There’s a new social media app that has people talking. It’s called Bluesky, and it’s a decentralized social media app founded by Jack Dorsey, the co-creator of Twitter. But what else makes Bluesky unique, why is it gaining traction, and should your small business consider joining the platform? Let's dive in.

What Is Bluesky

Bluesky is a networking app designed to give users more control over their online presence. Unlike traditional platforms, which are controlled by a single company, Bluesky operates using the AT Protocol (Authenticated Transfer Protocol). This framework allows users to connect with different services and retain ownership of their data.

The app mimics Twitter in many ways, with a clean, text-based interface where users can post updates, follow others, and engage in discussions. However, its decentralized nature is its standout feature, aiming to give users the freedom to choose how content is delivered to them while prioritizing privacy and transparency.

Why Is Bluesky Gaining Popularity Right Now

Bluesky has seen a rapid increase in user growth in recent months, surpassing 20 million users as of November 2024. This surge has been fueled by several key factors, including dissatisfaction with X (formerly Twitter) and increasing concerns over centralized platforms.

Let’s look at these factors, and others, in a little more detail:

• Discontent With Traditional Platforms: Many users are seeking alternatives due to concerns about content moderation, data privacy, and algorithm-driven feeds on platforms like X (formerly Twitter).

• A Return to Simplicity: Bluesky's minimalist design and lack of ads appeal to those who miss the simplicity of early social media platforms.

• Word-of-Mouth Buzz: Bluesky has leveraged an invite-only system, creating an air of exclusivity and encouraging organic interest. High-profile users have also joined, increasing its visibility.

• Decentralization Movement: As the push for decentralized internet services grows, Bluesky aligns with the ethos of giving users control over their online identities.

Should Small Businesses Join Bluesky

Given the recent growth of Bluesky, it would be easy to assume your small business should jump on board. But you don’t have to blindly join the bandwagon. Before signing up, evaluate the benefits and drawbacks of joining this platform in the context of your overall digital marketing strategy. If your small business is attempting to maximize brand visibility, build authentic connections, and convert followers into loyal customers using Bluesky, here are some pros and cons to consider:

Pros

• Early Adopter Advantage: Being among the first businesses on Bluesky can help you establish a strong presence before the platform becomes crowded. This can set you apart as a forward-thinking brand.

• Engaged and Niche Communities: Bluesky’s invite-only structure has fostered smaller, highly engaged communities. This can be ideal for targeting niche audiences with authentic, personalized marketing messages.

• No Algorithmic Barriers: Without complex algorithms dictating content visibility, your posts are more likely to reach followers organically, making it easier to interact directly with your audience.

• Opportunities for Experimentation: A newer platform like Bluesky allows you to test creative content strategies, messaging styles, and audience engagement methods without as much competition or pressure.

Cons

• Limited User Base: With approximately 20 million users, Bluesky’s audience is much smaller than giants like Instagram or TikTok. This could limit your reach, especially if your target customers aren’t early adopters of the platform.

• No Advertising Tools: Bluesky doesn’t currently offer paid promotional features, which means you can’t leverage ads to boost visibility or target specific demographics.

• Not Yet Fully Integrated: Unlike established platforms, Bluesky may lack robust integrations with other tools like scheduling apps or analytics software, making it harder to track ROI as part of your broader marketing strategy.

Blue Skies Ahead

Bluesky offers an exciting glimpse into the future of decentralized social media. For small businesses, it presents an opportunity to bolster community engagement in niche audiences. However, it’s best to approach it as a complement to, but not as a replacement for, established platforms. Evaluate whether its audience aligns with your brand and allocate resources accordingly. For businesses with limited capacity, monitoring Bluesky’s growth while focusing on higher-impact channels might be the best move for now.