The Rise of a New Social Media Contender
Social media is constantly evolving, and marketers are always on the lookout for the next big platform. In recent months, Bluesky has emerged as a buzzword across the digital marketing world. Touted as an alternative to X (formerly Twitter), this decentralized microblogging platform is attracting attention—not just from users leaving X, but also from marketers eyeing its untapped potential.
As of early 2025, Bluesky has crossed 26 million users, with daily active users steadily climbing. But what exactly is Bluesky, and how can digital marketers leverage this platform for brand building, engagement, and thought leadership?
Let’s dive deep into what makes Bluesky unique and how your brand can start building a presence there.
What is Bluesky?
Bluesky is a decentralized microblogging platform where users can post short texts, share images or videos, and engage in conversations—much like Twitter. But there’s a key difference: Bluesky was designed with decentralization in mind. This means users have more control over their data, privacy, and the algorithms that influence their feeds.
The idea was first proposed in 2019 by Jack Dorsey, former CEO of Twitter. After years of development, Bluesky launched as a public platform in February 2024, having started out as an invite-only beta. While it may look and feel like X, the goal of Bluesky is to create an open and democratic digital space free from the grip of billionaire ownership and ad overload.
As Rose Wang, COO of Bluesky, puts it:
“We’re not positioning ourselves against X. We’re positioning ourselves as the new social web.”
This vision is what sets Bluesky apart—and makes it an intriguing playground for digital marketers.
Who Uses Bluesky? – Audience Demographics and Growth
Bluesky’s user base is still maturing but shows promising diversity and engagement. According to Backlinko and Similarweb, here’s a snapshot of the user demographics:
- 26 million total users
- 3.5 million daily active users in the US and UK
- 52% of traffic comes from the U.S., followed by the UK (8%), Japan (6.6%), Brazil (5%), and Canada (3%)
- A large chunk of users fall in the 25–34 age range
- Majority of users are male
This makes it a valuable platform for brands targeting tech-savvy, media-aware users with interests in culture, news, and digital innovation.
Notably, high-profile users like Mark Hamill, Stephen King (600k+ followers), and AOC (over 1 million followers) have joined, giving Bluesky more visibility and credibility.
How to Get Started on Bluesky
Creating a Bluesky account is refreshingly simple:
- Visit the official Bluesky website.
- Enter your email and phone number for verification.
- Choose your username and create a secure password.
- Set up your profile with an avatar or image.
- Start posting and exploring!
Bluesky is available on iOS, Android, and desktop browsers. The interface is intuitive, and onboarding is smooth—making it accessible for users and brands alike.
Why Bluesky Matters for Marketers in 2025
While it’s still early days for Bluesky, marketers shouldn’t ignore its potential. Here’s why it matters:
- Decentralized Nature: Marketers can build trust in a platform that values transparency and user control.
- Ad-Free Environment: While this limits paid promotion for now, it offers a space to engage users more organically.
- Early Adoption Advantage: Being among the first brands to join can help you carve a niche before the platform becomes saturated.
The platform’s focus on quality content, news, and analysis gives content marketers and social media strategists an edge, especially those looking to position their brand as a thought leader.
Which Brands Are Using Bluesky?
At present, only a handful of forward-thinking brands are experimenting with Bluesky. These include:
- Netflix – 40k+ followers
- Duolingo – 3.6k followers
- Beyond Meat – 3.7k followers
- Calm – 1.8k followers
Most are currently reposting or experimenting with new tones and messaging—signaling that the creative field is wide open for marketers who want to be bold and original.
Interestingly, the media industry has seen a major boost in engagement on Bluesky. Reports show that publishers like The Boston Globe, The New York Times, and The Guardian are experiencing 3x to 4x higher engagement and conversion rates on Bluesky compared to other platforms.
How Can Marketers Use Bluesky for Branding and Engagement?
Despite the absence of advertising options, there are several organic strategies that brands and marketers can implement on Bluesky:
1. Thought Leadership Content
Share insights, industry analysis, and expert opinions in short, digestible posts. Since the platform thrives on conversation, it’s ideal for sparking dialogue around trends, innovations, and updates.
2. News-Style Updates
If you’re a publisher or run a blog, Bluesky can be a great place to post timely updates, article links, and breaking news—especially in fields like tech, finance, and digital marketing.
3. Experiment with Brand Personality
Just like Channel 4’s sarcastic tone on Threads, Bluesky offers a chance to play with voice. If your brand wants to test a bolder or more relaxed persona, this is a low-risk space to do it.
4. Community Building
Engage with early users by asking questions, joining discussions, and following key influencers. Bluesky’s tight-knit community feel is perfect for genuine connection.
5. Visual Micro-Content
Use short videos, infographics, and behind-the-scenes images to boost engagement. Since users aren’t bombarded with ads, quality visual content tends to stand out.
Is Bluesky Worth It for Marketers Right Now?
In its current state, Bluesky is not yet a core part of most digital marketing strategies—but it is a playground for innovation. There are no ads, limited analytics, and a niche audience, but that also means fewer competitors and more freedom to test new ideas.
If you’re a digital-first brand, publisher, or content-driven company, it’s worth joining now and building a presence before the mainstream arrives.
Remember: The platforms that marketers succeed on tomorrow are often the ones they explored early.
Final Thoughts: Should You Join Bluesky?
Bluesky may not replace your current social media marketing stack just yet, but it offers a fresh approach, especially for brands that are fatigued by the pay-to-play nature of traditional platforms.
At iBirds Digital, we believe in staying ahead of the curve. Whether it’s launching on new platforms, refining content strategies, or optimizing digital presence, we help brands evolve with the digital ecosystem.
So, if you’re looking to diversify your brand presence or explore new social platforms like Bluesky, we’d love to guide you.
Need Help with Social Media Strategy?Get in touch with iBirds Digital — your trusted partner in navigating the evolving world of digital marketing.
