Recently, you may have come across “Bluesky” on social media and wondered what all the buzz is about. Bluesky is an alternative to Elon Musk’s platform X, and in terms of colour and design, it shares a striking resemblance.
Bluesky’s growth has been explosive, with around one million new sign-ups daily. At the time of writing, it had 18 million users, a figure likely outdated as you read this.
What is Bluesky?
Bluesky describes itself as “social media as it should be”, and its interface mirrors that of X’s earlier days. Users can post, comment, repost, and like content. A navigation bar on the left provides familiar options such as search, notifications, and home.
The platform’s standout feature is its decentralised structure. This means users can host their data on servers not owned by Bluesky, giving them more control. While most users still use “.bsky.social” in their usernames, it’s possible to sign up with personalised accounts.
Who created Bluesky?
Bluesky was created by former Twitter CEO Jack Dorsey, who envisioned it as a decentralised version of Twitter. Dorsey left the board in May 2024 and deleted his account in September. Now, Bluesky is led by Jay Graber and operates as a US public benefit corporation.
Why is it popular?
Bluesky’s rise accelerated in November, especially after Donald Trump’s electoral success. X’s owner, Musk, supported Trump, prompting some users to switch platforms in protest. Additionally, publications like The Guardian stopped posting on X, calling it “a toxic media platform”.
Celebrities such as Lizzo, Greg Davies, Ben Stiller, and Jamie Lee Curtis have joined Bluesky, contributing to its popularity. The app recently became the top free app in the UK’s Apple App Store.
How does Bluesky make money?
Bluesky’s funding initially came from investors and venture capital. Unlike Twitter’s ad-based revenue model, Bluesky aims to avoid advertising. Instead, it is exploring paid services, such as customised domain names for user verification.
For now, Bluesky’s financial future is uncertain. Tech startups often face challenges in becoming profitable—Twitter, before Musk’s $44bn purchase in 2022, only made a profit twice as a public company.
Whether Bluesky will challenge X in the long run remains to be seen. For now, its rapid growth suggests a strong contender in the social media landscape.
