Bluesky is More Popular: Why Don't Marketers Like it?

Bluesky, a decentralized social media platform born out of Twitter’s ecosystem, is experiencing a surge in popularity as users flock to its moderated and controlled environment. While the platform’s appeal includes enhanced brand safety and an ad-free experience, marketers remain cautious about prioritizing it in their strategies—at least for now.

Bluesky’s Evolution and Current Appeal

Bluesky was initially conceived in 2019 as a project to develop an open and decentralized standard for social media under Twitter’s oversight. After years of development and a separation from Twitter, Bluesky emerged as an independent entity, gaining traction among users frustrated with traditional platforms' lack of moderation and content control. Its federated architecture allows for customizable community moderation and algorithm transparency, providing a safer and more user-focused experience.

Recent spikes in adoption have come amid turmoil on other platforms, such as Twitter’s rebranding to X and concerns about content moderation. Bluesky had, then later dropped, an invitation-only membership model. Stands to reason that even without that they're still trying to be about exclusivity, attracting internet-savvy early adopters who value privacy, moderation, and innovation.

A Slow Start for Brands

While Bluesky has seen a wave of user interest, its lack of advertising products and limited audience size make it a low priority for marketers. Bluesky is currently funded by venture capital and grants, with no immediate plans for monetization through ads. As of now, the platform has approximately 2 million users—a stark contrast to the hundreds of millions on platforms like Facebook, Instagram, or TikTok.

Some brands, however, have dipped their toes into Bluesky, mostly as first movers testing the waters. Duolingo, Hulu, and Netflix have been posting organic content, while others like Red Bull and Xbox have secured their handles but have not actively engaged. Bluesky’s absence of business verification leaves brands vulnerable to impersonation and trolling, as seen with parody accounts like @cocacolagb, which posts expletive-filled content, and @facebook, used to mock political views.

Marketers’ Viewpoint on Bluesky

Many marketers are intrigued by Bluesky’s potential but remain hesitant due to its current limitations.

“Bluesky’s brand safety features are impressive, especially in today’s environment where harmful content can quickly escalate into PR nightmares,” said a digital marketing executive. “However, without ad products or meaningful scale, it’s hard to justify allocating resources to the platform.”

The lack of business infrastructure, including analytics tools, business accounts, and verification, further complicates adoption. Until these gaps are addressed, brands are unlikely to view Bluesky as a key component of their marketing mix.

Challenges and Opportunities Ahead

Bluesky faces significant hurdles in competing with established platforms. Its federated system, while innovative, complicates traditional advertising models. Additionally, as it grows, Bluesky must balance scalability with the moderated, intimate environment that has driven its initial appeal.

Despite these challenges, Bluesky’s focus on transparency and user control could position it as a disruptor in the social media landscape. If it develops innovative advertising solutions aligned with its decentralized ethos, the platform could attract both users and marketers seeking alternatives to traditional platforms.

Looking Forward

For now, Bluesky’s appeal lies in its exclusivity, focus on user safety, and potential for long-term innovation. While most brands are taking a wait-and-see approach, the early activity from first movers suggests that marketers are keeping a close eye on its evolution.

As the platform scales and potentially introduces new tools for businesses, Bluesky could emerge as a serious contender in the digital marketing space. Until then, marketers are watching closely but are unlikely to make significant investments in the near term.