The Big Story
What’s the Buzz About Bluesky?
Born from the ashes of Twitter (now X), Bluesky has been growing at an astonishing rate, adding over a million users since the US presidential election. With over 19 million users as of mid-November, Bluesky now sits atop the iPhone App Store’s free app chart, beating out Meta’s Threads and OpenAI’s ChatGPT.
Bluesky began in 2019 as an internal project under then-Twitter CEO Jack Dorsey who envisioned an open, user-controlled platform. It later became an independent company in 2021, led by CEO Jay Graber. Originally invite-only, it opened to the public in February, offering users an experience reminiscent of Twitter’s early days. It includes features like chronological feeds, direct messaging, pinned posts, and curated “starter packs” to help new users find relevant content. What makes Bluesky really stand out, especially in today’s climate, is its user-centric tools, like its custom algorithm and advanced moderation features. These capabilities offer a level of personalization and control absent from other current competitive platforms.
Bluesky’s recent growth is fueled by growing dissatisfaction with Twitter/X and its recent policy shifts, like using user posts for AI training and allowing blocked users to see previously hidden posts. A temporary ban on X in Brazil in late August prompted around 3 million users to jump to Bluesky. Growth surged again post-election as a result of X owner Elon Musk’s polarizing political alignment. All things considered, many users felt the need to abandon X for a safer, more user-centric social network.
Bluesky may not yet rival the scale of X, Meta, or TikTok, but it’s redefining social media by offering custom algorithmic feeds that cater to individual interests. These feeds filter and display specific content based on user-defined criteria, such as hashtags or account attributes. Once subscribed, users can easily switch between feeds to read and engage with related content. For new users, starter packs simplify onboarding by providing a curated list of accounts centered on specific topics of interest to the user.
A key focus for Bluesky, and a big selling point for users, is the platform’s moderation tools. These tools prioritize user safety and control with features like shared block lists, content tagging through “labelers,” and customizable muting or blocking options. Users can filter out unwanted content, hide replies, or detach their posts from toxic interactions.
Bluesky’s growth surely represents a cultural shift in how people engage with social media, highlighting the need for transparency, control, and authenticity. For marketers, Bluesky’s trajectory offers both challenges and opportunities. With no advertising currently on the platform, brands must rely on organic content to establish visibility and engage with audiences. Starter packs and custom feeds open a door for marketers to connect with niche communities and interest groups, allowing early adopters to position themselves as authentic voices in an emerging space. As Bluesky continues to grow, marketers will have to consider how to stand out and build relationships in a more meaningful way, emphasizing value over volume.
Social Media News
A Fresh Start for Your Instagram Feed
Instagram is introducing a Recommendations Reset feature, letting users clear recommended content in Explore, Reels, and Feed. Aimed at teens, the update allows users a fresh start to refine their feeds based on new interests. They are also encouraged to review their “Following” lists to unfollow any accounts that no longer align with what they’re into. This builds on Meta’s newer features, like Teen Accounts, aimed at making their platform safer for young users. Meta reported that this feature is currently only in a “testing” phase, with plans to roll out globally soon. This move reflects the growing pressure on social platforms to address concerns about how they are affecting their young users.
Australia Wants to Ban Children from Social Media
Australia is the latest country to take action against social media due to recent concerns over its negative effects on children. Leaders from all eight Australian states and mainland territories have unanimously backed a proposal to ban social media for kids under 16. This legislation would apply to platforms like Instagram, Facebook, TikTok and X, with no exemptions for parental consent or existing accounts. Platforms would be required to enforce age verification through age verification systems like biometrics or government IDs. Prime Minister Anthony Albanese said that the move addresses harm such as body image issues and misogynistic content. Critics argue the ban could push teens to unregulated parts of the internet that could be even more unsafe for them. The laws are expected to be introduced this year and take effect 12 months after approval, if passed.
Meta and Netflix Sued Over Alleged Backroom Deal
Netflix and Meta are being accused of working together to eliminate competition in the streaming market. According to the lawsuit, Facebook launched a streaming service called Facebook Watch in 2017 to compete with popular platforms like Netflix. The suit goes on to claim that Netflix’s CEO, Reed Hastings, who also sat on Facebook’s board at the time, convinced Meta CEO, Mark Zuckerberg, to stop investing in and supporting Facebook Watch. In return, Zuckerberg and Meta received valuable customer data from Netflix and significantly increased advertising revenue because Netflix agreed to spend more money advertising on Facebook. The lawsuit claims that this agreement allowed Netflix to dominate the streaming market without competition from Facebook Watch, which later shut down in 2023, and even resulted in the unfair increase of subscription prices. Proponents argue that the alleged deal violates Section 1 of the Sherman Antitrust Act, preventing companies from making secret agreements that harm competition and consumers. Both companies have denied the claims, but if proven, the case could result in both financial penalties and changes to their business practices.
Digital Updates
Google Potentially Forced to Sell Off Chrome
The Department of Justice is reportedly pushing to force Google to sell its Chrome browser, in an effort to curb the company’s dominance in search and advertising. Used by 61% of US web users, Chrome has been central to Google’s strategy of cross promoting its products and leveraging user data for ads. Other proposed measures include separating Android from Google’s search and app store, increasing advertiser transparency, and giving websites more control over how their content is used in Google’s AI tools, considering the growth of their AI Overviews in search. If successful, the proposed changes could drastically reshape both online search and the burgeoning AI industry. Google won’t be going down without a fight, of course, calling the DOJ’s proposals “extreme,” and vocalizing their plan to appeal the ruling.
Microsoft recently shared guidance on how to optimize content for AI-driven search engines, like ChatGPT, which uses Bing’s search index. The focus shifts from traditional SEO tactics to understanding user intent and leveraging natural language processing (NLP). An important strategy that a lot of SEO marketers are turning to is creating intent-based content that addresses user queries with detailed, relevant information rather than just keywords. Microsoft also says it’s important to write in a way that feels natural, like how people talk, because AI systems use NLP to understand what content means. Incorporating long-tail and conversational keywords improves contextual relevance and matches natural speech patterns. Updating your website regularly is also key since AI relies on the freshest information to decide what’s relevant. Tools like IndexNow help search engines know when your content changes in order to recrawl. With AI-powered search capabilities coming more to the forefront, these strategies are critical for improving visibility and staying competitive in this evolving search landscape.
