December 10, 2024 • 32min
Rapid Response: Bluesky’s bold plan beyond the ‘X-odus’, with COO Rose Wang
Masters of Scale
Key Takeaways
- Rapid Growth: Bluesky has grown to 24 million active users with only 20 full-time employees, experiencing major surges from Japan, Brazil, and most recently the US
- Democratic Social Media: Bluesky aims to be an open, democratic platform giving users choice and control rather than being locked into one algorithm
- User-First Approach: The platform prioritizes user experience, safety and community over rapid growth and monetization through ads
- Decentralized Model: Built as infrastructure for many apps rather than just one platform, allowing developers to build new experiences on top
- Content Moderation: Uses "stackable moderation" giving tools to users to help govern their own spaces rather than relying solely on central authority
- Business Model: Focused on subscriptions and facilitating user transactions rather than advertising revenue
Introduction
Rose Wang, COO of Bluesky, discusses the platform's recent surge in growth as millions of users switch from Elon Musk's X platform. She explains how Bluesky represents a major shift in social media, prioritizing user control, data privacy and democratization rather than just being an alternative to X or a liberal refuge.
Topics Discussed
Recent Growth and Platform Vision (03:01)
Wang describes the recent "hyper growth phase" that has seen millions of new users join Bluesky, while noting this isn't their first experience with rapid user growth:
- Previous Growth Waves:
- Over 1 million Japanese users joined in February 2023
- Millions of Brazilian users joined between April-August 2023
- Current Growth: Recent post-election surge has brought sustained momentum unlike previous waves
- Team Impact: Managing growth with just 20 employees has made sleep "a fifth priority"
Platform Differentiation (06:54)
Wang emphasizes how Bluesky differs fundamentally from X and other social platforms:
- Open Infrastructure: Built as a foundation for many apps rather than just one platform
- User Choice: Over 50,000 different user-created feeds versus one dominant algorithm
- Community Focus: Creates "cozier corners" for genuine interaction versus promoting polarizing content
- "We're not just building an app - we're building the whole new social web" - Rose Wang
Community Building Approach (09:59)
Wang addresses perceptions of Bluesky becoming a liberal refuge while explaining their broader vision:
- Universal Infrastructure: Not built for any specific political viewpoint
- Safe Spaces: Communities help users learn new ideas in safer environments
- Flexible Experience: Users can choose between intimate community interaction or broader global discovery
- "Communities actually help us learn about new ideas in a safer environment" - Rose Wang
Content Moderation Philosophy (22:26)
Wang outlines Bluesky's unique approach to content moderation:
- Stackable Moderation: Gives moderation tools to users rather than centralizing all control
- User Labeling: Allows users to label content for rude posts, spoilers, political content, etc.
- Hierarchical System: Models court system with different levels of moderation
- Community Governance: Empowers communities to set and enforce their own standards
Youth Access and Regulation (24:34)
Addressing recent Australian regulations banning users under 16:
- Current Challenges: Acknowledges social media has been harmful for teens
- Positive Potential: Recognizes importance of online connection for isolated youth
- Future Innovation: Sees opportunity for specialized apps targeting younger users
- Regulatory Compliance: Will comply with Australian law while seeking better solutions
Business Model (26:29)
Wang explains Bluesky's approach to monetization:
- Subscription Focus: Core features will remain free, premium features for self-expression
- Transaction Network: Plans to facilitate and take percentage of user-to-user payments
- No Advertising: Won't "insidify" platform with ads
- User Alignment: Business model designed to align with user interests
Data and AI Approach (28:11)
Wang details Bluesky's stance on user data and AI:
- Public Data: Content is public but users can express consent for AI training
- No Direct AI Profit: Won't sell user data for AI training
- Academic Access: Supports use of data for academic research and safety improvements
- User Control: Working to implement features for users to control their data use
Future Growth Strategy (30:35)
Wang discusses how Bluesky is managing current growth while planning for the future:
- Clear Focus: Serving independent creators, journalists, publishers, and entrepreneurs
- Platform Freedom: No algorithmic penalties for external links unlike other platforms
- Organic Growth: Focusing on user needs rather than celebrity/brand acquisition
- "If we focus on what the end user wants and needs, then everyone else will come" - Rose Wang
Democratic Vision (32:30)
Wang concludes by emphasizing Bluesky's broader mission:
- Breaking News: Becoming platform of choice for real-time news discussion
- Democratic Values: Representing more democratic way to build online communities
- Show Don't Tell: Focused on demonstrating rather than just describing their vision
- "We can only show, we can't tell" - Rose Wang
Conclusion
Bluesky represents an ambitious attempt to reimagine social media as a more open, democratic space prioritizing user control and community over centralized authority and advertising revenue. While managing rapid growth with a small team presents challenges, their clear principles-based approach and focus on long-term infrastructure over short-term gains suggests a potentially significant shift in how social platforms might evolve. Their success will likely depend on maintaining these principles while scaling and proving that a more democratic, user-centric model can be both sustainable and profitable.
