Jay Graber, Bluesky, and the Future of Social Networks
A conversation at SXSW about decentralization, moderation, and the evolution of social platforms.
At the South by Southwest (SXSW) festival, an annual event that brings together innovators in technology, media, and culture in Austin, Texas, Bluesky CEO Jay Graber discussed the future of social networks. "Centralized platforms have dominated the internet for too long. It's time for users to regain control over their digital experience," Graber stated.
Her talk emphasized the importance of open protocols and decentralization as key elements in returning control to users. Her vision for Bluesky presents an alternative to traditional social media models, dominated by large corporations that centralize power over content and algorithms.
"Centralized platforms have dominated the internet for too long. It's time for users to regain control over their digital experience”
Imagine a 'world without Caesars'
At SXSW, Jay Graber trolled Mark Zuckerberg with a T-shirt featuring a Latin phrase. The founder and CEO of Meta has previously compared himself to the Roman emperor Julius Caesar. His own T-shirt read "Aut Zuck aut nihil," a play on the Latin phrase "Aut Caesar aut nihil" ("Either Caesar or nothing").
Graber’s T-shirt, mimicking the exact style of one Zuckerberg recently wore on stage, read "Mundus sine caesaribus"—or "A world without Caesars."
The origin of Bluesky: From Twitter to independence
Bluesky is now a strong contender as the rising social network, alongside TikTok. In fact, this network was originally conceived as a project within Twitter, inspired by a 2019 essay titled "Protocols Not Platforms." This document proposed an alternative to the current social media model: instead of relying on centralized platforms with absolute control over the user experience, it suggested a system based on open protocols that allow interoperability and customization.
Although Bluesky was initially developed within Twitter with backing from Jack Dorsey, CEO Jay Graber emphasized that it is now a completely independent organization. "We wanted to create something that didn’t depend on the decisions of a single company or CEO," Graber explained. The platform's evolution has been rapid, reaching over 32 million users in just two years, reflecting a growing interest in decentralized social media models.
Bluesky: A new social paradigm
Unlike traditional networks, Bluesky defines itself as an "open social network" built on a protocol rather than a closed platform. "We don’t want a single company dictating what can be seen or shared. With Bluesky, users can choose their experience," Graber noted.
"We don’t want a single company dictating what can be seen or shared. With Bluesky, users can choose their experience”
This means that any user or developer can customize their experience, modify content display algorithms, and even create their own applications based on the Bluesky network.
A key principle of the project is user freedom. Unlike platforms like Facebook or X (Twitter), Bluesky does not penalize posts with external links, promoting a model where content flows freely without algorithmic restrictions imposed by corporate interests.
The challenges of growth and scalability
One of the biggest challenges Bluesky has faced is scaling its infrastructure without compromising its decentralized philosophy. "We’ve grown from zero to 32 million users in two years. Each new phase forces us to rethink our infrastructure to stay true to our values," Graber commented.
Instead of adopting centralized and costly cloud solutions, the company chose to develop a federated infrastructure, allowing users and third parties to self-host their data and services.
Moderation and freedom of choice
One of the recurring themes in Graber's talk was content moderation, a critical aspect of any social network. Unlike other platforms that apply uniform and opaque rules, Bluesky allows users to choose from different moderation services or even create their own. "There is no single answer to social media moderation. We believe the best solution is to allow multiple approaches and let users decide," Graber explained.
Bluesky's moderation system, called Ozone, allows applications to determine which policies to adopt. This way, the platform does not impose a single vision on moderation but rather enables the coexistence of different rules adapted to various communities.
Decentralization as a defense against corporate power
One of the strongest criticisms of current social networks is their concentration of power in the hands of a few corporations or even billionaire individuals. This centralized control can lead to arbitrary decisions regarding moderation, algorithm design, and monetization.
"If a company changes its policy and users don’t like it, they should be able to move without losing their social network”
Bluesky offers a radically different solution: by allowing users to choose their applications, algorithms, and servers, the platform protects itself against the risk of a single entity imposing its will over the entire network. "If a company changes its policy and users don’t like it, they should be able to move without losing their social network," Graber emphasized.
Monetization and project sustainability
Unlike the traditional model based on advertising and data collection, Bluesky is exploring monetization models aligned with its values. It currently offers services such as selling custom domains for users who want a more stable digital identity. It is also considering premium tools and subscription models in the future.
Jay Graber stressed that the business model should follow value creation: "Money follows value. First, we need to prove that Bluesky is useful and then find ways to sustain it without compromising our mission."
The future of social networks: A vision of cooperation
The talk concluded with a reflection on how decentralization can redefine the role of social networks in society. Social movements such as the Arab Spring, Black Lives Matter, and MeToo demonstrated the power of digital connectivity, but centralized platforms have also been responsible for algorithmic manipulation and privacy erosion.
Bluesky aims for a model where users don’t have to choose between participating in social networks and preserving their digital autonomy. "People want to connect, but they also want control. We believe we can offer both," Graber concluded.
Bluesky’s proposal is ambitious, but its rapid growth and the increasing dissatisfaction with traditional platforms indicate that decentralization could be a key trend in the future of social networks. If it manages to establish itself, it could mark the beginning of a new digital era where users regain control over their online experience.
By the Numbers
Bluesky, the decentralized social network led by Jay Graber, has experienced remarkable growth since its launch in 2022. By November 2024, the platform had reached 15 million users, with an increase of approximately one million users daily following Donald Trump's re-election as President of the United States.
By January 2025, Bluesky surpassed 30 million registered users.
This growth reflects a trend of users seeking alternatives to traditional platforms like X (formerly Twitter), especially after policy changes and perceptions of increased toxicity in content.
In the era of techno-feudalism, differentiation and the future of many digital platforms will depend on their values and, of course, their purpose. Without these, users will become nothing more than bots. What Graber represents is a pathway toward a different kind of internet.