Social media has become an increasingly fragmented and controversial market that is dividing opinion among marketers. Brands are now seeking alternative platforms that offer authentic and tangible engagement opportunities to expand their digital footprint.
Enter Bluesky: a decentralized social media network that is rapidly gaining traction from niche communities and tech-savvy users. Initiated by former Twitter CEO, Jack Dorsey, Bluesky was developed to provide users with more control over their data and the content they engage with on social apps.
Designed with a similar interface to X (formerly known as Twitter), Bluesky offers many of the same features and functions, with the caveat that genuine, transparent interactions and connections are much easier and feasible.
With the platform now boasting approximately 14 million users, Bluesky represents more than just another social media platform. It represents a fundamental shift in the social media market dominated by Meta, X, and Google, offering a glimpse into the future of digital marketing and communication between brands and followers.
For marketers looking to stay one step ahead, understanding all that Bluesky has to offer and how to utilize it can give them a distinct competitive edge. Let’s look at the features and benefits of Bluesky and how it can help you foster more genuine interactions with your audience.
What is Bluesky?
At its core, Bluesky is a decentralized social network built on the AT Protocol (Authenticated Transfer Protocol). This essentially means that people can see how it works and suggest improvements to its interface, functions, and integrations.
The main crux of traditional social platforms sees a single company controlling everything, which has been a bugbear for many social media users over the years, especially pertaining to the proliferation of misinformation and the abundance of data being held and shared. Bluesky’s decentralized nature means that users and communities have more control over their personal information, who they talk to and what they see online.
The Bluesky platform is experiencing a boom at the moment, where many X users are migrating over to the platform, particularly following X’s recent ‘block’ feature change and subsequent controversy. Bluesky is very much like Twitter – you can click a Post symbol to write and share a 300-character message and include photos, videos, links, gifs and emojis, with users able to reply, repost and like your post, and direct message other members. The Bluesky platform accommodates popular image formats like JPG and PNG but image size limits are in place to ensure optimal UX, so be mindful before uploading high-quality film-like images taken on digital cameras, as these file sizes are invariably larger.
Users are gifted with three feeds upon joining – Following, Discover, and Popular With Friends, but you can modify your feeds to see specific types of content. Many communities have already begun to flourish organically on the Bluesky platform, where they would struggle to find organic, natural engagement on more mainstream platforms. It’s especially good for people who want to escape toxicity on other platforms.
Bluesky, in essence, gives users the chance to customize and control their entire social media experience.
What makes Bluesky stand out?
What sets the Bluesky social media platform apart is its commitment to transparency, independence, and user empowerment. The AT Protocol enables users to maintain ownership of their data while participating in a larger social ecosystem. For marketers and brands, this means cultivating relationships with audiences who are conscious about privacy and digital rights, and who want to cut through the proverbial noise often found on social media giants.
1. Bluesky is decentralized
Bluesky’s decentralized nature offers unique advantages for marketers. Rather than being subject to sudden platform changes or algorithm shifts, brands can maintain more stable relationships with their audiences. This infrastructure also allows for greater innovation in how content is distributed and consumed.
2. Users can create custom domains
Perhaps one of the most compelling Bluesky features for brands is the ability to use custom domains for their handles, providing a personalized touch and borrowing authority from established domain names. Bluesky has built-in features that allow users to purchase and manage domains directly through the platform. f catering to diverse audiences, through music videos, movie trailers, and interviews. If you want to replicate their success, it is crucial to understand your target audience and create content that resonates with them, focusing on great title ideas.
3. Content moderation
Unlike traditional platforms where algorithm changes can dramatically impact reach, Bluesky emphasizes user autonomy, allowing you to influence your own feeds and how content is moderated. Marketers can better understand how their content reaches audiences and make data-driven decisions accordingly.
4. Data portability
The platform’s commitment to data portability means brands can maintain ownership of their content and audience relationships, reducing platform dependency and enabling more strategic long-term planning.
5. Free environment
The platform offers a refreshing environment where users can share a diverse range of content without the need to feel overly promotional.
Differences between X/Twitter and Bluesky
While Bluesky’s interface might feel familiar to X users, several key differences affect how marketers should approach the platform:
- Content distribution: Bluesky’s nature means content can reach across different feeds, lists and communities more organically.
- Engagement patterns: Users tend to favor in-depth discussions over viral, clickbait content, requiring a different content strategy.
- Moderation approach: Community-driven moderation creates a more nuanced environment for brand safety.
- Technical features: Despite some current limitations on Bluesky, many of the same features and functions on the app make it easy for those very familiar with X/Twitter to adjust.
Ways to use Bluesky for your brand
- Focus on creating value-driven content that encourages healthy and beneficial discussion. Research key interests that align with your brand and target them in your content, so you can reach niche communities and engage with users who are actively interested in your offering(s).
- Secure your brand’s identity early by setting up a custom domain. This not only establishes legitimacy but also helps with cross-platform brand recognition. Bluesky will need to confirm domain ownership, usually by adding a TXT record to your DNS settings.
- Position your brand as an industry authority by sharing insights, participating in relevant discussions, and contributing meaningful content to your niche. Become a thought leader in your space through informative posts, analysis, news commentaries, case studies, infographics and threaded posts for deep dives.
- Foster genuine connections within your industry’s community. Engage in discussions, share expertise, and build relationships with other thought leaders, rather than being overtly promotional. Consider launching campaigns encouraging user-generated content (UGC) where users share their experiences with your product or service.
- Leverage tools like Keyhole to track engagement, monitor brand mentions, and measure the impact of your Bluesky social media strategy alongside other platforms. Using our best-in-class social listening and analytics tools, you can decipher how well your content is performing and determine strategies for improvements on this growing marketing channel.
Getting started on Bluesky for your brand
Adapt strategy based on community response
Step 1: Create your account
- Secure your brand name early
- Set up proper verification through custom domains
- Optimize your profile
Step 2: Develop your content strategy
- Focus on quality over quantity
- Plan content that encourages meaningful engagement
- Integrate with your broader social media strategy
Step 3: Build your network
- Follow relevant accounts in your industry
- Engage in community discussions
- Share valuable insights
Step 4: Monitor and adjust
- Track engagement metrics
- Analyze content performance
Final words
Integrating Bluesky into your marketing strategy
Succeeding on Bluesky requires you to be thoughtful and willing to adapt without compromising your existing marketing efforts across other social platforms. While content should always be platform-appropriate, ensure that your message remains consistent and applicable across all of the ones you utilize.
Modifying your content strategy to match Bluesky’s unique environment and restrictions will be key. Much like how long-format posts need to be adapted for X/Twitter, the same will need to be done for Bluesky. However, with more autonomy and control, you can focus more on creating discussions rather than simply broadcasting sales messages where users often feel trapped in a proverbial echo chamber.
The key lies in adapting your content and strategy based on what your Bluesky audience is responding to and what drives engagement on this platform. Implement robust social tracking features using Keyhole which can help you measure engagement rates, brand mention sentiment, and click-throughs to landing pages.
Whatever your goal(s) with your Bluesky social media strategy, adopt a unique approach on this platform that complements and doesn’t detract from your existing one on platforms like X/Twitter, Instagram, Facebook or YouTube.
Frequently Asked Questions
1. Can brands maintain multiple Bluesky instances?
Yes, brands can maintain multiple instances while using custom domains, though it may be preferable to focus on building a strong presence on one primary account.
2. What metrics should marketers track on Bluesky?
Key metrics include engagement rates, community growth and content response. Keyhole's analytics tools can help track these metrics effectively.
3. How does Bluesky's algorithm differ from traditional social platforms?
Bluesky offers greater transparency and user control over content distribution, allowing for gradual and stable reach to interested audiences.
4. What content types perform best on Bluesky?
Thoughtful, discussion-generating content tends to perform best, particularly when it adds value to community conversations and demonstrates expertise in specific niches.
