A year since its launch to the public, Bluesky has shown promising growth outside of the traditional social media monopoly. Our Natasha Parkinson explores what its progress tells us about the changing landscape of social media, how to approach using it and what happens next.
The story of Bluesky so far…
Bluesky began with a quiet launch in early 2024, but dramatically expanded its users following the US election cycle, evolving into a platform that now has 32 million users. Over 15 million new users joined Bluesky after the November election, with many fleeing X (formerly Twitter) amid warnings about its misinformation and extremism following Elon Musk’s takeover (more on this in a moment!).
Bluesky promised to be “social media as it should be”, according to the decentralised social network platform itself. Since November 2024, we’ve seen lots of big names flocking to the new social media app, such as Star Wars star Mark Hamill and author Stephen King among the million others, according to CNET, with users praising the platform’s familiar interface, which felt like the “old Twitter.”
However, while its global user base saw a rapid influx in November 2024, growth has slowed down according to data from TechCrunch.
To fully understand Bluesky’s potential, we must first ask why users are seeking alternatives in the first place.
Why are people seeking alternatives to major social media platforms?
Lots changed when Elon Musk took over X in 2022, with the much-loved, long-established blue bird being banished and replaced with an “X”.
Once a place for open dialogue, Musk’s controversial decisions and involvement in Donald Trump’s presidential campaign last year led to a significant exodus, with people seeking alternatives like Bluesky.
Now, users complain that their feeds are overrun by AI bots, ads, and a potentially dangerous algorithm.
X is not alone in facing backlash over content moderation. We’re seeing major platforms jumping on the “less moderation” bandwagon, adopting content policies that resemble X’s approach. Meta, which represents Facebook, Instagram, and WhatsApp is abandoning independent fact checkers, opting for ‘community notes’ which leave users to duke out over what’s true and what’s not – a strategy that mirrors X.
And it all seems to stem from Trump’s influence. The BBC reported that these policies changes came at the same time as Zuckerberg and other tech executives were trying to get in Trump’s good graces before he took office in late January.
Campaigners against hate speech online argue that Zuckerberg’s announcement is a politically motivated attempt to align with Trump, effectively shirking responsibilities for hate and disinformation.
The proof is in the pudding, as Zuckerberg recently had to apologise after Instagram users were bombarded with graphic violence and gore on their Reel feeds, after an apparent malfunction in its algorithm.
It is alarming, but there is a shift happening in the social media landscape.
Is Bluesky, then, the breath of air we’ve been waiting for? We’ve weighed up some of the pros and cons of the platform – and those like it – to give you a sense of the risks and possible benefits.
The risks with Bluesky:
Limited user base
The platform is still relatively new, which means your targeted audience may not be there. While Bluesky has approached a similar reach to Instagram Threads, it is still not on the same level as Facebook, Instagram or X. There is therefore a risk that your content will be seen by fewer people and only those who are ‘early adopters’ of the platform. This could also be a benefit though as fewer users means your content is more likely to be seen by those people who are using the platform.
Potential for backlash
There’s a risk of negative publicity or backlash, particularly if your organisation is seen as controversial or sensitive. Leaving Twitter right now could be seen as a reaction to recent events. It might appear as a political stance, similar to other influencers, against Elon Musk and X’s direction. Additionally, schools may face concerns about sharing student information and photos. Parents may be reluctant to share their child’s personal data on a relatively new platform like BlueSky.
Photo permissions
Do your photo permissions cover this new platform? Do you have a policy that specifies which platforms your company intends to use? If so, these will need to be updated and redistributed.
Reduced tools
We mentioned earlier that X has received criticism for its ad-centric approach. However, Bluesky currently lacks many standard social media features like analytics and advertising tools, which present unique challenges for your digital marketing. You’ll need to carefully consider these factors when developing your strategy.
Decentralisation can lead to inconsistencies
Bluesky’s main appeal is that it’s a decentralised platform which means users can host their data on servers, other than those owned by the company.
What on earth is a decentralised social media platform?
We know, it’s confusing. These tech terms are making our heads hurt! We asked AI to explain the meaning of a decentralised social media platform, like we’re a child. We hope this helps:
Bluesky’s approach to decentralisation is rooted in its use of the AT Protocol (Authenticated Transfer Protocol), which aims to empower users with greater control over their data and online experience.
Through this protocol, users can move their data (followers, connections and posts) to different providers or host it themselves. In the future, they may be able to choose from different algorithms and customise their feeds. However, this is all in development.
Whilst decentralisation offers freedom, it can lead to an inconsistent enforcement of rules and political bias, with decisions made at server level. As the platform scales, its ability to balance transparency, moderation, and user growth may determine its long-term success. Without central authority, content moderation can vary significantly between communities and these platforms can feel disjointed as users create their own rules and standards.
Privacy protocols
Bluesky’s privacy protocols are still evolving, so there are risks around data exposure or misuse. These risks are possible on any social media platform but are increased with a less well-known organisation. Bluesky does emphasise privacy, empowering users to control how their data is handled but you need to understand how the platform works to make the most of this.
Uncertain future
As a new platform, the future is unclear for Bluesky. There is no guarantee that it will grow to rival other social networks or remain as relevant as it is now over time.
The benefits of Bluesky
Bluesky offers a compelling alternative with several advantages, including…
Increased moderation
Users and organisations have greater control. You can establish your own moderation rules, which helps to provide a safer, more tailored environment for your communities.
Alternative to Meta
If you were already planning on moving your communications away from X, it is important to diversify your social media strategy. Relying solely on Meta platforms (i.e. Instagram, Facebook) can leave you vulnerable. Bluesky offers a viable alternative, providing a backup option in case of issues with Meta.
Early adopter advantage
Being an early adopter positions your organisation as an innovator, giving you a competitive edge and showing that you’re ahead of the larger crowds.
Less noise, quality interactions
A smaller, less cluttered platform can lead to more focused and meaningful interactions with your target audience. Fewer users and less advertising gives your content a higher chance of standing out.
Chronological feed
Unlike many other platforms, Bluesky minimises the influence of algorithms. This promotes authenticity, breaks down echo chambers, gives users more control over their feeds, and helps reduce the spread of misinformation. It also makes it easier for users to see posts from accounts they follow in real-time.
What now and what next?
One year into its journey, Bluesky offers a promising alternative to traditional social media platforms. Despite reaching its first anniversary, it’s still in its early stages of development, and its full impact is yet to be realised.
To fully measure its potential benefits for your organisation, we recommend taking a cautious approach.
You could start with a pilot programme, to test engagement whilst exploring its potential benefits and identifying any potential challenges. This will allow you to make an informed decision about a wider rollout, ensuring that the platform aligns with your organisation’s goals and the needs of your community.
Bluesky offers a glimpse into the future, and in the current tumultuous social media landscape, it’s worth exploring its potential.
Discover more of our insights here.