Bluesky: Why you should wait to use it

Bluesky is a decentralized social network that was created via AT Protocol by Jack Dorsey, former CEO of Twitter (“X”), to establish a more open, user-generated network. Through decentralized apps, Bluesky allows users to interchangeably transfer data between apps — in the form of profiles, posts, and identities — to have greater control over content and interactions. However, while this model sounds like it delivers on a promise of data ownership and improved security, there are still unresolved challenges.

Key Features of Bluesky

Like X, posts on Bluesky can have 300 characters with photos, and users can reply, repost, and like posts. The network comes with three different feeds — Following, Discover, and Popular with Friends — that can be modified for specific types of content. As an open-source, decentralized platform, each feed can have its own rules, policies, and moderation policies. Developers can contribute their own custom features and tools, granting users more autonomy over their experience. Bluesky operates independently, with no ties to larger corporations that might influence content. AT Protocol allows users to mitigate accounts without losing data or followers, and it lets users customize their domains directly through the platform.

Identified Challenges

While Bluesky grants users more control over their experience — by allowing them to choose which servers they want to join — there are relevant concerns with content moderation and the potential risk for echo chambers. By customizing their feeds and moderation chambers, it is easy for users to solely interact with like-minded individuals, thus eliminating the exposure to diverse viewpoints. There have also already been issues with harmful content on the platform. The team is currently taking action to find a way to improve its moderation tools and develop a system that flags or restricts harmful content without infringing on user freedoms.

Current User Landscape and the Future of Bluesky

Bluesky has grown significantly in recent months, appealing to individuals and companies seeking alternative platforms to X. There are currently several prominent individuals who have migrated to Bluesky, including celebrities like Jamie Lee Curtis and political voices such as Alexandria Ocasio-Cortez. Journalists and media figures are also active, with some leveraging the platform’s features for real-time updates and community engagement. Media organizations, such as NPR and PBS, have reduced or ceased activity on X due to its moderation policies to explore alternatives like Bluesky. Nonprofits and advocacy groups have also found Bluesky appealing for fostering constructive dialogue, especially those seeking less toxic or politicized digital environments.

While specific companies are yet to dominate Bluesky, brands in industries like entertainment and tech are setting up profiles to engage with early adopters and tech-savvy audiences. The decentralized and less algorithm-driven approach resonates with brands focusing on community building.

So, now what?

As the platform continues to grow, now surpassing 20 million users and serving as a less constrained and more customizable social media experience, there are still reasons for hesitation. There is a current lack of clarity on data privacy — specifics on how data is handled, stored, and potentially shared remains ambiguous. While Bluesky promotes its decentralized platform, it is the only social channel currently using AI Protocol, which limits the benefits of decentralization since for this feature to work, other social platforms must also get on board.

For now, Bluesky’s success will depend on balancing innovation with scalability, addressing moderation, and effectively navigating the competitive landscape. Until then, we await to see how it resolves its challenges before joining this new technology venture.

Action: While we wait, consider securing your company and brand handles on the platform.

Questions? Reach out at support@kirkpat.com.

Content, perspective and recommendation credits Cara Wetzel and Emma Pegler