If you’ve been seeing a decrease in engagement on X (formerly Twitter) — or if your brand has left the platform entirely — you’ve likely considered joining one of the many substitutes that have popped up.
One social media platform leading the way in “micro-blogging” for brands is Bluesky. Here’s what you need to know about the Bluesky app, how it compares to Twitter, and three things to consider that will help you decide if your brand should join the platform.
An example of Scooter Media’s brand presence on Bluesky. Follow us at scootermediaco.bsky.social.
What is Bluesky?
Unlike X/Twitter, Bluesky isn’t controlled by a single company. Instead, it has been developed collaboratively by many contributors while still offering a cohesive, easy-to-use experience.
In some ways, the app is very similar to X/Twitter; for example, posts are 256 characters, can include photos and links, and can be replied to, retweeted, liked, and shared. However, Bluesky allows more control over what you see in your feed with advanced content filtering and blocking options.
When deciding whether Bluesky is a good fit for your brand, here are three important questions to consider:
1. Can You Tap Into a Community?
Bluesky currently has around 36 million active users. While this may sound like a lot, to put the number into context, Facebook currently has 3.065 billion active monthly users and X/Twitter still boasts around 611 million active monthly users.
Before building out a Bluesky content strategy, take some time to explore the app and see if you can find the community that is the right fit for your brand. Remember, joining a social media platform (especially for brand purposes) isn’t just about putting your content out there — it’s about making connections.
If you’re a local nonprofit, for example, you might look to see if there are potential clients or community partners from your region on the platform. If you’re a tech startup, look to find other entrepreneurs, incubators and investors.
Simply put: if you can’t find other users in your brand’s target audience to interact with, Bluesky might not be worth your time.
2. Do You Have the Content?
If your brand found success with short-form content on X/Twitter, it’s likely that you could find similar success on Bluesky given that its audiences are looking for the same types of content.
Additionally, if you’ve got a backlog of evergreen content for your brand, Bluesky can be a great place to share it. For example, if you’ve got a company blog, linking to your past blog posts can be a great way to jumpstart your brand’s content strategy on Bluesky. Just be sure that the posts you’re linking to are still relevant, and remember to keep your posts on Bluesky short and sweet!
3. Do You Have Capacity?
Social media is changing. Your brand doesn’t need to be everywhere to make an impact or to be seen, so if you are already finding yourself stretched thin, adding another social media platform into your strategy might not be the best option.
Before deciding whether Bluesky is a good fit for your brand, take a moment to conduct a social media audit of the platforms you’re currently using and where your brand’s content is performing best. For example, if you’ve been observing diminishing returns on X/Twitter, it could be a good idea to use that time to try posting to Bluesky instead to see if your content is able to find a wider (and different) audience.
If you’re looking to schedule content to help streamline the posting process, you can even consider getting a paid subscription to a service like deck.blue (similar to TweetDeck).
Whether you’re just beginning your Bluesky journey or have already been established on the platform, we hope these tips will help you figure out the role Bluesky can play in your brand’s social media strategy. While you’re there, be sure to connect with Scooter Media on Bluesky as well! You can find us at scootermediaco.bsky.social.
Building our your brand’s social media strategy? Check out these other helpful posts on the Scooter Media blog:
