As discontent with Elon Musk’s social media platform X (formerly Twitter) grows, users are increasingly turning to the platform’s former owner Jack Dorsey’s Bluesky.

Critics of X have raised concerns about content moderation practices, especially following Musk’s involvement with the United States President-elect Donald Trump’s government and the reinstatement of accounts banned for hate speech.

But why have users chosen Bluesky over X?

According to The Economic Times, in contrast with X, Bluesky is a decentralised microblogging platform that promotes user privacy and control.

The platform, which is now led by CEO Jay Graber after Dorsey stepped down in May 2024, aims to offer a refreshing alternative to users, branding itself as “social media as it should be”.

The platform features a user-friendly interface reminiscent of early Twitter while capitalising on a decentralised architecture for enhanced security and autonomy.

The platform remained invite-only until early 2024, allowing developers to refine its features.

It is structured as a public benefit corporation, focusing on aligning its operations with user interests and improving the overall social media experience.

Although Bluesky allows users to post short messages, photos, and videos and send direct messages, its defining feature is its decentralised framework, enabling data storage on independent servers rather than centralised company-owned servers.

This innovative architecture enables users to join or establish servers that reflect their community values.

Unlike X, which relies on algorithm-driven feeds, Bluesky limits visible content to posts from user’s followed accounts. This straightforward, user-centric approach has attracted individuals frustrated with X’s complex feed mechanics and overwhelming content.

The sudden switch to Bluesky from X by users comes amid significant political shifts and user dissatisfaction with the Musk-owned platform.

Meanwhile, organisations like The Guardian have criticised the platform for fostering toxicity. Additionally, Bluesky’s top-ranking status in app stores and endorsements by celebrities have further boosted its visibility.