As Elon Musk’s controversial acquisition of X (formerly Twitter) shakes up the social media landscape, a new platform is gaining attention—Bluesky.
Founded by former Twitter CEO Jack Dorsey, Bluesky introduces a decentralized framework, giving users control over their data and offering greater transparency. With its promise of a fresh approach, Bluesky has quickly become a topic of conversation among global users, including those in the UAE.
Bluesky’s Rapid Growth
Initially launched as an invite-only platform, Bluesky opened to the public in February 2024. In November 2023 alone, the app gained millions of new users, starting with just 3 million and now boasting over 16 million active users. It has quickly risen to the top of app store charts, demonstrating the demand for an alternative to traditional social media platforms.
Bluesky’s tagline, “Social media as it should be,” challenges users to rethink what they expect from social networks. With algorithms dictating content and interactions on platforms like X, many users feel disconnected. Bluesky aims to reverse this trend by fostering genuine engagement and empowering users to manage their data.
Why Bluesky Stands Out
What sets Bluesky apart is its decentralized structure, powered by the AT Protocol. This allows users to host and control their data, marking a significant shift from platforms where data is owned and controlled by corporations.
For creators, this approach provides a refreshing sense of freedom. Indian expat and content creator Mohit Hira explains, “Bluesky is user-focused and community-driven. Without ads, the platform allows for more meaningful interactions, making it feel less commercialized.”
Welsh expat Claire Hopkins, an early member of Bluesky, shares a similar sentiment: “It feels like the original Twitter. After Musk’s acquisition, X has become toxic and less relevant. Bluesky offers a simpler, more engaging experience.”
Challenges with X and Why Users Are Switching
Since Elon Musk’s acquisition, X has faced criticism for algorithm changes, reduced content moderation, and increased misinformation. Many users, including creators, have expressed frustration over the platform’s direction.
Emirati content creator Zubair Sarookh highlights the issue: “X has become chaotic. The algorithm changes make it harder to connect with audiences, and visibility has dropped. Bluesky feels like a new opportunity to rebuild connections and share content in a less toxic environment.”
For Kuwaiti influencer Eisa Alhabib, who has over 1 million Instagram followers, Bluesky’s decentralized model offers a chance for creators to engage without corporate restrictions. “Bluesky feels fresh and untethered to a specific ecosystem like Threads. It gives creators control over their content, which is exciting,” he says.
Decentralization at the Core
The AT Protocol is Bluesky’s standout feature. It gives users the ability to own their data and break free from centralized ecosystems. This appeals to both casual users and content creators looking for a more transparent and empowering platform.
Hopkins elaborates on her experience: “Bluesky feels less intrusive than X. It’s easier to find relevant content, and you’re not bombarded by irrelevant posts pushed by algorithms. It’s a refreshing alternative.”
However, Bluesky still faces challenges in appealing to a broader audience, especially in regions like the UAE.
What Bluesky Needs to Succeed in the UAE
To establish itself in the UAE, Bluesky must address regional adoption challenges. Hopkins notes, “The platform hasn’t yet attracted a significant Arabic-speaking audience. For Bluesky to succeed here, it needs better localization.”
Sarookh believes that multi-language support and partnerships with regional influencers will be key. “Creators in the UAE need tools to monetize their content and build audiences. If Bluesky focuses on these, it can grow significantly,” he explains.
Hira echoes this sentiment, suggesting that Bluesky should focus on content tailored to the UAE’s diverse population. “The expat community here is huge, and the platform should cater to their needs while staying true to its decentralized roots,” he says.
Bluesky’s Current Status in the UAE
While Bluesky is growing globally, it remains a niche platform in the UAE. Early adopters like Vaibhav Pradip Vaghela describe it as promising but still developing. “It’s hard to get people to switch to a new platform. Many are watching to see how Bluesky evolves before committing,” he says.
Despite this, Vaghela appreciates Bluesky’s simplicity: “It feels like the old Twitter—clean and user-friendly. X has become too cluttered, but Bluesky offers a better experience for those who value meaningful connections.”
Bluesky vs. X: A Fresh Social Media Experience
Bluesky’s rapid growth highlights a clear dissatisfaction with X and other mainstream platforms. With its focus on decentralization, transparency, and user control, Bluesky offers an alternative to the commercialization of social media.
For now, Bluesky provides a glimpse into a different kind of social media—one where users have greater control over their data and interactions. But whether it can replace X or become just another niche platform remains to be seen.
