Social media has us all firmly in its grip - so much so that the idea of leaving a platform seems almost absurd. But this is precisely where Bluesky, a promising startup, comes in: instead of locking users in a digital cage, it gives them the freedom to break out at any time. Sounds revolutionary, doesn't it?

Bluesky started as a project within Twitter in 2019 and was spun off as an independent company in 2022. Today, the platform presents itself as a decentralized alternative to Elon Musk's X – only without controversial owners and with a touch of nostalgia reminiscent of the "old Twitter". With a blue logo and a familiar user interface, Bluesky currently appeals to 25 million users – a number that has almost doubled since the last US election.

The Idea: Social Media without Cage

The key to Bluesky lies in its technical DNA: It is a decentralized platform where no central company controls user data and posts. User content and connections are not restricted to a single server, but to many that together form the so-called "Atmosphere" network.

Here, the term "credible exit" comes into play: Bluesky promises its users that they can seamlessly transfer their entire digital self – data, contacts, and content – to other platforms. It's like moving house and finding that all the furniture is already perfectly arranged and the mail is automatically forwarded. A smart idea that breaks with the "golden cages" of X or Meta.

But: Theory and practice are still far apart. Most users continue to host their data on the Bluesky servers because everything else is simply too complicated. And although other platforms would theoretically be compatible, there are currently few alternatives that are actually being used.

A business without a cage – how is that supposed to work?

Bluesky sounds like a dream for users – but for investors? More of a challenge.

The company is leanly structured: With only 20 full-time employees and 36 million dollars in external capital (one-third of that from Twitter), it takes a minimalist approach compared to industry giants like Meta. But how long can it last? For comparison: Before Elon Musk, Twitter employed 7,500 people. Sooner or later, new investors will want answers to the question of how user freedom can be reconciled with profitability.

The competition never sleeps

While Bluesky has virtually invented the concept of decentralization, the competition is not sleeping either. Meta is testing a similar model with Threads and the so-called "Fediverse." And although Bluesky currently has the advantage of being "the only provider," this could change quickly.

Conclusion: The right idea at the wrong time?

Bluesky brings fresh air to the world of social networks. With a clear mission to put users at the center and a charming nostalgia for the "old Twitter," it has already delighted millions. But whether this vision can survive long-term without a clear monetization strategy remains uncertain.

For users, Bluesky is definitely a win. For investors? The future will tell.