Bluesky is a new social media platform positioned as a competitor to X (formerly Twitter). Launched publicly in 2024, it has quickly grown to more than 38 million users worldwide. Unlike X, Bluesky is built on decentralisation, giving users greater control over how they interact, moderate, and even shape their social experience. Founded originally by Jack Dorsey, Bluesky has since become an independent company led by CEO Jay Graber. For businesses and marketers, its rapid adoption makes it a platform worth watching closely.
How Does Bluesky Work for Users?
Bluesky’s interface feels familiar, much like X, with short posts, images, and videos forming the core experience. Users can reply, repost, and follow accounts to build their community. However, Bluesky stands out through its “custom feeds,” allowing users to choose which algorithms they see content from. This feature creates a more personalised and transparent experience. It also includes a “Starter Pack” option, helping new users quickly discover relevant accounts and topics. These design choices aim to reduce barriers and make Bluesky more welcoming than some other decentralised platforms.
Why is Bluesky Different from X?
One of the biggest differences between Bluesky and X is its commitment to decentralisation through the AT Protocol. This means users can move their accounts, followers, and content across different apps built on the same framework. Bluesky also emphasises privacy, pledging not to sell user data for ads or use posts to train AI models. This focus contrasts with X’s controversial changes, such as altering its block feature and using user content for AI. For many, these policies make Bluesky feel safer and more user-first.
Who is Using Bluesky Today?
Bluesky has already attracted high-profile users, including politicians, celebrities, and major news outlets like The Washington Post and Bloomberg. Communities of artists, activists, and journalists have also migrated, drawn by Bluesky’s moderation options and community-driven culture. Recent global events, including policy changes at X and elections, have accelerated sign-ups. While Threads remains larger, Bluesky has built a loyal and engaged user base that values transparency and control. For marketers, this early adoption stage offers opportunities to reach audiences before the platform becomes oversaturated.
What Should Businesses (Entertainment, Tourism and Hospitality Businesses) Know About Bluesky and for ABGG
Now this is a big one. Bluesky is still evolving, but its potential for business is clear. With customizable feeds, brands can build niche audiences around specific interests and communities. The platform’s avoidance of intrusive advertising could mean businesses will need to engage more authentically, focusing on value-driven content rather than paid reach. Its emphasis on security, customisation, and open algorithms also creates new ways to connect with users. For companies seeking alternatives to X, Bluesky represents both a fresh opportunity and a chance to experiment with decentralised marketing.
You can find Reach Marketing Group on Bluesky –