The Truth About Social Media as an "Advertising Industry," Bluesky's Gamble, and "Reclaiming Conversation"

What is the true nature of social media run by Big Tech?

The answer is simple: it's an advertising industry. Posting, interacting with other users—all of it becomes fuel to power this advertising machine. User behavior is learned behind the scenes, and services are designed to maximize time spent on the platform. In other words, using existing platforms means being consciously and unconsciously molded into an "advertising human."

So what does it mean that Bluesky Social has declared it "will not operate its platform through advertising"?

From an industry perspective, this is a remarkably challenging business philosophy. Current operating funds depend primarily on investor contributions, and at some point, returns must be delivered. If this structural transformation fails, the startup dilemma looms as a real possibility.

The True Nature of X and Instagram Subscriptions

Why do core users pay for subscriptions on X or Instagram? It comes down to one reason: "it helps their business." Subscriptions enable partial access to data collected by the platform, boost engagement on their accounts, and drive sales. Commercial motives drive these payments.

On the other hand, why do people pay for Discord?

Discord functions as infrastructure connecting communities and users. While SNS is a many-to-many medium, Discord has a stronger messaging app dimension—a more personal media character. What subscriptions provide is improved UX and visible status among members—appeals to social desires like "more fun," "stand out more," and "contribute to the community." With gamification-style pop design, it tickles human nature.

Sustainable Services Move Toward Subscriptions

Services pursuing "legitimacy" and "sustainability" tend to adopt subscription models. Why is it so difficult to make SNS subscription-based? Therein lies the deep-rootedness of this industrial structure.

Existing Bluesky users may need to prepare for a commitment to make this place "home" and contribute through subscriptions.

Is Twitter-like UI Really Designed for Conversation?

Let's look again at an "inconvenient truth" about Bluesky.

Isn't Twitter-like UI fundamentally not designed for conversation?

Bluesky seems to conceive of "conversation" broadly. Various interactions are all considered "conversation"—the concept of Public Conversation.

What Algorithms Took Away: A Matter of Scale

This isn't about Bluesky's UI being superior—it's better understood as a matter of user scale.

Algorithmic suggestion replaced chronological display because at scale, chronological feeds fail to deliver "interesting content" when users access the site, shortening time spent. Conversely, algorithmic feeds matching user behavior and preferences are more engaging.

But doesn't this bias behavior toward "passive experience," making "conversation" less likely to emerge?

On X, a user with 50 billion followers can broadcast asymmetrically but struggles to have actual conversations. A user with 98 followers posts something wonderful and gets no likes whatsoever. The remaining option is to venture into seemingly lively threads and drop irrelevant replies staking one's very existence.

Bluesky's Virtue—"The Feeling of Reclaiming Conversation"

One of Bluesky's principles is "reclaiming conversation."

The rigid moderation is a concern, but since coming to Bluesky, I definitely feel I'm "reclaiming conversation." This is a matter of scale, of UI, and of platform philosophy.

"Mellow Memes"—A State of Arrival

There's nothing sensational here. I just want this place to still exist tomorrow.

"Eternal spring is a nightmare." SNS cannot survive on "intimacy" alone. Yet "mellow memes"—perhaps this is one state of arrival that Bluesky has reached.

Will this experiment succeed?

Reference

Shoshana Zuboff, The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power, PublicAffairs, 2019