Is Bluesky Dying and Why?

Edmund.McGowan

Social media is the beating heart of communication for folks in all walks of life. From Presidents to polygraph companies, music promoters, and SMBs -if you’re not on social media, then you’re not part of the conversation. Today we’re focusing on Bluesky, the Twitter-esque social media platform that everyone was raving about last year. If you’ve read the title, then you’ll see that the skies are not all blue in the world of Bluesky.

Indeed, storm clouds may well be brewing -remember Myspace? Social media platforms come and go, so is Bluesky on the same path as Friendster and Vine? Read on to find out! If you’re one of the millions of Bluesky users curious if Bluesky is dying, or perhaps a newbie wondering what this Bluesky is all about, you’re in the right place. Today we’ll cover the Bluesky essentials, so you can decide for yourself whether Bluesky is worth your while, or if you should take your social media posts elsewhere.

What is Bluesky?

Bluesky is a decentralized social media platform started by Twitter co-founder Jack Dorsey. Built on the AT Protocol (Authenticated Transfer Protocol), Bluesky emphasizes user control and algorithmic transparency, and is designed to be open-source and interoperable. This feature allows users to move between other services that support the AT Protocol. 

With a focus on de-centralized control, Bluesky aims to give users more control over their data and algorithms, for a healthier, user-oriented social media. In the last few years, there’s been concern about algorithmic manipulation, censorship (or lack of), as well as corporate overreach in Twitter (X). Proudly ad-free, Bluesky provides users with a viable alternative to the current chaos of mainstream platforms such as Twitter (X).

How did it come to fruition?

Envisioning a decentralized protocol able to support multiple social media platforms, Jack Dorsey came up with Bluesky as an internal Twitter initiative back in 2019.  Fast forward to early 2021, and Bluesky was still in the research phase with 50 advisors from the decentralized tech community working on the project. Jay Graber was hired to lead the Bluesky project in the summer of 2021, and incorporated Bluesky Social as an independent company that October.

World’s richest man, and former Senior Advisor to the President of the United States Elon Musk acquired Twitter in 2022, swiftly cutting legal and financial ties with Bluesky. Imbuing the platform with a sense of exclusivity, Bluesky launched an invite-only beta in 2023. Fresh and innovative, Bluesky immediately attracted celebs, journalists, and minority and subculture users who embraced the invite-system and cleaner social media space. Left-leaning, the Android app was released in April 2023, started with around 50,000 users. In July, Bluesky social raised $8 mil in seed funding, and converted to a benefit corporation, growing to over 2 million users by November.

Finally, on Feb 6 2024, Bluesky opened its gates to the public, allowing users to build their own apps within the AT Protocol. Dorsey left Bluesky’s board in a huff on May 4, later saying that the company was reporting the mistakes Twitter made as a company, including company structure and the introduction of moderation tools.

Why is it dying?

Let’s not beat around the bush. After the initial success and rapid increase of the Bluesky user count, the platform has undergone several remarkable expansions and contractions. After the initial gold rush, many users simply left the platform or became inactive after their initial engagement. Without intending to bring politics into the discussion, we need to discuss it. The Donald was re-elected on Nov 5 2024, with Musk as his largest individual donor, sparking a mass exodus of US, UK and Canada Twitter (X) users to Bluesky, growing to 20 million users by November 19.

This huge growth (tripling its user base) resulted in the need for increased content moderation, which led to criticism, as opaque moderation policies irked many users. Other complaints include limited functionality, as well as difficulties for many users surrounding Federation, the architecture giving users the power to create their own servers.

Many early adopters flocked to Bluesky as a safe space, an alternative to the toxicity of Twitter. Many other social media platforms have sprung up since the inception of Bluesky, often providing more innovative solutions and user-friendly experiences than Bluesky. Mastodon is worth a look, if you’re searching for a decentralized platform that puts user privacy and moderation flexibility first. That said, Mastodon may well be going the way of the, er, mastodon, according to recent figures.

Leaving so soon?

Poor retention has resulted in people the world over wondering is Bluesky down? And, after the space of a few short years, how many users does Bluesky have? At time of writing, Bluesky has 1.67 million daily users, and 715K daily posters, down 20.1% and 16.9% respectively from three months ago.

Statistics unfortunately reveal that Bluesky is currently on a downward spiral: at time of writing daily users is down by 4.2% compared to a month ago, while the number of new daily follows is down 20.1% from a month back.

Will Bluesky make a comeback?

Comebacks are rare in the finicky realm of social media platforms. It’s hard to say if the forecast remains grey, with a possible fade to black for Bluesky, or whether after a spell of rain, the horizon will once again be blue. Many users have left Bluesky because they don’t feel like it's worth their time: content discovery and integration with other platforms isn’t always a walk in the park on Bluesky.

The short-lived Trump/Musk bromance caused many users to ditch (Twitter) X and move to Bluesky. After the dust settled, some users realized that while (Twitter) X was an echo chamber for the political right, that Bluesky was a liberal bubble also lacking diversity of views, causing them to leave. More scandals at Twitter (X) may indeed send more users in Bluesky’s direction, but how to ensure these users remain active?

If Bluesky improves its user experience, more microbloggers may be inclined to stay and help the platform grow. With a core, committed user base, Bluesky already has strong ambassadors. By focusing on organic, sustainable user growth, perhaps Bluesky will enjoy another wave of popularity.