Bluesky: The New Kid on the Social Media Block
Following an invitation-only launch, Bluesky soared to a whopping 4 million users after becoming public. Such mass appeal could be bait for marketers, which leads to the question—should your business be investing time in this social media startup?
A Closer Look at Bluesky
Bluesky is just one whizz in the meteor shower of social media apps sprouting amidst the descent of Twitter. It parallels micro-blogging sites like Mastodon, Threads, Plurk, and many more. Conceived as an open-source social media application with underlying decentralized infrastructure, Bluesky is powered by the AT Protocol and is a brainchild of Twitter co-founder, Jack Dorsey.
Why The Buzz Around Bluesky?
The open-source nature of Bluesky grants greater transparency and agency to users, a characteristic distinguishing it from other platforms. While dissatisfaction with the Facebook algorithm leaves users helpless, discontentment with the Bluesky algorithm can prompt users to host their own version of Bluesky. With an estimated 3 million active users during its invite-only phase, Bluesky noted a surge of 800,000 users within a day of its public debut. It has since attracted a diverse user base, ranging from celebrities to major media outlets.
Should Your Business Join Bluesky?
According to Erin McCool, HubSpot’s Manager of Strategy and Analytics, Brand Social, businesses need to astutely identify their target audience and engage with them at their preferred platforms. However, this may vary, as the dynamics of social media are perpetually in motion. Successful platform hopping hinges on numerous factors-surge in user base, sustained daily usage, platform legitimacy/security, and societal relevance.
The HubSpot social team strategically evaluates audience preferences, alongside their own social performance, and aligns them with their content strategy. They also prefer a mix of platforms which offer content diversity–an excellent way to engage different segments. A new platform signifies an investment of time and energy, and therefore should be able to drive lifelong engagement and brand growth.
Conclusion
Mandatory consideration should be given to new platforms. Nonetheless, businesses should exercise caution when deciding where to exert their efforts. It’s unwise to join a platform without defining what success looks like. As Erin McCool points out, the primary checklist should include the following: familiarity with audience presence on the platform, matching content features with capabilities, and the ability to sustain the presence. An effective tip for businesses wavering on their decision is to secure their brand handle and perform self-experimentation on the platform.
FAQs
1. What is Bluesky?
Bluesky is an open-source social media application with a decentralized infrastructure powered by the AT Protocol and funded by Twitter co-founder Jack Dorsey.
2. How is Bluesky different from other platforms?
Unlike other platforms, Bluesky allows users to host their own version if they’re dissatisfied with the algorithm. It offers more transparency and control to users.
3. Is it worthwhile for businesses to join Bluesky?
Businesses are advised to consider new platforms like Bluesky but be selective about where to invest their efforts. They need to define what success looks like before joining a new platform.
4. What things should businesses consider before joining a platform?
Businesses should consider whether their target audience is present on the platform, whether their capabilities match the features of the platform, and whether they have resources to maintain their presence.
5. How can businesses maintain a balanced presence across different platforms?
By strategically evaluating audience preferences, aligning them with their content strategy, and choosing a mix of platforms that offer content diversity, businesses can maintain a balanced presence.