The Next Twitter?: A BlueSky Marketing Guide

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Jan 17, 2025 / by
The Next Twitter?: A BlueSky Marketing Guide

When Elon Musk bought Twitter and immediately fired most of its workforce, there was probably not as much outrage felt from the social media landscape as you’d expect. Fast forward two years, however, and the richest man on earth has effectively bought himself its most consequential democracy. For millions of devout Twitter (now known as X) users, that was the final straw. But where would these disenfranchised masses turn? Turns out they would turn to brighter, bluer skies.

BlueSky is a social media platform created by former Twitter alumni that many are naturally hailing as “the next Twitter.” But what exactly is BlueSky, and how can businesses best harness it for their marketing strategies in a way that’s notably different to its forebearer? In this guide, we’ll break down the basics of BlueSky, discuss how it differs from traditional social networks, and offer actionable tips to help your brand establish an early presence and grow its influence on this emerging platform.

What Is BlueSky?

BlueSky began life as a decentralised social networking protocol project, incubated in part by Twitter’s former leadership. Now, it’s evolving into a standalone platform. BlueSky aims to give users control over their data and the algorithms that shape their feeds, with a focus on transparency and user empowerment. Think of it as a “people-first” approach to social media that places emphasis on community, open standards, and freedom from the walled gardens that dominate today’s internet landscape.

For marketers, BlueSky’s open protocol foundation means potentially greater freedom in how content is discovered, shared, and surfaced. Early adopters have the chance to shape the marketing environment before it becomes crowded, potentially gaining a first-mover advantage.

Why BlueSky Could Be the “Next Twitter”

Familiar Format, Fresh Take: BlueSky’s interface and features may feel reminiscent of Twitter, making it easy for brands and users to acclimate. Expect short-form text posts, conversations, and the community-driven interaction that made Twitter a mainstay.

Decentralisation and Ownership: Unlike traditional platforms, BlueSky’s decentralised nature means users can move between servers or communities without losing their identity and following. This could level the playing field, making it easier for niche brands to stand out.

Early-Stage Opportunity: Joining a platform in its early days is always a gamble, but it can pay off big. Getting in now allows you to claim memorable handles, cultivate thought leadership, and establish relationships before the masses arrive.

How to Get Started on BlueSky

Secure Your Handle and Profile: Much like Twitter, branding on BlueSky starts with a consistent handle and profile imagery. Use your brand name or a recognisable variation and ensure your profile and header images align with your overall branding. Include a succinct bio that clearly states who you are, what you do, and why people should follow you.

Define Your Brand’s Voice and Goals: Every platform has a unique culture, and BlueSky is still finding its footing. Rather than mimicking your Twitter strategy, adapt your brand’s voice to a more community-oriented environment. Are you looking to build thought leadership, provide industry insights, or engage in light-hearted banter? Be purposeful from day one.

Engage With Early Adopters and Influencers: With BlueSky still in its formative stage, influencers and thought leaders aren’t necessarily mainstream celebrities. This presents a rare opportunity: connecting with key community figures early can position your brand as part of the platform’s cultural fabric. Start by following industry-relevant accounts, chiming in on conversations, and sharing genuinely useful insights.

Experiment with Content Formats: While BlueSky currently mirrors text-focused formats (like Twitter), it will likely evolve with new features. Keep posts concise. Experiment with witty one-liners, breaking news commentary, or quick tips. Engage the community too, by asking questions, running polls, and responding directly to follower feedback.

Participate in Community Hashtags and Events: Just as Twitter popularised hashtags, BlueSky communities may rally around certain tags or events. Monitor emerging trends, contribute to conversations, and consider hosting your own discussions or themed days to build awareness and loyalty.

Building Your BlueSky Marketing Strategy

Consistent Posting Cadence: Early adopters quickly notice who is active. Posting regularly, but without overwhelming your feed, will help you stay top-of-mind. Aim for a mix of promotional, educational, and entertaining content.

Customer Support and Responsiveness: With fewer users (for now), it’s easier to foster close-knit relationships. Promptly reply to questions, acknowledge compliments, and address any customer concerns. Responsiveness signals you’re invested in the community and builds trust.

Storytelling and Authenticity: Social media users crave authenticity, and smaller, emerging platforms often have tighter-knit communities. Share behind-the-scenes looks at your operations, spotlight team members, or discuss industry challenges. Real stories resonate more than sales pitches.

Align With Platform Values: BlueSky’s ethos focuses on decentralisation, user control, and transparency. Reflect these values in your content. Discuss trends in open-source technology, data privacy, or community building. By aligning with these ideals, you position your brand as a sincere participant, not an opportunistic intruder.

Track, Measure, and Iterate: Just like on any other platform, pay attention to engagement metrics: likes, replies, and reposts. Experiment with different posting times, content styles, and engagement tactics. Use these insights to refine your approach. As BlueSky evolves, so should your strategy.

What’s Next for BlueSky?

BlueSky is still in its infancy, which means changes are inevitable. The platform is bound to introduce new features as it grows, and there’s every chance its audience may diversify, creating both new challenges and fresh opportunities for marketers.

For brands, the key is to remain adaptable. Those who join early, listen closely to the community and engage meaningfully will be best positioned to reap the rewards as BlueSky matures. Even if it doesn’t become a Twitter-level juggernaut, the lessons learned from experimenting here can inform your approach to the next big thing, whatever it may be.

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