You’ve probably heard of Bluesky even if you haven’t used it. With more than 26 million users and counting, this social media site is becoming more and more popular as a possible substitute for X. Digital marketers looking for new, unexplored prospects are also taking notice.
The current spike in the platform’s popularity can be ascribed to people leaving X due to a number of problems and a number of big businesses choosing to completely stop running ads on the site.
The emergence of Bluesky can be attributed to a number of things. For starters, it is not dominated by a billionaire but rather Social Media Ads is set up as a “democratic republic-type platform.” It is especially interesting to the media business since it gives individuals a place to communicate and stay informed without being overtaken by advertisements.
But with Threads, Meta’s microblogging competitor, on the scene, what does Bluesky’s future in this cutthroat social media environment hold? And how can marketers use Bluesky to interact with and educate its expanding audience?
We’ll examine the platform in greater detail in this blog and provide digital marketers with practical advice on how to use it efficiently. Topics will include:
- What is Bluesky?
- Who uses Bluesky?
- How do you get started using Bluesky?
- What brands are on Bluesky?
- How can you use Bluesky to promote your brand?
What is Bluesky?
Users of the microblogging social networking site Bluesky can post Social Media Marketing short texts, pictures, and videos.
Former Twitter CEO Jack Dorsey launched the platform in 2019 with the intention of investigating the potential for decentralizing social media to provide users greater control over their data and experience.
After being introduced as an invite-only beta site in 2023, Bluesky attracted 3 million users before going public in February 2024.
Despite having a similar founder and some superficial similarities to X, Bluesky’s current team is not only trying to be an alternative.
Bluesky COO Rose Wang told Marketing Brew, “We’re not positioning ourselves against X.” “We are establishing ourselves as the social web of the future.“
Who uses Bluesky?
Approximately 26 million people use Bluesky at the Social Media Marketing moment, and the number is growing every month. The software has 3.5 million daily active users in the US and the UK, according to Backlinko.
More than half (52%) of Bluesky’s internet traffic comes from the US, with the UK (8%), Japan (6.6%), Brazil (5%), and Canada (3%), following closely behind.
According to data from Similarweb, almost one-third of its users are between the ages of 25 and 34, and a larger proportion of men use the site.
Mark Hamill, a well-known celebrity, joined the site and called himself a “Twitter quitter.” While American politician Alexandria Ocasio-Cortez (AOC) became the first to reach one million followers, author Stephen King already has over 600,000 followers.
How do you get started using Bluesky?
It’s simple to create an account on Bluesky. All you have to do to become a member is go to the home page and register.
The Bluesky app is available for desktop use or for download on iOS or Android devices.
After installation, you’ll be asked to provide your phone number and email address (for an authentication code). You will next select a username and create a password.
You can then make an avatar or upload a photo. That’s it, you’re ready!
What brands are on Bluesky?
Few companies have yet to launch aboard Bluesky.
The primary reason for this is that the platform is still in its infancy and does not currently provide any Social Media advertising possibilities. The audience and their level of openness to promotions are unknown to marketers. Furthermore, Bluesky is putting user experience ahead of quick expansion.
Nonetheless, the media business is one that is prospering on Bluesky. Compared to other platforms, publishers have reported engagement and conversion rates that are three to four times greater.
Recently, testimonies from The Boston Globe, The New York Times, and The Guardian were posted on Bluesky’s site, highlighting the favorable outcomes they have encountered.
Additionally, a few companies are beginning to experiment with Bluesky. There are accounts on the app for Duolingo (3.6k followers), Beyond Meat (3.7k followers), Calm (1.8k followers), and Netflix (40k followers). Even while they are reposting and promoting information on the platform, their footprint is still far less than what they do on other platforms.
How can you use Bluesky to promote your brand?
It’s clear that Bluesky is gaining traction as more and more users sign up every day.
Strong platform results for publishers indicate that Bluesky users would be interested in news or analysis-based material.
“A lot of digital marketers are frustrated with their reach and click stats on platforms like X and Threads right now, especially when posting links to websites,” Alison Battisby stated at the webinar on 2025 trends hosted by DMI.
With its emphasis on chats and news-style material, Bluesky feels a lot like the early days of X and currently has few brands marketing their products. A reduced audience scale and a dearth of advertising options continue to limit the prospects for marketers.
The platform’s main priorities include growing its user base, paid subscriptions, and payments.
Nevertheless, it’s still a social media site that merits attention. By establishing a niche or trying out an alternative strategy, such taking on a distinctive personality, early adopters can get an advantage over rivals.
Additionally, Bluesky unveiled Flashes, a photo-sharing software made by the same person who made Skeets. Users will be able to upload films up to one minute long and up to four photos using flashes.
Bluesky can be a platform worth looking into if you want to increase organic traffic on social media or use social listening to keep an eye on what people are talking about your brand or a certain subject.
It’s also a smart choice if your brand wants to create and maintain a community by offering your audience useful material. Bluesky can also be a helpful tool for social listening, allowing you to monitor discussions about your brand or popular subjects.
Jay Graber, the CEO of Bluesky, stated in an interview with Wired that “not everyone needs to be obsessed with decentralization; it’s just the foundation for creating a better experience.” “I want people to use this platform, to turn social media into a playground for innovation, where users have a great time on services built in this ecosystem—social, built by the people, for the people.”
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