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.
