I wish Bluesky would finally announce how they plan to monetise it all. It feels like things are stuck in-between trying to be “open to the community”, gather developer momentum around ATProto, the promise of decentralisation and independence… and the unknowns of their roadmap ahead?
It’s all very nicely written but the risk of committing oneself (as a user, as a developer, as a social/marketing person, etc) only to get surprised by what/how they generate profit from is just unsettling.
jacob2161 · 59m ago
I believe this isn't as much of a problem as it appears to be at first glance because of the scale of social apps like Bluesky.
For example, Wikipedia generates >$180M/yr just by running ads for itself requesting donations. Requesting donations is the least effective monetizing strategy and yet it still works because of scale.
Donations would probably work but Bluesky has additional options. They could create a premium app for power users that just adds nice-to-have features (which may cost real money to provide and maintain), they can resell domain names, they can sell merch, etc.
Bluesky doesn't need to generate billions of dollars to be highly sustainable and profitable. It was built and scaled with fewer than 20 full time employees.
The most important and most difficult part is getting to sufficient scale, and that's mostly a matter of just making the app even better than it is today.
> Bluesky doesn't need to generate billions of dollars
Are you sure their investors share this vision?
jacob2161 · 50m ago
1. I believe they actually could generate (low) billions of dollars without compromising at all, if they manage to reach true mainstream scale (>1 billion MAUs)
2. I really don't care if the investors/shareholders are disappointed as long as the PBC's mission is fulfilled. Also their control is relatively limited.
Maybe I should have written added this:
Disclaimer: I am a shareholder in Bluesky Social, PBC (former employee)
toomuchtodo · 45m ago
Investors might get soaked, such is the risk of capital investment. Everything built on AT Protocol would survive.
Jensson · 30m ago
> Everything built on AT Protocol would survive.
Will it? How much of that doesn't run on investor backed servers today? People often say stuff like this but I haven't seen that work in practice.
No comments yet
hinkley · 23m ago
It’s also possible to run an annual event that makes a profit. Which might be something a social network could figure out.
The first club I belonged to as a teenager worked this way. In lieu of high membership dues there was volunteer time spent helping out at or before the event. I was surprised as an adult to learn that some events lose money or only break even.
Onavo · 19m ago
They better start putting together an avant garde Blue Sky art gallery then. Real estate in NYC and SF aren't cheap.
hinkley · 10m ago
Which means this is going to end badly. A non profit version would be better off headquartered somewhere lower rent.
ttiurani · 1h ago
> the promise of decentralisation
AFAIK actual decentralization needs still a big engineering effort.
I personally can't even imagine a world where their VC investors would ever sign off a "let's make it possible, easy and risk free the users to exit our silo" project, over the many ways they try to squeeze profit out of their users.
jacob2161 · 57m ago
Bluesky is built on atproto, which is designed to be "locked open" in a way that can't be rescinded. That was a core design constraint.
VCs funded Netscape which did more than any other company to launch the web and they made a lot of money without having to destroy the ideals of the web.
evbogue · 35m ago
The PDSes (personal data servers) can be independantly hosted, but Bluesky itself indexes and presents the messages these servers contain in their social-app. Bluesky also maintains the directory of these servers.
bnewbold · 47m ago
hundreds (thousands?) of users have signed up for Bluesky Social, then moved their accounts to independent hosts. folks can use https://zeppelin.social/ as a totally free-standing bluesky posting experience that interoperates with the full network.
Bluesky Social still clearly dominates the ecosystem, but there is no single component of the system that does not have a open/alternative option for exit.
Do you disagree? Is there a specific centralized component you take issue with?
isodev · 2m ago
Even if set aside the details on dependence on bluesky infrastructure, the effort to host “all components” is quite expensive and technology-intensive with significant cost for storage and compute. For example, a deployment of “all the things” (just for you) is in the ballpark of 70-100€/month because the way things are designed to work. And that’s not even factoring the burden of managing the whole range of technologies involved.
Making it hard to setup or run, complex to understand or change are also forms of discouraging independent use.
ttiurani · 37m ago
> there is no single component of the system that does not have a open/alternative option for exit.
Users can move their follows, followers and posts to zeppelin.social fron BlueSky transparently?
Now you can of course debate on what "decenttalized" means, but in a social network easy migration between servers is the crucial feature that would allow the decentralized network to emerge.
Edit. Does the network actually work over at zeppelin.social alone if Bluesky servers go down?
isodev · 1h ago
Same, that’s why I said “the promise of”. Also how do they plan to bill actors in this decentralised system? Is it going to be developers footing the bill? Some premium features only “the main Bluesky instance” has? It’s not clear to me at all.
lenerdenator · 29m ago
My guess is, they're going to have to be okay with only reaching break-even or slightly over. That's the point, after all. If you're dissatisfied with how any of these decentralized protocol platforms are running things, you're technically free to start your own, and plenty of people have.
It's possible that they are uncertain about the path to monetisation. As far as I see, it's either subscriptions or selling ads.
isodev · 56m ago
Their uncertainty is magnified on the outside tbh. e.g. There are other things at play that can (probably will) cost a lot of money. The protocol (ATProto) they’re developing and advocating as a “platform”.
Say I’m building a cool app around that, how do I plan how much is this going to cost me and can I stomach the risk of binding myself to this “supposedly open” platform without knowing how it will work in 6 months?
add-sub-mul-div · 1h ago
The best way to think about it is to assume you'll want to leave someday, and you'll be going to whichever is the best of the choices at that future time that are early enough to be years away from needing to monetize.
Don't let yourself get attached to any one place. That's the lesson. Staying ahead of monetization is the move. Nothing will stay good forever.
ddtaylor · 1h ago
It's not the fault of BlueSky or their users, but I really haven't enjoyed the social media climate right now. If I want to have a discussion about subject X I would need to be deep inside echo chamber social media network Y. For some subjects that is BlueSky and for others it would be platforms I don't want to participate in.
I think the reality is that most social media platforms will inevitability create hyper-polarized audiences that do little more than generate content.
cosmic_cheese · 52m ago
The hyper-polarization is probably preventable, in my estimation. The main thing a social network would need to do is to stymy the flywheel effect that allows a handful of users (and thus sets of norms) to come to dominate so strongly. That might mean something along the lines of a system that puts a hard cap on the reach any profile or topic can have, and when engagement exceeds the triggering threshold, reach actually tapers off proportionate to how far the threshold is exceeded.
In theory this would naturally elevate posts that are more measured and mundane while sinking posts with big emotional lizard brain appeal (by design or otherwise). With time this would establish a self-reinforcing norm that makes polarized and inflammatory posts look as clownish as they actually are.
rectang · 34m ago
> stymy the flywheel effect that allows a handful of users (and thus sets of norms) to come to dominate so strongly
This prevents certain communities from forming and certain topics from being discussed. For example, you can't discuss LGBTQ issues with troll armies constantly swarming and spamming. If such communities are not given tools to exclude malignant disruptors by setting norms and "dominating" a given channel, they will have to go elsewhere (such as leaving X for BlueSky).
cosmic_cheese · 23m ago
This system wouldn’t work in place of moderation, but rather alongside it. The two would have an enhancing effect on each other:
- Reach limits greatly limit troll effectiveness, since they can’t find each other as easily
- Posts that exceed the threshold naturally vs. being trolled past would have different “fingerprints” that could be used like a blacklight for troll detection for both assisting moderators and for model training for automatic suspected troll flagging
The threshold should probably be dynamic and set at the point at which posts “breach containment” (escape from their intended audience), which is where problems tend to occur.
Bluesky-like self-moderation controls would also help.
1234letshaveatw · 2m ago
moderation inevitably leads to exclusion- just look at the US state specific subreddits that are moderated by radicals who prohibit even the slightest deviation from their views which results in silenced dissent. This one-sided viewpoint is then slurped up and used to train AI models in a kind of gross feedback loop
bigstrat2003 · 11m ago
I think that Twitter (and by extension, Bluesky) is designed in such a way that it promotes hostility and division. You can't really have a good discussion when the format makes people limit their posting to super short messages; it means people just dump hot takes on each other and wind up shouting past each other. So in that sense I certainly would call it the platforms' fault. Twitter (and Bluesky/Mastodon) are toxic to our society and we would be far better off if they were never created.
epistasis · 51m ago
There's a lot of hot tub parties out there. Some have people you want I really want to interact with, some do not. Some have good house rules making it feel comfortable, some do not.
The best part of BlueSky in my opinion is that it's really easy to control what you want to see, without the site-owner's algorithm choosing for you. No matter who else is at the hot tub party, I don't have to worry much about them peeing in my particular hot tub. I hear Mastodon is somewhat similar, but it's been a while.
The balance between discovery and curation and control is nigh-on perfect for me in BlueSky. If I want to focus just on my corner of the science world, it's super easy for me to build a network of people just in that corner and not get spammed with, say, racially-tinged fight videos that are meant for engagement bait, as has happened on other social networks.
If you want hyper-polarized communities, some of those can be found on BlueSky too! But at least on BlueSky I'm able to choose what I want rather than having the preferences of the site owner control my information environment.
fabian2k · 22m ago
The hyper-polarization is already in the real world, so I don't think social media can avoid that.
kodt · 15m ago
I left X because of how bad it got but BlueSky is also quite often useless in terms of good discussion. Recently any substack article posted is just filled with comments about how using substack supports Nazi ideology, no other discussion to be had. When it comes to anything related to AI the comments are all about stealing from artists. It is as if people just wait for the right buzzword to appear and post their canned response. Interesting posts that don't cause any controversy just don't have much engagement.
cosmic_cheese · 8m ago
My qualms with Bluesky has less to do with ideological leanings (it’s true that there are ethics implications that a lot of people like to sweep under the rug and that should be pointed out) and more with how depressing it is to use, with an overwhelming sentiment of doom.
I’m not going to bury my head in the sand and pretend everything is just peachy (it’s not) but the doomerism is so strong and pervasive that I think it breeds complacency that when met with the sugar high of social media engagement reacts to form armchair activism. All that time and energy may be better spent building each other up and encouraging action through an optimistic outlook.
dkiebd · 40m ago
This completely depends on the moderation policies of the website. So, yes, the platforms are at fault.
languagehacker · 15m ago
I would like for these guys to figure out how to keep bad drawings and cartoon porn from people I don't even follow out of my discover feed
skybrian · 13m ago
I assume there are better Discover feeds out there. Anyone have any recommendations?
mr90210 · 1h ago
> In some locations, we may be required to restrict access to certain features or content unless you complete an age assurance process and demonstrate that you are an adult.
Not BlueSky specific, but I am getting ready to nuke my accounts on social media and other websites as soon as they start requiring said verifications.
I truly don't what to expect from this trend.
yread · 2m ago
> demonstrate that you are an adult
maybe they mean a captcha like "do the taxes for this guy"
jl6 · 11m ago
> Not BlueSky specific, but I am getting ready to nuke my accounts on social media
This is the way, folks.
busymom0 · 1h ago
If YouTube or Reddit requires me to upload ID, I am going to delete my account.
jrm4 · 1h ago
I mean, feels like we're going to have relearn what the tech can do.
It's possible to do all of this without permission, it's just hard...
declan_roberts · 1h ago
Everyone calls X a "dumpster fire" etc, but when I go on there I see see great tech conversations. Database people having fun and chatting about projects. Lots of hackers. A much larger network than bluesky.
weinzierl · 41m ago
For me it's the complete opposite. I stayed because I thought it's a storm that will pass. I even had hope Elon gets bored with it and writes off the loss. Nothing of this has happened and probably ever will.
Most of the interesting people in my circles have left and the ones that stayed are so disconnected that there is no real community any more.
The end this on a higher note. Would you be willing to share some people to follow that make being on X worthwhile for you.
threecheese · 27m ago
Really it’s the “LLM community”, I’d say ML but I follow plenty of data sciencey folks on Bsky. Lots of LLM folks migrated off Twitter, but it just didn’t take. Network effects imo.
Iridiumkoivu · 21m ago
This very much my experience as well with current Twitter/X. I think I can at least express myself without having to ponder if the service itself will ban me for saying that ”the king has no clothes on”.
I finally see on my timeline art and music I like. Not to mention the interesting technology-related discussions.
It’s not all sunshine but things are clearly better with a wider range of opinions being present on my timeline and more variety in content. I just wish I could better filter foreign (esp. USA & UK) political content out of my feed.
delichon · 12m ago
> I just wish I could better filter foreign (esp. USA & UK) political content out of my feed.
I'm hoping for an LLM filter for such. "Remove any content about a Kardashian unless they do something at least as notable as winning a Nobel prize."
mrcwinn · 54m ago
I couldn't agree more. It's like when you see headlines claiming "people" are outraged by a jeans advertisement. Are they really? Who? How many? Really I think it's just something to argue about for entertainment's sake.
Outside of bullying, which I do think is a real risk for kids, I don't feel like the time I spend on social media is unhealthy at all. Granted I'm mostly YouTube, zero percent IG or Facebook. I'm really grateful for what Google bought/built.
Excuse me now as I need to go watch a short that explains the difference between Australian and British accents. Very important, goodbye!
AnIrishDuck · 12m ago
> Excuse me now as I need to go watch a short that explains the difference between Australian and British accents. Very important, goodbye!
I also am a big fan of YouTube for exactly this reason, but you need to be careful.
There's all kinds of great educational content on there.
But, for anything "political" or controversial, YouTube can get toxic very quickly. I believe this is going to be true for most social media as long as engagement is the KPI. It directly incentivizes echo chambers, ragebait, and all kinds of terrible discourse.
jrflowers · 34m ago
> I don't feel like the time I spend on social media is unhealthy at all. Granted I'm mostly YouTube, zero percent IG or Facebook.
This is a good point. Social media isn’t unhealthy if you don’t use it
futhey · 18m ago
X is so large that it can simultaneously be a giant dumpster fire, the most toxic social network ever to exist, and still have room for honest discussion and good communities.
Gives me some hope for Bluesky, etc. I don't think you need to be Twitter scale or have global network effects to work. Your community just has to choose a particular platform and show a preference for it. You get miniature network effects once your community adopts it.
So if your favorite community doesn't like a particular platform, I don't think they're stuck there, just because it's the one with global scale. They just have to organize an exit.
codq · 34m ago
I question the ethics of anyone still willingly active on X.
The owner of that shit is all too willing to promote eugenics, white genocide, dog-whistling white supremacy through barely plausable deniability—X is 100% a nazi bar.
Sure, there are great tech conversations there, but that's because so many in tech themselves are ethically-challenged capitalists who'd do anything to get ahead, including drink at the Nazi bar if that's where the VCs are.
It's dog-eat-dog over there, and while one could argue that's just 'how it is', there are other, more pleasant bars to drink at.
marknutter · 3m ago
Bluesky is great if only because people like you self quarantine there.
It’s all very nicely written but the risk of committing oneself (as a user, as a developer, as a social/marketing person, etc) only to get surprised by what/how they generate profit from is just unsettling.
For example, Wikipedia generates >$180M/yr just by running ads for itself requesting donations. Requesting donations is the least effective monetizing strategy and yet it still works because of scale.
Donations would probably work but Bluesky has additional options. They could create a premium app for power users that just adds nice-to-have features (which may cost real money to provide and maintain), they can resell domain names, they can sell merch, etc.
Bluesky doesn't need to generate billions of dollars to be highly sustainable and profitable. It was built and scaled with fewer than 20 full time employees.
The most important and most difficult part is getting to sufficient scale, and that's mostly a matter of just making the app even better than it is today.
I posted a bit about this here: https://bsky.app/profile/jacob.gold/post/3lr5j6o7emk2t
Are you sure their investors share this vision?
2. I really don't care if the investors/shareholders are disappointed as long as the PBC's mission is fulfilled. Also their control is relatively limited.
Maybe I should have written added this:
Disclaimer: I am a shareholder in Bluesky Social, PBC (former employee)
Will it? How much of that doesn't run on investor backed servers today? People often say stuff like this but I haven't seen that work in practice.
No comments yet
The first club I belonged to as a teenager worked this way. In lieu of high membership dues there was volunteer time spent helping out at or before the event. I was surprised as an adult to learn that some events lose money or only break even.
AFAIK actual decentralization needs still a big engineering effort.
I personally can't even imagine a world where their VC investors would ever sign off a "let's make it possible, easy and risk free the users to exit our silo" project, over the many ways they try to squeeze profit out of their users.
VCs funded Netscape which did more than any other company to launch the web and they made a lot of money without having to destroy the ideals of the web.
Bluesky Social still clearly dominates the ecosystem, but there is no single component of the system that does not have a open/alternative option for exit.
Do you disagree? Is there a specific centralized component you take issue with?
Making it hard to setup or run, complex to understand or change are also forms of discouraging independent use.
Users can move their follows, followers and posts to zeppelin.social fron BlueSky transparently?
Now you can of course debate on what "decenttalized" means, but in a social network easy migration between servers is the crucial feature that would allow the decentralized network to emerge.
Edit. Does the network actually work over at zeppelin.social alone if Bluesky servers go down?
Enshittification can't consume low barriers-to-entry markets.
Say I’m building a cool app around that, how do I plan how much is this going to cost me and can I stomach the risk of binding myself to this “supposedly open” platform without knowing how it will work in 6 months?
Don't let yourself get attached to any one place. That's the lesson. Staying ahead of monetization is the move. Nothing will stay good forever.
I think the reality is that most social media platforms will inevitability create hyper-polarized audiences that do little more than generate content.
In theory this would naturally elevate posts that are more measured and mundane while sinking posts with big emotional lizard brain appeal (by design or otherwise). With time this would establish a self-reinforcing norm that makes polarized and inflammatory posts look as clownish as they actually are.
This prevents certain communities from forming and certain topics from being discussed. For example, you can't discuss LGBTQ issues with troll armies constantly swarming and spamming. If such communities are not given tools to exclude malignant disruptors by setting norms and "dominating" a given channel, they will have to go elsewhere (such as leaving X for BlueSky).
- Reach limits greatly limit troll effectiveness, since they can’t find each other as easily
- Posts that exceed the threshold naturally vs. being trolled past would have different “fingerprints” that could be used like a blacklight for troll detection for both assisting moderators and for model training for automatic suspected troll flagging
The threshold should probably be dynamic and set at the point at which posts “breach containment” (escape from their intended audience), which is where problems tend to occur.
Bluesky-like self-moderation controls would also help.
The best part of BlueSky in my opinion is that it's really easy to control what you want to see, without the site-owner's algorithm choosing for you. No matter who else is at the hot tub party, I don't have to worry much about them peeing in my particular hot tub. I hear Mastodon is somewhat similar, but it's been a while.
The balance between discovery and curation and control is nigh-on perfect for me in BlueSky. If I want to focus just on my corner of the science world, it's super easy for me to build a network of people just in that corner and not get spammed with, say, racially-tinged fight videos that are meant for engagement bait, as has happened on other social networks.
If you want hyper-polarized communities, some of those can be found on BlueSky too! But at least on BlueSky I'm able to choose what I want rather than having the preferences of the site owner control my information environment.
I’m not going to bury my head in the sand and pretend everything is just peachy (it’s not) but the doomerism is so strong and pervasive that I think it breeds complacency that when met with the sugar high of social media engagement reacts to form armchair activism. All that time and energy may be better spent building each other up and encouraging action through an optimistic outlook.
Not BlueSky specific, but I am getting ready to nuke my accounts on social media and other websites as soon as they start requiring said verifications.
I truly don't what to expect from this trend.
maybe they mean a captcha like "do the taxes for this guy"
This is the way, folks.
It's possible to do all of this without permission, it's just hard...
Most of the interesting people in my circles have left and the ones that stayed are so disconnected that there is no real community any more.
The end this on a higher note. Would you be willing to share some people to follow that make being on X worthwhile for you.
I finally see on my timeline art and music I like. Not to mention the interesting technology-related discussions.
It’s not all sunshine but things are clearly better with a wider range of opinions being present on my timeline and more variety in content. I just wish I could better filter foreign (esp. USA & UK) political content out of my feed.
I'm hoping for an LLM filter for such. "Remove any content about a Kardashian unless they do something at least as notable as winning a Nobel prize."
Outside of bullying, which I do think is a real risk for kids, I don't feel like the time I spend on social media is unhealthy at all. Granted I'm mostly YouTube, zero percent IG or Facebook. I'm really grateful for what Google bought/built.
Excuse me now as I need to go watch a short that explains the difference between Australian and British accents. Very important, goodbye!
I also am a big fan of YouTube for exactly this reason, but you need to be careful.
There's all kinds of great educational content on there.
But, for anything "political" or controversial, YouTube can get toxic very quickly. I believe this is going to be true for most social media as long as engagement is the KPI. It directly incentivizes echo chambers, ragebait, and all kinds of terrible discourse.
This is a good point. Social media isn’t unhealthy if you don’t use it
Gives me some hope for Bluesky, etc. I don't think you need to be Twitter scale or have global network effects to work. Your community just has to choose a particular platform and show a preference for it. You get miniature network effects once your community adopts it.
So if your favorite community doesn't like a particular platform, I don't think they're stuck there, just because it's the one with global scale. They just have to organize an exit.
The owner of that shit is all too willing to promote eugenics, white genocide, dog-whistling white supremacy through barely plausable deniability—X is 100% a nazi bar.
Sure, there are great tech conversations there, but that's because so many in tech themselves are ethically-challenged capitalists who'd do anything to get ahead, including drink at the Nazi bar if that's where the VCs are.
It's dog-eat-dog over there, and while one could argue that's just 'how it is', there are other, more pleasant bars to drink at.