What Communication Professionals Need to Understand About Bluesky

What is Bluesky?

The social media landscape is constantly evolving; when a new platform emerges, social media specialists and marketers must stay informed. Bluesky Social is a decentralized, short-form content, social media platform that has been gaining popularity recently and has now amassed more than 30 million users. Originally launched in 2019, the platform operates independently and differs from traditional social media in that it decentralizes user experience, giving individuals greater control over what they see and how their data is managed. Many users have migrated from X (formerly Twitter) to Bluesky due to policy changes and ownership concerns, and its similar micro-messaging structure. Bluesky is not the first, nor will it be the last, to disrupt the space, making it essential for marketers to evaluate whether Bluesky fits into their strategy. Today we’ll explore best practices for keeping up with the ever-changing social media landscape and how your brand can navigate Bluesky effectively.

Unlike centralized platforms that dictate content visibility through engagement-based algorithms, Bluesky allows users to curate their own content feeds. This decentralized approach reduces corporate influence and prioritizes user choice. For brands, this means that success won’t rely on gaming a single algorithm but rather on creating authentic, value-driven content that resonates with niche audiences. Traditional performance metrics such as likes and shares may hold less weight, making deeper, more meaningful interactions the key to success. Bluesky’s commitment to transparency and open technologies also means brands must align with its values to foster trust and engagement. If you’re interested in taking a deeper dive into Bluesky’s mission and decentralized approach, its CEO, Jay Graber, explains just that in this podcast.

How does Bluesky fit into your social strategy?

This shift requires a rethinking of strategy. Without paid ads or algorithmic boosting, brands must focus on organic community-building; Transparency, ethical marketing, and audience-driven content will define success on the platform. Experimenting with user-curated algorithms can help optimize visibility, but ultimately, genuine engagement will matter most. Since Bluesky plans to sustain itself through paid services rather than advertising revenue, businesses should prepare for a platform where paid reach isn’t an option.

Bluesky is experiencing rapid growth, but whether it can sustain momentum remains uncertain. Many of its users are former X and Threads users who are frustrated with ad-heavy experiences and shifting policies. If Bluesky can maintain user interest and introduce sustainable monetization, it could become a significant player in the social media landscape.

How do we navigate the ever-evolving social media landscape?

For brands considering Bluesky—or any new platform—it’s crucial to approach with curiosity and adaptability. Secure a presence early by claiming a handle, but don’t rush in blindly. Instead, take time to understand how users engage with content and adjust accordingly. Experimentation is key, and tracking performance over time will provide insights into what works. As always, creating compelling and engaging content remains the foundation of any successful social media strategy, and embracing a learning mindset is invaluable when new platforms pop up.

Bluesky presents both a challenge and an opportunity for marketers. While still in its early stages, brands that take the time to experiment and engage authentically can establish themselves as pioneers in a decentralized social media future. Whether Bluesky becomes a dominant platform or not, its model signals an industry shift toward user control, authenticity, and ethical marketing practices.

Megan Fasbender is an Advertising and Public Relations student with a minor in Studio Art, set to graduate in April 2025. She is currently a social media marketing intern for Experience Grand Rapids, the destination marketing organization (DMO) of Kent County. With experience in social media marketing and content strategy, she thrives on exploring innovative ways to create visually compelling and meaningful campaigns. After graduation, she hopes to apply these skills within the Grand Rapids community in the hospitality, entertainment, or arts industry.