Should You Make the Move From X to Bluesky?

The decision of which social media platform your business should use is integral to your marketing strategy. The decision can be tricky with so many options including Instagram, X, Facebook and now a new competitor, Bluesky.

How does Bluesky compare to X, and should your business make the move? Here’s what you need to know.

What Is Bluesky Social Media?

Bluesky is a decentralized social media platform developed to prioritize user autonomy. The platform runs on the Authenticated Transfer Protocol (AT Protocol), allowing users to own their data, migrate accounts easily between platforms, and customize their experience with controlled algorithms.

As of December 2024, Bluesky boasts more than 24 million registered users and continues to grow quickly, according to USA Today. Though smaller than X’s massive user base, this rapid adoption indicates that Bluesky is capturing attention, particularly among digital-savvy audiences.

Key Features of Bluesky vs. X

To evaluate whether Bluesky is a good fit for your business, let’s compare its features to those of X:

Decentralization

Bluesky’s standout feature is its decentralized structure. Unlike X, which operates on centralized servers controlled by one entity, Bluesky enables users to connect through a network of independently managed servers. This means users can move their accounts and data across servers without losing followers or content — a significant advantage for businesses concerned about platform changes or account restrictions.

Algorithmic Transparency

Unlike X, Bluesky gives users control over their feed algorithms. Businesses can customize content visibility, ensuring they target the right audience while avoiding algorithmic penalties. This feature fosters a more equitable ecosystem where high-quality content is prioritized over algorithmic manipulation.

Ad-Free Experience (For Now)

While Bluesky currently offers an ad-free environment, its long-term monetization strategy is still unclear. On X, businesses benefit from well-established advertising tools like promoted posts and targeted ads. Bluesky’s growing popularity could lead to similar tools being introduced.

Community-Centric Approach

Bluesky’s community is highly engaged and early-adopter-friendly, resembling the early days of Twitter (X’s predecessor). Businesses targeting tech-savvy audiences, creatives and younger demographics may find Bluesky to be a promising space for organic growth and audience interaction.

Bluesky for Business: Opportunities for Businesses on Bluesky Social Media

For businesses considering Bluesky, the platform’s current strengths lie in fostering authentic connections and engaging with niche audiences. Here’s how it can benefit businesses:

• Brand Differentiation: Early adopters on Bluesky can position themselves as forward-thinking brands.

• Engaged Audience: Bluesky’s decentralized, ad-free nature attracts users seeking genuine interactions rather than being bombarded with ads.

• Transparency and Trust: For businesses that prioritize ethical marketing, Bluesky’s transparent algorithm policies and user-first design align well with these values. Brands can build trust by prioritizing user experience over aggressive marketing tactics.

Should You Switch to Bluesky Social Completely?

While Bluesky presents exciting opportunities, completely abandoning X may not be the best strategy — yet. X remains a dominant platform with extensive advertising capabilities, an established user base, and analytics and performance-tracking tools. For businesses targeting broader or less tech-savvy audiences, X may still provide better reach and ROI for paid campaigns.

However, diversifying your social media strategy to include Bluesky could strengthen your overall digital marketing efforts. Here’s how to approach this:

• Experiment With Content: Use Bluesky to test different types of content. Focus on engagement-driven posts encouraging discussions, as Bluesky’s users value authentic interactions.

• Monitor Engagement Metrics: Since Bluesky’s analytics tools are still developing, you may need to rely on manual tracking to measure performance. To evaluate success, keep an eye on follower growth, post engagement, and mentions.

• Stay Flexible: Bluesky is still in its growth phase, so its features and monetization models may change. Businesses should remain adaptable to new opportunities as they emerge.

Making the Decision: Bluesky for Business?

Ultimately, whether you should make the move to Bluesky depends on your target audience, marketing goals, and willingness to explore emerging platforms. Businesses catering to younger, tech-savvy demographics or communities passionate about decentralization may find Bluesky a valuable addition to their social media strategy.

However, for businesses heavily reliant on paid advertising or those with a broader audience, X may still provide the reach and tools necessary for large-scale campaigns. The best approach may be a hybrid strategy, maintaining a strong presence on X while gradually building your audience on Bluesky. This allows you to capitalize on both platforms’ strengths without overcommitting to one.

Navigating platform shifts can be challenging, but you don’t have to do it alone. Dream Local Digital is here to help you choose the right platforms, refine your strategy and drive results. Contact us today to take your social media marketing to the next level.