3 Apr 2025 | By - Sudha Mariappan

Social media is always evolving. New platforms emerge, and old ones change or disappear.

One platform that's making waves lately is Bluesky.

If you're a marketer, you might ask yourself what Bluesky is and whether it's worth your time.

Unlike popular players like Instagram or X (previously Twitter), Bluesky does something unique, a new way to reach people online.

It's gaining speed, and a few brands are already dipping their toes in.

In this post, we'll dive into what Bluesky is and how you can utilize it as a marketer to target people in an entirely new way.

Whether you own a small business or are a member of a large marketing team, this might be your opportunity to stay ahead of the game.

What is Bluesky?

Bluesky is a social media site that feels very much like Twitter but with a twist.

It was founded by Jack Dorsey, the same fellow who co-founded Twitter, in 1919. Initially, it was an internal project at Twitter to develop a decentralized social network, i.e., it wouldn't be owned by any single company.

By 2021, Bluesky was a standalone entity and is now controlled by a company headed by CEO Jay Graber. The core concept behind Bluesky is putting users in the driver's seat.

As opposed to usual platforms where a single company controls it all, Bluesky operates via something known as the AT Protocol. It is an open-source system that allows individuals to have a glimpse behind the scenes about how it is made and even create their own versions of the same.

Source: Protocol Labs

So, what is "decentralized"? Think about social media like a phone system. With typical platforms like Facebook or X, one business has all the wires and controls who can talk to whom. You can learn here about decentralization in social media.

This structure gives users control of their information and how they interact with the platform.

For instance, you can choose or generate your own "feeds" to determine what you see, rather than an algorithm doing it for you. Bluesky posts are brief, up to 300 characters. You can post text, pictures, or even brief videos.

Bluesky began small. It was invite-only until February 2024, when it became available to everyone. It's expanded quickly ever since. One such number that comes out of this picture: Bluesky reached 20 million users as of November 2024.

That is quite a rise from 5.5 million back in May of the same year. They're signing up because it's new and less frenetic than other places. And it doesn't feature ads (as yet), so it does have a more of-the-moment feel for conversations rather than flogging goods. They include celebrities such as Lizzo and Mark Hamill, and even politicians such as Alexandria Ocasio-Cortez, gaining massive followings.

The layout of the platform is straightforward and familiar. If you know how to use Twitter, you'll be a pro in no time. You can post, re-post, like, and follow individuals. But Bluesky throws in awesome things like "custom feeds" (where you decide what subjects or individuals to center on) and "starter packs" (groups of accounts to follow based on your interests).

It's designed as a space where communities will grow organically, not with some giant corporation yanking all the levers.

Which brands use it today?

Bluesky is still new, so not all major brands are on it yet. But a few are already dipping their toes in. Those early birds tend to be the ones who love to experiment first before the masses follow suit. For example, brands such as Duolingo, Hulu, and Netflix are already posting on Bluesky.

They're not placing huge ad campaigns (because Bluesky doesn't include ads), but they're posting enjoyable, natural content to interact with users. Duolingo, which is famous for its offbeat social media tone, posts jokes and interacts with fans. Hulu and Netflix post about TV shows and movies, keeping things relaxed and friendly.

Source: Kaggle

Other companies, such as Red Bull and Xbox, have taken their usernames but aren't posting much as of yet. They're playing it safe, reserving their place just in case Bluesky becomes a hit.

This is a good idea because, on Bluesky, there's no official validation for companies yet. That means anyone can take a brand's name, and some trolls have already done so, like a parody Coca-Cola account posting ridiculous things. So, even if a brand isn't using it, reserving their handle is a good idea.

Why are these brands on Bluesky? For starters, it's an opportunity to engage with people who are fed up with the chaos on sites like X or Instagram. Bluesky users are often tech-literate, creative types, or simply curious about exploring new online territories.

And since it's not ad-supported, the atmosphere is less salesy and more genuine. Brands that get in early can establish a following before things get busy. But the majority of companies are sitting on the sidelines, waiting to observe whether Bluesky develops into something larger.

Read Also: What is DeepSeek AI? All About DeepSeek and Its Uses

How can marketers use it?

Bluesky may not yet have the vast user base of TikTok or Instagram, but it's a promising one. As a marketer, it's an opportunity to try out things and engage with people in less congested environments. Here's how you can use bluesky for marketing:

• Establish a community early: Bluesky is not yet large, so you can join on the ground floor. Begin by claiming your brand's username (even if you haven't posted yet). Next, post content that resonates with your audience. Think of tips and tricks, behind-the-scenes glimpses, or fun news. Because the platform is tiny, your posts will be more visible than on a busy app like X.
• Prioritize actual conversations: Bluesky users prefer real conversations. You can ask questions, participate in discussions, or contribute ideas that your followers are interested in instead of simply promoting your products. For instance, if you're a fitness company, you might say, "What's your favorite exercise?" and talk to individuals who respond. This establishes trust and makes your brand human.
• Use custom feeds: Custom feeds are among Bluesky's strongest features. You can make a feed for your niche, such as "Coffee Lovers," if you have a coffee business, and post content there. It's a means to connect with those who are interested in what you have, but without depending on a large algorithm.
• Experiment with new concepts: Because Bluesky is less promotional, it's the perfect space to experiment with content before sharing it anywhere else. Share a weird post or a provocative opinion and observe how people respond. Marketers such as Matias Rodsevich at PRLab use it as a "creative workshop" to gain feedback and optimize campaigns.
• Instill starter packs: These are lists of accounts people can follow with one click. Make a starter pack for your industry, like “Top Food Bloggers,” if you’re a kitchen brand, and include your account. It’s an easy way to get noticed by new users.
• Keep it simple: Bluesky doesn't currently have fancy ad tools or analytics, and that's fine. Prioritize posting often and interacting with followers. You can use a tool like SocialBee to schedule posts, as Bluesky won't allow you to do so natively.

Here's another figure to digest: 70% of BlueSky's social media traffic is from X. Which means a large number of its users are streaming in from Twitter, seeking something familiar but not the same. As a marketer, you can reach out to this audience by presenting something new in what they're already used to. Perhaps your brand left X due to too much drama. Who knows? Bluesky might be your new sanctuary.

Here, the key is to adapt.

Bluesky isn’t about flashy ads or viral stunts (yet). It’s about building relationships. If your brand can be authentic and join the conversation, you’ll find an audience that’s eager to connect. And as Bluesky grows, you’ll already have a foothold.

But wait.

Bluesky, being one of the new platforms, comes with exciting advantages. However, with some brands hesitant to adopt it, there are also risks worth understanding.

Read Also: 5 steps to Build a Strong Personal Brand for your business.

The Risks Bluesky Can Pose

Bluesky is a thrilling new marketing platform with a new way of engaging with audiences. Nevertheless, its decentralized nature and early-stage growth carry risks. Marketers need to consider these possible drawbacks before diving headfirst into Bluesky and safeguard their brand.

• Weak moderation can harm reputation: Bluesky's decentralized model is based on community moderation, which may allow dangerous content such as trolling or disinformation to pass through. Marketers expose themselves to their brand being associated with toxic posts or discussions they cannot fully manage, which can harm their reputation.
• Small audience restricts reach: With just 33.6 million users, Bluesky's scale is dwarfed by the likes of X or Threads. Its tech-savvy audience may not be your target market, so it's a risk for marketers looking to engage with a large audience.
• Impersonation is a threat to brand identity: Without official authorization, anyone can claim your brand's name on Bluesky. There is no formal verification system like X app, and this can weigh heavily on your brand image. Trolls may create fake content in your handle, misleading followers and damaging your credibility even before you begin.
• No ads or tools hinder growth: Bluesky's ad-free designeliminates targeted campaigns or boosted posts, leaving marketers with no choice but to depend on slow organic growth. Without analytics and scheduling tools, it is also more difficult to plan and gauge success.

This clearly shows Bluesky is the one for personalization and individual needs. Major media brands are already raving much attention through Bluesky. But is there any scope for marketers in this app?

If you want to gain organic traffic on social media or have genuine reviews about your brand through social listening, Bluesky might be worth it.

Bluesky helps you to build a community based on authenticity and trust. With natural conversations flowing through as content, you can know what impact your brand is creating, or what trending topic is buzzing among people.

Social media can be your weapon for good marketing. As a marketer or a business owner, you need assistance for social media growth. You need a proper strategy for gaining an audience, building a community, and leading conversions. Connect with us at info@ontogendigital.com for personalized assistance and for more updates.

Key Takeaways

1. Bluesky is a decentralized social media platform started by Jack Dorsey, giving users more control over their experience.
2. It’s growing fast, reaching 20 million users by November 2024, and attracts people looking for a Twitter-like alternative.
3. Brands like Duolingo, Hulu, and Netflix are already posting, while others are reserving their names.
4. Marketers can use Bluesky to build communities, test ideas, and engage authentically with custom feeds and starter packs.
5. It’s ad-free for now, so focus on real conversations rather than sales pitches.

FAQs

Q: What makes Bluesky different from Twitter?

A: Bluesky looks like Twitter but isn’t controlled by one company. It uses the AT Protocol, letting users manage their data and customize their feeds, unlike Twitter’s centralized setup.

Q: Do I need an invite to join Bluesky?

A: Nope! It was invite-only until February 2024, but now anyone can sign up at bsky.app.

Q: Can I run ads on Bluesky?

A: Not yet. Bluesky doesn’t have ads, so marketers need to focus on organic posts and engagement instead.

Q: Is Bluesky good for small businesses?

A: Yes! Its small size means less competition, and you can connect directly with early adopters who might love your brand.

Q: How do I get started as a marketer?

A: Sign up, claim your brand’s handle, and start posting content your audience will like. Engage with followers and try custom feeds to stand out.

Bluesky is still finding its feet, but it’s got a lot of promise. For marketers willing to take a chance, it could be a hidden gem. What do you think—ready to give it a try?