Bluesky integrates long-form content to challenge X’s paid model
The social networking startup’s latest app update allows users to access articles and newsletters across the open web, contrasting sharply with the walled-garden approach of Meta Platforms’ rival X.
Bluesky has released app update v1.122, introducing a significant expansion of its platform capabilities through an integration with Standard.site. This development enables users of the decentralised social networking startup to access long-form content, including articles, blog posts, and newsletters, across the AT Protocol-powered “Atmosphere.” The move positions the platform as a direct alternative to X’s long-form offerings, which are currently restricted to paid subscribers and businesses.
The integration allows Bluesky users to view content from independent publishers via dynamic link cards. These cards serve as enhanced previews, facilitating access to sites such as Leaflet, pckt, and Offprint, which cater to writers seeking to own their content and distribute it across the open web. Bluesky has described this functionality as a first step, noting that the technical implementation will be refined over time.
This update marks the second major expansion of Bluesky’s infrastructure based on community-built projects. In February, the startup integrated with Germ, a private messaging service, allowing it to launch directly from the Bluesky app. By building its technology infrastructure alongside its client application, Bluesky leverages other services running on the AT Protocol, offering third-party developers access to its network of approximately 44.5 million registered users.
The shift towards long-form content follows a recent announcement by WordPress, which revealed a plugin allowing sites to publish to the Atmosphere. Relying on Standard.site’s lexion records, the plugin embeds blog data directly into the AT Protocol rather than sharing mere links. This ensures that any application compatible with the protocol can display WordPress posts, reinforcing the network’s vision of an open social web where data is freely distributable and accessible from any client.
In contrast to the open architecture of the AT Protocol, X keeps its content siloed within its own application, limiting embedding capabilities elsewhere on the web. While X benefits from a significantly larger distribution network of 550 million monthly active users, the Bluesky model prioritises user portability and data ownership. The ecosystem now includes multiple personal data server providers alongside Bluesky, such as Eurosky, Blacksky, and Northsky, further decentralising the infrastructure.
Beyond content integration, the v1.122 update introduces several functional improvements. These include a refreshed GIF picker and photo viewer, expanded moderation labeling at the account level, and a fix for a bug that was causing silent failures in iOS video uploads. The changes reflect a broader strategy to enhance user experience while maintaining the platform’s commitment to interoperability and open standards.
