File this under nice problems to have: Bluesky is growing like gangbusters. But hiding beneath that nice problem is a whole viper pit of nasty ones, as any study of Twitter history will tell you.
The Twitter-like social media underdog (or, given its logo, under-butterfly) zipped past the 20 million-user mark last week, with more than a quarter of those users arriving after the U.S. election. An election in which the owner of Twitter/X put his giant thumb on the scale for Donald Trump and made billions of dollars in a single day afterwards—events that led to what we might term an ongoing X-odus. Now leaving Musk’s sinking ship for Bluesky: Taylor Swift stans.
More importantly, the new users are highly active, and there’s no sign of the trend abating. According to a live counter built atop Bluesky’s API, the service is nudging the 23 million-user mark, and could cross it by the time U.S. families sit down to their Thanksgiving meals. The growth rate is 4 to 8 new users every second. That could easily climb once crazy Republican uncles everywhere unload on their distraught Democratic kin.
So what’s the problem? Say it with us now: content moderation. Bluesky doesn’t just have to deal with disinformation coming from fake accounts, taking advantage of its lack of account verification, but also an explosion in child sexual abuse material (CSAM) — from two confirmed cases in 2023 to eight confirmed cases a day post-election.
What did Twitter do when it was in this position? In a word: nothing.
Twitter’s early history was one of chaotic growth, company name changes, excessive “fail whale” downtime, and ego clashes between the shy male nerds who lucked into running it. Facebook founder Mark Zuckerberg famously described his rival social media service as “a clown car that fell into a gold mine.”
As a result, there’s little data on account growth in the early years. We know Twitter, born in 2006, took until 2008 to reach its first 600,000 users. In April 2010, the company boasted 105.8 million accounts, according to an on-the-scene report from a social media news website called Mashable. In other words, the closest analog to Bluesky right now is Twitter at some point in 2009.
‘We suck at dealing with abuse’
And when did Twitter start policing for hate speech and other criminal activity? Before 2014, the company didn’t even offer a way to report abuse on the platform, and that tool was notoriously slow. In 2015, well into the targeted harassment campaign known as Gamergate, Twitter CEO Dick Costolo wrote a mea culpa explaining how this was costing the company:
We suck at dealing with abuse and trolls on the platform and we’ve sucked at it for years. It’s no secret and the rest of the world talks about it every day. We lose core user after core user by not addressing simple trolling issues that they face every day.
Disney CEO Bob Iger concurred in 2016, when he nixed a deal to buy Twitter that had the support of both company boards. The reason? “Nastiness” and “hate speech,” Iger wrote in his 2019 autobiography.
That didn’t faze Elon Musk — or did it? After all, even Musk tried to back out of his highly speculative $44 billion offer for Twitter in 2022 before a court forced him to mean what he had publicly said. By that point, Twitter had belatedly introduced content moderation (starting in 2018, when it permanently suspended the account of conspiracy maven Alex Jones).
The growing moderation team under Aaron Rodericks was dismantled during Musk’s first year. His “content moderation council” that was going to decide whether to reinstate accounts like Trump’s (banned after it was used to lead an insurrection) never materialized. And what happened? A stream of users heading for the exits that has not abated since.
By contrast, Bluesky has plans to quadruple the size of its content moderation team, from 25 to 100. “We’re trying to go above what the legal requirements are, because we decided that we wanted to be a safe and welcoming space for a lot of users,” Rodericks — now head of Trust and Safety at Bluesky after Musk ousted him from X — told Platformer.
There are many challenges ahead for Rodericks and everyone else at Bluesky who aims to build trust among new users. Top of mind right now has to be those fake accounts. Twitter introduced its verification badges, the famous blue checks, in 2009; right in line with Bluesky at this stage in its growth.
Plus, European Union chiefs noted this week, the platform is technically running afoul of its regulations. But the compliance problem is a small one. There’s no sign yet that Bluesky intends to follow Musk into his ongoing state of war with the EU; the problem simply seems to be that Bluesky is growing so fast it doesn’t even have a European representative.
Again, nice problem to have.
