The social platform Bluesky represents an intriguing experiment in social media, attracting privacy-conscious users with its commitment to decentralization and ad-free experiences. Former Twitter CEO Jack Dorsey founded Bluesky in 2019 as a research initiative for the Twitter brand. After a few years of development, Bluesky launched as an invite-only service in February 2023 and opened to the public a year later. Today, the platform has reached 24 million users — an impressive feat for such a short time, though it represents a fraction of the user base of Meta Threads (275 million monthly users) or X (600 million users as of May 2024).
Recent policy changes at X — including allowing blocked users to see public posts, and allowing third parties to train AI using users’ tweets — have prompted users to seek alternative platforms, driving Bluesky’s steady growth. The platform attracts an audience skewing younger and including professionals from tech, finance, and creative industries. Notable organizations like The New York Times, Bloomberg, and The Washington Post have established presences on the platform, lending it credibility and opening up possibilities for attracting a broad and diverse audience. Here’s what marketing leaders need to know to navigate Bluesky effectively in 2025.
The Decentralized Difference: Why It Matters for Brands
Bluesky’s interface is similar to X’s (formerly Twitter) and uses short-form “skeets” instead of “tweets.” Yet unlike traditional social platforms, Bluesky is decentralized, meaning it operates a network of independent servers. No single company or entity controls the data, giving users unprecedented control over their experience and who sees their skeets through robust filtering capabilities and custom feeds. Since traditional algorithmic-driven approaches may prove ineffective, brands must develop new strategies focused on organic reach and authentic engagement.
Timing Your Entry: A Strategic Approach
Before investing significant resources into Bluesky, brands should monitor its growth through Q1 2025. Consider the following strategic steps:
- Secure Your Digital Real Estate
Major brands like Red Bull and Xbox have already claimed their handles on Bluesky to prevent potential impersonations or trolling attempts. Brands interested in Bluesky should register early while the platform develops its business verification features.
- Understanding the Ad-Free Environment
Bluesky does not currently offer paid advertising opportunities and has not expressed plans to add them. While many users can appreciate a decluttered interface, the anti-ad stance raises questions about long-term business viability, given that most social platforms rely heavily on advertising revenue. Brands accustomed to paid social media strategies face both a challenge and an opportunity to pioneer new forms of engagement, and should consider adopting the following strategies:
- Developing content that adds value to conversations
- Focusing on organic reach through quality contributions
- Building community through direct engagement rather than promoted content
Risk Management and Brand Safety
After seeing a surge in the amount of content that violated their guidelines, Bluesky expanded its content moderation team from 25 to 100 people. While the speed with which they addressed the issue demonstrates the platform’s commitment to online safety, brands should still monitor the effectiveness of the measures taken before making substantial investments in Bluesky. Brands should also:
- Develop clear guidelines for engagement that align with Bluesky’s content policies
- Monitor platform developments in content moderation and user safety features
- Maintain flexibility in approach as the platform evolves its safety measures
Conclusion: Building for the Future
Bluesky represents a bold experiment in prioritizing the user experience over ad revenue. Whether this ad-free, decentralized approach proves effective remains to be seen, but brands should stay informed about its development given the potential implications for future social media engagement. For brands that are considering Bluesky, key priorities should include:
- Tracking platform feature development
- Monitoring user growth and retention rates
- Assessing content moderation effectiveness
- Evaluating signs of a sustainable business model
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