Bootstrapping Social Networks: Lessons from Bluesky Starter Packs

TL;DR

Evaluating starter packs’ effectiveness and limitations contributes to the broader discourse on platform growth strategies and competitive innovation in the social media landscape.

Abstract

Microblogging is a crucial mode of online communication. However, launching a new microblogging platform remains challenging, largely due to network effects. This has resulted in entrenched (and undesirable) dominance by established players, such as X/Twitter. To overcome these network effects, Bluesky, an emerging microblogging platform, introduced starter packs -- curated lists of accounts that users can follow with a single click. We ask if starter packs have the potential to tackle the critical problem of social bootstrapping in new online social networks? This paper is the first to address this question: we asses whether starter packs have been indeed helpful in supporting Bluesky growth. Our dataset includes $25.05 \times 10^6$ users and $335.42 \times 10^3$ starter packs with $1.73 \times 10^6$ members, covering the entire lifecycle of Bluesky. We study the usage of these starter packs, their ability to drive network and activity growth, and their potential downsides. We also quantify the benefits of starter packs for members and creators on user visibility and activity while identifying potential challenges. By evaluating starter packs' effectiveness and limitations, we contribute to the broader discourse on platform growth strategies and competitive innovation in the social media landscape.

Figures (13)

• Figure 1: Number of registered Bluesky users.
• Figure 2: Number of Daily Active Users (DAU), likes, follows, and posts.
• Figure 3: Evolution of the number of starter packs, their members, modifications, and creators over time.
• Figure 4: Daily count and percentages of all follow operations, and follow operations due to starter packs.
• Figure 5: Distribution of follow edges created per starter pack.