Bluesky's custom feeds are quietly becoming its moat

On most social apps the algorithm is a black box that belongs to the company. On Bluesky, anyone can build one. Custom feeds, made by users and shared like playlists, have become one of the main reasons people stay.

There are feeds for astronomers, for knitting, for a single sports team, for new posts from people you rarely see. Pin a few to the top of the app and Bluesky becomes a set of rooms rather than one noisy hall.

Choice as a feature

The idea is that people should pick how their timeline works rather than accept a single default. It turns the algorithm from something done to users into something they can shop for and swap out.

Growing pains

Custom feeds depend on volunteers who build and maintain them, and discovery can be confusing for newcomers. But for people who have found their feeds, going back to one-size-fits-all timelines feels like a downgrade. That is what a moat looks like.