Rewind: Bluesky CEO Jay Graber on the future of federated social media
Dec 2, 2024
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Jay Graber, CEO of Bluesky, discusses the explosive growth of the social media platform, which surged to over 20 million users following the election. She delves into the principles of decentralization and user customization that underpin Bluesky's design. The conversation touches on unique community culture, challenges in moderation, and strategies for monetization. Graber also highlights the importance of user feedback in shaping the platform and contrasts Bluesky's protocol with others like ActivityPub, emphasizing the future of federated social media.
Bluesky's explosive growth to over 20 million users showcases its appeal as an alternative to other social media platforms post-election.
The platform's decentralized At Protocol prioritizes user portability, enabling seamless migration across servers while enhancing online identity control.
Bluesky employs a hybrid moderation strategy combining centralized support with user-driven tools, aiming for effective content management amid sensitive periods.
Deep dives
Rapid Growth of Blue Sky
Blue Sky has experienced significant growth, especially after recent political events, reaching 20 million users in record time. This spike reflects users fleeing other social networks, particularly X, in search of new alternatives. The decision to remove invitation codes allowed easier access and contributed to this rapid expansion, suggesting that accessibility is crucial for user acquisition. The surge highlights Blue Sky's potential to attract a growing user base looking for a platform that resonated with their needs.
Decentralization and User Control
Blue Sky’s approach emphasizes decentralization, allowing users to control their online identity and migrate across different servers seamlessly. This model aims to mitigate the risks associated with centralized platforms, where user data and identities are tied to a single entity. The architecture is built on the At Protocol, which supports identity portability, providing a robust framework for users to maintain their connections while exploring new services. This decentralization not only enhances user autonomy but also fosters a more resilient social network.
Competing with Other Protocols
The differences between Blue Sky's At Protocol and ActivityPub, which drives Mastodon and other networks, are significant. While ActivityPub is server-centric, creating dependencies on specific instances, the At Protocol prioritizes user portability and global interactions. This distinction is pivotal as it shapes the user experience, enabling flexible interactions rather than locking users into individual servers. Blue Sky aims to create a more user-friendly experience that appeals to mainstream social media users, who may prefer the simplicity of a Twitter-like interface.
Moderation Strategies and Challenges
Moderation in Blue Sky is approached with a hybrid strategy, integrating both centralized efforts and user-driven moderation tools. The platform introduced composable moderation systems that allow communities to establish their own moderation criteria while relying on a strong internal team for support. This balance aims to address the complexities of content moderation during sensitive periods like election years, where misinformation can proliferate. Effective moderation tools, including automated systems and user-led initiatives, are crucial for maintaining a safe and engaging environment.
Monetization and Ecosystem Development
Blue Sky plans to monetize through various marketplaces and services while cultivating a robust developer ecosystem. The strategy involves allowing third-party developers to create their own tools and algorithms that can be utilized within Blue Sky, enhancing user experiences. As with other open networks, innovation and business opportunities will emerge as users and developers explore creative solutions. This ecosystem aims to replicate the success seen in other open platforms, fostering a space where diverse business models and community-driven initiatives thrive.
Bluesky has really taken off since the election, and since the Decoder team took some time off for Thanksgiving break, we felt it was a great time to bring back the interview we did earlier this year with Jay Graber, the CEO of Bluesky, the upstart competitor to Meta’s Threads and the platform formerly known as Twitter.
At the time, Bluesky was a pretty small platform. It had just reached 5 million users when Jay and I spoke. But since the election, Bluesky’s growth has absolutely skyrocketed to more than 20 million users, and it's starting to put real competitive pressure on Threads at the feature level. As Bluesky really ramps up, it seemed like a great time to engage with some of the core questions behind its design and see if Jay and her team can keep it up.
Links:
Twitter’s heir apparent isn’t X or Threads — it’s Bluesky | The Verge
Bluesky now has more than 20 million users | The Verge
Bluesky moves deeper into moderation hell | The Verge
Twitter is funding research into a decentralized version of its platform | The Verge
Bluesky built a decentralized protocol for Twitter | The Verge
