Bluesky: Should You Join the Conversation?

There’s a new social media platform in the digital ecosystem.

What is Bluesky?

Bluesky is the newest social media platform taking on X for social connection and commentary. Originally developed as a Twitter research initiative in 2019, Bluesky is an open, decentralized platform that allows users to post messages, pictures, and videos called “skeets” publicly or privately, with a caption limit of 300 characters.

Bluesky is marketing itself as “the social internet” that allows users to “explore with an algorithm that learns what you like” while providing more control over the content they engage with. The look and the feel of the platform is similar to X, with a vertical interface and options for users to reply to others, share posts, and customize their profile. Like X, Bluesky will soon also offer premium features only available to subscribers.

If you were an original Twitter user, the design will look familiar — that’s intentional. The nostalgic similarity between earlier versions of Twitter and Bluesky is intended to ease the transition process for users and support greater engagement. One of the platform’s interesting features is that the main feed only shows posts from users you follow. So you're not constrained by an algorithm that suggests content that doesn't suit you.

Bluesky is currently available on iOS and Android in 28 languages.

Who is using Bluesky?

Since the US presidential election, Bluesky has gained millions of users and is continuing to pick up in popularity. Multiple Canadian Members of Parliament have shared their intention to move over to Bluesky. More and more politicians, members of the scientific community, journalists, as well as political parties, media outlets, companies and associations are active on the platform.

Should my organization create an account?

To ensure an effective social media presence, it’s important to stay on top of trends and ensure your organization is participating where relevant. Having social media accounts on multiple platforms can help you reach a wider audience, target new and different demographics, and build larger brand awareness. But if capacity and bandwidth are considerations for your organization, we recommend focusing on the platforms most frequented by your target audience, and tailor your content to their preferences.

Different social media platforms serve different purposes. LinkedIn, for example, is well-known to be a professional, business-focused environment that fosters networking opportunities. X is still the dominant platform where political conversations take place. While it was speculated that Threads — Meta’s response to X launched in 2023 — would take over, its initial popularity soon stagnated. Bluesky could follow a similar fate — or it could continue its upward trajectory and keep on growing.

At the very least, claiming your organization’s social media handle on Bluesky will allow you to maintain consistency across platforms, keeping you easily identifiable. You don’t have to start posting right away, but we always recommend monitoring trends in social media popularity and public response so you can take the steps that make the most sense for your organization.

Got questions about which social media platforms are right for you and what strategies to adopt? Our team is always here to help.