In 2023, Threads was released, shaking up the social media landscape. This year, Bluesky has emerged as a new contender—one that’s sparking curiosity as well as skepticism. Promising decentralization, transparency, and creative freedom, Bluesky is attracting early adopters and influencers who are eager to explore alternatives to the legacy platforms of today. We know what you’re thinking: “Should my brand be on Bluesky?” We’ll break it down for you.
Why Is Everyone Joining Bluesky?
Bluesky was founded by former Twitter CEO, Jack Dorsey. The new social media site has captured attention by offering a platform that claims to be free from the rigid controls and algorithms that control many of today’s most popular social platforms. Recognizing this, users today are hoping for a more authentic experience. Early adopters of Bluesky have mentioned similarities to the beginnings of Twitter. However, while the first wave of users is enthusiastic, it remains to be seen whether these ideals can be sustained on a larger scale or if Bluesky will struggle to maintain momentum once the novelty wears off.
What Brands Should Know About Bluesky
Bluesky might seem like an enticing playground to experiment with innovative campaigns and genuine engagement. Before you brief your creative team, here’s what to consider:
Authenticity Required: Brands must be ready to present truly transparent and genuine content; any misstep could backfire in this environment, as demonstrated by this Reddit thread.
Pilot Mindset: The platform is still evolving, and strategies that work elsewhere may not translate here. Microsoft leaned into the new platform, but their followers on Bluesky continue to urge them to fully commit to the platform, and leave X.
Stay Agile: Given the platform’s uncertain trajectory, brands should approach Bluesky as a testing ground rather than a guaranteed channel for growth. However, there are early signs that notable growth is possible. The New Yorker committed to the platform and now has over 230,000 followers after joining three months ago.
User Growth is Slow
Recent reports suggest that Bluesky has around 2 million monthly active users, compared to 32 million total accounts—a modest figure compared to 300M active users on Threads. While this early growth shows potential, it’s worth asking if these numbers will translate into sustained engagement or if Bluesky will remain a niche playground for a select group of enthusiasts.
TL;DR
Bluesky presents an intriguing opportunity, but its long-term viability is still up for debate. Brands looking to experiment should proceed with a healthy dose of caution—monitor trends, test innovative ideas, and be prepared for this niche community. In the fast-evolving world of social media, being an early mover can pay off, but it’s important to remember that not every new platform becomes the next big thing.
