Bluesky: Can Your Brand Use it, and Should You?

As the social media landscape evolves, brands constantly seek platforms that can help them connect with their audience in meaningful and impactful ways. Amid growing dissatisfaction with traditional platforms like X (formerly Twitter) and the rise of newer alternatives like Threads, Bluesky has emerged as a compelling contender. But what exactly is Bluesky, and should your brand incorporate it into its social media strategy?

What is Bluesky?

Bluesky is a decentralized social media platform. Originally created by former Twitter CEO Jack Dorsey, the platform now operates independently. Designed to prioritize user control and open protocols, Bluesky is built on the AT Protocol, which aims to give users more autonomy over their data and social media experience. Unlike centralized platforms, Bluesky fosters a more community-driven environment, empowering users to create and manage their online identities without being tethered to a single company’s infrastructure.

With new features such as trending topics and a user base of more than 25 million (and growing), Bluesky has started to gain traction as an alternative to traditional platforms. The platform’s minimalist interface and focus on user control appeal to those seeking a fresh approach to social networking.

Bluesky vs. other platforms: X and Threads

Bluesky often draws comparisons to X and Meta’s Threads, as all three cater to users interested in microblogging and real-time discussions. Here’s how Bluesky stacks up:

• User autonomy. Bluesky’s decentralized model gives users more control over their data and the platform’s algorithmic functions. In contrast, X and Threads remain centralized, with algorithmic changes often dictated by their parent companies.
• Community focus. Bluesky fosters community by allowing users to create customizable spaces. Threads, while backed by Meta’s ecosystem, offers integration with Instagram but has yet to replicate the intimate community feel. X, on the other hand, struggles with user dissatisfaction and declining engagement.
• Feature set. Bluesky is still building its feature set but has introduced trending topics and other user-driven enhancements. Threads benefits from its integration with Meta’s vast ecosystem, while X continues to rely on its legacy features but faces challenges in retaining its user base.

Should you include Bluesky in your social media strategy?

Whether to include Bluesky in your strategy depends on your brand’s goals and target audience. Here’s a breakdown of the pros and cons:

Pros:

• Early adoption advantage. Being among the first brands on Bluesky can position your company as innovative and forward thinking.
• Niche audience engagement. With a smaller, highly engaged user base, Bluesky allows for more-direct and -meaningful interactions with your audience.
• Decentralization benefits. Bluesky’s model provides greater transparency and user control, which may align with your brand’s values.
• Less competition. The platform’s smaller size means less noise, giving your brand a better chance to stand out.

Cons:

• Limited user base. Bluesky’s 15.2 million monthly active users pale in comparison to platforms like X or Threads (386 million and 275 million users, respectively), making it less viable for reaching a broad audience.
• Uncertain growth. The platform is still in its early stages, and its long-term viability remains unclear.
• Sparse features. While Bluesky is developing its feature set, it currently lacks the robust tools and integrations available on more-established platforms.
• High maintenance for minimal ROI. Building a presence on a smaller platform requires significant effort, and the potential return on investment may not justify the resources spent.
• Fragmented audiences. As brands spread their presence across multiple platforms, it can dilute focus and lead to inconsistent messaging.

The Meta fact-checking shift: Implications for Bluesky

Meta’s recent policy change to replace fact checking with a Community Notes system on Threads and other platforms has significant implications for the broader social media landscape, including Bluesky. By removing centralized fact checking, Meta places the responsibility for content verification in the hands of users, a shift that contrasts with Bluesky’s approach to moderation.

Bluesky’s content moderation relies on its “stackable moderation” system, which combines algorithmic filters, community moderation, and user-driven customization. This system allows users to personalize their content feeds and empowers communities to self-regulate within their spaces. While this decentralized approach provides transparency and aligns with Bluesky’s ethos, it also presents unique challenges:

• Misinformation risks. Decentralized moderation can make it harder to combat misinformation at scale, leaving users more responsible for discerning credible content.
• User experience. Customizable moderation tools require active participation, which may deter less-tech-savvy users or those seeking a more guided experience.
• Brand implications. For brands, navigating a decentralized and user-moderated ecosystem necessitates careful monitoring to ensure messaging aligns with community standards and avoids unintended controversies.

Where should your brand take it from here?

Bluesky represents a shift toward decentralization and user empowerment in social media, distinguishing itself from platforms like X and Threads. For brands, it offers a unique opportunity to engage with an emerging audience in a less saturated space. However, the platform’s limited user base and uncertain scalability mean it’s not a one-size-fits-all solution.

Additionally, Meta’s fact-checking policy change and Bluesky’s stackable moderation system underscore the complexities of maintaining trust and accuracy in a decentralized environment.

Carefully weigh the pros and cons against your brand’s objectives before deciding to integrate Bluesky into your social media strategy. Keep an eye on its development and be ready to adapt your approach to harness its potential effectively.