A New Era for Social Media? What Bluesky Could Mean for Organic Marketing

Bluesky is shaking things up in the social media and organic marketing world. Originally a side project at Twitter (now X) and backed by Jack Dorsey, it was built as a proof of concept for the Authenticated Transfer (AT) Protocol as a way to decentralise social media and break away from corporate control. It’s been around since 2019 but was invite-only until early 2024 and has since amassed nearly 32 million users!

Fast forward to today, and with more users leaving X (especially after the 2024 US election), Bluesky is becoming a trending alternative. But what does that mean for marketing? Unlike traditional social platforms that thrive on algorithm-driven content and monetise via ad placements, Bluesky puts control in the hands of users.

So, how can brands make the most of Bluesky? Let’s dive into how businesses can build communities, create engaging content, and thrive in a decentralised space.

So, What Makes Bluesky Different? 

Most social media platforms such as Facebook, Instagram, and X (formerly Twitter), are built around algorithms that push content based on engagement, paid promotions, and trends. Bluesky changes this. Instead of a central algorithm deciding what shows up on your feed, Bluesky lets users curate their own experience. This means:

• No single algorithm controlling content visibility
• Personalised feeds based on user preferences
• Emphasis on community and authentic engagement

For marketers, this means success on Bluesky is all about organic reach, meaningful interactions, and quality content, tailored to what users on Bluesky are looking for. As Bluesky have openly discussed their reluctance to introduce paid advertising on the site, this provides and opportunity for brands to rethink their strategies and focus on building real connections with their audience.

How to Build a Community on Bluesky

With no algorithmic shortcuts, engagement is king. Here’s how brands can grow an audience on Bluesky and make an impact with their organic marketing strategy:

1.  Content, Content, Content

Since there’s no algorithm pushing your posts, you need to make your content easy to discover.

• Use relevant keywords – Bluesky doesn’t have traditional search-based algorithms, so using the right words helps people find your content.
• Hashtags also matter – Bluesky allows users to filter content through hashtags, making them essential for visibility. Have a look at relevant feeds too, as some will automatically share posts that utilise their community hashtag!

2. Prioritise Engagement

There’s no “boost” button, so the best way to grow is by making sure you’re talking with and connecting with your audience.

• Reply to comments and mentions to keep conversations going.
• Ask questions and encourage discussions in your posts.
• Engage with others—the more active you are, the more people will engage back.

3.  Collaborate & Cross-Promote

Traditional cross-platform promotion might not be as effective, but partnering with trusted community voices can work wonders.

• Team up with influencers or thought leaders already active on Bluesky.
• Join group discussions and engage in community-driven threads.
• Feature user-generated content (UGC) to encourage participation.

4. Self-Verify for Trust

Bluesky lets users verify their identity by linking their profile to a custom domain (e.g., @yourbrand.com). This helps brands build trust and credibility in the community, so ensure you’re taking advantage of this simple step!

Content Strategies That Work

With no paid ads or algorithm hacks, your content needs to be crafted to stand out on its own. Here are a few content ideas designed for Bluesky’s unique ecosystem:

• Thought Leadership – Share industry insights, bold opinions, and expert takes to position yourself as a go-to voice.
• Behind-the-Scenes (BTS) Content – Show the people and culture behind your brand to build a personal connection.
• Community Polls & Q&As – Let your audience weigh in on decisions, product ideas, or just fun topics.
• User-Generated Content (UGC) – Feature customer testimonials, fan content, or community contributions.

How to Measure Your Organic Marketing Success on Bluesky

Since Bluesky doesn’t have traditional ad analytics or built-in business tools, you may need to rethink how you track success. Some key metrics include:

• Replies & Mentions – The more engagement, the better.
• Follower Growth – A strong indicator of increasing reach and visibility.
• Community Feedback – Pay attention to sentiment and tweak your approach accordingly. This is particularly important as Bluesky is still so new and still growing.

Is Bluesky Worth It For Brands?

It really depends! Bluesky demographics skew towards the younger side, with around a third of users being between 18-24 years old and nearly 60% being under the age of 34. According to findings from GWI, Gen Zs and Millennials who were asked why they enjoy using the platform stated that a desire to stop using X (formerly Twitter) was a key motivator, followed by an appreciation for the content moderation policies, ease of use (particularly Millennials), and perception of the platform as a safe community space (particularly for Gen Z). Keep this in mind when crafting content for the site to ensure you’re reaching your target audience.

It’s also important to note that Bluesky has taken off more in the US than in the UK, with about half of the users based across the pond. However, the UK market continues to grow, and various MPs and news agencies have moved to the platform. This also provides an excellent opportunity to begin building a community whilst the platform is still growing, but it’s unlikely to work well as a primary channel for brands.

Final Thoughts: The Future of Organic Marketing on Bluesky

Bluesky is proof that social media is shifting. As the main competitor in its market who’s actively seeking to avoid using an ad-driven model, its success and growth show the evolving attitudes towards social media marketing. By moving away from ad-driven models and towards something more community-focused, it’s up to brands to adjust their strategies to succeed through authenticity, conversation, and real connections.

For businesses willing to experiment, engage, and embrace this new landscape, the sky’s the limit!