We can hear you groaning already: “Do I need another social media platform to worry about?” We get it. But Bluesky is worth paying attention to. Here are the need-to-know details.
WHAT IS BLUESKY?
Bluesky is a decentralized social media platform that was founded as an open-source alternative to X/Twitter. It operates on the AT Protocol, which allows for greater transparency, user autonomy, and data portability. Unlike traditional platforms like Twitter, Bluesky emphasizes decentralization, meaning users can host their own versions of the platform or customize their feeds and moderation settings.
HOW IT WORKS
Bluesky supports text-based posts and images, with features for following, liking, and commenting. The platform has gained attention for its focus on transparency, algorithm customization, and user-driven content moderation. Its differences from mainstream platforms make it an attractive option for those seeking an alternative to centralized networks like Twitter. However, as a newer platform, it still lacks some advanced features, such as video uploads, and is primarily suited for early adopters and niche communities.
RECENT GROWTH
Initially invite-only, Bluesky recently opened to the public and has seen rapid growth, including interest from brands and public figures. The social network’s audience increase in late 2024 has come from the backlash to X, Bluesky’s larger rival that has struggled to keep users after Elon Musk’s takeover. As of late November, Bluesky has gained 8.7 million new followers since Election Day, for a grand total of more than 22 million.
BRAND ACTIVITY
Active brands on Bluesky include giants like Duolingo, Hulu and Netflix. Others like Xbox and Redbull appear to have secured their handles; there is no business verification on Bluesky as yet so some users have secured brand handles to troll or impersonate brands, such as @cocacolagb, an expletive-filled account which claims to be the official brand feed, and @facebook, which is being used to “troll the libs.”
SHOULD YOUR BRAND BE ON BLUESKY?
For brands considering Bluesky, it ultimately comes down to resources and whether the platform will deliver significant ROI. At this point, Bluesky is still small compared to the other networks. Securing a handle and ensuring there is not a troll-takeover of username is a good measure for brand protection, and piloting some content on the platform to test the waters is a good place to start. This will allow brands to set a tone and start listening on the platform without spending too many resources on something that is still in early/test mode; there is definitely an opportunity to make meaningful connections with audiences. But since Bluesky is ad-free (for the time being), it will require a lot of communication and regular use to gain traction.
Questions to consider before dedicating resources:
- Is your audience there? Analyze if your target demographic is active on Bluesky. If not, it might be worth securing a handle for future use while monitoring growth
- Do you have resources to invest? Managing an additional platform requires time and effort. Ensure it aligns with your broader social media strategy and offers a measurable ROI.
- Does your brand require advanced features to communicate? Bluesky is still evolving, so some advanced features like video uploads or direct messaging may be missing. This can be an issue when it comes to brand complaints, etc.
For the moment, brands should treat Bluesky as a space for experimentation and community engagement. If your audience is exploring new social platforms, it could be a worthwhile addition to your strategy.
Tyler Wilcox : December 12, 2023
