In the wake of a significant user exodus from X in February, the decentralized social network Bluesky continues to make inroads.

Originating as a response to X in 2022, it has recently announced reaching 40 million users according to a post on the network. Concurrently, the platform has begun testing a new feature: the “dislike” button, aimed at refining news feed personalization and soothing interactions.

A Novel Approach to Personalization

Bluesky describes in a recent update that the “dislike” button is not intended to penalize posts, but to enhance user experience.

By marking the content they find less appealing, users will assist the algorithm in identifying what they prefer not to see on their feed. Bluesky has stated that “dislikes” will remain private and primarily affect local visibility, impacting the posts shown within what the platform refers to as “social neighborhoods“, or communities of users who frequently interact.

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This strategy is distinct from other networks where companies like Facebook in 2015, followed by X and even TikTok, have introduced similar features, with mixed outcomes. However, Bluesky aims to use these negative feedbacks as mere signals to enhance relevance, without fostering toxic behavior.

Tools for a Healthier Environment

The introduction of the “dislike” button is part of a series of tweaks aimed at making Bluesky more user-friendly. The company seeks to promote more “authentic and respectful” interactions, following a period of controversy over its moderation policies.

The platform is also testing improved detection of what it deems “toxic” or “off-topic” comments, a new ranking system for replies, and a redesigned reply button that encourages users to read the thread before posting.

Alongside these features, Bluesky also offers various control tools like moderation lists, content filters, masked words, and the option to subscribe to third-party services to manage one’s digital environment.

Growth Driven by Disenchantment with X

Bluesky’s surge in popularity is also contextual, especially in light of developments on X.

Well before last February, since Elon Musk took over X, the platform has attracted many users dissatisfied with the direction of the social network. By 2024, Bluesky’s user base had grown by over 500%, buoyed by promises of a more open, less hierarchical, and more transparent network.

With its symbolic milestone of 40 million users and new personalization features, Bluesky is positioning itself as the most credible social alternative to X, and perhaps as a model for a more moderated and well-managed internet…