Bootstrapping Social Networks: Lessons from Bluesky Starter Packs
Open accessAbstract
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. We assess whether starter packs have indeed been helpful in supporting Bluesky growth. Our dataset includes 25.05 × 10⁶ users and 335.42 × 10³ starter packs with 1.73 × 10⁶ 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.
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Balduf et al. concluded that 4.37% of users had employed the follow all operation on a starter pack.
“This aligns with Balduf et al. 's conclusion that “4.37% [of ] users had employed the follow all operation on a starter pack” (2025, p. 4, emphasis in original).”
From Stuck in the middleware with you: the challenges of capitalizing a market-oriented approach to platform governance (2025) · cites this paper as Balduf et al., 2025
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Hallinan, B., Rothenstein, O., & John, N. A. (2025) · Communication and Change · doi:10.1007/s44382-025-00018-9
- Authors
- Balduf, L., Sokoto, S., Baronchelli, A., Castro, I., Król, M., Tyson, G., Pavlou, G., Scheuermann, B., & Ascigil, O.
- Affiliations
- Technische Universität Darmstadt (DE)
- City St George's, University of London (GB)
- Queen Mary University of London (GB)
- Lancaster University (GB)
- ORCID
- Venue
- Proceedings of the International AAAI Conference on Web and Social Media
- Published
- 2025-06-07
- Volume
- 19
- Pages
- 178-192
- ISSN
- 2162-3449 (ISSN-L)
- 2334-0770
- OpenAlex
- W4411120804
- Cited by
- 6
- References
- 3
- Citations by year
- 2026: 3 · 2025: 3
- FWCI
- 34.18
- Type
- conference paper
- Language
- en
- Open access
- diamond
- doi.org
- Locations
- Proceedings of the International AAAI Conference on Web and Social Media (publishedVersion)
- arXiv (Cornell University) (submittedVersion)
- Lancaster EPrints (Lancaster University) (submittedVersion)
- City Research Online (City University London) (submittedVersion)
- arXiv (Cornell University)
- Funders
- Guangzhou Municipal Science and Technology Bureau (2024A03J0684)
- Guangzhou Municipal Science and Technology Project (EP/W032473/1, 2023A03J0011, 2023B1212010007, 2024A03J0623)
- Overseas Expertise Introduction Center for Discipline Innovation of Food Nutrition and Human Health (111 Center) (D25008)
- Topics
- Social Sciences › Business, Management and Accounting › Strategy and Management › Digital Platforms and Economics
- Physical Sciences › Physics and Astronomy › Statistical and Nonlinear Physics › Complex Network Analysis Techniques
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Keywords
- Bluesky, microblogging platforms, network effects, social network growth, platform competition
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