to innovate and provide a unique user experience remains fierce, ensuring that the landscape of social media will continue to evolve in the coming months.
