Janice R. Andrews
The Changing Landscape of Text-Based Platforms
In the aftermath of Twitter’s rebranding to X, two text-based platforms, Bluesky and Threads, have emerged as major alternatives, each presenting a distinct vision for the future of online communication. Although they share similar objectives, their methods for achieving them could not be more different.
Meta’s Threads: A Corporate-Centered Approach
Threads is owned by Meta, led by Mark Zuckerberg. While the platform claims to embrace “public conversation,” its moderation practices reveal a more controlled approach to managing content.
Moderation and Content Restriction
Meta has a long history of curating content, especially around politically sensitive topics. For example, during election years, political posts were suppressed unless users manually adjusted their settings to make them visible. This selective filtering strategy suggests Meta’s inclination to control the types of content users encounter, sometimes at the expense of transparency.
Threads has faced its own share of controversies over moderation. Instances of restricted searches, such as those related to COVID-19, and penalties for mundane words like “cracker” have caused backlash. While Meta has apologized for these missteps, the platform’s lack of consistency in handling moderation has led to questions about its reliability.
Algorithmic Feeds vs. User Control
Threads primarily relies on an algorithmic “for you” feed that mixes both relevant and random content. Although Meta has introduced custom feed options, the platform still defaults to an algorithm-based curation. In contrast, Bluesky focuses more on user control, providing a clear distinction between the two platforms’ priorities.
Bluesky: A Decentralized, User-Focused Vision
Bluesky represents a completely different approach, founded on the principles of decentralization. It gives users more power over their content and moderation decisions.
User-Driven Moderation
Bluesky uses a system of “baseline moderation” while offering users the ability to create custom moderation rules. This philosophy puts moderation into the hands of the community, allowing individuals to decide what they do and don’t want to see.
CEO Jay Graber has emphasized that moderation should not be dictated by one person or company. “Moderation is governance,” she has said, highlighting the importance of user agency in shaping the platform’s norms. This stands in stark contrast to Threads, which has a more centralized system of control.
Customizable Feeds
Bluesky’s reverse chronological feed prioritizes posts from users’ followed accounts, giving them full control over the content they see. The platform also allows users to create custom feeds for specific interests, from “trending news” to more niche topics like “cat pictures.” This ability to personalize feeds gives Bluesky a user-centric edge.
Supporting the News Ecosystem
Bluesky has also taken steps to bolster the news ecosystem, a role Twitter once fulfilled. Unlike Threads, which has distanced itself from hard news, Bluesky encourages link sharing, driving traffic to publishers. By doing so, Bluesky fosters a space for open dialogue and engagement with the world’s important stories.
Monetization Strategies: A Fork in the Road
Both platforms remain free of ads for now, but they have diverging paths when it comes to monetization.
Bluesky’s Sustainable Approach
Bluesky has experimented with alternative revenue streams, such as selling custom domains and planning a subscription service that will offer additional features. Graber has made it clear that she wants to avoid the commercialization pitfalls of ad-heavy platforms, ensuring the user experience is not compromised for the sake of profit.
Threads and Meta’s Advertising Model
Threads is closely tied to Meta’s massive advertising ecosystem, which is already deeply embedded across its other services. While Zuckerberg has indicated that the company isn’t in a rush to monetize Threads, rumors suggest that ads may be introduced as early as January 2025. Given Meta’s past behavior, it’s likely that Threads will adopt a similar ad strategy to Instagram and Facebook, potentially sacrificing user autonomy in favor of profitability.
A Community of Developers and Innovation
Bluesky, despite being the smaller platform, has fostered a dedicated community of users and developers. Its open-source model has allowed third-party apps to flourish, enhancing the platform’s versatility and appeal.
In comparison, Threads has struggled to engage users on a deeper level. Even influencers, paid to post content on the platform, have expressed confusion about its purpose, further exposing the disconnect between Meta’s vision and user expectations.
What Lies Ahead
As 2025 draws nearer, the competition between Bluesky and Threads will only intensify. Threads boasts a significantly larger user base and the financial might of Meta, but Bluesky’s commitment to decentralization and user empowerment provides it with a unique and loyal following.
Bluesky’s vision goes beyond simply being another social media platform. It is on a mission to redefine how social media operates, putting more control in the hands of its users and challenging traditional corporate-run models. As Graber stated, “We set out to change the way social media works from the bottom up.”
Conclusion
The rivalry between Bluesky and Threads offers a glimpse into the future of social media. While Threads leans on corporate power and algorithmic control, Bluesky prioritizes decentralization, transparency, and user autonomy. As these platforms continue to evolve, they will shape the future of digital interactions, offering users the chance to choose between two very different visions for online discourse.
