It’s no secret that the decline of X (formerly Twitter) is real and has been happening for a fair few years. Not just because of the controversy around the founder and its now uses, but because new platforms are reshaping the way brands and individuals connect, and more traditional media are struggling to keep up with the changes.
Bluesky is one of the more innovative platforms that isn’t just holding up, it’s leading the way. The social app is designed to not be controlled by a single company, but to create a version of social media that is built by many people whilst maintaining a cohesive, easy-to-use experience.
We haven’t picked X as an example by coincidence either. Twitter co-founder and former CEO Jack Dorsey initially backed Bluesky before leaving the board in 2024, and so it offers a Twitter-like experience and possesses similarities.
Let’s see how similar the two actually are, what features are available with Bluesky, and how the service should be used.
A deeper dive into Bluesky
As we hinted previously, the purpose of Bluesky is to create a network that is empowered and controlled by its users following an approach that puts transparency at its core. This is achieved by the AT Protocol, an open source toolbox for building social apps that can all talk to each other.
The aim is to strip back social media and public conversation online to how it was in the early days of the web, when anyone could put up a blog or use RSS to subscribe to several blogs. Not only should this encourage experiments and innovation amongst social media, but it allows experienced researchers and communities to openly contribute and help address the challenges with current social networks.
Even though Bluesky publicises operations, privacy standards are not compromised. In fact, standards are improved. The platform specifically avoids repurposing user content for AI training or selling data to third parties, improving user privacy and demonstrating ethical data practices.
Why is Bluesky picking up, and by how much?
Since its public launch in late 2022, Bluesky’s user base has continued to grow. The platform hit 2 million by late 2023 and surpassed 20 million in 2024, mainly from users moving over from X and ongoing innovation.
One of the most important parts of the user experience for any online convention is simple onboarding, which Bluesky has mastered. Former X users are migrating with ease due to the familiar interface and quick sign-up process, but also because of the commitment to customisation and improved safety of the app. It brings the transparency and protection that users were seeking on X but couldn’t have due to Elon Musk’s modifications.
Whilst the platform is certainly gaining popularity, Bluesky still has a long way to go until it reaches its competitors like Threads (275 million users) and X (429 million users) in terms of user base. However, the app’s focus on user control and its decentralised nature has all the components to win over the online crowd.
Key features of Bluesky
Bluesky moves away from algorithms and gives its users and brands the control to create or subscribe to custom feeds. These can be based off certain topics or audiences, and there is the option to build an automated feed using Feed Generator Starter Kit for improved engagement and thought leadership.
Brands and professionals can too feel supported with content discovery through Bluesky “Starter Packs”. These make it easy to follow curated lists of users and topics, accelerating community growth.
New users can set up a handle formatted as @username.bsky.social, where the digital identity and verification of your brand can be claimed by linking your profile to a company domain for enhanced credibility and recognisability. If you do choose to do this, there are flexible recipient controls so you can decide who can and can’t contact your brand. You might want to leave your direct messages open to everyone, but other profiles might prefer to receive messages from their followers only, for example.
Whether it’s text, images, videos or links, Bluesky offers multimedia support with richer feature sets, as long as it’s 256 characters or less. You can repost, quote, like, and reply to content, making for lively, interactive threads.
You’ll notice this idea of customisation has been revisited a lot throughout, and rightly so as one of Bluesky’s KPI’s. It’s the advanced content moderation tools that make the app particularly attractive to those looking for a tailored social media platform:
- Moderation panel – filter posts by language, block or mute users, and tailor your feed to brand values.
- Keyword and tag filters – remove unwanted content or spam more effectively.
- Transparent reporting – clear processes for reporting objectionable material.
Bluesky Vs X (Twitter)
At first glance, the two seem close in function – short posts, replies, threaded conversations – but beneath this, the two platforms have their differences. Big ones that are causing X’s users to make the switch to Bluesky.
X is a closed platform controlled by a single corporation, whereas Bluesky operates on a federated model which makes it possible for external developers using the same AT Protocol to create new networks and allow users to port their data across various platforms.
Yet all user data is shielded from commercialisation and AI training, unlike X’s recent policy shift confirming third-party companies can use user posts for machine learning. Bluesky’s advanced content moderation tools and blocking features ensure privacy and security is upon every user that signs up.
Why marketers should pay attention
Let’s not get it twisted – Bluesky isn’t at the same level as its competitors. But it has potential and is showing promise, which shouldn’t be ignored. The app’s following has grown rapidly over a short period of time, and the attention it’s receiving could catch up with the more established platforms in years to come.
However, it’s still in infancy, and running official campaigns or strategies is a risk knowing the stakes are high for little to no pay off. At this stage, it’s mainly used to host and encourage community-driven conversations and for brands to connect more openly with customers. Sponsored content is likely to look out of place and drive users to think your only purpose is to make sales, rather than contribute to the app’s communities.
As the features continue to develop and broaden, opportunities will open for customers to become influencers, creating a natural entry point for influencer marketing on the platform. There’s a chance this could serve as a valuable tool amongst other social activities, and if it doesn’t happen to take off, at least no money will be lost.
So, if you think Bluesky is worth exploring, it’s best to set up your handle nice and early so you beat the rush.
If you’d like some support utilising Bluesky, or any other social media, make sure you contact WorkPR, so we can help build an online presence that matches the quality of your brand.
