BLUESKY SOCIAL: COHN Marketing Insights

You’ve probably read about the latest X (nee Twitter) alternative Bluesky, which as of this posting has surpassed 20M users. Because our clients have been inquiring about Bluesky and its usage for marketing communications, we had our social media and content team put together a Bluesky 101 overview for those curious about using the new platform for marcom purposes.

Platform Overview

• Launched: February 2024
• Users: 20 million
• What is Bluesky Social Media? Bluesky is a decentralized microblogging social media app with a look and feel similar to X, formerly Twitter, but with different features to attract more people to its creation.
  • Users can send 300-character text messages, images, and videos in short posts.
  • Users can reply, repost, quote posts and like these posts.

Early Findings

Some of the Bluesky hype is thought to be drummed up by the tech press. While 20 million users is significant, it is also well behind Threads (275 million) and X (500 million), which are its most direct rivals in real-time, text-based social media.
Bluesky is more focused on the development of new tech products than welcoming an influx of corporate accounts.
Bluesky is decentralized, based on open-sourced code built internally by the company. Anyone with programming knowledge can use the same architecture to build new interconnected sites, which are navigable under a user’s Bluesky handle.

A Deeper Dive into Decentralization

This decentralized structure, often referred to as the “federated social web,” offers several advantages. It allows for greater user control, as individuals can choose which servers to connect to and what content they see. It also promotes innovation, as developers can create unique features and communities within the Bluesky ecosystem. This fosters a more diverse and resilient social media landscape, less reliant on any single company.

Understanding the Bluesky Social Network

What is Bluesky Social’s ultimate goal? It aims to redefine the social media experience. Unlike traditional platforms, the Bluesky social network prioritizes user autonomy and customization. This approach is evident in its bluesky social app, which offers a range of features designed to empower users to curate their online interactions.

Such personalization of it is what makes Bluesky unique from many of its kind. Users can filter out things they don’t want to see, bring their favorite people or community posts to the top, or even develop their algorithms to define the feeds regarding the user’s interests. Its focus on personalization will satisfy users’ needs for a more curated and less-chaotic experience online. This emphasis on individual expression aligns with the evolving landscape of brand strategy, where authenticity and connection are paramount.

Bluesky Future

Threads is more likely to supplant X as the key text-based platform of choice for significantly more users, or it’s more likely to remain the main rival to X. Many suspect that Meta will change its anti-politics stance on Threads now that the U.S. election has passed, while it may also look to enable more control over your experience, especially if Bluesky continues to gain traction.

Business Owners and Marketers

Bluesky does not intend to be accommodating to brands hoping to connect with audiences or make a viral splash. Unlike corporate social media companies, Bluesky has robust filtering capabilities—users can design all of their own feeds, and create their own to share with others. Brands won’t have to be part of the user experience.

This makes it challenging for businesses to leverage the platform effectively, highlighting the need for specialized social media marketing strategies to navigate this unique environment. Brands should understand that social media is an accessory, not a necessity, and should be integrated strategically within a broader marketing plan.

Is Bluesky Right For Your Brand?

At this time most brands are taking the approach they did in the early days of Snapchat and TikTok, signing up to reserve their branded handle but not activating on the platform. Although early adoption numbers being shared appear to be large it is still nowhere near the other big players. Since Bluesky is prioritizing individual user experience and open public conversation over building a space for brands to exist, a wait-and-see approach is likely the safe play for brands at this time.

Contact the COHN content and social team to learn more!