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Bluesky: The New Social Media App Vying for X’s Spot

It feels like we were just talking about Threads being the up-and-coming new social media platform to keep an eye on and now comes Bluesky, another online social network vying for a piece of X’s (formerly Twitter) user base. So, what is Bluesky, how is it becoming an X rival and why should marketers care about this newest social media app?  

Keep reading to learn more about Bluesky!

What is Bluesky?

Bluesky is a decentralized app created and led by Twitter’s former CEO, Jack Dorsey. It was in development at Twitter and then separated from the parent company upon Elon Musk’s takeover. While the user interface is similar to Twitter, the biggest difference is how Bluesky is structured. With Bluesky, there’s no central server; instead there are several separate servers with their own moderation principles, curation and networks.  


How is Bluesky becoming an X rival?

Bluesky operated as an invite-only app for about a year. Now that it has been opened to anyone that would like to join, it is slated to jump to more than 4 million total sign ups. While it’s not quite at Threads’ level as of yet, it is certainly gaining traction. Plus, as Threads adoption begins to slow, it’s possible that Bluesky will not only compete with Threads, but become a serious X rival, winning users who are nostalgic for the early days of Dorsey’s Twitter, but with some structure changes.  

Why should marketers care?

Marketers should pay attention to what’s going on with Bluesky as we create social media marketing strategies for our clients. While lots of new social media platforms will be launched, few make it to this level of adoption. Plus, headed by Dorsey, an already savvy social media CEO, it’s possible that Bluesky could give both X and Threads a run for their money. Additionally, since Bluesky offers a unique look at community development, this could be a golden opportunity for brands looking to cultivate an online space to connect with customers. 

While Bluesky is currently hunting for other ways to fund itself outside of advertising, that doesn’t mean that brands can’t take advantage of owned posts. Plus, advertising might be on the table in the future and brands that already have a presence on Bluesky could reap the benefits of being prepared. We’ll have to keep an eye on what develops in terms of both organic and paid possibilities.

the logo for social media platform Bluesky, a blue butterfly with text underneath reading "Bluesky"
Image credit: Bluesky

Where the sky is blue

It’s not surprising that we’re being captivated by yet another entry into social media. It’s important for brands to assess whether creating an account on a new social media platform is the right move, or if it’s better to wait and see how it all plays out. Either way, it’s obvious that Bluesky is attempting to carve out a spot for itself… and attracting X’s user base to do it.  

Navigating the ins and outs of new social media platforms can be a daunting task for brands. Reach out to Beyond Fifteen and learn how we can help with your social media marketing strategy! 

Connect with a Beyond Fifteen Marketing Specialist today!

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