Bluesky learns that as it grows, there are challenges and difficulties, including dealing with automated systems.

Since the U.S. presidential election, Bluesky has experienced a surge in its user base. Many individuals have flocked to the platform, seeking refuge from other social media platforms that have become increasingly politically polarized. Some users are dissatisfied with the support that Elon Musk, owner of X, has shown for President-elect Donald Trump, while others are looking for an alternative to Meta's Threads and its algorithm-driven content.

Bluesky was originally developed as a decentralized approach to social networking by Twitter's former CEO, Jack Dorsey. It was intended to replace Twitter's core mechanic, but that seems unlikely now that the two companies have gone their separate ways. However, Bluesky's impressive growth, with its user base doubling since October, has positioned it as a serious competitor to other social platforms.

But with growth also comes challenges. Bluesky has not only attracted human users, but also bots, including those designed to spread misinformation and direct users to unreliable websites. The platform's user base, now exceeding 25 million, is a significant test for the relatively young platform, which has positioned itself as a social media alternative free from the issues plaguing its competitors. According to research firm Similarweb, Bluesky saw a 295.4% increase in monthly active app users on iOS and Android in November, adding 7.6 million new users. It also saw a 189% increase in desktop and mobile web visits in the same period.

Aside from the U.S. elections, Bluesky received a boost when X was temporarily banned in Brazil. This sudden spike in attention has opened the floodgates for spam accounts, putting pressure on Bluesky's small team to address the issue quickly. To manage this growth, Bluesky initially started as an invitation-only platform before opening to the public in February. This approach allowed the site to develop moderation tools and unique features, such as "starter packs" that offer curated feeds on specific topics. Meta recently announced that it is testing a similar feature.

Compared to larger players like Meta's platforms and X, Bluesky has a distinct set of values, according to expert Claire Wardle. The platform prioritizes giving users more control over their experience, in contrast to the power consolidation seen on other social media platforms. In a blog post, Bluesky stated that their goal is to create an online experience where individuals are not at the mercy of billionaires making decisions about what they see.

This mindset has attracted users who are tired of the big players and are looking for a different type of social network. However, as Wardle points out, with a large number of users comes the risk of bots and misinformation spreading. Bluesky's small team is working to address these challenges, but it's a constant battle as AI bots become more sophisticated and foreign disinformation narratives make their way onto the platform.

Bluesky has also faced the issue of copycat accounts, with a significant number of users having duplicate accounts posing as them. The company has taken steps to remove these accounts, but it's a challenging task. Earlier this month, Bluesky announced that it had quadrupled its moderation team and implemented a new system to detect impersonation. The platform is also working on improving its Community Guidelines to provide more clarity on what is allowed. Additionally, users have the option to subscribe to third-party "Labelers" who help with content moderation.

Despite these challenges, Bluesky is at a crossroads. As Edward Perez, a board member at the nonpartisan nonprofit OSET Institute, notes, the platform needs to prioritize addressing threats if it hopes to continue growing. However, disinformation and bots are not the only challenges Bluesky will face in the future. As a text-based social network, it may struggle to attract younger generations who prefer visual-focused platforms like TikTok and Instagram. And with the increasing political polarization on social media, Bluesky may never reach the size of its competitors. But for now, it remains a promising alternative for those seeking a different kind of social network.

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