Elon Musk has a new rival. Bluesky wants to challenge X, the old Twitter

Bluesky is the latest fashion trend. At least when it comes to social media platforms in Germany, where last weekend many users tried to join the new network. Unlike Twitter, which was recently renamed users should use the network.

– This is a very interesting situation – says DW Ronald Fiege, an independent internet marketing consultant – After all, Jack Dorsey, one of the former heads of Twitter and co-founder of the network, sits on the Bluesky management board – notes. According to Fiege and other observers, this fact may help build trust in the new platform .

Like the good old Internet

Bluesky works similarly to Twitter, but with slightly fewer features. It is no coincidence that it looks similar to its great rival. Because Bluesky emerged from the Twitter group, and Jack Dorsey was the spiritual father of the project. As of 2021, Bluesky is an independent company.

However, its system differs from Twitter in important points. It is organized in a decentralized way and wants to refer to the traditions from the times of the creation of the Internet, as the company explains in the description of its activities. Users can contribute their ideas, and those who want to leave the network can easily take their contacts and conversations with them. Meanwhile, those who turn away from Twitter do not have such an opportunity.

Musk is polarizing

Elon Musk’s latest exodus from the platform began over the weekend, after on Friday (September 29) the owner of X posted a controversial entry, referring to organizations supported by the German authorities that rescue migrants in the Mediterranean Sea. “Is the German public aware of this?” Musk asked, retweeting a provocative post from the far-right Italian account Radio Genoa. It shows video footage of rescuers pulling people from the sea onto a rescue ship. “Let’s hope the AfD wins the election to stop this European suicide,” wrote Radio Genoa. The German Ministry of Foreign Affairs reacted to Elon Musk’s entry: “Yes. And this is called saving lives,” was the ministry’s response.

Control in the hands of users

After Musk’s post, many users turned away from Twitter and tried to switch to Bluesky. However, access to this network is limited by codes that the company grants or that users can do. So access is restricted.

This is a proven way to attract attention, says Roland Fiege. He says it’s “a very popular method of arousing desire.” “People are becoming curious and willing to participate at all costs. In fact, there are many digital options to enable quick access and provide enough computers and servers,” Fiege says.

Bluesky argues that in this way there is a kind of community control from the outset. Because active users receive codes every week to allow their friends access to the social network. It’s much simpler than taking consequences later for users violating the platform’s rules. However, Bluesky does not explain why it believes that permitted users of the platform would not be allowed to violate the network’s rules.

Demand for alternatives

However, Bluesky, as a potential competitor to Twitter, has the same problem that other rivals also struggle with: reach. According to the latest data, in September Bluesky exceeded the number of one million users for the first time. It may seem like a lot, but compared to Twitter’s 240 million users, it’s very little. Becoming a serious competitor to Twitter is therefore a gigantic challenge.

– So far, only the dissatisfied go there to look around first. It will be more difficult to get them to regularly distribute content there to make the new network interesting for others, says Volker Schilling from the asset management company Greiff Capital.

However, many industry observers currently see significant opportunities for Bluesky. At a time when Elon Musk is increasingly fostering radical or populist sentiments on his network, many people are looking for alternatives.