As the dust settles on the recent result of the US election, one of the major fallouts has been the X exodus, as many users (including The Guardian newspaper) abandon the ship formerly known as Twitter, dumping it for a newer kid on the block: Bluesky. But what makes this alternative social networking platform more attractive, or different, from others out there – particularly from a digital marketing perspective?
What is Bluesky?
Founded by Jack Dorsey, former CEO of Twitter, Bluesky is built on the AT Protocol (Authenticated Transfer Protocol), designed to ‘decentralise’ social media. This means users can host their data on servers other than those owned by the company. So, in effect, users should have greater control over their data and interactions.
Visually, its user interface resembles X/Twitter’s, offering familiarity while implementing features prioritising user autonomy.
Key features
Decentralisation
Users aren’t locked into a single platform, promoting ownership and interoperability. This could reduce dependency on platform-specific algorithms and policies – which could greatly benefit marketers focused on organic reach?.
Custom feeds
Users can create or subscribe to custom algorithmic feeds, tailoring their experience. This provides marketers with opportunities to target audiences more precisely, based on niche interests?.
Open membership
In February this year, Bluesky moved from invite-only access to being open to everyone, allowing brands and individuals to join without barriers. Having reported a post-election increase in membership from 9 million people in September to 14.5 million in the week to 12 November, it’s a rapidly growing social platform.
Content flexibility
Bluesky supports diverse content types, including NSFW material, regulated by community labelling tools. These offer customisable filters, making the platform adaptable to different audience preferences?.
Platform agility
Bluesky is available on iOS, Android, and desktop, making it accessible to a wide range of users. However, at the time of writing, the platform has recently faced occasional lag due to surges in user activity, which marketers should consider when planning campaigns?.
Should marketers be paying attention to Bluesky?
Bluesky’s approach to decentralisation will be attractive to brands looking to establish genuine connections. By offering greater transparency and reduced reliance on algorithms, it enables communities to be built organically. Additionally, its custom feed functionality allows brands to align with specific audience preferences, potentially increasing engagement rates.
The platform’s growth trajectory suggests it could rival established networks like X/Twitter, as well as newer entrants, such as Threads. Its emphasis on user control and community-driven ethos sit well alongside current digital marketing trends prioritising authenticity and ethical advertising practices?.
Challenges to consider
While Bluesky presents exciting opportunities, there are also challenges for marketers. The platform’s decentralised nature requires a nuanced understanding of its mechanics, while its lack of integration with the Fediverse limits cross-platform strategies.
Furthermore, as a newer platform, it lacks the mature analytics tools available on more established networks, so marketers may have to rely on external metrics for campaign analysis?.
Is Bluesky here for the long term, or is it fake news? Only time will tell. It certainly has some appealing features presenting brands with opportunities to connect authentically with their audiences. Plus, it also promises not to spread disinformation and misinformation…
So, regardless of your opinion on Messrs Trump and Musk, it’s worth taking a closer look at Bluesky’s features and tools, to see what it can offer your digital marketing strategy.
