Bluesky, a decentralised social media platform, has emerged as a competitor to X (formerly Twitter), particularly following significant events like the U.S. elections and policy changes on X.
Its growth trajectory and user demographics offer insights into its potential impact on the social media landscape.
Bluesky’s place in the social media landscape
Bluesky visually and functionally resembles X, offering a similar user experience.
The main feed on Bluesky looks a lot like X’s, with a vertical scroll of posts. These posts are referred to as “skeets”, which are short-form text updates (like tweets).
Each user has a profile with a profile picture, bio, and the number of followers and following displayed.
Posts are shown in a simple format with the user’s name, handle, and a timestamp. There are options to like, reply, repost (equivalent to retweets), and quote posts, like X’s engagement features.
Bluesky allows interactions such as liking, replying, and reposting other users’ posts, just like X. There are also comment threads where users can discuss posts in more detail.
What we know about who is active on the platform so far
Companies such as Duolingo, Hulu, and Netflix have been actively posting on Bluesky, engaging with users and promoting their content. Others like Red Bull and Xbox appear to have secured their handles; there is no business verification on Bluesky as yet, so some users have secured brand handles to troll or impersonate brands, such as @cocacolagb and @facebook.
As of November 20, 2024, Bluesky reported 20 million users, a substantial increase from 13 million in October 2024.
This surge is partly attributed to users seeking alternatives to X due to concerns over misinformation and offensive content.
Research has shown that the platform’s user base is predominantly male, accounting for approximately 69.63% of users, while females represent 30.37%. Age-wise, the largest segment comprises individuals aged 25-34 (33.37%), followed by those aged 18-24 (26%), indicating a younger demographic.
Geographically, the United States leads in user representation, contributing 44.39% of website traffic. Other significant user bases include Japan (6.92%), Brazil (4.12%), Germany (3.92%), and the United Kingdom (3.14%).
Advertising on Bluesky
Unlike traditional social media platforms, Bluesky currently operates without advertising. The platform’s decentralised nature and commitment to user autonomy present challenges in adopting conventional ad-based revenue models. Instead, Bluesky is exploring alternative monetisation strategies, such as subscriptions and direct user payments, to sustain its operations.
However, its future in advertising could take several forms. Given its decentralised nature, one possibility is the integration of opt-in, non-intrusive ads or native advertising models that align with user interests without compromising the platform’s ethos.
For now, businesses can use Bluesky as an organic marketing tool to build a presence and engage with communities in a more authentic, non-algorithm-driven environment. This could involve creating and participating in niche communities, sharing content, and creating direct relationships with users.
As the platform grows and refines its model, it could offer more formal advertising solutions that complement the decentralised, user-focused experience, creating a unique space for businesses to connect with users in new ways. The challenge, however, will be finding the right balance between monetisation and maintaining the platform’s commitment to privacy and user control.
Key takeaways
Bluesky’s rise signifies a shift in user preferences towards platforms that prioritise user control and decentralised structures. Its growth reflects a growing discontent with centralised platforms like X, especially concerning content moderation policies and algorithm-driven feeds. Bluesky’s model allows users to select from a variety of algorithms to customise their experience, enhancing user autonomy.
For X, Bluesky’s emergence underscores the need to reassess its strategies to retain users and advertisers. The migration of users to Bluesky indicates a demand for platforms that offer greater user control and transparency. X may need to innovate and adapt to these changing user expectations to maintain its position in the social media ecosystem.
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