What Is Bluesky and How to Use it for Your Brand

What Is Bluesky?

Bluesky is a decentralized social media platform designed to offer an alternative to traditional, centralized social networks like X (Twitter). 

It’s designed to let people have more control over their personal information, who they talk to, and what they see online. Unlike traditional social media, where one company makes all the decisions, Bluesky allows its individual users and groups to set their own rules.

Here are Bluesky’s key characterstics:

• Bluesky is easy to use: It’s all about sharing short messages, up to 300 characters, kind of like tweeting. This means you can post quick thoughts or updates.
• It looks familiar: If you were previous Twitter users, Bluesky will feel quite similar, making it easy to get the hang of.
• Account portability: The technology behind Bluesky, called the AT Protocol, is open for anyone to check out. This means people can see how it works and even suggest improvements.
• Domain usernames: You can use your own website as your username. This is a cool way to prove who you are and keep your identity consistent across Bluesky.
• Customize your feed: When you join, you’ll find three main ways to view posts: Following (posts from people you follow), Discover (to find new content), and For You (personalized recommendations). Plus, you can tweak these to focus on the topics you’re interested in.

In short, Bluesky is a decentralized network that gives you a lot of freedom to control your social media experience, from protecting your privacy to choosing what you want to see and share. It’s a platform that’s built to be transparent and open, encouraging innovation and personal expression.

What Makes Bluesky Stand Out from Other Social Media Platforms

Bluesky distinguishes itself from other social media platforms through several innovative features and a new approach to digital interaction, primarily driven by its underlying protocol technology, which would enable individuals to create their own communities within the platform.

Here’s what makes Bluesky different from other social media networks:

1. Decentralized protocol technology
2. User control and algorithmic choice
3. Custom domains for user handles

1. Decentralized Protocol Technology

The platform is different from other social media because it’s not controlled by just one company. Instead, Bluesky operates on a decentralized social network protocol that lets everyone who uses it have a say in how it works. 

This means that on Bluesky, users can do more than just post and share content; they can also create their own mini-communities.

It’s like giving everyone the tools to build their own little corners of the internet within the Bluesky app, making it a place where lots of different ideas and spaces can grow, controlled by the people who use them, not just the people who made the app.

2. User Control and Algorithmic Choice

Bluesky puts control back into the hands of its users, offering them algorithmic choices to dictate what they see in their feeds. This presents an alternative to the more traditional algorithms used by most social media platforms, offering users enhanced control and involvement in content creation.

Here’s how Bluesky users can actively shape their feeds and interactions:

• Automated filtering: Users can adjust settings to automatically filter out content based on certain criteria, helping to tailor what appears in their feed without manual intervention.
• Manual administrator oversight: While the platform itself provides a level of moderation, users can report content or accounts that violate Bluesky’s guidelines, triggering a review by platform administrators.
• Community labeling: This unique feature allows users to create and apply labels to content or accounts, categorizing them in ways that make sense to the community. For example, content can be tagged for its nature (e.g., educational, satire) or for containing specific types of content (e.g., spoilers).
• Subscription to label sets: Users can subscribe to label sets created by others, enabling them to automatically filter their feed based on these community-driven categorizations. This means if a user trusts the judgment of another user or group, they can choose to see or hide content that has been labeled accordingly.
• Content category preferences: Bluesky allows users to set preferences for how they encounter various content categories, such as nudity or impersonation. Options like “hide,” “warn,” or “show” give users granular control over what types of content they are exposed to, based on their comfort level or interest.

3. Custom Domains for User Handles

Offering custom domains for user handles not only enhances the Twitter-like experience by providing a familiar interface but also adds a layer of personalization and credibility to user profiles.

Here’s how The Onion has created its own custom domain on Bluesky:

This feature is particularly appealing for brands and public figures seeking to maintain a consistent online identity.

These features create a platform that adresses key challenges commonly encountered in traditional social media. This includes enhancing user privacy, offering more balanced content moderation, and empowering users with greater control over their personal data and online interactions.

What Are the Core Differences between X (Twitter) and Bluesky?

The core differences between X (Twitter) and Bluesky extend beyond the innovative features already highlighted, delving into foundational differences in operation, governance, and user experience. 

Here are the key distinctions between X and Bluesky:

• Ownership and governance: While X (Twitter) operates on a centralized model with decision-making and control resting within the company, Bluesky adopts a decentralized approach, empowering its user base with greater influence in shaping the platform’s policies and features.
• Data portability and interoperability: On X (Twitter), user data and content are primarily confined within the platform, posing challenges for data movement to other services. Conversely, Bluesky champions easy data movement and interaction across platforms, enhancing user flexibility with its decentralized protocol.
• Algorithm transparency and user choice: X (Twitter) utilizes proprietary algorithms with limited transparency for curating user feeds. In contrast, Bluesky emphasizes transparent algorithmic processes and offers users the autonomy to select or develop the algorithms that determine their online experience.
• Content ecosystem and creation: X (Twitter) focuses on content creation within its platform, with minimal external application influence. Bluesky, however, encourages a diverse ecosystem, inviting a range of applications and services to contribute to a varied content landscape.
• Moderation and community standards: Moderation on X (Twitter) is centrally managed, occasionally sparking debates over its fairness. Bluesky, alternatively, is steering towards a community-driven moderation approach, allowing users more input in defining and enforcing standards for a potentially more adaptive and user-tailored system.
• Direct messaging and advanced tools: X (Twitter) offers Direct Messaging and features like account lists for organization and private conversations. Bluesky, as of now, lacks these functionalities, presenting a simpler interface but missing these specific tools.

How Does Bluesky Work as a Social Network?

Bluesky offers a fresh take on the social media landscape, diverging from traditional platforms through features that emphasize user autonomy and control. It provides a space where users can create a new account, follow others, and engage in meaningful conversations.

Here’s how Bluesky works as a social media platform:

1. Content formats and limitations
2. User engagement and metrics

1. Content Formats and Limitations

Here are the specific requirements for Bluesky in terms of content formats and limitations:

• Posts: Users can share text-based updates with a maximum length of 300 characters, encouraging concise and impactful communication.
• Images and Media: The platform supports attaching images to posts, likely accommodating popular formats such as JPG, PNG, and GIFs. Specific details on image size limits might be in place to ensure optimal performance and user experience.
• Videos: Currently, Bluesky does not support video uploads.
• Image sizes: The recommended sizes for Bluesky images are 2048×2048 pixels for both header and profile photos, 600×335 pixels (expanding to 1200×675 pixels) for in-stream images, at least 600 pixels wide for ads, 1200×1200 pixels for video ads and thumbnails, 800×418 pixels for cards images, and specific dimensions for cover photos depending on the device.

2. User Engagement and Actions

Here are the actions users can take on Bluesky:

• Following: Users follow accounts to stay updated with their latest posts, building a personalized feed of content.
• Likes and reactions: Bluesky may allow users to heart posts, facilitating simple ways to engage with content.

• Comments and replies: The platform likely enables commenting on posts, allowing users to engage in discussions and provide feedback directly.
• Resharing: Users can reshare content publicly or within their network through Bluesky.
• Extra features: When pressing on the three dots next to the reactions, users can take different actions: translate the content, copy the post’s text, copy the link to the post, mute thread, hide post or report post.

5 Ways to Use Bluesky for Your Brand

Bluesky offers a platform for brands to navigate the digital space with strategic approaches that stand out from traditional social media practices. 

Here’s how your brand can leverage Bluesky on a global scale:

1. Reach niche communities
2. Establish thought leadership
3. Create a custom domain
4. Be less promotional
5. Join the public conversation

1. Reach Niche Communities

Bluesky’s environment is primed for brands to connect with highly specialized audiences. By focusing on niche communities that align closely with your brand’s products or services, you can engage with users who are genuinely interested in what you have to offer. This targeted approach ensures that your content resonates more deeply, fostering a loyal user base. 

To connect with niche communities on Bluesky, brands should consider these streamlined strategies:

• Identify key interests: Research to find 3-5 interests that align with your brand and target them in your content. This helps in reaching users genuinely interested in what you offer.
• Use relevant keywords in your profile: Optimize your profile with keywords that match your niche. This makes it easier for potential followers interested in your area to find you.
• Incorporate keywords in posts: Regularly include specific keywords in your content to improve visibility in searches related to your niche, attracting more engaged users.
• Engage with similar accounts: Follow and interact with accounts and discussions your target audience cares about. This increases your visibility and establishes your presence within the community.

These focused approaches help in effectively reaching and engaging with niche communities on Bluesky, building a loyal following.

2. Establish Thought Leadership Through Quality Content

Becoming a thought leader on Bluesky involves sharing insightful content that contributes to industry conversations and showcases your expertise.

Given that many brands have yet to establish a foothold on Bluesky, early adopters have the advantage of shaping the narrative and setting the standards for their industry. 

Providing value through informative posts, analysis, and engaging in meaningful discussions, your brand can set itself apart as an authority in your field. 

Here’s such an example of a Bluesky post from Neil Gaiman:

Here are some post types that tend to work well on Bluesky:

• Quick tips and insights: Share short, actionable advice or insights related to your industry. These bite-sized pieces of content are easy for followers to digest and apply, making them highly shareable.
• Industry news commentary: Provide your perspective on the latest industry news. This not only shows that you’re up-to-date but also positions your brand as a go-to source for insights on current events.
• Threaded posts for deep dives: Utilize Bluesky’s threaded posts to explore complex topics in detail. This format allows you to break down information into more manageable parts, making it easier for your audience to understand and engage with.
• Questions: Engage your audience directly by asking questions. This can spur discussions and provide valuable insights into your followers’ opinions and preferences.
• Success stories and case studies: Share real-world examples of how your products or services have made a difference. These stories can be highly effective in demonstrating your brand’s value and expertise.
• Infographics and visuals: Even though Bluesky is text-oriented, incorporating visuals like infographics can help to illustrate complex information in an accessible and engaging way.

To establish thought leadership on Bluesky, it’s important to focus on both the quality and consistency of your content. Regularly sharing insightful posts and industry analysis can greatly enhance your brand’s authority.