How does Bluesky work?

At the core of Bluesky social media is the AT Protocol—a decentralized networking standard that separates the application layer from the infrastructure layer. This means no single company controls the entire ecosystem. Users control their identity and data, while developers can build apps on the same shared protocol. Unlike traditional platforms that keep users locked in, Bluesky makes account portability possible: users can switch services without losing their social graphs.

Decentralization isn’t just a buzzword—it’s an operational principle. Posts and profiles aren’t governed by a central authority. Instead, moderation and discovery are handled at multiple levels: the network, the services built on it, and even third-party layers. This architecture offers greater transparency and diversity of moderation policies compared to centralized models like Twitter.

Who owns Bluesky?

Many wonder who owns Bluesky social media. Originally incubated as a Twitter project, Bluesky became an independent public benefit company in 2022. It received early funding from Twitter but was never fully integrated. Jack Dorsey, co-founder of Twitter, played a key role in initiating the idea but does not currently run the platform.

Technically, no one does in the conventional sense. Its decentralized nature means no single individual or company exerts full control. Instead, Bluesky operates as a mission-driven organization, governed by a small team and influenced by the broader open-source community.

Key features of Bluesky social media

Algorithmic choice: Users can choose or create their own content-ranking systems instead of being forced into a single, opaque feed algorithm.
Account portability: Move between services on the AT Protocol without losing followers, content, or reputation.
Data transparency: Content rules and structures are exposed to developers and users alike, reducing the mystery behind feed curation and moderation.
Federated moderation: Content moderation is modular, allowing communities and third parties to establish their own rules, fostering greater diversity in discourse governance.

These features combine to create a platform where users, not corporations, have the final say in how they connect and communicate online.

Bluesky vs Twitter: what’s the difference?

Control: Twitter is owned and managed by a single corporation with centralized control over data, algorithms, and moderation policies. Bluesky distributes that power across its network.
Governance: On Twitter, moderation and suspensions are dictated by corporate policies. On Bluesky, governance is multi-layered and transparent.
Developer ecosystem: Bluesky’s AT Protocol lets any developer build interoperable services, promoting innovation and avoiding monopolistic traps.

Under the surface, Bluesky offers familiar social experiences—posts, likes, reposts, replies—while structurally redefining how a social network can be governed and evolved.

Clarifying the name: Bluesky Media vs Bluesky Social

Be careful not to confuse:

Bluesky social media (the AT Protocol-based platform)
Bluesky Media (marketing and media services)
Bluesky Media LLC (a separate media company)

When referring to the social network, use “Bluesky social media” or “the Bluesky platform” to avoid misunderstandings.

Conclusion

Bluesky represents a compelling shift in social-platform architecture, governance, and experience. With a decentralized backbone, user-focused features, and open-source ideals, it challenges centralized networks like Twitter. As it evolves, Bluesky could redefine expectations around data ownership, moderation, and algorithmic transparency—offering early adopters a structural alternative to traditional social media.

Analytics and Monitoring with GraphTracks

As open social media platforms like Bluesky continue to grow, understanding your audience and tracking performance across new networks becomes increasingly important. Traditional analytics tools often lack the flexibility to monitor decentralized ecosystems effectively.

GraphTracks offers a unified solution for analyzing engagement, content reach, and user behavior across emerging platforms like Bluesky. With customizable dashboards and deep data insights, it helps creators, developers, and businesses make informed decisions in real time.