A new video-first app, Reelo, is set to shake up the social media landscape by building on the AT Protocol, the same underlying technology used by Bluesky. This approach allows Reelo to differentiate itself from other Bluesky-based apps, offering a more comprehensive feature set that includes support for longer videos, filters, effects, a music library, and eventually, livestreaming.

Many apps in this space, such as Bluescreen, Videos for Bluesky, and Skylight, are constrained by Bluesky's limitations. Originally designed to compete with X (formerly Twitter), Bluesky's feature set is not comparable to an app like TikTok. This limitation creates an opportunity for a new type of video app powered by the AT Protocol, which can interoperate with Bluesky but also stand on its own.

Reelo's developer, João Davi Souza Nascimento, initially tested the idea of building a video app for Bluesky but quickly realized that it wasn't what he had in mind. "When I finished the first prototype using Bluesky technology, I said 'OK, this is crap. I can do nothing with this,'" he explained. João Davi pointed out that it was more than just uploading video that made TikTok successful – it was the music, effects, and variety of capabilities that made videos catch attention.

To address this, João Davi decided to work on a video app based on the AT Protocol, but with its own back end, code base, and lexicon. This choice allows Reelo to support videos of up to three minutes long, longer than Bluesky's one-minute video support, and will eventually allow for livestreaming.

As a sole developer with a separate business funding his efforts, João Davi expects to launch Reelo to the public in March. He has already had some investor interest, which could speed up efforts, but nothing is confirmed as of yet. Reelo features a swipeable vertical video feed with familiar interaction buttons for liking, commenting, sharing, and more.

To store user data, Reelo will run its own PDS (personal data server), but technical users can set up their own PDS, just as they can for Bluesky. The app will interoperate with Bluesky, allowing users to find their friends, but posting Reelo videos back to Bluesky could be an optional step – like a checkbox in the app's user interface.

Reelo could offer multiple custom feeds, including one featuring Bluesky videos, another for Reelo videos, and various topical feeds for things like Music, Dance, and more. To monetize the app, João Davi is considering both ads and subscriptions, where revenue could be shared with creators. Premium plans may include things like livestreaming support and higher-quality video, but nothing is determined as of yet.

However, João Davi intends to make the split fair to creators. "I only need money to pay [for] the servers and whoever is working. More than that, it's like, 'What I do with this money?'", he said. Reelo isn't yet available, but will launch a signup for beta testers early this year.

The emergence of Reelo marks an exciting development in the social media landscape, offering a new type of video app that can interoperate with Bluesky but also stand on its own. As the app prepares for its public launch, it will be interesting to see how it fares in the competitive social media market.