What is Bluesky Social? Marketer’s Guide

Bluesky is the latest social media network to gain traction in a multi-billion dollar market. It was created as a response to policy changes at X (Twitter) that drew criticism from users. Bluesky launched as an invite-only application in early 2023 but has since become open to all users above the age of 13. 

Today, Bluesky has over 27 million users, and so, marketers are exploring its potential  Still, the platform is relatively new and unknown to many. 

In this article, we answer the burning question, what is Bluesky social? Plus, we delve into some of its unique features and give you the information you need to determine if it's worth your time and money as a marketing tool. 

Let’s get into it. 

What is Bluesky Social?

The platform was created with a focus on transparency and user empowerment. It uses an AT Protocol, which allows you to control what type of content you encounter. Users choose what algorithms they want, thus eliminating unwanted content and discourse on their feeds. 

Bluesky was founded in 2019 with support from Jack Dorsey, Twitter’s former CEO. When it was launched, the invite-only model created a sense of exclusivity and curiosity. This cultivated a community of early adopters, mainly tech-savvy professionals or people looking for alternatives to mainstream platforms like X. 

In 2024, the app became available to the public.

At the same time, the AT Protocol came into play. Essentially, this framework means Bluesky users own their data. This data can be used to build apps within the platform and customise algorithms to control what’s seen on the user feed. 

The unique structure makes Bluesky unique. Users may engage in conversations without the noise and limitations of traditional social networks. 

How is Bluesky different from X (Twitter)?

Bluesky and Twitter share similarities, which comes as no surprise given that it originated as a research project at Twitter in 2019. However, since Elon Musk acquired Twitter in 2022, Bluesky and Twitter severed ties, leaving Bluesky to go in its own direction. Below, we compare the key differences. 

For marketers, X remains the dominant platform in terms of audience size and established marketing tools. However, Bluesky shows promise even in its infancy. Currently, it offers opportunities for creative engagement and experimentative marketing in a less saturated market. 

Who uses Bluesky? 

Bluesky has experienced significant growth since its public launch in February 2024. With over 27 million users now subscribed to the app, a clear demographic cohort has emerged. 

Initially, Bluesky was predominantly used by early adopters and tech-savvy individuals who enjoy exploring new platform releases. As Bluesky has grown, its user base has diversified. Still, it leans toward users seeking alternatives to traditional social media platforms. 

These figures are significant as the most active age groups also happen to be the most likely to make online purchases. 

Personal vs. professional usage on Bluesky

Currently, Bluesky is used mainly for personal interactions, with users engaging with one another, sharing content, and getting to know the platform’s features. 

That said, professional usage is emerging. Multiple high-profile businesses are beginning to establish a presence. However, compared to established platforms, like X or LinkedIn, professional networking and marketing activities on Bluesky are still in their infancy. 

Industries with early traction on Bluesky

While no specific industry has flourished on Bluesky, major brands from several niches have already established a presence. For the most part, these businesses have secured their Bluesky handles to prevent others from claiming their brand names. 

To boot, Bluesky hasn’t declared whether or not they will introduce paid ads. Perhaps they will in the future, but businesses should consider that they may need to devise an alternative approach to find commercial success on the app. 

• Entertainment and media: Brands like Hulu and Netflix have established a presence on Bluskey, mainly through organic content.
• Education: Platforms such as Edpsy and Duolingo have been active, testing the platform as a tool for engaging with users and followers interested in their services. 
• Consumer goods: Major corporations, such as Xbox and Red Bull have joined Bluesky, establishing a presence to reach early adopters. 

Should businesses invest in marketing on Bluesky?

Determining whether you should invest marketing resources in Bluesky is tricky. The benefits are likely to be enough for certain businesses while the disadvantages may cause others to pass for now.

It has a growing user base and an innovative approach to social media, but it’s not without challenges. 

Below, we outline the pros and cons of marketing on Bluesky at present. 

Pros of marketing on Bluesky

• Lower competition: With few active brands on the platform, your business has a unique opportunity to establish a strong presence before the competition. 
• Engaged community: Bluesky’s users are young, digitally savvy, high-engagers who may be likely to engage with a brand. 
• Decentralised framework: The structure allows your business to have more control over content distribution and the communities you interact with. 
• Authenticity: With a smaller, niche user base, Bluesky encourages more genuine interactions with followers. 

Cons of marketing on Bluesky

• Smaller audience: Bluesky’s user base, while growing, is still limited, especially when you compare it to X, Instagram, Facebook, LinkedIn, and other major networks. 
• Learning curve: The platform’s decentralised framework and evolving features require time, patience, and adaptation. 
• Uncertain long-term impact: As a new platform, Bluesky’s staying power is unknown, which creates risk. 

Types of businesses that may benefit from Bluesky

• Tech startups: As a fresh platform with a unique framework, tech businesses may find opportunities for successful marketing on Bluesky. 
• Niche brands: Smaller brands with a niche appeal can take advantage of the custom feeds and build a loyal community. 
• Content creators: Influencers or creators who establish a following on Bluesky will benefit significantly if the platform continues to grow quickly, putting them ahead of the curve. 
• Sustainability-focused businesses: Bluesky’s decentralised model will resonate with audiences who value transparency and ethical practices, creating an obvious alignment with brands focused on these areas. 

Questionnaire: Is Bluesky right for your business?

To help you decide if Bluesky is a worthwhile investment of your brand’s time and resources, consider these five questions. Answering them will give you a clearer sense of whether the platform aligns with your goals for now. 

1. Is your target audience active or likely to become active on Bluesky?
2. Do you have the resources to experiment with and manage marketing on a new platform?
3. Does your business thrive on building authentic, community-driven engagement?
4. Are you aiming to stand out in a less crowded space? Or, is this something your brand could benefit from?
5. Is your brand geared toward innovation and data transparency?

If you answered yes to most of these questions, Bluesky could be a great fit for your business. If you answered no more than once, consider testing the waters with a small-scale campaign and tracking its impact using tools like Sendible. 

How can Sendible help?

If you’re considering Bluesky for your business, start by answering the questionnaire above to determine its value to your brand. For companies ready to get started, keep an eye on Sendible’s upcoming Bluesky integration, which will be launching very soon. 

With Sendible, you can:

• Plan and schedule posts across key social platforms, soon to include Bluesky. 
• Repurpose and tailor Bluesky content for Threads and X (Twitter), but also other platforms. 
• Collaborate with your team to streamline content creation. 
• Generate targeted captions and content ideas for Bluesky with the help of AI Assist.

Get started with Sendible now to ensure you’re up and running ahead of our Bluesky integration. Sign up for your 14-day free trial here.