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Highlight of the story: Bluesky’s rapid rise has come with unexpected turbulence: from government censorship to scammers, fake accounts, and a heated controversy over journalist Jesse Singal. As the platform expands, it grapples with the challenges of moderation, bad actors, and the pressure of becoming a mainstream player in the social media ecosystem.
The Highs and Lows of Rapid Growth
Bluesky has soared in popularity, amassing nearly 25 million users since its inception. But, like any platform on the rise, it’s facing the challenges that come with success. As users flock from X (formerly Twitter), Bluesky must juggle the delicate balance of freedom of speech with the reality of bad actors, scams, and a growing need for moderation. A major flashpoint occurred with the arrival of journalist Jesse Singal, who sparked a user revolt due to his controversial views on gender transition. The backlash, amplified by over 25,000 signatures on a petition, thrust Bluesky into the spotlight. Despite the controversy, the platform's user base largely remains loyal, but the platform’s ability to handle such tensions will be key to its continued relevance. The Cost of Popularity: Moderation Woes
With new user growth comes an influx of content that needs to be moderated—Bluesky’s moderation team is currently working at full capacity to handle the rising number of reports. A staggering 42,000 moderation reports were filed in just one day. As the platform becomes more popular, it faces increasing issues with user-generated content, including copyright violations and reports of scams. The surge in Brazilian users, in particular, has brought a wave of meme-related content and copyright complaints, overwhelming the small moderation team. This "growing pain" has pushed Bluesky to hire new staff to keep up with the workload, but as of now, there’s no clear solution to the problem of scale. Scams, Impersonations, and Fake News
Scam activity has been another troublesome side effect of Bluesky's growth. As the platform attracts users, so do scammers—posing as romantic interests or financial advisors in a tactic known as "pig butchering." Though Bluesky has been aggressive in shutting down fraudulent accounts, the number of scam reports is on the rise. In addition to scammers, Bluesky has also seen an uptick in fake celebrity accounts, impersonating famous figures like Ellen DeGeneres and Cristiano Ronaldo. The platform has started labeling these accounts as “impersonations,” but the problem persists. As Bluesky’s user base continues to expand, the issue of fake accounts and impersonations will only grow, necessitating a more sophisticated approach to verification. Censorship, Propaganda, and Government Pushback
Governments worldwide have begun to take notice of Bluesky’s growing presence—both good and bad. The platform has already been blocked in China and Pakistan, two countries known for their heavy internet censorship. Bluesky’s lack of a strong internal team to fight state-sponsored propaganda leaves it vulnerable to being used as a tool for spreading state-controlled narratives. However, the platform has resisted pressure to comply with government censorship requests and has remained committed to an open internet. While Bluesky’s small size means it’s not yet a target for large-scale government interference, its ability to navigate these pressures could define its future. Bluesky vs. the Big Boys: A New Player’s Growing Pains
Bluesky’s innovative domain-based account verification system is a unique feature, but it has its drawbacks. Users have expressed frustration with the complexity of the verification process, which requires linking a personal web domain to verify their account. While this system aims to combat fake accounts and impersonation, it may be too difficult for the average user to understand. As Bluesky looks to expand its verification practices and tackle issues like state-controlled news agencies, the platform faces a steep learning curve. In the race against larger, more established platforms, Bluesky needs to strike a balance between innovation and accessibility—or risk alienating its user base. Tough Decisions Ahead: The Future of Bluesky
Bluesky’s growing pains are a natural part of its evolution, but they’re also a sign of the challenges that come with attracting millions of users. From navigating controversy to managing moderation, the platform is in a delicate position. As Bluesky grows, it will need to evolve its policies, streamline its moderation processes, and find a way to handle fake accounts and propaganda. How the platform handles these growing pains could determine if it remains a niche alternative or becomes a true competitor to social media giants like X and Instagram. The next few months will be critical in shaping Bluesky’s future.