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Threads initially benefited from some clear advantages: default compatibility with Instagram, server capacity to handle mass influxes, and enthusiasm among users and advertisers for a friendly microblogging platform not owned by Elon Musk.

But this growth, while significant, will have to continue for a long time before Bluesky is able to mount a true challenge to its microblogging rival.

In April 2019, a community hashtag for the popular gay keyword “les” disappeared from Weibo, an X-like microblogging platform.

Maybe it seemed, once, that a spirited internal resistance could effectively limit Musk’s damage and preserve some of the prior spirit of the microblogging platform that writers, public agencies, and other creative types had come to depend upon.

New microblogging platforms like Bluesky are trying to offer users control over the algorithm that displays content – and to revive the chronological timelines of old, in the belief that offers an experience which is less mediated.