So, what even is Bluesky? And why are X users headed there?
Former Twitter CEO Jack Dorsey started Bluesky as a side project in 2019 to “decentralize Twitter.”
The platforms are very similar. On Bluesky, users post text-based, 256-character-limit “skeets” (think “sky” + “tweet”) and engage with other members through likes and reposts.
But unlike X, Bluesky users aren’t beholden to a “master algorithm.” Instead, they moderate their experience by creating custom feeds, like a feed of mutual followers or interests.
The appeal of escaping a “master algorithm” is massive as more and more research suggests X’s algorithm is feeding users right-wing content rooted in racism or conspiracy theories—forcing an exodus of users and even major publications.
Will Bluesky have the same join-and-forget fate as Threads? Right now, it's too early to tell.
While a few publications, like the New York Times and Forbes, have a Bluesky presence, today, the platform is gaining more traction among individual thought leaders and content creators than companies. It makes sense why a large community of influential media has marked Bluesky as their new home.
So, should your company join Bluesky? Brand accounts can hold off for the time being, but it could be a good opportunity for executive thought leaders.
That said, there's no need to rush to secure a handle. You can integrate your personal domain as your handle, allowing you to verify your online identity.
Our client, Identity Digital CMO Rachel Sterling, discusses Bluesky's decentralized approach and how it "is laying the groundwork for a more open, secure, and connected social internet, where your identity is truly yours to own, control, and carry with you wherever you go.”
If your company is ready to test the waters, learn more from our digital experts on how to make the jump to Bluesky and stick the landing.
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