What is Bluesky and Should be Part of Your Social Media Strategy? 

Ever since Elon Musk took over X—formerly known as Twitter—many users have been searching for an alternative social media platform to turn to for news and entertainment. Meta’s Threads has been a good contender, and now, Bluesky is seeing a surge in usage.

So, what exactly is Bluesky?
Bluesky is a free, decentralized social media platform envisioned by former Twitter CEO Jack Dorsey and developed alongside Twitter. With a user interface reminiscent of Twitter, it features algorithmic customization, a federated structure, and tools for community-specific moderation.

Unlike Threads, Bluesky offers a “Following” feed that prioritizes real-time updates and conversations, giving it a more authentic feel. It also doesn’t restrict political discussions or limit the reach of external links—factors that have drawn in politically engaged users and members of the tech press.
This sudden surge seems to be triggered by the recent U.S. election, with data from Similarweb showing a 500% increase in U.S. usage and over 20 million total users, nearly tripling its user base since August. While that’s impressive, Bluesky is still far behind its competitors—Threads has 275 million users, and X remains at the top with 500 million.

So, should Bluesky be part of your social media strategy? For now, this platform remains quite niche. However, its growth shows it has potential—particularly if it carves out a unique space or becomes the go-to platform for specific communities.

That said, larger platforms like Threads have more resources to innovate and respond to competition. Meta may adjust Threads’ features—such as improving its recommendation-heavy feed or revisiting its stance on political content—to counteract Bluesky’s rise. These potential changes could slow Bluesky’s momentum, making it less of a must-have for most brands.

However, even though Bluesky isn’t a priority right now, setting up a profile is a smart move. Securing your preferred handle ensures you’re prepared should the platform continue to grow or gain traction in your industry. Think of it as planting a flag—you’re not committing to anything, but you’re keeping the door open for future opportunities.

Bluesky’s appeal lies in its simplicity and nostalgic nod to the early days of Twitter. But while its growth is notable, its current scale and functionality don’t yet make it essential for most businesses. For now, it’s best to focus on platforms where your audience already exists while keeping an eye on this platform’s development.
As with any social media industry trend, flexibility is key—so listening, observing, and adapting as the landscape evolves is critical.

At Bennington Brookstone, our team has our finger on the pulse of what’s trending in social media and beyond. We’re here to help you navigate the dynamic world of digital marketing. Call, DM, or email us at sbellem@bbrookstone.com to get started!