How is Bluesky Good for the Social Media Manager’s Evolving Priorities?

Bluesky is your modern version of Twitter. Along with similar content capabilities, users can self-host, customize their feeds, and select their preferred algorithm. 

For social media managers, these features create an opportunity to reassess their marketing strategy and spark more authentic conversations around the brand. 

Bluesky gives them control in a way mainstream platforms don’t. They can create a customized algorithm to target a niche audience with genuine discussions and less noise from fake bots.  

With the right assessment and strategy, managers can use this platform to create long-term relationships and strengthen brand awareness. 

In this blog, you’ll learn:

• What is Bluesky, and why is it becoming popular
• Should brands invest in Bluesky
• Bluesky use cases for social media managers

What is Bluesky? Why is It Gaining Popularity? 

Bluesky is a microblogging social platform, similar to Twitter, but built on AT Protocol, a decentralized framework that gives users more control over their data, feeds, and algorithms. 

Unlike traditional platforms, Bluesky supports a non-intrusive experience with no advertisements and no sponsored posts. 

Quick history

Bluesky was launched by the former head of Twitter, Jack Dorsey, in 2021, on the principle of providing more integrity to social posts.

Earlier, Bluesky only operated on an invitation-only basis, creating a sense of exclusivity, but now anyone can join the platform with a simple sign-up process. 

AT Protocol and its benefits

The AT Protocol (Authenticated Transfer Protocol) is an open-source, decentralized technology that gives users control over their online identity, data, content, and social experience.

It allows Bluesky users to:

• Self-host or create their own version of the platform, and interoperate with each other in a federated system 

• Easily transfer Bluesky account’s data (posts, friends, followers, and so on) to any other AT Protocol-based app.

Jay Graber, CEO of Bluesky, explains:

“We are built on an open protocol, so other apps are starting to fill different needs. There’s an app called Skylight with 150,000 users—more of a TikTok alternative. Because it's an open protocol, you can download Skylight, log in with your Bluesky username to link them and keep your followers.”

• Anyone can create custom feeds and select alternate algorithms to customize their experience on the platform

Who’s using it?

Bluesky is attracting a diverse, growing user base, such as politicians (Hillary Clinton), celebrities (Ben Stiller), journalists (Brandy Zadrozny), and writers (Stephen King).

Bluesky is also getting the attention of tech-savvy users, universities, and big companies like Netflix and ESPN.

The platform currently has 35.98 million users and is popular among the 25-34 year age group, a demographic similar to that of Twitter. 

Benefits over traditional platforms

• No algorithm manipulation: Bluesky offers default feeds to its users that provide post suggestions based on following and engagement. But users can also create custom feeds or join pre-made online communities for alternative algorithms. 

• No ad-driven bias: The platform currently offers no advertisements or sponsored posts. This allows Bluesky feeds to remain cleaner and more focused.
  

• More organic visibility: With no algorithms pushing viral content or promoted posts to the top, authentic interaction takes the front. This means that valuable content has a better chance of achieving reach organically, rather than competing against accounts with bigger budgets.
  

• Trust and transparency for the user: Bluesky is built on open-source, which allows users to self-host and have more control over their data and feeds. This makes the platform more original and trustworthy for its users.  

• Growing potential for community-building: Bluesky offers 200K+ pre-made online communities(known as starter packs) to its users. Users can join one based on their interests. With strong moderation tools, these communities become a hub of meaningful discussions. 

How Bluesky aligns with modern audience sentiments

Bluesky is drawing mostly positive reactions from people for its meaningful engagement.  

This is mainly because Bluesky allows users to connect with real people who share the same interests and indulge in genuine discussions (with no sponsored posts). 

This helps users build connections rather than just followers. 

The truth is, Bluesky has a fraction of Twitter’s users, so there will be low engagement in comparison, but the quality of engagement is real on Bluesky. 

As people are becoming more aware of the limitations of centralized algorithms and sponsored posts, they are craving more genuine conversations. 

Bluesky’s chronological feeds, lack of ads, and intentional communities provide users with exactly what they were missing on the major platforms. 

Also, Bluesky’s decentralized nature ensures no single company controls the narrative, which aligns with the public’s push for freedom of expression and digital autonomy.

As a result, Bluesky became the choice of younger, more-aware users who were tired of centralized algorithms and looking for customized feed experiences.

Should brands and social media managers invest in Bluesky yet? 

This decentralized platform shift is worth exploring for brands, as the non-intrusive nature of the platform makes it more trustworthy for its users. 

Bluesky does not support ads or influencer posts yet, but it gives users access to pre-made online communities, also known as starter packs, where real conversations take place and are encouraged. 

Bluesky may not offer the reach of traditional platforms yet, but it helps marketers understand specific audience sentiments around the niche and communicate with them in the same tone for genuine connections. 

You certainly have to put in extra effort to make an impact. You must engage actively in conversation within the community and establish yourself as a genuine member. 

Investing in Bluesky checklist:

• Analyze your social media marketing goals, particularly what you expect from Bluesky
• Make sure your brand's values fit with the platform’s values. If your brand doesn’t resonate with transparency, decentralization, or anti-advertising, users may struggle to connect with you.
• You must have an active team of one or two members dedicated to growing on Bluesky to monitor audience sentiments and maintain content consistency.

Summary

Right now, Bluesky is more of a community than a marketplace. Use it to create stronger connections with your target audience and track audience sentiments. Instead of replacing existing channels, use Bluesky as part of a broader multi-platform strategy.

‍How to Use Bluesky to Build Your Presence from Day One

6 Use Cases of Bluesky for Social Media Managers 

1. Builds an authentic voice for your brand in niche communities 

As already mentioned, Bluesky offers 200K+ online communities to every new user. These communities are on different topics and are easy to discover and join.

Simply go to your profile page and tap starter packs to join. 

Social media managers can use these online communities to:

• Create audience-aligned content specific to each community
• Engage in meaningful, non-promotional conversations
• Build an authentic voice that reflects the values of the platform

Doing so will help you connect with your target audience, and your brand will resonate strongly with them.  

For example, the University of Oxford consistently engages in its starter pack by sharing updates on all campus events.  

2. Use these online communities for social listening

These communities are the hub of real people with real voices. Their discussions are raw and authentic, as the conversations are not to please any algorithm, and salesy content is instantly discouraged. 

The integrity of the group is maintained sincerely because of the strong moderation services Bluesky offers to its users.  

Bluesky offers a rich built-in moderation tool and provides integration with third-party tools for stricter community filters.  

Social media managers can use these online communities to:

• Identify emerging trends and consumer psychology 
• Understand pain points and unmet needs directly from the target audience
• Observe what kind of content gets the most engagement.

3. Test ideas and gather feedback before wider launches

Bluesky still has a lower user base in comparison to other major social platforms, so the brand posts don’t get much engagement, but it has strong active communities. 

These communities thrive on valuable discussions, which allow marketers to use them as a safe space to test new ideas. 

You can:

• Float content concepts or campaign hooks to see how people react
• Soft launch a new product or feature announcement to get people's reactions
• Ask for feedback directly and implement it into future brand decisions

4. Collaborate with micro influencers and community leaders

Many niche Bluesky communities have their own respected voices of people who lead conversations, are most active, and decide group rules.  

These people don’t act like traditional influencer who chases engagement, but focus on building credibility. Marketers can collaborate with them for brand placements.  

Social media managers can do it by:

• Co-hosting discussions or AMAs (Ask Me Anything)
• Asking them to test your product or service first to establish the credibility of your services
• Using their insights to fine-tune your brand messaging or tone

5.  Drive organic engagement with UGC content

Since Bluesky discourages promotional posts, you can use user-generated content to drive engagement similar to GoPro.

UGC feels more authentic and contextual, aligning well with the community's rules and regulations. UGC also acts as social proof that can directly boost your sales. 

You can:

• Repost content from other social platforms, only if it is relevant to the community
• Run hashtag-based niche challenges within communities 
• Encourage users to share their experiences in a contextual setting 

6. Repost content from other platforms

You can use content from other platforms and spark a conversation about it on Bluesky. Make sure the content is relevant to Bluesky; it must not be any random or salesy content, but rather a thoughtful post. 

Repurposing content saves social media managers time and keeps profiles active with less effort. 

For example, Yorkshire Tea shares interesting conversations about their brand from other platforms on Bluesky to engage with the audience.

What Bluesky Can’t Do Yet for Brands in 2025

1. No native content scheduling

Bluesky doesn’t support built-in content scheduling yet, and this is a major downside for social managers as they can not scale content consistently.

It also makes it harder for social media managers to maintain consistent posting across time zones, which increases the manual workload and reduces efficiency

You have to use third-party tools like Buffer or SocialBee to enable scheduling, but it comes with an added cost. 

2. No ads and monetisation

Bluesky offers intentional ad-free feeds to its users, but it makes it difficult for social media managers to:

• Boost post visibility
• Target specific demographics 
• Retarget visitors or run performance campaigns 

Also, no monetization means most major influencers are absent from the platform, which eliminates the option of paid collaborations or influencer partnerships. This means brands cannot rely on paid reach in any form. 

Brand visibility on Bluesky is only possible to achieve with thoughtful and relevant conversations, which makes it more of a lengthy task for marketers. 

3. No native analytics

Bluesky users must use BlueskyMeter.com for detailed analytics, as the platform offers no native analytics. 

With this integration, users can track follower growth, post reach, engagement rates, and daily activity trends.

4. Low user base, hence very low engagement on branded posts

Bluesky requires effort for growth. 

Bluesky requires effort for growth. Bluesky's user base is still small compared to other major platforms like X or Instagram. This results in lower engagement on branded posts.

Bluesky operates on multiple algorithms, which also means low impressions, and makes it difficult for your posts to go viral. Bluesky is best suited for community building rather than immediate lead generation.

Final Verdict: Is Bluesky Good for Social Media Managers? 

Bluesky is primarily a community engagement platform. If your brand is ready to invest in long-term results, using Bluesky can give you a loyal customer base. 

The platform still lacks a wider user base, native analytics, and advertisements, which can limit your marketing campaigns and performance. 

Please note, Bluesky isn’t for brands chasing quick wins or vanity metrics. It’s for those who value authentic relationships over reach, and conversations over conversions.

FAQs

What kind of brands should consider using Bluesky?

Brands that prioritize authentic conversations, thought leadership, and community building over paid reach should consider Bluesky. It’s ideal for tech companies, journalists, and socially conscious brands for soft marketing and value-based engagement. 

Is Bluesky as good as Twitter?

Bluesky offers the same content capabilities as Twitter, but differs in many of its functions. Bluesky is more community-oriented with multiple algorithms and no advertisements, while Twitter is more of a global platform with a wider reach. Bluesky is good for authentic conversations, and Twitter is good for lead generation. 

Is it worth going to Bluesky?

If you're a brand or individual looking to experiment with decentralization, build early presence, or escape ad-driven noise, Bluesky is worth exploring. Bluesky’s online communities also provide authentic discussions. But you shouldn’t expect instant ROI from Bluesky, as it currently gets low engagement compared to major social platforms. 

What are the downsides of Bluesky?

Downsides of Bluesky are that the platform is still new and evolving. Because of this, it has a comparatively lower user base and lacks features such as native scheduling and analytics. Bluesky also supports no advertisements and monetization on the platform, so no paid reach and limited visibility. 

Is Bluesky trustworthy?

Absolutely, Bluesky is a decentralized platform built on AT Protocol that allows users to self-host or choose their own algorithm for their feeds.  Its open-source nature also allows users to inspect any code, have more control over their data, and customize moderation rules, which provides each user a safer platform for their presence.