Bluesky: What You Need to Know
What Brands Need to Know About This Emerging Social Media Channel
Social media platforms are constantly evolving, and the latest contender making waves is Bluesky. Created by Twitter co-founder Jack Dorsey (you can see it’s OG Twitter vibe), Bluesky presents itself as a decentralized alternative to traditional social media networks. But what exactly is Bluesky, and should brands be paying attention? Here’s what you need to know:
What Is Bluesky?
Bluesky is a decentralized social media platform that aims to give users more control over their online experience. Built on the AT Protocol, Bluesky offers a more open and customizable approach to social networking, allowing users to choose their own content moderation settings and algorithms. Unlike traditional social media giants like X (formerly Twitter) or Facebook, Bluesky is not controlled by a single corporation, emphasizing user autonomy and transparency.
Who Is Using Bluesky?
Bluesky initially launched as an invite-only platform, attracting early adopters from the tech, journalism, and creative communities. As it expands, the user base continues to grow with individuals looking for an alternative to mainstream social media - we came across the platform from our college content creators - and seeing it most talked about via Gen Z. Many former Twitter users who were dissatisfied with the changes on X have migrated to Bluesky, seeking a platform that prioritizes open dialogue and community-driven development.
What Type of Content Can You Post?
Similar to X/Twitter, Bluesky allows users to share text-based posts, images, and links. The platform currently supports short-form content but is still developing its full feature set. While it does not yet offer native video uploads, users can still share video links. Given its decentralized nature, Bluesky encourages more niche discussions and organic engagement rather than algorithm-driven virality.
How Do You Engage With Others?
Engagement on Bluesky functions similarly to other social platforms—you can follow users, like and repost content, and participate in discussions. However, because Bluesky is built on a decentralized protocol, it offers greater flexibility in how users interact with content. Community-driven discussions are at the forefront, and users can customize their feeds to prioritize the conversations that matter most to them.
What Brands Are Currently Using Bluesky?
While Bluesky is still in its early stages, several brands and media organizations have already established a presence (aka an account with little to no posts - people still seem to be exploring). Given the platform’s focus on community engagement over paid advertising, brands that thrive on direct audience interaction and storytelling may find Bluesky to be an interesting space to explore.
Should Your Brand Be on Bluesky?
For brands looking to diversify their social media strategy and tap into emerging digital communities, Bluesky offers an intriguing opportunity. While it may not yet have the reach of Instagram or TikTok, its emphasis on decentralized control and organic engagement makes it a platform worth watching. We personally will be testing re-posting content there from our other channels for clients.
As Bluesky continues to evolve, it will be fascinating to see how brands, creators, and communities shape its future. Will it become a major player in the social media landscape? Only time will tell, but for now, it’s a space full of potential for forward-thinking brands.
Are you considering exploring Bluesky for your brand? Let’s chat about how we can adapt your social media strategy.