Bluesky and Threads:
Bluesky and Threads share some overarching goals but take vastly different approaches to achieving them. These two platforms have emerged as the most credible alternatives to the platform formerly known as Twitter, offering contrasting visions for how text-based social networks should function.
Threads, under Meta’s control and ultimately guided by Mark Zuckerberg, has emphasized “public conversation” while simultaneously manipulating its platform to prioritize certain types of content. For example, during an election year, Meta throttled political content, requiring users to adjust settings to see posts about elections or social issues in their “For You” feed. This selective moderation extended to controversial decisions, such as initially blocking searches related to COVID-19 and vaccines, and penalizing benign terms like “saltines” and “cracker.” Instances like the temporary blocking of searches for journalist Austin Tice exemplify the unpredictable nature of Threads’ moderation, though Meta later apologized and addressed these issues.
Bluesky, by contrast, employs a decentralized moderation model. While it maintains baseline moderation policies, users are given significant control over what content they see, including the ability to use or create custom moderation tools. Bluesky CEO Jay Graber likened moderation to governance, stating, “We don’t think one person or company should unilaterally decide the norms for an entire ecosystem.” This philosophy reflects Bluesky’s aim to empower users to shape their experience and underscores its commitment to fostering public conversations in a more open environment.
The platforms also diverge in their approach to link sharing and news content. Threads has taken a cautious stance on hard news, with Meta expressing reluctance to promote it actively. In contrast, Bluesky has embraced link sharing, with publishers reporting more traffic from Bluesky than Threads or X. This emphasis has made it a preferred platform for those seeking to share and discover news.
Even the organization of content reflects their differences. Bluesky offers a reverse-chronological feed by default, allowing users to follow accounts or customize their experience with feeds tailored to topics like “cat pics” or “trending news.” Threads, however, defaults to an algorithmic feed blending user-preferred content with random posts, often criticized for being irrelevant. Though Meta has suggested testing a default “following” feed, its reliance on algorithm-driven discovery persists.
Monetization strategies further distinguish the two platforms. Bluesky has explored non-advertising revenue streams, such as selling custom domains and launching a subscription service for premium features. While advertising hasn’t been ruled out, Graber has emphasized avoiding the pitfalls of over-commercialization. Threads, on the other hand, is part of Meta’s vast ad ecosystem and is likely to adopt its familiar ad-driven approach soon, despite Zuckerberg’s statements about taking a measured approach to monetization.
Bluesky faces an uphill battle against Threads, which benefits from Meta’s massive resources and aggressive tactics. However, Bluesky’s decentralized, user-focused design has garnered a passionate following. Its commitment to empowering developers and users positions it as a democratic alternative in a space increasingly dominated by tech giants. As Graber put it, Bluesky isn’t just about being the next big social platform—it’s about fundamentally changing how social media works, offering users genuine choice in what they see and engage with.
