In case you’re like me, you’ve been logging onto X (previously Twitter) much less and fewer during the last yr, whether or not it’s for private scrolling or work-related account administration.
And should you’re additionally like me, you’ve been asking whether or not or not companies needs to be on Bluesky, what that viewers appears like, and the way the platform capabilities.
Immediately, we’re answering these questions and extra on this information to Bluesky for entrepreneurs.
Contents
What’s Bluesky?
Bluesky is a social media platform that permits customers to put up brief copy posts, photographs, and movies. Whereas movies and pictures are prevalent, Bluesky is just like X in that the platform options extra text-based posts. Whereas the character restrict is 350 per put up, Bluesky permits customers to group longer content material in threads.
This similarity to X is by design. Bluesky initially launched again in 2019 as a analysis mission at X that was centered on exploring decentralized social media. It grew to become its personal impartial firm in 2021 when Jack Dorsey left then Twitter.
The platform grew by invitation solely in 2023 earlier than lastly turning into open to all customers (over 13 years of age) in early 2024. (It’s price noting that Jack Dorsey left Bluesky in 2024, too, however this has extra to do with the platform’s founding story than its use in your advertising and marketing technique.)
In terms of your marketing strategy, Bluesky will probably look acquainted to different social media platforms. When it comes to structure and platform expertise, it’s similar to X. The left-hand menu, the dual-option Uncover and Following feeds, and the publish button are so much like its competitor platform if not precisely the identical.
In case you’ve been energetic on X, you’ll be capable of navigate the Bluesky platform simply.
Wanting good and acquainted, Bluesky.
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How is Bluesky completely different from different social media platforms?
As an X competitor, Bluesky is just like Instagram Threads and Mastodon. These platforms use the identical strategy to short-form posts that allow conversations with different platform customers.
Listed here are a couple of key ways in which Bluesky is completely different.
Decentralized
Bluesky is decentralized. Which means it runs on an open AT protocol, which isn’t managed by a single group.
As a result of there isn’t centralized management, customers have extra management over their knowledge and, importantly, their app expertise. There’s not a single, central occasion of the Bluesky platform. Customers can customise and construct feeds to tailor their expertise on the app to their pursuits.
In truth, there are greater than 50,000 algorithmic feeds that customers can decide into.
Knowledge management
Regardless that this can be a results of the decentralized platform, knowledge management is price calling out particularly. Bluesky offers customers extra management over the place their knowledge is saved or not saved, not like opponents like Threads, which is related and managed by Meta.
This management means extra consumer privateness, nevertheless it additionally means much less perception into analytics on the platform.
Group
Different platform algorithms prioritized the community impact with an algorithm serving content material and profiles. Bluesky permits customers extra management over the feed and the content material they devour on the platform, so the main target is on creating many communities of customers tied collectively by widespread pursuits and, in flip, widespread content material.
As an alternative of serving a single algorithm-driven feed, Bluesky permits customers to subscribe to a number of feeds and curate their expertise on the platform.
Advertisements
Right here’s the place Bluesky actually diverges from its closest opponents. For now, the platform is totally ad-free. That’s essential to notice in your marketing budget and technique. So, whilst you gained’t put {dollars} straight into getting leads on Bluesky, you could want to speculate extra time in doing so since there are not any paid ad shortcuts.
How well-liked is Bluesky?
Bluesky has 30 million customers. Now, this would possibly sound dismissable when you think about the truth that X has 360 million customers and 320 million individuals use Instagram Threads. Every of these is dwarfed by LinkedIn—one other platform that’s a little bit extra text-focused—and has 1 billion users worldwide.
Nevertheless it’s essential to name out how shortly Bluesky’s consumer base is rising. The full viewers on the platform greater than doubled between October and December final yr.
There have been two main components that contributed to progress within the fall of 2024: The continued decline of X and the US presidential election. Each left customers in search of various social media platforms.
The fast rise of accessible audiences makes Bluesky worthy of a search for many entrepreneurs.
Who makes use of Bluesky?
Due to Bluesky’s data privacy, the demographic details about accounts isn’t as broadly obtainable because it is perhaps on different social media platforms. Nonetheless, there’s loads of data that may inform you who’s spending probably the most time on the web site.
General, Bluesky customers are:
- US-based: In 2024, practically 48% of site visitors to Bluesky originated within the US, adopted by 5% from the UK and 5% from Japan. This can be a large hole between the US and the subsequent nations.
- Principally male-identifying. 61% of app customers are males. In response to Exploding Topics, that is just like X (60.9% males and 39.1% girls) and never too far off from Fb (56.8% males and 43.2% girls).
- Underneath 35: 33% of customers fall between 18 and 22 years of age, and one other 27.26% are 25-34. Meaning 60% of Bluesky customers are underneath 35.
- iPhone customers: All through 2023 and 2024, more Bluesky app downloads occurred on iOS units than on Android units.
This overview is an efficient means to determine in case your target audience is on Bluesky and whether or not or not your model needs to be, too. There’s yet another essential query.
However are there companies on Bluesky?
With 30 million customers, restricted analytics, and no adverts, Bluesky isn’t going out of its approach to appeal to companies to its platform. However that doesn’t imply the platform is devoid of firm accounts. A number of the hottest accounts on the platform are company information media accounts. The Onion has 1.1 million followers, and so does the New York Times.
Nonetheless, most manufacturers have far fewer followers. For instance, Netflix has 49,000 followers on Bluesky and 22 million on X.
Netflix has 49,000 followers and shares programming updates on Bluesky.
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3 issues you are able to do for your small business on Bluesky now
You could not wish to dedicate a giant chunk of your marketing calendar or finances to Bluesky simply but. Nevertheless it’s worthwhile to be on the platform if simply to safe your account and watch how the app evolves. Right here are some things you are able to do on Bluesky now whilst you wait and see if it’s price an even bigger funding sooner or later.
1. Declare your profile
At a minimal, you wish to guarantee you’ve first dibs in your brand name. Ideally, you’ll additionally wish to make your profile recognizable with model colours, graphics, copy, and extra. This may allow you to profit from brand recognition and use the cease at your profile to depart a optimistic impression, even should you’re not energetic on the platform.
Examine these examples from two well-known manufacturers.
This can be a clean profile for Purple Bull. However there’s a model header picture and profile picture. There’s additionally the slogan within the bio. I do know, visiting this profile, that it’s Purple Bull, however they don’t actually use Bluesky but.
Now, right here’s the best choice for Dunkin’ that comes up for a search on the platform.
It’s one other clean profile, however there are not any photographs with logos or model colours and no quippy references within the bio. It doesn’t appear to be owned by the corporate, however this additionally isn’t tremendous clear.
When you’ve got individuals touchdown on a Bluesky deal with along with your model identify, you need it to be yours—and also you need everybody to know that.
2. Experiment to search out your viewers and voice
You need to use the truth that Bluesky is a more recent platform with a smaller viewers to your benefit and get artistic as you discover your footing. American Eagle is a superb instance of this. The clothes firm has about 500,000 on X and 4 million on Instagram. On Bluesky, American Eagle has 92 followers. Yup, you learn that proper.
However the model is utilizing this low following to its benefit and testing out some content material that’s fast, informal, and, in some circumstances, paying homage to the perfect stream of aware posting.
American Eagle’s Bluesky feed throughout the Grammy’s.
As you’re testing out the platform, don’t be afraid to get artistic along with your model account, too. You by no means know what would possibly develop your viewers till you begin making an attempt.
2. Leverage inside influencers and model spokespeople
Particular person accounts will carry out higher on Bluesky. In case your viewers is spending time on the platform, and you’ve got a founder or spokesperson serious about rising their following for the sake of the model, it’s price some devoted effort and time.
This technique isn’t with out precedent on different platforms and isn’t with out success on Bluesky already. This can be a large instance. One of many high accounts on Bluesky is James Gunn, the co-CEO of DC Studios, with practically 1 / 4 of one million followers. On his account, he shares some private content material, together with cat footage. However a lot of the posts are in regards to the world of DC, whether or not it’s confirming information of a second season or sharing a trailer for an upcoming film.
DC Studios? Not even on Bluesky.
Now, bear in mind that this isn’t with out threat. If this particular person leaves the corporate, you’re simply out these followers and that distribution channel. So long as you recognize that going into it, although, constructing a person account in service of your model might be a superb technique for locating your viewers on Bluesky.
Arrange your Bluesky profile right now
This was a crash course in Bluesky for advertising and marketing: platform specifics, differentiators, viewers demographics, and extra. Now that you simply’re outfitted with all this data, you’ll be able to develop a transparent plan to benefit from your model’s presence on the platform.
It’s nonetheless early days for Bluesky. So preserve checking on the platform’s updates and its rising consumer base to see when it ought to turn out to be an even bigger a part of your social media marketing strategy. However for now, lock down your model’s account on Bluesky so that you don’t lose your headstart.
