What is Bluesky? Why should your B2B brand or nonprofit care about yet another social media platform? Bluesky is an emerging social media platform built around the concept of decentralization, offering an alternative to more traditional networks like X (formally Twitter.) What sets it apart is its commitment to an open-source protocol, called the AT Protocol, which allows users to have more control over their data and provides an innovative, transparent model for content moderation. What this means is that users have a greater degree of what they see and don’t see in their feeds. Bluesky doesn’t control what you see in the same way platforms like X or Facebook do. Through their user options, it is the user that has control of their feed.
Bluesky Features
As mentioned above, one of the Bluesky’s most prominent features is the ability to curate your own feed. This can be done in a number of ways. You can “follow” a person or business like most platforms. You can also create your own lists. These can be curated topics. Two things to keep in mind are that everyone can see your lists and that you don’t have to “follow” the accounts in your lists. You can see and even interact with the content without actually following. There is also the option to pick up an already curated list. For example, if you are looking for a particular topic like “women’s basketball” you can find and use an existing curated list of feeds.
Another notable and unusual feature is App Password. Due to its open source protocol, Bluesky is meant to play nice with other apps, including other social media platforms, social media schedulers, and other useful third-party apps (like Skybridge.) But instead of giving these apps full access to your Bluesky account by giving them your username and password, Bluesky generates a password specific to that app. It also has the option as to whether these apps can have access to your DM’s.
Most recently Bluesky has also added a custom video feed feature. The tab found on user profiles allows those users to feature video content that they’ve uploaded. It is important to note that at the moment is short form content, as there is a 60 second limit on video.
The Growth of Bluesky: Expanding Quickly
Bluesky has seen explosive growth, with its user base nearly nine times larger in 2024 compared to the previous year. This growth is due in part to a mass exodus from X as a response to X’s controversial policy changes over the last year. The community-driven social experiences are also appealing to a lot of new users. As of early 2024, Bluesky has become one of the most discussed platforms in the tech world, attracting a diverse range of users from notable celebrities to influencers to brands and even journalists looking for alternatives to traditional social media networks.
Along with this growth in new users came a significant uptick in the number of user reports. Their moderation team received 17 times more user reports this year than in the previous year, going from 358,000 in 2023 to 6.48 million in 2024. As a result, Bluesky has kicked up their efforts to moderate the platform. Their team has grown to about 100 moderators and hiring is ongoing, with some moderators who specialize in particular topics. They have also revised and updated their impersonation policy last November as they crack down on fake accounts and bots. Looking ahead, Bluesky hopes to continue expanding the moderation team and policies, including streamlining user communication, and stronger more proactive detection methods.
Dos and Don’ts for Posting on Bluesky
As Bluesky’s platform evolves, marketing strategies are also adapting. If you’re considering using Bluesky for your business or personal brand, here are some key dos and don’ts to keep in mind:
Dos:
- Engage Authentically
Decentralized platforms like Bluesky thrive on genuine engagement. Focus on authentic content that encourages meaningful interactions rather than relying on “clickbait” or overly promotional posts. - Focus on Community Building
Since Bluesky is built around user communities, it’s essential to create and nurture a sense of belonging. Participate in discussions, share relevant content, and provide value to your audience. - Use Hashtags Wisely
Like X, Bluesky uses hashtags for discoverability. Make sure to use relevant and niche hashtags that align with your brand and help users find content that resonates with them. - Stay Transparent About Your Intentions
With the decentralized nature of Bluesky, users are highly attuned to brands or accounts that try to manipulate the system. Be clear about who you are and what you offer, and avoid using deceptive tactics to boost visibility. - Leverage the Open-Source Environment
Bluesky’s open-source framework allows for more customization. Take advantage of this by experimenting with creative ways to engage your audience—whether through curated feeds or collaboration with other creators.
Don’ts:
- Avoid Over-Selling
Bluesky values organic content. Don’t over-promote your products or services in a way that feels forced. Instead, focus on building trust with the audience through valuable, non-sales-related content. - Don’t Spam
Similarly, irrelevant posts or excessive self-promotion can turn followers off quickly. Quality content always trumps quantity, so keep your posts relevant, engaging, and consistent. - Don’t Ignore Feedback
In a decentralized space, feedback from users can be direct and open. Ignoring comments or criticisms can quickly damage your reputation. Instead, respond thoughtfully and engage with your audience’s concerns or suggestions. - Don’t Forget the Moderation Guidelines
Bluesky is built on a decentralized system of content moderation. While it offers more freedom, it’s also critical to adhere to platform guidelines to avoid content being flagged or removed. Stay informed on the platform’s evolving policies and best practices. - Don’t Rely Solely on Algorithms
Bluesky’s algorithm is still evolving, and while it plays a role in content discovery, relying on it alone can limit your reach. Focus on organic strategies like community involvement and genuine engagement.
Let’s Go to the Data
aJuxt thrives on data-driven evidence for informed decisions, let’s take a look at some of the numbers.
We decided to check out Bluesky along with one of our clients as a test case. The client in this instance is a B2B membership association. Combined the accounts saw an average post engagement of 1.15 views per post within the first 2 weeks. While the follower growth has crept along at a painstakingly slow 1.45% average, Bluesky made up 23% of organic social website traffic, which outperformed all other platforms except for LinkedIn. This social media platform is pushing promising amounts of website traffic for B2B brands and nonprofit membership groups which are two of the tougher industry segments for organic social media traffic to be garnered within.
Conclusion
Bluesky’s rapid growth and decentralized structure offers a fresh take on social media. As the platform continues to expand, it’s crucial for marketers and users alike to approach it with a mindset that values authenticity, transparency, and community. By following the best practices outlined above, you can build a meaningful presence on Bluesky while staying true to the platform’s core values of openness and collaboration.
Written by Lynsie Slachetka || Chief Executive Juxtaposition Officer & Founder