A Quick Guide to Bluesky: The Social Media App Everyone’s Talking About

Bluesky is quickly making waves as the latest social media platform to challenge established giants like X (formerly Twitter) and Meta’s Threads. Originally launched by former Twitter CEO Jack Dorsey, Bluesky has grown rapidly in the last couple of months, attracting users with its promise of a more decentralized, user-focused experience. 

Just how popular is Bluesky? Recently, the app’s usage has surged an estimated 500% in the US, holding the top spot on the App Store downloads chart and surpassing the 20 million users mark this week. Even more impressively, new reports are showing that Bluesky is growing at a rate of more than 6 new users per second. 

So, what’s driving this growth? How is Bluesky different from other apps? And should marketers hop on the Bluesky bandwagon? Let’s talk about it. 

What is Bluesky? 

Bluesky is a decentralized social media app that operates on an open-source framework known as the AT Protocol, which means people outside of the company have transparency into how it is built and what is being developed.

Designed to be a public conversation platform, Bluesky lets users engage in posts and discussions much like X, but with more control over their experience. Unlike traditional social networks, Bluesky enables transparency by allowing the public to see and contribute to its code.

Though originally conceived while Dorsey was at Twitter, Bluesky has evolved into a completely independent entity, separate from Twitter/X. The app now serves as a space for those seeking a fresh alternative to mainstream platforms, particularly those disillusioned with the direction of X under Elon Musk’s leadership.

Why is Bluesky gaining popularity?

Bluesky's growth has been fueled by several factors:

• Need for transparency: After Elon Musk’s controversial changes to X, including the modification of its block feature, users began looking for a safer and more transparent alternative. 
• Discontentment with X’s policies: In the wake of the 2024 US election and rising dissatisfaction with X's new policies, Bluesky saw a massive uptick in user sign-ups, especially in markets like the US and Brazil.

Despite its recent popularity, Bluesky still lags behind its competitors like Threads (275 million users) and X (500 million users) in terms of user base. However, the app’s trajectory suggests it could carve out a niche, especially as its decentralized nature and focus on user privacy set it apart.

How does Bluesky work?

Bluesky's interface is simple and familiar, making it easy for users to transition from X. Upon joining, users can create a handle in the format @username.bsky.social, and interact through posts of up to 256 characters. It also supports multimedia posts, replies, likes, and resharing.

Bluesky offers two main feeds: a personalized “Home” feed for following accounts and a “Discover” feed for trending or relevant content. New users can also take advantage of the “Starter Pack,” which provides a curated list of people and topics to help them get started.

The app is designed to be highly customizable, with features such as “custom feeds” that let users tailor their browsing experience. This flexibility makes Bluesky appealing for those seeking a more individualized social media experience.

How is Bluesky different from X?

While Bluesky shares similarities with Twitter, such as its character limit for posts and interactive features, it differs in its commitment to decentralization. Bluesky operates on a federated model, meaning users are not tied to a single company-run platform. This makes it possible for external developers to create new networks using the same AT Protocol, allowing users to port their data and connections across different platforms.

Additionally, Bluesky is adamant about not using user content for AI training, a stark contrast to X’s recent policy shift, which allows third-party companies to use user posts for machine learning. Bluesky’s dedication to privacy and security has been a key selling point, with the app allowing more traditional blocking features and introducing advanced moderation tools.

Should marketers join Bluesky?

As a marketer, you might be wondering whether Bluesky is worth your time. While it may not yet rival the scale of X or Threads, Bluesky is a promising platform for early adopters. The app’s rapid growth and increasing media attention make it a platform worth keeping an eye on, especially if you're looking to diversify your social media strategy. 

In terms of influencer marketing, we recommend holding off on running any official campaigns on Bluesky for now. Users are currently using the app for more community-driven conversations, and a #sponsored post will likely look out of place, potentially driving backlash against your brand and creators. Instead, we encourage brands to use Bluesky as a way to connect with your customers and community. Over time, you can explore introducing your customers as influencers, creating a natural entry point for influencer marketing on the platform.

As the app continues to develop and refine its features, it could become a valuable addition to your social media toolkit. Whether you’re looking for a more transparent platform or are simply interested in the next big thing in social media, Bluesky is definitely worth exploring.

Stay tuned for more Bluesky insights on our blog as we track how this platform grows and evolves. And if you’re thinking about joining, secure your handle early — we did! Follow us at @aspireio.bsky.social to keep up with our updates.