Bluesky is the new(ish) social media platform emerging as an alternative / competitor to X (formerly known as Twitter).
Officially launched in 2021, Bluesky enables users to post, reply and send direct messages via a similar interface to X. Users can share posts, similar to tweets, with a current character limit of 300. Engagement features include likes, reposts and replies, fostering interaction between users and their followers.
The X alternative offers a refreshed approach to the short-format platform, with a focus on decentralisation (data stored on independent servers rather than a centralised system), customisability and user empowerment.
Bluesky claims its decentralised approach enhances privacy and security, as there is no single point of failure or control. Bluesky also asserts it gives users more ownership over their data, making it harder for large corporations to exploit or misuse it.
So, what makes it different from X?
Replacing the traditional “master algorithm” model controlled by a single entity, Bluesky operates with an open and diverse ecosystem of algorithms, allowing users to develop and customise their own algorithms to shape their feed. It even allows for categorisation so users can create feeds exclusively for different interests, e.g.one for politics, one for fashion and one for food.
This empowers Bluesky users to govern their own feed, offering greater control over what they see and ensuring that users aren’t exposed to algorithms that prioritise engagement at the cost of quality. This is an interesting cultural shift, given ongoing conversations about social media’s role in contributing to cultural sentiments and echo chambers.
Authenticity measures have also been improved. Rather than the blue checkmarks seen on X, users can use domain names as their handles. For journalists, public figures or organisations, this feature serves as a reliable form of verification, linking profiles directly to official websites.
Bluesky has also implemented measures to promote positive interactions through so-called “anti-toxicity” features — a notable example being the ability for users to detach their original posts from unwanted quote posts, thus seeking to reduce harassment and misuse while aiming to foster more respectful community engagement.
Is it the ‘next big thing’?
Since its launch, Bluesky has seen significant growth and now boasts 15 million users globally — an increase of nine million since September.
Bluesky believes that its community-driven focus offers a democratic and adaptable alternative—personalised, transparent and inclusive. Its rapid adoption suggests it is already carving out its own niche within the social media landscape. Whether it will overtake X, with its 586 million monthly users, remains to be seen.
Should you set up a profile?
As always with new tools and channels, experimentation is key. Early adopters should focus on engaging storytelling, fostering genuine discussions and creating value for the community. Bluesky is committed to being ad free, ensuring it remains first and foremost a social media platform, rather than an attention marketplace.
If your current content strategy relies heavily on paid ads or viral trends, you may need to rethink your approach for Bluesky. Unlike platforms that rely heavily on algorithms to amplify content, brands must adapt their messaging to this environment, focusing on meaningful, two-way interactions rather than overtly promotional content. As with any other platform, a strategic approach is key. Ensure you have a regular post frequency to keep your feed populated and up to date.
If your business is uncertain about joining Bluesky, we recommend adopting a measured approach. Start with a pilot strategy, testing the platform with a small, focused initiative to evaluate its value before allocating significant resources. Monitor the platform’s growth, its feature developments, how competitors or similar industries are engaging and where you might fit in. Due to Bluesky’s focus on dialogue, consider whether you have the correct resource to maintain authentic interaction.
The future of Bluesky remains uncertain, but its continued growth opens the door to unlimited possibilities. Join the conversation: @bigpartnership.bsky.social
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