Bluesky's 'Starter Packs' Propel User Growth to Over 30 Million

In a recent study conducted by researchers from Lancaster University, TU Darmstadt, and City St George's, University of London, the innovative use of 'starter packs' on the social media platform Bluesky has been identified as a significant driver of user growth, propelling the platform to over 30 million users. These starter packs, which are curated lists of users that new members can follow with a single click, have played a pivotal role in addressing the challenges of onboarding new users in an increasingly competitive social media landscape.

Launched in June 2024, the starter packs feature aims to mitigate the 'cold start' problem—where new users struggle to build connections in a new environment. The research, titled "Bootstrapping Social Networks: Lessons from Bluesky Starter Packs," will be presented at the International Conference on Web and Social Media (ICWSM) in Copenhagen in June 2025. According to Dr. Onur Ascigil, a Lecturer in Computer Science at Lancaster University and the study's principal investigator, the findings could offer actionable insights for platform designers and policymakers seeking to create equitable online spaces.

The study revealed that during peak usage periods, starter packs accounted for up to 43% of all following actions on the platform. This feature allowed users included in starter packs to gain up to 85% more followers and to post 60% more frequently than their counterparts who were not included. Despite only 6.25% of Bluesky users participating in starter packs at the time of the study, the impact was pronounced, suggesting that small mechanisms can significantly influence network dynamics.

However, the study also raised concerns about the potential drawbacks of this feature. Research co-lead author Leonhard Balduf from TU Darmstadt noted that while starter packs facilitate rapid growth, they tend to reinforce existing communities, potentially exacerbating popularity inequalities. "The data indicates that established users benefit disproportionately from this feature, which could lead to a deepening of existing divides within the network," Balduf explained.

Additionally, Saidu Sokoto, another co-lead author from City St George's, University of London, pointed out the risks associated with starter packs, including the potential for harassment and pay-for-inclusion practices, where users might be incentivized to buy their way into high-visibility groups. This underlines the necessity for careful monitoring and regulation as Bluesky continues to evolve.

The research team also observed spikes in Bluesky's user growth that correlated with significant real-world events, such as the 2024 U.S. elections and changes implemented on the platform formerly known as Twitter (now X). During these migrations, starter packs facilitated the establishment of social connections for newcomers, illustrating their critical role in the platform's growth strategy.

The research utilized machine learning techniques to analyze the themes of the starter packs, revealing that the largest communities were centered around categories such as art, politics, gaming, sports, and activism. Many members of these starter packs were public figures, including journalists and politicians, which helped them rebuild influence swiftly within the new platform.

As social media continues to evolve, the insights drawn from Bluesky's approach may serve as a blueprint for future platforms aiming to attract users from dominant competitors. The implications of this study extend beyond Bluesky, potentially informing the design of more inclusive and effective online community-building strategies across the industry.