What is Bluesky? The New Social Media Platform With Over 25M Users Is Seen as a Potential Alternative to X

What is Bluesky? The New Social Media Platform With Over 25M Users Is Seen as a Potential Alternative to X

January 9, 2025

What is Bluesky? 

Bluesky is a new social media platform launched in early 2023, designed as an alternative to X (formerly Twitter). Its beginnings date back to 2019, when Bluesky was a research project at Twitter. Initially led by former Twitter CEO Jack Dorsey, the project aimed to explore decentralizing the platform, giving users greater control over their data and experience. 

Bluesky transitioned from a research initiative to an independent organization in 2021. It launched in beta as an invite-only app in February 2023 and opened to the public in February 2024. 

Similar to X, it encourages users to post in a text-based format of up to 300 characters, arranged in a newsfeed style. Posts can also be shared within servers tailored to specific interests and communities, which has been compared to platforms like Discord. 

Who Owns Bluesky? 

Bluesky is independently operated and led by a board of directors with notable backgrounds in social media development. While Jack Dorsey, Twitter’s co-founder, helped start the initiative and is still involved on the board, Bluesky is no longer affiliated with X or Twitter. Other notable figures on the board include Jeremie Miller (founder of Jabber) and CEO Jay Graber, who previously founded the event platform Happening. 

Dorsey’s influence remains philosophical; he has championed the idea that platforms like Bluesky should be shaped by their creators and users, rather than traditional top-down leadership. This vision stands in contrast to Elon Musk’s leadership style at X, which Dorsey has publicly critiqued. 

Who is on the Platform? Should I Download Bluesky? 

Bluesky’s early adopters include tech-savvy users, content creators, developers, and those seeking an experience similar to Twitter’s early days. The platform is known for prioritizing ad-free interactions, decentralization, and open-source technology. Its customizable algorithms aim to foster a healthier online community. 

You might consider joining Bluesky if you are open to exploring an evolving platform and engaging with a niche, forward-thinking community. However, Bluesky’s smaller user base and ongoing feature development may not appeal to mainstream social media users just yet. Broader adoption is possible as the platform grows and matures. 

Current User Metrics 

  • User Base: Over 25 million registered users as of December 2024, with approximately 3.5 million active daily users. 
  • Growth: The user base grew from 13 million in October 2024 to 25 million by late December 2024, demonstrating rapid adoption. 
  • Enhanced Engagement: Organizations report a 2-10x increase in engagement over the past month and a half, signaling greater interaction on the platform. 
  • Comparison to Peers: 
  • Threads (Meta): 275 million registered users, with robust growth and continuous feature expansion. 
  • X (Twitter): Estimated 230 million active daily users, though engagement has fluctuated under Elon Musk’s leadership. 

Should My Business Consider Creating an Account on Bluesky? 

Bluesky is an excellent option for businesses targeting early adopters or niche, tech-savvy audiences. It also fits organizations emphasizing authenticity and meaningful community engagement, provided these communities are already active on the platform.  

Brands willing to experiment with grassroots marketing approaches may find Bluesky to be a fertile ground for innovation. However, its lack of advertising infrastructure and relatively small user base make it less suitable for large-scale campaigns or broad consumer outreach at this time. 

Additional Considerations for Brands 

Brands considering an early adoption of Bluesky may benefit from joining the platform during its growth phase, as competition remains minimal. Early adopters, much like those who embraced TikTok in 2019 and 2020, could experience faster account growth and the opportunity to establish a strong presence before the platform becomes saturated. 

While advertising options are currently unavailable, organic social media engagement and interactions on Bluesky could feel more authentic to followers compared to other platforms, thanks to its ad-free environment. This authenticity can foster meaningful engagement and community-building, particularly for brands active in niche communities aligned with their values. 

That said, marketers should be prepared to navigate the platform with limited tools, such as the absence of advanced analytics and advertising capabilities. However, as Bluesky continues to expand and evolve, these limitations may be addressed in the future.  

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When It’s Time for a Brand Refresh: Key Signs Your Brand Needs an Update

When It’s Time for a Brand Refresh: Key Signs Your Brand Needs an Update

January 8, 2025

When it comes to branding, there’s a delicate balance between consistency and evolution. While some companies evolve by opting for a full rebrand—completely overhauling their brand identity, mission, and even customer perception—a brand refresh offers a more subtle yet impactful revamp to the brand elements, like visual elements, the logo, and/or messaging.

If you’ve noticed that your brand is starting to feel stagnant or inconsistent, it may be time for an update. Here are some signs that indicate your brand could benefit from a refresh: 

1. The Brand Feels Stagnant

One of the most common reasons a brand needs a refresh is that it feels out of step with the times. Trends in design, typography, and color schemes change rapidly, and if your branding hasn’t evolved with the times, it can quickly begin to look outdated.

If your branding no longer feels modern or fresh, a brand refresh can breathe new life into your visual identity and make you more appealing to both existing and new customers. Countless iconic brands have updated their logos and design elements lately — for better or worse — including Jaguar, Kia, and Verizon

2. The Brand No Longer Aligns with the Business Goals

As businesses evolve, so do goals and values. If your company has changed its focus, expanded into new areas, or shifted its values over time, your brand needs to reflect those changes. For example, if you’ve adopted more sustainable practices or moved from a local business to a global one, your current brand may no longer align with this new direction.

A brand refresh ensures that your messaging, visuals, and overall identity mirror where you are now as a company, rather than where you were when the brand was initially developed.

3. Expanding or Targeting a New Audience

A company’s audience can shift as it grows or enters new markets. If you’ve recently changed or expanded your target audience, it may be time to update your brand to better speak to this new demographic. For instance, a youthful, fun brand might need to evolve to appeal to a more professional audience as the company matures. Or, if your business is moving into international markets, your brand messaging may need to be adapted for different cultural contexts.

A brand refresh helps ensure that your brand resonates with your new audience while maintaining the core values that made it successful in the first place.

4. Brand Competitors Have Evolved

If your competitors have updated their brands or have made significant strides in their branding strategy, you may find the brand is falling behind. Keeping an eye on and regularly auditing your competition can help you identify when a refresh is necessary — and a well-timed brand refresh can help your company stay competitive and relevant.

5. Customer Perception Has Shifted

If there’s a noticeable gap between how you want to be perceived and how customers actually view your brand — often discovered during brand studies and focus groups — it’s time to take a closer look at your brand’s identity.

A brand refresh gives you the chance to recalibrate your messaging, visuals, and positioning to better align with your desired image, reconnect with your audience, and make a stronger emotional impact. Using partners like Ipsos to test the progress of brand health and image is always recommended to ensure maximum results.

6. The Brand Is Inconsistent Across Platforms

Consistency is key to building a strong brand. If you’ve noticed inconsistencies in how your brand appears across different platforms – such as on your website, social media profiles, marketing materials, and packaging – it’s time for a refresh. Inconsistency confuses customers and can create the perception that the brand is disorganized or unprofessional.

A brand refresh, which typically starts with a holistic audit of all channels, can ensure that your visual identity, tone of voice, and messaging are uniform, strengthening the brand’s recognition and trustworthiness.

7. New Products or Services Are Launching

If the company is introducing new products or services, it’s a great time to refresh the brand. New offerings often mean new target markets, customer needs, and expectations, and the branding should reflect these changes.

A brand refresh to accommodate new offerings paves the way for a comprehensive brand architecture to be created, which allows for the new products or services to have their own identity that still align with the master brand.

8. Reinforce a Stronger Connection with Your Audience

Branding isn’t just about looking good – it’s about building a strong emotional connection with your customers. If your brand has lost its emotional resonance or isn’t connecting with your audience in the way it once did — typically evident by declining sales and engagement — a refresh can help re-establish that bond.

Whether it’s by making your messaging more authentic, your visuals more engaging, or your tone more relatable, a brand refresh gives you the opportunity to re-engage your audience, strengthen the brand’s emotional appeal, and ultimately drive revenue.

Conclusion: A Brand Refresh Can Energize Your Business

Unlike a full rebrand, which involves a complete overhaul, a brand refresh is a more subtle update that helps maintain relevance while retaining important pieces of the core identity.

If you’ve noticed any of the signs mentioned above, it may be time to take a step back and evaluate whether a brand refresh is in order. By keeping your branding fresh and relevant, you ensure that the business stays competitive, resonates with your audience, and stands out in an ever-changing marketplace — and MassMedia is here to help every step of the way. 

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4 Ways To Ensure Your Brand’s PR Is Authentic and Resonating In An AI World

4 Ways To Ensure Your Brand’s PR Is Authentic and Resonating In An AI World

December 20, 2024

Gone are the days when overly polished images and carefully crafted messaging were enough to captivate an audience and build brand loyalty. Today’s consumer expects and demands much more – for starters, honest and transparent communication, ethical behavior and evidence that beliefs align with their own. Public relations and communications professionals now play a critical role in bridging the gap between a multi-faceted business and the authentic, human connection required to reach modern audiences.

A recent study found that 90% of Gen Z consumers believe authenticity is crucial when deciding which brands to support. Effective storytelling continues to lie at the heart of successful PR endeavors. Amid the lightning-fast rise of artificial intelligence (AI) reshaping industries—and society’s perception of content and news—it is more critical than ever for PR professionals to ensure campaigns adhere to the principles of “TRUTH.” This journalistic acronym, which stands for “topical, relevant, unusual, trouble, tension-filled, and human-centric,” continues to provide a helpful guide for assessing the newsworthiness of a story.

Here are four ways to ensure your brand’s PR remains authentic and resonant in an AI-driven world, and what our PR agency team in Las Vegas is focused on:

1. KNOW YOUR AUDIENCE

Recognize that understanding your audience is like getting to know the characters in a story and how not doing so may result in a meaningless story. By identifying their pain points, needs, dreams, fears, and interests, you can craft messaging that forges lasting connections, increases positive awareness, and ultimately drives sales.

2.  PRACTICE GENUINE STORYTELLING

The importance of storytelling in PR cannot be overstated.. PR is the part of marketing that identifies and harnesses the narratives behind your brand that inspire, engage and ultimately when conveyed well can create long-lasting relationships with your audience. Ensure your key messages align with your brand’s values, identity, and image—consistency is essential. Misaligned or inconsistent messaging can dilute your story’s impact and confuse your audience.

3. SUPPORT A CAUSE – AND MEAN IT

Today’s consumer wants to know that the businesses they support care about more than just making money, that these businesses possess values and beliefs they can relate to and trust. According to 5W Public Relations’ 2020 Consumer Culture Report, 71% of consumers prefer buying from businesses that are aligned with their social or political values. Partnering with philanthropic organizations in meaningful ways not only differentiates your brand but also strengthens connections with both new and existing customers in your community.

4. QUALITY OVER QUANTITY

Effective PR strategies prioritize targeted, individualized approaches over mass distribution. In an age where every initiative must be backed by metrics, remember that the true measure of PR success lies in quality earned coverage. Quality coverage reflects your brand’s objectives, desired tone and competitive positioning, making it far more impactful than sheer volume.

Unlike advertising campaigns, PR is not a one-off solution—it’s an ongoing process of reputation management. The key to long-term success lies in building trust and credibility, one story, one message, and one connection at a time. As we navigate an AI-driven world, the need for authentic, human-centric PR is more essential than ever. By staying true to your brand’s values, deeply understanding your audience, and prioritizing quality storytelling, your PR strategies can resonate in powerful ways. Authenticity isn’t just a trend—it’s the foundation for building lasting relationships, cultivating trust, and ensuring your brand thrives in a rapidly evolving landscape.

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Do I Really Need an Account Manager for Creative Projects?

Do I Really Need an Account Manager for Creative Projects?

June 6, 2024

This is a question that is sometimes posed to our Accounts Department by clients and the answer is always, “Absolutely!” Clients may view an accounts person as someone who is not actually creating the end product, but whose time they have to pay for to act as a liaison between the client and creative team. They may ask themselves, “Why not just get rid of the middleman and work directly with the graphic designer myself?”

Even though an Account Manager is not producing the creative asset per se, they are contributing to the project and assisting the creative team to ensure it exceeds client expectations by providing invaluable insight, guidance, and service. Hence, they should be thought of as more than just a liaison and point person for the client. So, while working with a talented and experienced designer is obviously an important component of a creative project, the role of an Account Manager should not be undervalued either.

Read on for more information about why working with an agency that delivers strong account management is vital to the success of any creative project.

Account Managers Specialize in Client Services & Interpersonal Communication
More than any other specialty, Account Managers are especially skilled in the art of providing exceptional client services. This involves taking the time to form and foster great relationships with clients that goes beyond just the work.

The account manager serves as trusted ally for the client and a constant presence on every project. They are there to make certain that the client’s strategy and goals are driving all the work the creative team is producing and ensure client expectations are exceeded.

Account Managers have also mastered essential interpersonal skills needed when working with clients on creative projects. An accounts person knows how to draw important information out of a client by asking the right questions, listening carefully, probing for answers, and even picking up on inconspicuous cues. This all helps the creative team produce work that is not only stellar, but is an ideal fit for the client.

Account Managers Serve as a Resource for Everything Client-Related
A creative’s primary focus should be on brainstorming innovative ideas and creating inspiring work that accurately reflects a company’s brand, engages the target audience, and assists to accomplish a goal.

Producing this type of work demands a creative’s full dedication, time, and attention and they should not be preoccupied with conducting necessary background research and sifting through comprehensive documents to help them understand a client’s business, its industry, and the competitive landscape. This will only chip away at the time they need to focus on the task at hand. And while it is important for the designer to have a strong understanding of the client, he or she should not be the one pulling the research and spending an abundance of time reviewing a considerable amount of information.

Additionally, creatives are usually juggling various assets for multiple clients, and it can be hard for them to remember and keep track of the details for every campaign (including goals, target audience, etc.) as well as the specific nuances about the client themselves, including their idiosyncrasies, specific preferences, likes and dislikes.

So, it’s the Accounts team (and a strong creative brief) to the rescue! No one at an agency will know more about a client than its Account Manager – especially if he or she has been on the account for several years. It’s the Account Manager’s responsibility to live the client’s brand, know the ins-and-outs of the company and speak the industry language.

A great Account Manager will also know the client’s campaign through and through and be well-aware of client nuances. The accounts person is there to make sure creative assets don’t include a Verdana font because they know the client absolutely hates that type of font or that the creative doesn’t include a look and feel that the competitor has already done.

Through their deep understanding of the client’s business and campaign, as well as the client themselves, the accounts person does the legwork and provides a concisely summarized creative brief with the most relevant and important information to the designer, allowing him or her to quickly review and easily learn more about or refamiliarize themselves on the client or campaign. Having a strong creative brief allows the creative team to develop work that is on point the first time around resulting in little to no revisions.

Account Managers Serve as the Client’s Representative and Advocate
Another way to think of an Account Manager is as the client’s representative, as they are the first line of feedback before the creative is shown to the client. Account Managers make a point to view the work from the client’s perspective. They vet the creative and identify red flags before it gets to the client. A great Account Manager knows their client’s style and will instantly recognize work that will impress them and work they will be unmoved by. Additionally, the accounts person ensures that the creative aligns with the campaign strategy and will resonate with the target audience.

Furthermore, an accounts person is a client’s main advocate. They work to ensure the creative team is always putting their best foot forward and does not become complacent or sloppy with their work. They make certain clients are presented with viable creative options that will make a difference for their brand by pushing the team to produce remarkable work that drives results.

Account Managers Act as a High-Level Intermediary
Account Managers help creatives save time by acting as an intermediary between the client and the creative team. Creatives are usually extremely busy focusing on producing compelling work, which as we established earlier, takes a substantial amount of effort, and they are not always accessible. On the flip side, when it comes to account managers, it is their job to be as accessible as possible.

Just like they speak the client’s language, Account Managers also speak creative’s language and can effectively explain design terms and jargon to clients in layman terms. Things like knowing what printing crops and bleeds are and knowing the difference between PMS and CMYK.

An accounts person also helps to streamline revisions; however, they do more than just take feedback and relay them over to the designer. Account Managers also asks thoughtful questions that allow them to get to the bottom of revisions and address any issues at the core whether than just at a surface level. For an agency with a robust creative and accounts team, look no further than MassMedia. Our creative team’s design expertise combined with our accounts team’s fantastic client services will result in great, effective work. Contact us for more information!

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