From X to Bluesky: Why users are exploring decentralization

Bluesky, a decentralized social media platform co-founded by Jack Dorsey, has recently gained traction as an alternative to X.

Following the 2024 US elections, Bluesky has seen an influx of 700,000 new users in a week and one million new users in a month, bringing its total to more than 14 million. 

The app has also hit number one on the App Store, outpacing X, which has been facing user frustrations since Elon Musk’s takeover.

Bluesky stuns in new App Store rankinghttps://t.co/x6v5YW0oQl pic.twitter.com/UFTwLykaSa

— bluesky (@bluesky) November 13, 2024

Bluesky’s distinct approach to social media, emphasizing decentralization, has drawn attention—though it could present both advantages and challenges.

Decentralization at the core

At Bluesky, decentralization is more than a buzzword; it’s central to the user experience. Unlike traditional social platforms where a central algorithm curates content, Bluesky gives users more control over their social space.

They can select from an open marketplace of custom feeds, like ones dedicated to sports, friends-only posts, or even niche interests like cat photos.

We believe that social media will improve when people are free to build on it and remix it. Change what you don't like, try a new experiment, create a version tailored for your community, fork the code and start over. An open protocol lets social networks evolve as fast as users want them to.

[image or embed]

— Jay 🦋 (@jay.bsky.team) November 13, 2024 at 1:04 AM

This flexibility gives users more control but also requires them to manage feed settings and content filters.

Bluesky’s moderation tool, Ozone, enables users and teams to collaboratively label and filter content, with the option of subscribing to custom moderation services.

While this decentralized model can feel liberating, others may find it more time-consuming compared to more streamlined platforms like X.

Growing frustration with X

Bluesky’s growth also mirrors the increasing dissatisfaction among X users, particularly around the 2024 US elections. Many X users have reported issues like sudden drops in engagement (“deboosting”) and rampant bot activity.

Some believe that changes to the algorithm and increased moderation are driving users away from the platform. This is exemplified by statistics from Similar Web, showing that a third of X users in the UK have left the platform in the past year.

X/Twitter user numbers now down by almost a third over the last year in the UK, and by almost a fifth in the US. pic.twitter.com/LdqXrSbcJ9

— John Burn-Murdoch (@jburnmurdoch) September 23, 2024

Prominent users, particularly those focused on political discourse during the elections, have expressed frustration with what they see as diminishing visibility on their posts.

5.1 million followers on X. 12k on BlueSky. We are seeing the same level of engagement, if not more with less followers. No deboosting here.

— Anonymous (@youranoncentral.bsky.social) November 12, 2024 at 1:27 AM

For those ready to make the move, Chrome plugin Sky Follower Bridge aids the transition by allowing users tp connect with their X followers directly on Bluesky.

Community and engagement: Early days

Bluesky’s decentralized nature fosters a more community-driven atmosphere. Many users compare it to the early days of Twitter, where interactions were more organic and less dominated by algorithms.

Smaller, more focused communities create higher engagement levels, with some users appreciating the sense of connection. However, as Bluesky continues to grow, it faces the challenge of maintaining that sense of intimacy while scaling up. If the platform becomes too large, it may struggle to keep the level of engagement it currently enjoys.

Some users, like Kneon on X, are critical of the app’s more nostalgic feel, drawing comparisons to 2017-era Twitter:

Briefly checked out Bluesky.
Literally just 2017 Twitter.
Nah, I’m good. pic.twitter.com/Ac5Dq8Ei5p

— Kneon (@Kneon) November 12, 2024

As with any new platform, the journey from early adoption to mainstream acceptance is never without its challenges, and Bluesky’s decentralized structure might not be for everyone.

Will decentralization reshape social media?

Bluesky’s decentralized model represents a major shift in how social media can work. By allowing users to control their content, customize their feeds, and even build their own moderation systems, Bluesky is creating an environment where users are responsible for shaping their own experiences.

This shift could be the future of social media, especially as users grow more wary of centralized platforms and corporate control. Whether Bluesky can sustain its growth and keep users engaged remains to be seen, but its rise signals a desire for more user-centric, transparent platforms.