First: hide that it’s decentralized. Second: lean into it.
, when Jack Dorsey woke up one day and decided he would try to rebuild Twitter on an open protocol and funded a team to do just that.
As I noted when I first covered Bluesky, the idea of a decentralized Twitter goes back to the app’s earliest days. At first, Twitter was an SMS-based product, and the company encouraged third-party developers to build its first generation of native mobile apps. For a time,. Many novel user interfaces emerged from this period; one early developer, Loren Brichter, invented the now ubiquitous pull-to-refresh gesture on smartphones with his Twitter app, Tweetie.
, and has itself seen a surge in usage since Musk took over Twitter. But for various reasons, Mastodon has never struck me as likely to inherit its predecessor’s mantle as the real-time social network of choice for most people. Its insistence on keeping its team small, not raising venture capital, and slow pace of iteration have limited its ability to seize the moment.
New social networks often require some novel mechanic to captivate attention and drive daily usage. Bluesky found its version, on accident,: a bug that, for a time over the weekend, notified every person who had replied to one popular thread whenever anyone else replied. Eventually, users were able to mute it.
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