Should Your Brand Be on Bluesky? All You Need to Know About the Decentralised Social Media Platform

Bluesky is the new kid on the social media block, and it’s already got everyone talking. Built on the idea of decentralisation, basically giving users more control over their data, algorithms, and interactions, it’s being hailed as the antidote to the traditional, corporate-driven platforms we’ve grown used to.

It’s pictured as a space where you decide what content you see, how you interact, and what kind of community you build. It’s fresh, it’s innovative, and it’s giving the social landscape a good shake.

But here’s the big question: should you or your brand jump on the Bluesky bandwagon?

Whether you’re a brand looking to connect authentically or an individual who’s just curious, this article will help you figure out what Bluesky’s all about, what it offers, and whether it’s worth your time.

What is Bluesky and How Does It Work?

Bluesky is what you’d get if Twitter and community-led freedom had a baby. Conceptualised by Jack Dorsey (yes, the guy behind Twitter), this decentralised platform is all about putting control back into the hands of its users. Built on the snazzy-sounding Authenticated Transfer Protocol (AT Protocol), it lets you own your data, tweak your algorithms, and even carve out your little online identity in the way that feels right for you.

But here’s the real kicker: Bluesky doesn’t play by the traditional social media rulebook. Instead of one centralised authority calling the shots, it’s all about community-led moderation.

Author and marketing advisor Geoffrey Colon summed it up perfectly, noting that Bluesky feels like “Twitter in the early years circa 2007/2008,” but with a strong emphasis on people over brands. So, if you’re after a platform that prioritises authentic, human connections, Bluesky might just be your jam.

What Makes Bluesky Different from Twitter/X

At first glance, Bluesky might remind you of Twitter—it’s got the short posts, the rapid-fire updates, and a minimalist vibe. But don’t let that fool you: Bluesky is playing a very different game.

• Privacy First: This app lets communities set their own moderation rules, as well as robust privacy features, including end-to-end encryption.
• Algorithmic Freedom: Bluesky lets users create or choose the algorithm that shapes their content feed. Want to prioritise new users, your top followers, or a custom mix of interests? It’s entirely up to you.
• Community Moderation: Moderation is community-specific on Bluesky, offering diverse environments within the platform.

While Twitter under Elon Musk’s leadership continues to evolve (some say for better, others for worse) Bluesky is carving out a space for those ready to embrace a decentralised, (dare we say human?) and user-first approach to social media.

For example, strategist Emma Chittenden notes, “People have conversations, ones that aren’t someone screaming you’re wrong in your face or getting piled on by bot farms and racists.” The moderation tools, which allow users to filter replies and manage trolls, are among Bluesky’s strongest features.

The Key Features of the Bluesky Platform

Bluesky isn’t just another social media platform trying to compete with Twitter – somehow its appeal has been growing thanks to its focus on trust building at its core.

In fact, Bluesky gives you full ownership of your data and identity. Think of it as your little patch of the social media universe, where you call the shots.

Content marketer Lorelei W. sees Bluesky as a no-brainer for brands looking to get ahead.

She says, “It’s a great early-era Twitter-esque platform. I think in its infancy, with not a full audience on there yet, it’s less about getting a complete strategy for Bluesky and more about brands getting their handles and posting enough to have a presence there with a head start for when it kicks off further down the line. For B2C, it’s an easy win to post stuff there and begin to build a following early, though you’ve got to accept that in two years’ time, it might be obsolete.”

• Custom Algorithms: Bluesky lets you choose or even create the algorithm that drives your feed. Want your timeline packed with your top followers’ insights? Done. Prefer a random mix of new users’ ideas? You’ve got it.
• Tailored Feeds: The ability to create feeds for specific interests has been a big drive for users, keen to get their power back when it comes to what they see on their feeds.

Is Bluesky a Safe Platform for Users?

When it comes to safety and security, Bluesky offers a breath of fresh air compared to traditional social media platforms. Its decentralised approach shifts the responsibility for moderation and content control to individual communities. But what does that actually mean for new users?

• Tackling Misinformation: Each community on Bluesky sets its own moderation rules, creating tailored safeguards against misinformation. Think of it like local governance for your digital neighbourhood. However, this decentralised model thrives on active participation, meaning users need to stay involved to maintain a healthy environment.
• Privacy That Puts You in Charge: Bluesky prioritises user control over data, using end-to-end encryption to safeguard your messages. By decentralising operations, it ensures your account and personal information aren’t at the mercy of a single organisation.
• Open Transparency: Bluesky’s open-source development allows developers and users alike to audit its protocols. This transparency builds trust and keeps the app accountable to its community.

Emma Chittenden is a fan of this setup, noting, “The moderation tools are AMAZING. You can remove replies to your posts (and add them back), and if you block someone who’s being a troll, anyone viewing that thread won’t see their replies. Reporting is taken seriously, and it’s good for mental health.” Jo Edge said it best when discussing a client’s pivot to Bluesky: “It’s a positive platform, but they left X because it became too toxic for their brand.”

Why Should You Consider Joining Bluesky?

Once again, Lorelei W. adds, “Depending on your industry and audience, it’s either a case of getting on there and starting to build a community, or just claiming your account and cross-posting content from places like Twitter. Either way, having a presence is key.” She also notes that Bluesky’s vibe feels more like Instagram than Twitter, making it especially valuable for B2C brands looking to connect authentically with followers.

Bluesky’s decentralised nature is its biggest strength, but it’s not without challenges.

As Gus Bhandal points out, “Bluesky is a fabulous platform, but does it really solve a problem? Just because we leave Twitter, do we really need to replace it?” He adds that limited adoption makes it hard to prioritise Bluesky within a coherent digital strategy, especially when the larger platforms dominate the space.

Why Sometimes Less is More

It’s easy to feel like you need to be everywhere: posting on every platform, chasing every trend, and creating content non-stop. However, being on every single social media platform can actually dilute your efforts. Sometimes, less is more, and here’s why:

1. Your Energy is Limited: Bluesky might sound exciting, but do you really have the bandwidth to learn a new platform, repurpose your content, and nurture yet another audience? If the answer is “not really,” it’s okay to pause.
2. Spreading Yourself Too Thin: Showing up on every app might seem like a solid strategy, but it can lead to burnout. If your energy is spread across too many places, your content won’t land as strongly anywhere.
3. It’s About Quality, Not Quantity: Success isn’t about being everywhere, it’s about showing up strong where it counts. Building meaningful connections with your audience on one or two platforms can be far more impactful than having a half-hearted presence across many.
4. New Isn’t Always Better: As Lorelei W. points out, “You’ve got to accept that in two years’ time, it might be obsolete.” Instead of jumping into the newest shiny app out of FOMO (fear of missing out), focus on crafting engaging content where your audience already is.

Are you posting on Bluesky because it aligns with your goals, or are you worried about “missing out”? If it’s the latter, take a breath. You can’t do it all – and that’s perfectly fine.

Bluesky may be the talk of the town, but it’s not without its teething problems.

Should You Be on Bluesky?

Bluesky began as a vision from Jack Dorsey, who wanted to decentralise the way we interact online. Today, it’s an app with starter packs for privacy, customisation, and empowerment, which is, well, exciting.

That said, challenges like a smaller user base and a still-developing feature set mean Bluesky isn’t for everyone – yet. As Gus Bhandal wisely noted, “The ones [platforms] that work best are where we have an engaged audience – not just an echo chamber of our mates.”

Bluseky For Individuals

If you’re an individual looking for more control over your data and a space for meaningful conversations, Bluesky has a lot to offer. Its emphasis on privacy, moderation, and genuine engagement makes it a refreshing alternative to platforms like Twitter, which under Elon Musk has been criticised for becoming too chaotic.

So if you do miss the overall feels, energy, and even experince of Twitter circa 2014 it may be the platform for you.

Bluesky For Brands

For brands, the answer depends on your strategy. As Geoffrey Colon said, “It’s really a people-powered engine… The interest is in hearing what others have to say, not companies.” If your approach is rooted in authentic interaction and thought leadership, Bluesky could be an incredible opportunity to reach new users and stand out in a less crowded space.

Mel Barfield highlights the cultural shift: “It feels like there’s been a massive exodus of Ad Twitter over to Bluesky. There’s a buzz about Bluesky – but that will inevitably be ruined by brands hopping over.” Even mentioning the class @alexkrokus meme.

Jo Edge offers an optimistic perspective, sharing how some brands are already making the switch.

Conclusion

Let’s be real – Bluesky is intriguing. It offers a decentralised, user-first approach. In fact, that’s a breath of fresh air for those tired of the corporate-driven platforms like Twitter. For brands, it could be an opportunity to experiment with authentic engagement and claim a space in a platform that’s still evolving.

But as Bob Gentle wisely points out, “History suggests that reactionary approaches are rarely strategic in the ever-evolving social media landscape. Before brands consider taking the leap, I’d love to see how Bluesky differentiates itself beyond being an alternative. How it demonstrates a clear, forward-thinking strategy for user engagement and brand safety.”

With any new platform, a great marketer takes the time to ask themselves whether the platform aligns with your goals and where your energy is best spent. So, should you be on Bluesky? If you’ve got the capacity and see it as a strategic fit, go for it. Claim your account, explore the platform, and join the conversation. But don’t forget: your time, content, and community deserve to be nurtured where they’ll thrive most.

Ready to get started with positive impact marketing?

Set up power marketing systems build a marketing strategy that drives results, when you join our certification.

Take our certification, build your marketing plan and build your ultimate marketing toolkit.