An overview of one of the fastest-growing social media platforms and how businesses are deciding whether to get on board.

While the social media platform Bluesky has been around for a few years, it has grown exponentially in recent weeks. As of this writing in fall of 2024, the platform had over 20 million users and was adding 8 users per second. A month ago Bluesky had 12 million users. With so many people tapping into Bluesky, let’s take a look at this online phenom.

What is Bluesky?

Bluesky looks similar to X (formerly Twitter) which isn’t surprising when you consider that Bluesky was launched by Jack Dorsey when he was CEO of Twitter. A butterfly logo is used instead of a bird and users post messages that can include text, photos, videos and links. Users have handles and can repost and comment on other users’ content.

More advanced features on Bluesky allow users to create custom feeds, filter content, send direct messages and pin posts.

You can see what’s on Bluesky without setting up an account through their online site.

Who’s it for and can businesses use it?

Both individuals and businesses can set up an account on Bluesky. Using tags that are relevant to your interests or industry in your bio will help others discover you. And, anyone can make or subscribe to feeds.

Who owns Bluesky?

Since 2021, Bluesky has been an independent company. It’s a public benefit corporation owned by CEO Jay Graber and the Bluesky team.

What does it cost to use Bluesky?

Currently, Bluesky is free to all users. The company says Bluesky will always be free to use but in the future they plan to introduce a subscription version that allows higher quality video and profile customization.

What distinguishes Bluesky?

Bluesky operates on an open-source framework and AT protocol. For everyone who’s not a tech expert, the company explains it with this analogy:

“Every time you create an account on a social platform, it’s like moving to a new city. You make friends and create posts, which is like filling your house with furniture you made. But on centralized social platforms, if you leave, it’s like leaving all your friends behind with no way to contact them and leaving your house behind without being able to take anything with you. Leaving a centralized site and starting over from scratch is very hard.

“The AT Protocol essentially lets people move between cities. Creating a standard format for identity and data is like giving people a passport, cell phone and property rights. If you don’t like the city you first moved to, you can relocate and take all your belongings (data) with you. Your friends will still be able to find and stay in touch with you at the same name and number (identity & follow graph).”

Bluesky differs from other social media in that it’s decentralized. No one company controls content. There are no central algorithms constantly changing who sees what.

Should your business adopt Bluesky?

As Bluesky grows, we’ll likely see more business joining the platform—especially if this is where their customers and potential customers are conversing. However, each business will need to decide if Bluesky is a good fit for their brand and marketing strategy.

You can find links to the Bluesky app and online sign-up here.

 

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