Social media platforms come and go, but every now and then, something new pops up that’s worth paying attention to.
One of the latest players on the scene is Bluesky, a decentralised social network that’s gaining traction - quietly but steadily.
If you’ve never heard of it, you’re not alone. It’s not quite mainstream yet, but it’s building a solid foundation of users, particularly those looking for a fresh, less algorithm-heavy experience.
So what is Bluesky? And more importantly, can your business make use of it from a marketing point of view?
What is Bluesky?
Bluesky is a new social platform built around the idea of giving users more control.
It’s decentralised, which basically means no single company owns it. It uses something called the AT Protocol.
Don't panic, you don’t need to understand the tech behind it, but the big takeaway is that Bluesky aims to be more transparent, open, and user-focused than some of the other big-name platforms.
In terms of layout and functionality, it’s very similar to Twitter/X. In fact, you’ll probably notice it looks very Twitter like. That’s because Bluesky was founded by Jack Dorsey, a co-founder of Twitter, so you’ll notice a lot of similarities between them.
It was started in 2019 as part of a research initiative within Twitter, but became an independent company in 2021.
You can post updates, called "skeets" (yes, really), reply to others, repost content, and build your own feed.
But unlike Twitter, the content you see isn’t dictated by a secret algorithm. You can choose from different feed styles or even build your own.
Why Should Businesses Care?
Right now, Bluesky is still in its early days.
That means lower noise, less competition, and a chance to experiment before it becomes crowded. If your brand enjoys being an early adopter or wants to connect with more digitally-savvy audiences, it’s worth dipping your toes in.
Here are a few ways businesses could start using Bluesky:
1. Build a presence early
Just like being early to Instagram or TikTok gave some brands a huge boost, getting set up on Bluesky now could pay off later.
Even if the platform doesn’t explode in popularity, you’ll be seen as a brand that’s ahead of the curve.
2. Start conversations, not just campaigns.
Bluesky encourages open dialogue
Without algorithms to game, the focus is on genuine engagement - chatting, responding, and sharing useful ideas.
For service-led businesses like ours, it’s a great space to share thoughts, offer tips, and connect on a human level.
3. Test new content styles
Because it’s a smaller audience, Bluesky gives you a safe space to experiment with content.
Why not try a new tone of voice, test out a campaign idea, or have a bit of fun. There’s less pressure, and often more room to be creative.
4. Stay in the loop
Bluesky is attracting a lot of tech-savvy users, indie developers, creatives, and niche communities. If those are your target audiences, or even if you just want to stay up to date with the latest digital trends, it’s a useful place to be.
Should You Join?
If your current social media plate is already full, we’re not saying drop everything and dive headfirst.
But if you’ve got the bandwidth, Bluesky is definitely worth exploring. Claim your brand name, post occasionally, and see what sticks.
As with any platform, the key is consistency and being human.
We’re keeping a close eye on it and having a bit of fun along the way. If you’d like help getting set up or planning content that works across new platforms like Bluesky, give us a shout.
Oh, and if you do sign up, give us a follow (of course) - https://bsky.app/profile/roseblade.media
