Decentralized. Decoded.

In 2025, we launched into the Age of Aquarius (or should I say we lurched?)

The world as we know it is booming and busting. Structures are collapsing – to take new shape. Centuries-old institutions, once considered impregnable, are rapidly reinventing themselves. And out of the chaos there’s a rapid rise in the need to de-link from bloated “big boys” and decentralize.

Huh? What on earth am I talking about?

No, it’s not a random thought that I’ve pulled out of the dreamscape. It’s a very real, very significant shift in the landscape. The social media landscape. One that all you digital darlings need to note.

The X-odus:

The most significant rupture is the X-odus, that everyone was all a-twitter (chitter-chattering) about.

Yes, I’m referring to the move to bluer skies. But while most people put it down to the Musk gambit, there is a subtler, deeper shift playing out – one that went largely unnoticed beneath the surface.

X (formerly known as Twitter) is a centralized social media platform, while BlueSky is entirely decentralized. So, what does that mean exactly?

On the surface, the user experience may be similar, but the underlying infrastructure is completely different. While X was a centralized platform which could control, censor and monitor the content on it, BlueSky was exact opposite – a decentralized platform where the creator holds the key.

Surprise Surprise! BlueSky was launched by Jack Dorsey, the same brain behind Twitter. In fact, the two platforms were developed in parallel – until Jack was axed by Elon’s takeover. While X stuck to the tried and tested path, BlueSky decided to explore roads less travelled – and apparently a whole lot of ex-X users thought this was a fantastic segue and decided to follow along in its wake.

There are significant advantages to decentralization in social media networks.

But with the freedom they afford, there is also a vast responsibility on the part of the network as well as the creator. (If you haven’t already, please read Media On The Block to learn more!)

Is The Cookie Crumbling?

The complete breakdown of hierarchy means that there’s no single controller of the platform, but instead there’s an entire network of servers and communities that work in sync with one another.

They offer a lot more privacy and allow you to liberate your voice without the fear of undue censorship. Decentralized networks use shared protocols, and the nodal network makes it far more resilient. They also allow for innovation and content monetization that is a distinct departure from conventional advertising revenue and instead open up the portal for content-based revenue generation by the creator with their audience.

At the heart of it all, SoFi – Social Finance, is a gamechanger. SoFi refers to the intersection of social media and decentralized finance. So, let’s dive into it and understand where the opportunities lie.

Web3 – The Take-Off Trampoline:

First of all, SoFi is a derivative of DeFi (Decentralized Finance) which is based on a Web3 Platform. A Web3 Platform (as opposed to a Web2 Platform) is a decentralized entity that is based on a blockchain e.g. Ethereum or Polygon. Fundamentally, SoFi is an off shoot of blockchain technology that leverages a decentralized social network and a micro-payment system to work.

So, now that the deck is stacked, show me the money!

Monetization is largely tokenized. One can generate revenue in cryptocurrency, or through NFTs (Curious? Definitely read Media On The Block). Unlike centralized networks e.g. YouTube where the platform gets its cut, a SoFi enabled decentralized network e.g. DTube ensures that the entire payment goes directly into the creator’s account.

A centralized network like YouTube also gathers your data and makes huge profits off it, while a decentralized network offers far more privacy and autonomy. It also allows for greater reach and leverage, because the algorithm at the backend isn’t censoring or blocking your content or audience.

SoFi isn’t perfect. Issues with scalability and sustainability remain. Depending on the geography you’re in, regulation can also be a challenge. But these are challenges that can be surmounted, and a decade from now, it won’t be the new kid on the block anymore but will be a foundational building block of the next frontier in social media.

Is this a radical departure from where we are now? Perhaps. But that’s how transformation begins, and it’s one that is set to shake up the media & entertainment landscape completely. Stay tuned as we bring you more insight and introspection on where this is headed.