As the potential TikTok ban looms, many brands are scrambling to diversify their social media presence in 2025. I’ve gotten numerous calls from clients, asking if Bluesky, a rising star in the social media firmament, is the next big thing. Should you add it to the social platform mix or continue waiting? While it has caught the attention of marketers looking for new frontiers, is it the right move for your brand? I wanted to tackle this question head on by diving into the data and considerations to help you make an informed decision for your brand. Here’s how you can avoid the Bluesky trap!
The Bluesky Boom: A Closer Look
Bluesky has experienced meteoric growth, particularly in the wake of recent political events. The platform reached 20 million users in November 2024, doubling its user base in just two months1. This surge continued, with the platform nearing 25 million users by early December 20243.While these numbers are impressive, let’s put them in perspective:
- Bluesky: ~25 million users
- Instagram Threads: 275 million monthly active users
- X (formerly Twitter): Over 350 million active users
The Allure of the New Frontier
I get it, it’s tempting to jump on the Bluesky bandwagon, especially given its rapid growth and the buzz surrounding it, especially after the mass exodus from X post election. The platform offers a fresh start, reminiscent of Twitter’s good ole days, with a focus on decentralization and user control. But before you begin allocating resources to yet another platform, consider these factors:
1. Audience Mismatch
Bluesky’s user base skews heavily towards tech-savvy early adopters and journalists. If your target audience doesn’t align with this demographic, your efforts might fall on deaf ears. According to Bluesky’s own data, the largest segment of its users falls within the 25-34 age group (33.37%), followed closely by the 18-24 demographic (26%). This means that over half of Bluesky’s audience is aged 18-34, a younger, digitally native crowd. Furthermore, 70% of users are male, with only 30% female representation. This gender imbalance could limit appeal for brands targeting female-oriented products or services.
2. Limited Marketing Tools
Unlike established platforms, Bluesky currently lacks:
- Advertising products
- Business verification
- Analytics tools for brands
This makes it challenging to run and measure effective marketing campaigns. And for consumers, they can’t verify if a brand is real or not, so the opportunity for a scam is high.
3. The Echo Chamber Effect
Bluesky’s decentralized approach, while innovative, can lead to fragmented user experiences and potential echo chambers. This could limit your brand’s exposure to diverse audiences if that is a tenet of your product or service.
A Look Back In Social Media History
Remember the gold rush to platforms like Mastodon, Orkut, Peach, or even Google+? Many brands invested heavily in these platforms, only to see them fizzle out or remain niche.The social media graveyard is littered with platforms that showed initial promise but failed to achieve mainstream adoption. While Bluesky’s growth is impressive, it’s still far from reaching the critical mass needed for sustained brand engagement. So let’s learn from the past and create a strategy first, before jumping into yet another social platform.
The Smart Brand’s Strategy
My advice is and has always been – instead of rushing to claim your spot on every new platform, consider this approach:
- Secure Your Handle: It’s low-cost and low-risk to create an account and reserve your brand name on Bluesky. This protects your brand identity without requiring significant investment.
- Monitor and Learn: Observe how users interact on the platform. What content resonates? How do conversations flow? This insight can inform your strategy if you decide to engage later.
- Focus on Established Platforms: If you already have a resource problem, don’t spread them even thinner by jumping into something new. Double down on platforms where your audience is already active. Instagram Threads, with its 275 million users, might be a more fruitful alternative to explore.
- Prepare for TikTok Alternatives: If TikTok faces restrictions, focus on platforms developing similar features. Instagram Reels and YouTube Shorts are prime candidates for short-form video content.
- Build Platform-Agnostic Content: Create content that can be easily adapted across multiple platforms. This flexibility allows you to pivot quickly as the social media landscape evolves.
My Verdict
While Bluesky’s growth is intriguing, it’s not yet a must-have for most brands. The platform’s limited reach (only about 7% of Twitter’s user base) and lack of marketing tools make it a risky investment for most businesses. Instead of chasing every new platform, focus on creating compelling, adaptable content and engaging deeply on platforms where your audience is already active. Keep an eye on Bluesky’s development, but don’t feel pressured to dive in headfirst. Remember, social media success isn’t about being everywhere – it’s about being where your audience is, with content that resonates. As the dust settles on the post-TikTok landscape, the brands that thrive will be those that prioritize audience engagement over platform novelty.
Partnering With B3
Our team loves staying on top of what’s happening on social. That is why some of the top Fortune 500 brands trust us to provide them with relevant recommendations, social listening & monitoring reports, qualitative research, community management, and unified metrics reports.
Through the use of a number of social tools and our robust social media audit, we take a deep dive into a brands’ presence as well as their competitors to understand what’s working and what’s not. We are always mindful of new trends and relevant platform features which helps us identify any opportunities they’re missing out on. Learn More about receiving a free Social Media Consultation from the team at B3 Media Solutions.
