Bluesky, a competitor to X, has seen a steady level of growth over the last year, amid increasing controversy surrounding Elon Musk’s platform – but should brands be signing up or holding fire?
In the past few weeks, Bluesky added more than six million new users and now boasts a total user base of 22 million worldwide, including The Guardian who controversially ditched X and moved to Bluesky last week citing the “often disturbing content” they were frequently coming across on their feeds.
Other major outlets have followed suit, including The Daily Mail, The Times and The Independent, who have begun posting frequently on the new platform.
How is Bluesky different from everything else?
Bluesky’s advantage over X is its platform safety measures, which X has been heavily criticised for recently. Strong account security keeps spam and bots to a minimum, while its enhanced privacy and content protection have been heavily praised by its new users.
Bluesky has also capitalised on Threads’ early mistakes. Threads struggled to maintain its audience after its launch due to a lack of essential features, such as
search functionality and diverse content options. These shortcomings left the app feeling incomplete, causing users to drift away before updates could address the issues.
In contrast, Bluesky launched with key features already in place, enabling users to engage fully from the off. This well-rounded approach not only appeals to new users but also helps with retention, crucial for sustaining its rapid growth.
Actions every challenger brand should take right now:
Bluesky offers potential, but the jury is still out on whether you should start investing time in organic posting. But here are some actions every brand should be taking now:
- Claim your username (ESSENTIAL)
Almost an essential with any rising social media platform is claiming your username. Ensure that your username is synonymous with usernames used across other platforms to give your existing followers the best chance at discovering your account on Bluesky.
- Reinforce your brand’s authenticity (IMPORTANT)
Without a verification system currently in place, it can be challenging to differentiate official accounts from impersonators. Challenger brands should use their existing verified platforms to share links to their Bluesky profile, ensuring followers know which account is the real deal.
- Follow relevant users (IMPORTANT)
Early adoption offers a chance to connect with key figures in your industry, including journalists, publications, and other influential voices. Building these connections not only strengthens your network but also fine-tunes Bluesky’s algorithm to surface relevant content, potentially opening doors to new opportunities.
- Explore Starter Packs (INTERESTING)
A unique feature of Bluesky is its ‘Starter Packs’, which are curated lists of accounts built within specific niches. For example, The Times offers a Starter Pack featuring a collection of all its journalists, helping other users discover them easily. These packs are a great tool for challenger brands to connect with relevant communities and amplify their existing presence.
- Keep reading (INTERESTING)
Once your presence is established on Bluesky, staying informed about platform updates is key. While it might not demand a significant investment of time or resources just yet, its potential makes it an important one to keep on your radar.
For a quick edit of the things you need to know about social this week, then sign up for Democracy’s Talk Social newsletter. Delivered weekly, it covers Bluesky developments alongside broader tech insights. You can sign up on the Democracy homepage or via our LinkedIn newsletter section.