Bluesky has stirred up controversy as a new entrant into the social media space. Built as a decentralised platform, it offers itself up as a fresh breeze in a time dominated by algorithm-driven feeds and limited user control. For social media managers, that leaves one wondering: should Bluesky be included in our plan?
What Makes Bluesky Unique?
Bluesky is a decentralised social network developed by ex-Twitter CEO Jack Dorsey. Unlike traditional platforms managed by a central firm, Bluesky operates on the AT Protocol (Authenticated Transfer Protocol), which means users have greater control over the content they receive and share. Decentralisation also values privacy, personalisation, and openness.
The key differentiators include algorithmic choice, where users can select the algorithms that control their feed, and robust data portability, so users can control their content. For businesses, that means building communities among niche audiences without other platforms’ rigid algorithms. But right now it’s still in beta, so a few features of the experience are still in development.
Engaging Your Community on Bluesky
Bluesky’s quieter environment offers a significant advantage to brands that care more about real engagement than going viral. To create bridges, start by locating conversations that match your brand’s values or subject-matter expertise. By participating thoughtfully, you position your business as a meaningful and credible voice.
Visual storytelling rules on Bluesky, with highly effective content including high-quality pictures, infographics, and short videos. Mix this with a regular posting schedule, and your followers will know they can rely on you for regular, interesting interactions.
Direct interaction with users also performs extremely well. Since Bluesky users love personalised interactions, a simple acknowledgment of responses to your posts can prove highly effective in creating loyalty.
Overcoming Challenges on Bluesky
While there are exciting potentialities, there are challenges on Bluesky. At this point, it has a relatively small user base compared to mainstream apps, and since it is still evolving, features can change in the future.
In order to overcome these hurdles, put emphasis on quality over quantity. Although the size will be minimal, depth of content-dense engagement can offset the size of what exists elsewhere. Additionally, remain cognisant of changes to the platform so you may make adjustments accordingly as Bluesky grows.
Should Your Business Be on Bluesky?
Bluesky’s emphasis on decentralisation and user control offers a new platform upon which businesses can experiment with novel forms of engagement with audiences. For brands that value niche marketing, data transparency, and actual engagement, it’s well worth exploring. However, it’s also worth working with a digital marketing agency that can consider your business and provide tailored advice.
If your team doesn’t have much bandwidth or depends primarily on hitting large audiences, Bluesky isn’t yet likely to produce the desired outcomes. Consider whether its objectives align well with your strategy as a whole before making the move.
