Meta has responded to Bluesky's growth by implementing strategic changes to its Threads platform. The company introduced custom feeds, allowing users to switch between their main feed and specialized feeds built around topics of interest, mirroring Bluesky's user-centric approach12. Additionally, Threads is now prioritizing content from accounts users follow, addressing user feedback and aligning more closely with traditional microblogging experiences34. These updates, including AI-powered summaries of trending discussions and expanded search capabilities, demonstrate Meta's efforts to retain users and compete directly with Bluesky's growing appeal2.

Bluesky's decentralized approach sets it apart from traditional social media platforms, offering users unprecedented control over their online experience. Built on the open-source AT Protocol (Authenticated Transfer Protocol), Bluesky allows users to choose or create servers tailored to their interests, select from over 40,000 custom algorithmic feeds, and maintain ownership of their data and identity12. This model addresses concerns about platform monopoly, misinformation, and data control by distributing power among users rather than concentrating it in a single corporate entity3.

Key features of Bluesky's decentralization include account portability, allowing users to move between servers without losing followers or content, and the ability to link accounts to custom domain names for verification23. The platform's "marketplace of algorithms" empowers users to curate their content experience, while its open-source framework encourages innovation and transparency in social app development23. This user-centric approach aims to create a more diverse, innovative, and privacy-focused social media ecosystem resistant to censorship and corporate interference24.

Despite Bluesky's rapid growth, Meta's Threads has not experienced a significant user migration to the emerging platform. While Threads initially saw a surge in popularity, reaching over 275 million monthly active users1, it has struggled with user retention. The app faced a steep decline in daily active users shortly after its launch, with engagement dropping dramatically2.

Key factors contributing to Threads' retention issues include:

• Lack of user-generated content and meaningful interactions3

• User experience challenges, including glitches and unintuitive design3

• Limited features compared to competitors3

• Absence of a chronological feed, which Bluesky offers4

Despite these challenges, Threads still maintains a larger user base than Bluesky, though the gap is narrowing. As of mid-November, Threads' daily active user count in the U.S. was only 1.5 times that of Bluesky, down from a 5x advantage before the U.S. elections15. This suggests that while Threads isn't losing users directly to Bluesky, it's struggling to capitalize on the exodus from X (formerly Twitter) that has fueled Bluesky's growth.

Mark Zuckerberg's reaction to Bluesky's explosive growth has been swift and decisive. The Meta CEO has taken a hands-on approach to addressing the competition, personally announcing new features for Threads and actively engaging with users on the platform1. Zuckerberg's involvement signals the seriousness with which Meta views Bluesky's rise, as he has been pushing for rapid implementation of user-requested features such as custom feeds and improved search functionality2.

In response to Bluesky's surge, Zuckerberg has accelerated Threads' development timeline, rolling out features that were previously in testing phases. This includes the introduction of a Trending Now feature and the expansion of Threads to European countries3. The urgency in Zuckerberg's actions reflects a clear recognition of the threat posed by Bluesky and a determination to maintain Threads' position as the leading alternative to X45.