Social media today is mostly run by billionaires, but Jay Graber, CEO of Bluesky, thinks it should be different. She believes users—not big corporations—should have control over their online spaces. Speaking at SXSW 2025, Graber drove this point home with both her words and her wardrobe choice—sporting a T-shirt that read Mundus sine Caesaribus (“A world without Caesars” in Latin). This was a direct counter to Facebook founder Mark Zuckerberg’s infamous Aut Zuck aut nihil (“Zuck or nothing”) shirt from Meta Connect 2024.
Decentralization: A New Era for Social Media
Bluesky, originally incubated within Twitter, has rapidly grown to over 32 million users. Unlike traditional social media giants, which wield immense control over user data and experience, Bluesky operates on the AT Protocol—an open, decentralized system that empowers users to own their online identity without being tethered to a single platform.
“If a billionaire tried to ruin things,” Graber explained, “users could just leave—without losing their identity or data.” This vision is a stark contrast to existing platforms like Facebook, Instagram, and X (formerly Twitter), where users are locked into ecosystems that monetize their engagement while dictating the rules of interaction.
Bluesky’s open protocol allows users to "fork off" if they disagree with how the platform is managed, effectively creating a digital landscape where people can migrate without losing their content, followers, or digital footprint.
Shifting Power Back to Users
The underlying philosophy of Bluesky is to dismantle centralized power structures in social media. “The key to what we’re doing is shifting power back to users and developers,” Graber emphasized. Bluesky isn’t just another alternative to mainstream social platforms; it’s a blueprint for a fundamentally different kind of internet—one that prioritizes user autonomy over profit-driven algorithms.
One of the most significant aspects of Bluesky’s model is its approach to content moderation. Rather than imposing top-down moderation policies, Bluesky offers an opt-in system where users can install third-party moderation services. This allows individuals to tailor their experience to align with their personal preferences.
“Moderation is governance,” Graber noted. “It’s about choosing how you want your digital space to be governed.”
This decentralized moderation approach contrasts sharply with platforms like Facebook and X, which have faced criticism for inconsistent enforcement of content policies, political bias, and algorithmic manipulation. With Bluesky, users have control over their own experience—choosing what content they see and which moderation tools they trust.
Building an Ecosystem of Innovation
Beyond providing an alternative social media experience, Bluesky is fostering an ecosystem of third-party applications that can integrate seamlessly with the platform. From Flashes, a photo-sharing service, to Flushing.im, a humor-based app for logging bathroom visits, Bluesky offers a sandbox for developers to create unique social tools. “You can really build anything,” Graber laughed.
This commitment to open-source development means Bluesky is more than just a Twitter alternative—it’s a foundation for an entirely new way of interacting online. Unlike centralized platforms that restrict third-party integrations or charge developers for API access, Bluesky is designed to encourage innovation and adaptability.
The Challenges Ahead
Despite its ambitious vision, Bluesky faces practical hurdles. While its decentralized model is appealing, financial sustainability remains a key concern. The company has acknowledged the need to explore subscription models and developer services to maintain operations without resorting to invasive advertising or data monetization.
Yet, Graber remains optimistic. “We don’t think social media has to be inherently toxic,” she stated. “We want to give people real choice—not just a new platform, but a new paradigm.”
As Bluesky continues to grow, it represents more than just an alternative to Meta, X, or TikTok. It is a challenge to the status quo, proving that social media can thrive without centralized control, corporate-driven algorithms, or the influence of billionaires. Whether Bluesky can fully disrupt the social media industry remains to be seen, but one thing is clear—Graber and her team are committed to putting power back in the hands of users.
Final Thoughts
The social media world has long been dominated by a handful of powerful players. But as Bluesky and other decentralized platforms gain traction, the future may not belong to a single tech mogul, but to the millions of users seeking a more open, democratic digital space.
With a growing user base, a forward-thinking governance model, and a commitment to decentralization, Bluesky is carving a new path for online interaction. Whether this marks the beginning of a true paradigm shift or simply a compelling experiment, one thing is certain: the conversation about who controls the internet is far from over.
