While Bluesky is still considerably smaller than Threads, which with 275 million users is its biggest rival, there are signs that Threads users have been increasingly curious about the upstart. “Bluesky” has been a trending topic on Threads in recent days and an in-app search suggestion shows there are more than 19,000 posts about “Bluesky.” Bluesky itself has also made a push to win over Threads users in recent weeks by posting regularly on the Meta-owned service.

That effort seems to be working. A month ago, Engadget noted, the service had just under 9 million users. Its mobile app also has the top spot in Apple’s App Store, followed by Threads and ChatGPT. Its recent success also seems to be driven, at least in part, by frustration with Elon Musk and X following the US presidential election.

A recent report from web analytics company SimilarWeb found that “more than 115,000 US web visitors deactivated their accounts,” on November 7, “more than on any previous day of Elon Musk’s tenure.” The report also noted that “web traffic and daily active users for Bluesky increased dramatically in the week before the election, and then again after election day,” with Bluesky at points seeing more web traffic than Threads. (Threads’ mobile usage, however, is still “far ahead” of Bluesky.)

“In the US, Bluesky got more web visits than Threads in the immediate aftermath of the election,” the report notes. “For context, it’s important to note that both services are app centric, even though they support a web user interface.”

On its part, Bluesky seems intent on distinguishing itself from its larger, billionaire-controlled rivals. The company, which began as an internal project at Twitter before it spun off into an independent entity, has experimented with novel features like custom feeds, user-created moderation services and “starter packs” for new users.

“You're probably used to being trapped in a single algorithm controlled by a small group of people, that's no longer the case,” Bluesky’s COO Rose Wang shared in a video aimed at new users Tuesday. “On Bluesky, there are about 50,000 different feeds … these feeds provide a cozy corner for you to meet people with similar interests. And you can actually make friends again, because you're no longer tied to a dominant algorithm that promotes either the most polarizing posts and or the biggest brands, and that's the mandate of Bluesky.”