In the early days of November, Bluesky saw an incredible surge as 1 million individuals signed up within just one day. As of earlier this week, a real-time tracker indicates that the user base has surpassed 20 million. With an estimated 10 to 11 individuals joining each second, this emerging social media venture appears to have an unbounded trajectory. Here’s what you should understand about this rapidly growing platform.
The modest origins of Bluesky
Bluesky was founded by Jack Dorsey, a previous Twitter employee, who envisioned the project as a user-centric alternative to major tech corporations. The board consists of members such as Jay Graber, Jeremie Miller, Mike Masnick, and Kinjal Shah. Established as an independent entity in 2021, its initial rollout required user invitations, a restriction that was lifted in February 2024. Wired designated it a “sanctuary” for left-leaning users discontented with the Elon Musk-controlled alternative, X. Although still trailing behind Threads in user numbers, Bluesky’s growth rate outpaces most other social media platforms and it’s becoming a formidable contender in the field.
The fascinating context of Bluesky’s ascent
Observers attribute Bluesky’s success to several contributing factors rather than mere chance. X has encountered substantial user losses, including a notable exit of 115,000 users following the recent election. This uptick aligns not only with election activities but also a change in X’s user agreement put into effect on November 15, introducing legal obligations.
This updated policy stipulates that users “requesting, viewing, or accessing more than 1,000,000 posts (including replies, videos, images, and other content) within a 24-hour window will be liable for damages of $15,000 for every additional 1,000,000 posts.” Some users are also voicing concerns regarding X’s use of their content for AI training purposes, among various other issues. Alex Abdo, the litigation director for Columbia University’s Knight Institute, characterized these new terms as a “troubling development” in need of reversal, highlighting that researchers could easily breach the post limit and facing penalties would be unjust. He also mentioned that such conditions could “suppress research when it is needed the most.”
Introducing the “starter pack” feature
A notable distinction between X and Threads as opposed to Bluesky lies in its starter pack functionality. This feature enables users to categorize others by interests, allowing for mass following with a single action rather than individually seeking out users to follow. For instance, one can follow Major League Baseball players collectively through an MLB starter pack, along with other significant sports-themed starter packs.
Additional features of Bluesky
“Being a decentralized social media platform, Bluesky offers its users enhanced control and privacy compared to more mainstream platforms governed by single entities,” explains Alycia Leno, the content marketing director at GoDaddy.
Bluesky promotes a more organized social media experience with distinct feeds and sophisticated moderation tools tailored to enhance personal user experiences. The company asserts its dedication to offering users “a user-friendly social network coupled with a shared identity across the wider social internet.”
Bluesky embraces a humorous approach, even releasing a comic that elucidates their operational model as an “open platform app.” “In contrast to other closed systems, Bluesky operates as an open social network, empowering users with choice, developers with the liberty to innovate, and creators with independence from platforms,” shared Emily Liu, a spokesperson for Bluesky, with USA Today.
The platform clarifies, “Our goal is to reshape modern social media and online public dialogue to resemble the early web era, where anyone could launch a blog or utilize RSS to follow multiple blogs. We believe this provides opportunities for new exploration and innovation in social networking. Researchers and communities will have the chance to step in and address the dilemmas currently plaguing social networks, and developers can experiment with various new interaction formats.”
Perspectives from new Bluesky users
“Bluesky has a ‘Twitter circa 2011’ essence, and I’m all for it. The communities and dialogues on Twitter were pivotal for my business back in those days. Will the experience replicate that? It’s still too early to determine. Will brands make their presence felt? Will communities develop? Many of us find that Bluesky Social evokes feelings reminiscent of early Twitter, and we’re enjoying the reconnections.” —Beth Granger, speaker and business consultant at Beth Granger Consulting in the New York City region
“Bluesky has come as a refreshing change in the social media landscape, especially if you’ve dared to engage with Elon’s X. The community atmosphere feels distinctly different, fostering genuine positivity and consideration. I truly appreciate their dedication to accessibility, notably with their alt-text image feature, which signifies real care in the platform’s design.
The level of intellectual engagement is remarkable; you find scholars sharing research insights alongside artists presenting their work. The sole limitation currently is the one-minute video cap, which feels constricting, but based on the Bluesky team’s previous accomplishments, I am optimistic that it will soon evolve.” —Sandy Meier, marketing head at Contentellect, a global business aiding owners and entrepreneurs in content scaling and online visibility, based in South Africa
“I’m engaging with Bluesky on both a personal and professional level… It undeniably resembles a clone of Twitter/X, yet with a crucial distinction. The unfortunate fate of X is that while good content can still be found, the ‘For You’ feed—which was once an excellent avenue for discovering new content—is now filled with offensive and troubling material. Finding something useful often means wading through a deluge of disturbing posts.” —Steve DiMatteo, CEO of Cleveland Vintage Shirts, located in Cleveland
Insights from marketing professionals on Bluesky’s implications for clients
“Small businesses often grapple with time and resources, leading to uncertainty about how much effort to invest in emerging applications like Bluesky. However, it’s always advantageous to explore new platforms for consumer engagement. Businesses should secure their brand’s username on these platforms to prevent misuse of their brand name and to position themselves favorably if the platform gains popularity. While engaging with new platforms like Bluesky, authenticity is crucial; focusing on community rather than self-promotion is essential.” —Alycia Leno, director of content marketing at GoDaddy
“As a marketer, my primary goal right now is to observe events and engage with them, a function that Twitter used to serve. That no longer exists there. I hope Bluesky will establish its traction and cultivate a community akin to what Twitter once offered. My expectation is that hashtags will continue to facilitate engagement as effectively as they did on Twitter, allowing us to follow discussions and responses. Building this community will take time, similar to how Twitter evolved.” —Robyn Davis Sekula, VP of communications and marketing at the Presbyterian Foundation in Jeffersonville, Indiana
“Bluesky capitalizes on nostalgia by tapping into the earlier frameworks and emotional connections of users who fondly remember social media’s inception, notably Twitter. Its recent rise in popularity correlates closely with ongoing events and the collective yearning for a healthier, safer environment to socialize online. By joining now, businesses are positioning themselves as trendsetters and early adopters of this fresh social media evolution, a trait particularly appealing to Gen Z and millennials, two of the top consumer groups.” —Brandi Sims, founder, CEO, and publicist at Brandinc PR, Austin, Texas
“I always advise my clients to secure their brand’s handle on any new platform—this way, if it gains traction, they’re covered. Bluesky is presently gaining momentum… but primarily within specific demographics. The leading user base consists of young males from Brazil. If that aligns with your target audience and your brand aims for a forward-thinking and tech-savvy image, participating in a nascent platform signals that you are attuned to trends. Additionally, the current lesser representation of brands allows for clearer visibility. However, this space remains niche with limited posting features, so for most brands, investing heavily into it isn’t quite necessary yet. Think of it as planting a stake rather than constructing a fortress.” —Beth Cooper, vice president of marketing and sales at KNB Communications in the New York City area
How entrepreneurs are leveraging Bluesky
“As someone who constantly seeks fresh avenues to connect with clients, a client recently shared their enthusiasm for the Bluesky app with me. Intrigued, I decided to check it out. Right off the bat, I noticed the seamless and rapid user experience, a welcome contrast to X. It’s invigorating to interact on a platform that fosters genuine dialogues and relationships. Since my arrival, I’ve already met a few clients, allowing for effective idea sharing.” —Rich Kingly, CEO of Driveway King, in Garwood, New Jersey
“I’ve been personally exploring Bluesky (though I haven’t leveraged it for business yet). I believe it will serve more as a Quora or Reddit-like tool for us, focusing on aiding interested users with information. Nevertheless, I’m impressed with the platform’s consideration. The starter packs simplify finding relevant voices in my preferred niches, and I’m reconnecting with many business leaders I previously followed on Twitter before it became cluttered with bots and repetitive posts.
For Burning Daily’s social strategy, we’re sticking with Instagram and Threads, where our wellness and lifestyle audience primarily engages, but I’m closely monitoring Bluesky for opportunities to host meaningful industry discussions, devoid of the chaos that has overtaken Twitter. The feed customization feature is also notably refreshing, and it truly brings back memories of early Twitter, before it was drowned out by irrelevant noise.” —Dennis Sanders, founder and CEO of Burning Daily, an e-commerce platform, in Garden Grove, California
Whether you’re a casual user seeking to connect and share thoughts or a professional with vital stakes in your social media strategy’s success, Bluesky could be a platform worth considering. There exists a distinct sense of community and enthusiasm as users navigate this fresh space together—where queries about what exactly a starter pack entails are met with open discussions. Look forward to seeing you in the sky.
