Following the volatility caused by Twitter’s acquisition by Elon Musk (now renamed X), the world of microblogging platforms has undergone drastic changes. We’ve seen Threads, Spoutible, and Mastodon pop up. But none has had the endurance or growth as that of Bluesky, which has a burgeoning community of dedicated users. This begs the question: Is focusing on Bluesky marketing worth the effort?

Bluesky is a decentralised platform that is built on the AT protocol and is heavily user-controlled. Among social platforms, it is the most open source option and relies the least on algorithmically-driven content.

How to Use Bluesky

It’s not hard to learn how to post on Bluesky, because the app is fairly barebones. The platform is reminiscent of early Twitter before the introduction of numerous features. You simply have to enter text into the box that pops up after pressing new post and you’re set. Using GIFs and images can be a great way to make your post more visible since visual posts perform better and gain more traction in general.

Bluesky trending topics can be viewed on the side, or you can enter a topic into the search bar for a bit of research on its usage. Bluesky likes and reposts operate exactly like Twitter. One of the core advantages of Bluesky over all other platforms is that you can disengage retweets/reposts, so you don’t get unwanted pile-ons or spam accounts reusing your content.

Another core difference from other sites is the power of the blocking mechanism on Bluesky. It essentially blocks them from any form of interaction with you and mutually disables their ability to view your content. Blocking and Muting, thus, have different functions, and the latter can be less severe.

It’s also an unwritten rule that you have to tag Bluesky images with alt text, so it’s best to do that. The developers are going to eventually add a Bluesky polls function, but for now, posts are fairly straightforward.

Bluesky accounts can get a massive boost by being included in a starter pack, which is a set of accounts you can mass-follow, often created by users. Artists often put each other in packs based on similar interests, for example. This can expedite growth and help you gain a bigger following based on

Bluesky vs Twitter

How is Bluesky different from Twitter? Despite their similarities, their functionalities can lead to very different strategies. For example, Bluesky is designed to work without any paid ads, which is considered part of its appeal. Currently, it also lacks features, such as a polling function (although some third-party apps and websites can help add polls to your post) and hang-out functions like Twitter Spaces. Twitter has a much larger user base, as well.

So, clearly Twitter is better, right? Not necessarily.

While Twitter is larger and chock-full of features, it also has a pay-to-win model since you need a blue check to boost your posts. Similarly, the presence of bots on Twitter can be a major problem.

Bluesky can be great for content marketing. Unlike Twitter, it doesn’t discourage posting links, and according to the research, click-through rates are higher on Bluesky. Twitter has long discouraged external links to maximise time on the app or website, which disincentivises linking blogs and YouTube videos. Conversely, any Bluesky marketing efforts geared around interesting art, news stories, or general interest pieces are more likely to thrive.

Threads vs Bluesky

Meta’s Threads is also a contender in the microblogging space. Threads does have a much more brand-friendly environment, although user activity is not quite as active as on Bluesky. Threads is a lot more algorithmic and can be gamed more easily. It also has more sponsored content on it, so it will feel more at home.

Another advantage the Meta apps have is that they link up with Instagram, so cross-functionality is a big advantage. However, the devs at Bluesky are developing their own alternatives to TikTok and to Instagram. These apps will also have cross-functionality with Bluesky, so it might be worth getting on the ground floor of those as they grow.

Threads beats out Bluesky in terms of reach, but maybe not in terms of meaningful responses. There are a lot more bots on Threads, while Bluesky has more engagement, albeit with a smaller community. Theoretically, Bluesky also has more stability since it will not be affected by changes in the algorithm.

Bluesky Marketing Strategies

So, is Bluesky good for marketing efforts? The answer, like with many things, is “it depends”. This variability comes down to two major factors: functionality and demographics. We’ve already discussed the functionality, but the demographics of Bluesky are worth covering as well.

When comparing audiences on Bluesky vs X or Twitter, you also need to keep in mind that the former has a far more combative stance towards brand content and corporate messaging. Branded content may be commonplace on X, but big companies get a lot less engagement on Bluesky. However, small businesses and content creators can gain traction.

This primarily comes down to the dominant users on Bluesky, who exhibit a low interest and want to keep the site less commercial. However, artists and game creators often thrive in terms of meaningful interactions. Similarly, many indie game studios are setting up accounts, and don’t attract a dismissive reaction. This indicates that authentic, less corporate styles are favoured on the platform.

The platform skews towards the millennial and older Gen Z demo. This can be an advantage, as they are very active microbloggers (compared to the style of content TikTok does), which can be cheaper to implement. But it can also limit you in terms of the interests of these age groups.

Similarly, since Bluesky has no algorithm and exposure is based on a “following and follower-centric” approach, it’s more conducive to long-term strategies. Build a following with good content that is informative and gives value, rather than expecting to make the occasional announcement that goes viral. Err on the side of consistent quality rather than trying to go viral. A community-building approach is more viable.

Conclusions: Is Bluesky Viable For Marketing

The overall takeaways from our research are:

• Bluesky may not have the reach that other platforms do, but it can build far more responsive communities.
• Without an algorithm, it can be a lot less volatile based on changes to the platform.
• It’s best for small companies or artists that want to talk directly, authentically, and build a community.
• Corporate content is mostly a no-go, but not impossible.
• Users are very interested in the arts, gaming, politics, and sports.
• It’s more suitable for building a long-term community than it is for going viral.
• Magazines, news outlets, gaming studios, sports or politics commentators, etc., have built viable followings so far.
• Fewer bots and scam accounts than on X.

All in all, Bluesky’s main strength is that it can get you a dedicated and stable following. There’s little algorithmic interference, so you are less likely to get lost in the shuffle. However, the audience is smaller, so there are specific types of companies that thrive better than others.