It’s easy to get swept up in the hype. Bluesky, a social network created by former Twitter CTO Jack Dorsey, originated as a project within Twitter before becoming an independent platform and entered the social media game as a promising newbie player.
It’s not the first time a social media channel has been hyped for success and largely failed to deliver. Remember when everyone was desperate to join Clubhouse? And while new social networks like Meta’s Threads have quickly acquired millions of users, they may have just as quickly fallen into the camp of “also ran” status when compared to more prominent players, including its siblings Facebook and Instagram, the runaway viral success of TikTok, and the aforementioned X.
But we could be on the verge of something great?
The Elephant in the Room
While Bluesky’s rapid rise has been linked to users seeking alternatives to X (formerly Twitter), the platform has attracted users for various reasons beyond politics. As marketers, we are more interested in studying concepts like reach and engagement. As Bluesky evolves, we expect it to host conversations from across the political spectrum and on every other topic under the sun.
What’s the Difference Between Bluesky and X?
While BlueSky and X look very similar, there are several key differences. These include:
- Decentralization: Bluesky is built on a decentralized protocol called the Authenticated Transfer Protocol (AT Protocol), allowing users to connect through different servers while being part of a more extensive network. In contrast, X is a centralized platform controlled entirely by a single company, which dictates how the platform operates and manages content.
- Customization and Moderation: Bluesky aims to provide users with more control over their social media experience, including the ability to choose or create content algorithms and moderation tools. X’s centralized approach means the company decides how algorithms curate content, and moderation follows a single set of policies.
- Data Ownership and Portability: Bluesky’s decentralized model offers the potential for greater user control over data, allowing for flexibility in data ownership and portability between platforms without losing followers. X retains control of user data, making it difficult to transfer information and connections if users leave the platform.
- Open Standards: Bluesky is working on open standards for social media, which could allow interoperability with other platforms that use the same protocols. X, however, operates on proprietary technology, which doesn’t facilitate cross-platform integration.
- Content Moderation and Community Standards: Bluesky’s decentralized nature could lead to different servers having varied moderation standards, allowing communities to set their own rules. X, by contrast, maintains a centralized moderation system with uniform rules applied across the platform.
- Algorithm Transparency: Bluesky intends to make its algorithms more transparent, allowing users to see and adjust how content is presented to them. X’s algorithms are proprietary, offering limited transparency and control to users.
- Platform Development and Governance: Bluesky was initially funded by Twitter but has developed independently, focusing on creating a more community-governed platform. X, after being acquired by Elon Musk in 2022, remains a privately owned entity, with decisions guided by executives and shareholders.
Six Things We Love About Bluesky
- No blue checkmarks: You can’t buy influence on Bluesky. Your posts are judged purely on the quality of your content and your connections. While this might be problematic for brands that want to pay their way to the top of the algorithm, it’s ideal for marketers who really understand social media marketing is more about conversation than shouting through a loud hailer.
- No paid posts (ads): See above. If you want to see engagement on Bluesky, you’ve got to be prepared to work for it.
- Bluesky loves links: Bluesky embraces links: Unlike some other platforms that restrict link sharing, Bluesky allows users to freely include links in their posts. This means marketers don’t have to worry about hiding links in the comments.
- Bluesky loves YouTube: Bluesky plays YouTube videos directly in the feed without impacting visibility.
- Starter Packs: Bluesky Starter Packs enable users to quickly find like-minded users. By creating new starter packs, users can also put themselves at the center of their community.
- A bot-free environment: Bluesky has made strides to limit bot activity, fostering a more human-centered environment, and while bott-free status can’t be fully guaranteed, efforts show the platform is working in the right direction.
Engagement, Engagement, Engagement
Early consensus shows that marketers are loving the engagement they are receiving on their Bluesky posts also known as skeets . Even with a relatively small following, many are seeing their likes, re-posts, and comments eclipsing engagement on other channels.
However, one metric that needs to be added is impressions. Hopefully, Bluesky will add these metrics soon but, in the meantime, marketers will need to include a highly visible CTA in their bios and links (without being overly salesy).
We’re also seeing anecdotal evidence from major publishers that have engaged with the platform, including these threads from staff at The Guardian and The Boston Globe:
Is Bluesky an Echo Chamber?
Maybe. Like many other social platforms, Bluesky can foster communities with shared interests, though it remains to be seen how diverse its user base will become over time. Will Bluesky Succeed?
It’s obviously very early days for Bluesky. While Bluesky has seen impressive growth, it’s important to note that user numbers are still far smaller than major platforms like X and TikTok
However, early adopters are clearly enjoying the space and as long as that continues, it bodes well for Bluesky.
There are and will be questions regarding how Bluesky can monetize its service and maintain standards as it scales without resorting to traditional advertising. Bluesky assures us they have solid plans for the business’s financial future, but for the moment, their vision is entirely focused on growth, stability, and creating a safe environment.
Are You on Bluesky Yet?
If not, perhaps it’s time to take a look. Even if you have no plans to engage your audience via this social network, it doesn’t hurt to register your brand and claim your handle on what could be a burgeoning social network.
To learn more about how the marketing experts at emfluence can help you develop and build your digital marketing strategy, contact us today at expert@emfluence.com.
