Why Bluesky Can Help You Build Community Around Your Brand
Even if you don’t use it, you’ve probably heard of Bluesky. After the change in ownership of Twitter, now X, many “Twitter alternatives” cropped up. Bluesky, however, has been heralded as the alternative to X, with over 40 million users as of October 2025. With numbers like that, no wonder it is on the radar of digital marketers for new and untapped opportunities! In this article, we’ll take a look at why Bluesky is a popular alternative to X and how you can get started marketing your business on the platform.
Why is Bluesky Flourishing?
Bluesky is growing for many reasons. The first is that it’s a democratic republic-type platform, rather than a billionaire-led platform. This means people see it as a space to get informed and connect without ads flooding their feed.
Plus, it’s proving to be a hit for the media industry. Publishers and video outlets are performing well on the platform, with many reporting higher engagement rate and conversions compared to other platforms.
What does this mean? It means that Bluesky is the place to get informed and to have conversations.
But Bluesky does have strong competition from Threads, Meta’s rival microblogging site. So how can you leverage the platform to inform and engage with your audience? Let’s dig into it!
What is Bluesky?
Bluesky is known as a microblogging platform. It’s where people can share short, text-based messages, as well as images and videos. How it behaves, looks, and feels is compared to the OG Twitter.
In fact, it started as an initiative by Twitter’s ex-CEO, Jack Dorsey, to explore the possibility of decentralizing the platform, giving users more control of their data and experience. The Bluesky project was launched in 2023 as an invite-only beta, then went public in 2024 with 3 million users.
Who Uses Bluesky?
Bluesky’s total number of users is climbing each day, though growth has slowed from the initial rush to join. It boasts big, recognizable names, like actors Mark Hamill and George Takei, politicians such as Alexandria Ocasio-Cortez (who happens to be one of the most followed people on the platform), journalists and media outlets such as the New York Times, and authors like Stephen King. There are also professors, content creators, thought leaders, and bloggers on the platform. And of course, there are plenty of everyday people who have flocked to Bluesky to follow these big names and thought leaders.
What Your Brand Can Get Out of Bluesky
It’s important to know that not many brands have made the leap to Bluesky yet. The reason for this could be that the platform is still pretty new and there are no advertising options currently on the platform.
While we may be unsure of the future of advertising options on the platform, what we are sure of is that brands and thought leaders who hop in early can really carve a space out for themselves. While they lack ad options, what you can have is authentic conversations with your audience. And this can lead to the creation of a genuine community behind your brand.
How to Get Started with Bluesky
Bluesky can be used on iOS, Android, and desktop computers. You just need an email address and phone number (to receive an authentication code) to get started. You get to choose your username and password. After that, you can upload a picture or create an avatar and that’s it! You can start posting on Bluesky and connecting with your brand’s target audience.
Promoting Your Brand on Bluesky
Rather than promoting products or services on Bluesky, your brand should use this as an opportunity to:
- Inform your audience.
- Have genuine conversations with your audience.
- Boost organic traffic to other platforms, such as your website or blog.
- Use social listening to see what people are saying about a brand or trending topic.
Key Takeaways
The most important thing to focus on when marketing your business or brand on Bluesky is to look for opportunities to connect with your audience. More than anything, Bluesky is all about making genuine connections and being authentic. Authenticity is perhaps the most important thing when connecting with your audience. No one likes just being sold to; they want to feel like they are a part of something. And Bluesky could prove to be a powerful tool in helping you build that genuine community.
Time will tell if advertising options will come to Bluesky. But in the meantime, it can be a powerful tool in building community around your brand. It is important to weigh the pros and cons for your unique brand to decide if you want to make the leap to Bluesky. Even if you decide to not make the leap yet, it should be a platform you keep your eye on as it continues to grow.