Bluesky takes a swipe at Threads’ Ad plans, but how long can the “No Ads” dream last?

When Meta’s Threads hinted at rolling out ads early next year, Bluesky wasted no time throwing shade. In a bold move, the platform shared The Verge’s report with a cheeky caption: “This is one feature we do not have plans to ship.” A mic-drop moment? Absolutely. But also a subtle nudge to remind everyone of their ad-free ethos in a world increasingly saturated with sponsored posts.

While Instagram boss Adam Mosseri defends Threads’ inevitable pivot to ads — citing the need to fund “people and servers” for the free service — Bluesky CEO Jay Graber is holding firm. Back in February, she made waves with a statement that could double as an anti-corporate manifesto: “I won’t enshittify the network with ads.”

But before we break out the confetti and declare Bluesky the internet’s last ad-free utopia, let’s pump the brakes. Running a social media platform isn’t cheap, and without ad dollars, you need a financial magic trick to stay afloat.

Meta, for example, raked in a staggering $39.8 billion in advertising revenue over just three months. Even with its growing user base, Bluesky isn’t playing in the same league. Graber’s unwavering stance is noble, sure, but you can’t help but wonder how long it’ll be before reality comes knocking.

Bluesky’s jab at Threads comes as the latter gears up to test ads with a select group of advertisers starting January. If all goes well (well, for Meta’s accountants, at least), Threads could become the next shiny playground for brands eager to flee Elon Musk’s X.

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Meanwhile, Bluesky’s strategy is the polar opposite. The platform positions itself as a breath of fresh air — a serene space untainted by algorithms pushing ads for products you don’t need. It’s almost poetic. But will poetry pay for those servers, Jay?

Let’s be real: social media users hate ads — until they realize those same ads keep their feeds free. While Bluesky’s current users applaud its idealistic no-ads stance, they’re also a tech-savvy crowd. They know the financial struggle of running a platform without a steady cash flow. But for now, Bluesky’s decision to stay ad-free feels like a refreshing rebellion. In an era where every scroll is a barrage of targeted content, their approach stands out.

At the same time, X continues to flounder under Elon Musk’s leadership, grappling with declining ad revenue and user discontent. Reports reveal a 14% drop in web traffic year-over-year, reflecting the platform’s struggles with misinformation and reduced relevance.

Yet, Bluesky’s ad-free haven comes with challenges. While it’s drawing millions of new users — including a massive exodus from X and even Taylor Swift fans seeking better digital refuge — some users long for X-like features like Spaces. Balancing rapid growth with user demands while avoiding the financial pitfalls of its competitors will be crucial.

Bluesky’s sass on Threads and steadfast commitment to being ad-free make for a great headline, but the bigger question lingers: can they keep the lights on without following Meta’s playbook? If Graber sticks to her guns, Bluesky could become a case study in how to (or how not to) build a sustainable social media platform.