Is It Time to Move to Bluesky? Exploring This Rapidly Growing Platform

Mohammad Mahasaneh, Senior Director & Ben Ruoff, SVP, Digital Strategy
November 27, 2024
Woman on Bench

With Bluesky recently crossing the 20-million-user milestone, it’s no longer just a whisper in the tech world—it’s entered the mainstream conversation and marketing rooms worldwide. If you’ve been hearing about Bluesky (or its rivals, Threads and X—the platform formerly known as Twitter) and wondering what the fuss is about, you’re not alone. With frustrations brewing over X and a growing interest in decentralized platforms, Bluesky could be the breath of fresh digital air you (and your brand) need.

At Citizen we have been exploring and testing the platform steadily since its beta-launch, so let’s break it down for you so you can navigate these discussions with your team.

Decentralization: What Even Is It? And Why Should You Care?

Bluesky isn’t just another social media app vying for your attention. It’s built on the AT Protocol, a decentralized framework that flips the traditional social media playbook. Most platforms—like X and Threads—are centralized, meaning they’re tightly controlled by the companies that own them. Bluesky’s decentralized approach is more like a flexible playground where users and developers have greater control over their digital lives.

Here’s the kicker: on Bluesky, if you decide to hop to another app built on the same protocol, you can take your followers, posts, and data with you. Think of it as the freedom to leave a platform without losing your digital identity. Revolutionary, right? In a world where most social networks act like walled gardens, Bluesky’s model could be a game changer.

Why All the Buzz?

Let’s be honest: X has become… a lot. From Elon Musk’s love of drama (drama=engagement=$$) to its gradual transformation into a megaphone for polarizing agendas, many users and brands have quietly slipped out the back door. Bluesky offers an enticing alternative—a space that feels less like the Wild West and more like an intentional, thoughtfully designed retreat. For brands and leaders, it’s a chance to connect with audiences in a different way without the baggage of being tied to X’s controversies.

So – Should You Join the Bluesky Party?

Here’s the million-dollar question: where should brands focus their attention? The short answer is—don’t try to be everywhere all at once. A scattershot approach is a surefire way to burn through your budget. Instead, prioritize based on your audience, resources, and strategic goals.

BIG DISCLAIMER:

There’s a difference between claiming a handle and actively engaging on a platform. Even if your brand isn’t ready to dive into Bluesky, Threads, or X, it’s wise to claim your handles now to reserve your spot for future use. If you don’t, someone else might—and reclaiming it later could be expensive or impossible.

When considering whether to invest time and resources into Bluesky—or any platform—ask yourself these questions:

  1. Have we claimed our handles? Future-proofing starts here.
  2. Is our audience active on this platform? Bluesky’s 20 million users are notable, but still a fraction of Threads’ ~275 million and X’s ~600 million.
  3. Are relevant conversations happening here? If your competitors or industry leaders are talking, it might be worth paying attention.
  4. What unique experience can our brand bring to this channel? Decentralized platforms like Bluesky offer a different vibe—less polished and more authentic. How can you add value in this space?
  5. What are the risks and PR implications? As with any emerging platform, consider how your participation (or lack thereof) aligns with your brand’s broader narrative.

Putting Bluesky Thinking in Context

Bluesky represents a shift in how social media could work—not just in user experience but in structure. It’s not just about chasing likes and retweets; it’s about rethinking the architecture of online communities. Whether you’re ready to jump in or just keeping tabs, understanding platforms like Bluesky can help you make informed decisions in an ever-evolving digital landscape.

In the end, the key isn’t to follow the buzz—it’s to find what aligns with your audience, goals, and brand values. Stay curious, stay strategic, and don’t forget to grab your handle.