Bluesky Thinking

The backstory

Initially a project within Twitter, Bluesky became an independent platform in 2022 that was closely tied to Twitter’s former Founder, Jack Dorsey. In an unexpected twist, Jack left Bluesky in May, leaving Jay Graber to lead the platform. Recent updates like direct messaging and video compatibility have helped Bluesky attract users who feel disillusioned with X (formerly Twitter), which has increasingly veered into politically charged content and controversial moderation policies. This shift away from X isn’t just a reaction to platform fatigue—it’s driven by a desire for change.

Why the sudden migration?

• Discontent with X’s direction: Under Elon Musk, X has evolved into a highly polarised space, with Musk’s association with Donald Trump’s campaign raising concerns. Historian Ruth Ben-Ghiat described X as at risk of becoming a “propaganda outlet,” pushing some users to look elsewhere.
• A return to community: Bluesky provides “starter packs,” which help new users find and engage with like-minded groups on topics of shared interest. This feature has attracted a diverse community who are all seeking the same thing: a genuine and constructive social media experience.
• Nostalgic appeal: Bluesky feels like a throwback to the “old Twitter” that many users miss. The platform’s lack of maturity provides it with its freshness. Unlike more established channels, Bluesky is free from bots, endless advertising, and ideological debate. It currently offers what most crave from social media - a place where communities can grow through shared interest.

A desire for connection and community?

For Bluesky, this surge is more than a fleeting moment—it’s an evolution. It’s worth noting that Threads, the Meta backed rival to X, has also witnessed a surge in users over recent months, with reports suggesting it’s closing in on 300m active users worldwide. 

Bluesky’s evolution and growth may be gradual, but it’s driven by something powerful—community. Who knows if the momentum will last, but the speed at which people are deserting X acts as a powerful reminder that the overwhelming noise and politicisation of platforms, isn’t necessarily what people want. There are huge numbers of people that want spaces where connection feels meaningful, uncomplicated, and real.

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