There’s a new kid in town, and everyone’s talking about them. Let’s get to know Bluesky.
You may have heard about a new social media platform, Bluesky, that seems to have gained popularity pretty rapidly. On the surface, it seems very similar to X (formerly Twitter) and allows its users to share short updates, but when you dig a little deeper, there appears to be some cool additional features and things that make it unique.
So, why is there yet another social media platform on the scene and do we think it has staying power? Let’s take a look at Bluesky, what makes it different, and what the future could look like for the latest app.
What is Bluesky?
A lot of X users have been looking for an alternative platform in recent years, since the controversial Elon Musk takeover. In response, new platforms have been popping up, aiming to give people the X experience without the downsides. First we had Threads, now Bluesky.
Bluesky actually launched back in October 2022 and has been steadily gaining an audience since. It had reached 2 million users by November 2023 but after a recent surge in sign-ups, it hit 9 million users by September 2024, 15 million by November, and a massive 20 million by the end of the month.
Bluesky has been adding and improving features along the way, including custom feeds, direct messages, pinned posts, video attachments and even an in-app music player, giving users options they haven’t had with the likes of X.
What Makes Bluesky Different?
On first appearance, Bluesky looks and feels like old-school Twitter. When you dig a little bit deeper, there are some fundamental differences that make this new platform stand out in the crowd.
They describe themselves as “a social app that is designed to not be controlled by a single company” and have said “we’re creating a version of social media where it’s built by many people, and it still comes together as a cohesive, easy-to-use experience.” Instead of one centralised algorithm that is typical of social media platforms, Bluesky puts the power in the hands of its users and allows them to create and share their own algorithms.
How Bluesky Compares To X
Bluesky has a striking resemblance to old-school Twitter, and there’s no surprise there when we consider that one of the co-founders of everyone’s favourite blue bird app and former CEO, Jack Dorsey, initially backed the company. He did however leave its board in 2024, but his influence on the social media platform is clearly apparent, teasing the platform back in 2019.
As we mentioned, whilst X is a closed platform owned by a certain Mr Musk, Bluesky is a “decentralised social network” with no central authority. Put simply, this means the platform is not controlled by a single company. Instead, users and organizations can create their own “servers” or communities (called instances), which still connect to the wider network.
On the contrary, X is “centralised.” This means that everything is run and managed by X Corp, and all decisions about content moderation, algorithms, and data ownership are controlled by them.
Users on Bluesky also own their data. This means they can move your profile and followers between servers without losing anything, just like being able to switch email providers without losing your emails or contacts. With X, the company owns the platform and its data. If you leave, you lose access to your followers and content.
The protection of data, alongside the ability to shape your own algorithm is proving favourable for Bluesky users, who have chosen to shut down their X account in favour of the openness of this new platform. It’s been said that users are enjoying the platform because it feels “friendlier” and simpler, like the old days of Twitter.
What Does The Future Hold For Bluesky?
We’re already seeing some big names lead the way by closing down their X account and jumping on over to Bluesky. Names including Jamie Lee Curtis, Barbra Streisand, Guillermo del Toro, and Ben Stiller to name a few. With celebrities and genpop alike citing their dislike for X’s changes under Musk, Bluesky is proving to be a refreshing alternative. With stars moving over there, it also means that the platform is beginning to become a growing hub for celebrity interaction and causing a potential shift in social media platform strategy.
It’s clear that Bluesky offers social media marketers a glimpse into the future of decentralised platforms, where users can truly control their data, algorithms, and communities. This means brands could reach diverse audiences across interconnected servers, each with its own rules and culture.
While still in its early stages, Bluesky’s focus on user empowerment, transparency, and innovation could reshape social media strategy as we know it. We’re looking forward to getting to know the platform more and understanding its potential for our agency and clients alike.
Talk to Victress
Do you want to know how we’re beginning to implement Bluesky into our client’s social media marketing plan? Why not book a free call with one of our team to find out more.
