Bluesky has been at the forefront of many social media professionals’ minds in recent times. Positioned as a competitor of X (formerly known as Twitter), the open-source, text-based platform has seen rapid growth – in 2024, its user base skyrocketed from 2.89 million to 25.94 million.
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But what is Bluesky all about? And should your brand be logging onto this newly popular social media network? This guide will get you up to speed.
What is Bluesky?
Bluesky is a decentralised, microblogging social media platform, where users can post short updates, share images, videos and links, as well as engage in conversations. Now, if you’re thinking that its similarities to Twitter/X are glaring, you’d be right – Bluesky is actually the brainchild of former Twitter CEO Jack Dorsey! Though it started as an invite-only app, it became free to join in February 2024.
As a “decentralised” network, Bluesky runs on the AT protocol, a system that is not controlled by any one person or organisation. Instead, developers and individuals have greater control over the user experience, and the inner workings of the platform are more transparent.
What this all means is that Blueskey is super customisable. As of November 2024, there are 50,000 algorithmic feeds available, and anybody is free to create their own. This is a significant difference from many other social platforms, where a master algorithm controls what users see.
Why is Bluesky So Popular?
As of February 2025, Bluesky has 33 million users. In terms of app downloads, it became the top free app on Apple’s App Store in mid-November 2024. So, what’s behind the hype?
Moving Away from X
X has undergone massive change since it was rebranded from Twitter by Elon Musk in 2023. Many users have grown increasingly frustrated with X due to its algorithmic changes, inconsistent content moderation policies and concerns about free expression. Algorithmic biases have made it difficult for smaller creators and brands to gain visibility, while the increase in ads and sponsored content has diluted the authentic interactions that initially made the platform appealing.
On top of this, concerns about privacy, data collection and the potential misuse of user information have caused many to seek alternatives where they have more autonomy. That’s why Bluesky, in its offering of a decentralised and open-source alternative, presents an attractive option for those who feel disillusioned with centralised platforms.
Customisable User Experience and Algorithms
One of the most appealing features of Bluesky is its ability to let users customise their algorithms, allowing them to control what content they see and how it’s prioritised. This level of personalisation is almost unheard of on centralised platforms, where algorithmic control is tightly guarded by platform owners.
Bluesky’s algorithmic choice model lets users pick from different moderation filters, recommendation systems and content curation tools. This autonomy resonates well with users who feel that traditional platforms have become too controlling, often promoting content that prioritises profit over user experience.
For businesses, this opens up new avenues to tailor your content to better reach and engage your ideal audience.
Growing Demand for Ethical and Transparent Platforms
Bluesky’s commitment to transparency and ethical platform governance is another reason for its growing popularity. In an age where social media platforms face increasing scrutiny over misinformation, privacy violations and manipulative algorithms, more and more users are seeking alternatives that align with their values. Bluesky’s open-source structure, which allows for public scrutiny and input, gives users confidence that their interests are being prioritised.
For businesses that value ethical marketing and corporate social responsibility, establishing a presence on a platform like Bluesky can strengthen their brand reputation and resonate with conscious consumers.
How to Decide if Bluesky is Right for Your Business
Deciding whether to join Bluesky requires more than just jumping on the latest social media trend. If you’re weighing up the pros and cons, there are a few steps you can take to decide if Bluesky aligns with your business goals.
Assess Your Target Audience
Evaluate whether your target audience is already on Bluesky or likely to adopt it. For instance, if your audience consists of tech enthusiasts, early adopters or industry leaders, Bluesky could be a valuable platform to explore.
Align with Your Marketing Goals
Consider whether Bluesky supports your broader marketing objectives. Are you looking to build brand awareness, foster community engagement or experiment with innovative content? If these goals align with Bluesky’s capabilities, it may be worth the investment.
Evaluate Resource Commitment
Managing another social media platform requires time and resources, so you’ll need to assess whether your team has the bandwidth to create and manage content, engage with followers and measure performance on Bluesky.
Test and Analyse Early Results
You may want to run a pilot campaign or establish a basic presence to gauge initial engagement and community response. Monitor key metrics such as follower growth, content interactions and user feedback to assess performance.
Monitor Platform Development
Stay informed about Bluesky’s growth and feature enhancements. As the platform evolves, new opportunities for business engagement may emerge, making it easier to justify a long-term commitment.
Tips for Leveraging Bluesky for Business Success
If you decide that Bluesky is the right fit, here are some strategies to maximise your success on the platform:
Develop a Unique Brand Voice
Since Bluesky is a newer platform with fewer established norms, there’s room for brands to experiment and develop a unique tone that resonates with users.
Engage with Early Adopters
Participate actively in conversations and engage with influential users and communities to build brand awareness and trust.
Leverage Custom Algorithms to Your Advantage
Take advantage of Bluesky’s customisable algorithms to tailor content delivery and maximise engagement with your audience.
Foster Community Engagement
Host discussions, Q&A sessions and other interactive content to build a loyal community around your brand.
Experiment & Iterate
Since the platform is still evolving, be open to testing different strategies and adjusting based on audience feedback and performance analytics.
Is Bluesky Right for Your Business in 2025?
Bluesky presents an exciting opportunity for businesses looking to diversify their social media presence and engage with a forward-thinking audience. However, you need to make sure that its the right channel for engaging your target audience and achieving your campaign goals.
If you’re looking for more guidance on how to optimise your social media strategy, why not schedule a call with our expert team? We can provide you with key insights and services that will help you grow your brand’s online presence.