What is Bluesky and Should You Use It For Your Brand?

There’s a new kid in town that’s quickly making waves in the social media world—Bluesky. This fast-growing platform is becoming one of the most talked-about names in the social media marketing world. 

With over 30 million users and counting, Bluesky offers a unique decentralized social media experience that gives people more freedom and control over how they connect and share online, unlike traditional platforms that rely on closed systems and algorithm-driven feeds.

You might be asking: What is Bluesky really about? Is it just another social app, or could it be the next big opportunity for your brand? 

In this guide, we’ll explore how Bluesky works, what makes it stand out, and why now might be the perfect time to expand your brand’s presence on this rapidly growing platform.

What is Bluesky?

Bluesky is a new social media platform that looks similar to X (formerly known as Twitter). It was developed by Twitter’s former CEO, Jack Dorsey, and allows users to share quick posts and join in on conversations.  

What makes Bluesky stand out is its decentralized network, meaning it isn’t controlled by a single company. Instead, it operates on the AT Protocol, which gives developers and users greater freedom to shape how the platform works and customize their online experience, creating a more open and transparent environment overall.

Bluesky started in 2019 as a research project under Twitter and became an independent company in 2021. Its development gained momentum in 2022, following Elon Musk’s acquisition of Twitter, which led to the separation between the two organizations. 

Before Bluesky became what it is today, it started as an invitation-only service back in February 2023 and opened registrations in February 2024. They also gained traction last November 2024.

What makes Bluesky different from other social media platforms?

You could call it an X/Twitter copycat or just another social media platform, but Bluesky brings something different to the table. 

Unlike the big players in the social media world, it stands out with its decentralized structure, giving users real control over their data, feeds, and overall experience. It may look familiar, but what’s happening behind the scenes makes Bluesky truly unique.

Bluesky vs. X/Twitter

Since the former CEO of Twitter is the developer of Bluesky, the platform closely resembles what the original Twitter once looked like. It also focuses on shorter posts with a 300 character limit. However, the key difference lies in its structure. 

Bluesky isn’t controlled by a single company. Instead, it operates on a decentralized network that allows developers to build their own apps and services that can interact seamlessly with it. 

Bluesky runs on the AT Protocol, giving users and developers more control over algorithms, moderation tools, and even identity management. This decentralized setup lets users personalize their feeds and maintain ownership of their data across connected apps. 

In contrast, X/Twitter remains a centralized platform where all of its internal workings are managed internally by the company. X/Twitter also has a far larger user base and more advanced features, like monetization tools, live streaming, and direct messaging. 

However, it faces growing criticism for its lack of transparency and dependence on paid verification. 

How do you use Bluesky?

Bluesky is designed to offer a fresh, decentralized approach to social networking. Whether you’re new to the platform or exploring alternatives to mainstream apps, learning the basics will help you make the most of your experience. 

Here’s how to get started and start engaging on Bluesky effectively.

How to create a Bluesky account

Getting started on Bluesky is quick and easy. Here’s a simple guide to help you create your account and start connecting.

Step 1: Go to bsky.social and click “Create a new account.”

Enter your email address, password, and birthday, then click Next to continue.

Step 2: Choose your username. 

This will become your Bluesky handle (for example, @yourbrand.bsky.social). Pick something unique and easy to remember—ideally your brand name—then tap Next to confirm.

Step 3: Verify that you’re human (not an alien 👽). 

Complete the quick security check. This step helps keep Bluesky safe from bots and spam accounts.

Step 4: Add a profile picture.

Upload your brand’s logo to serve as your profile photo. Or, choose an image that reflects who you are or what you stand for, then click Next to continue.

Step 5: Select your interests. 

Go through the available options to select topics you (or your brand’s target audience) are interested in.. This helps Bluesky personalize your feed with content that matches what you care about most.

Step 6: Voilà — you’re good to go! 

Your Bluesky account is ready. Start by following suggested users based on your interests, then explore the app, create your first post, and join the conversation.

How to browse the Bluesky website

Browsing the Bluesky website is simple and intuitive, whether you’re logged in or just exploring. Once you visit bsky.social, you can check out trending posts, find new users, and discover different communities. 

Use the search bar to find people, topics, or hashtags you’re interested in, and follow custom feeds to personalize your experience. You can also view posts, reply, like, and repost just like on X/Twitter. 

If you’re logged in, adjust your settings, filters, and moderation preferences to tailor your feed. Bluesky’s clean design and open network make it easy to get started browsing the app.

How to engage with other users

Interacting with others on Bluesky is simple and feels natural once you get started. You can like, reply, or repost posts that catch your attention, or quote them to add your own thoughts. 

Follow users whose content you enjoy so their updates appear on your feed, and explore new accounts or topics through the Discover tab. 

You can also join conversations by commenting or sharing your perspective on trending posts. Since Bluesky’s community is still growing, it’s easier to have genuine, meaningful exchanges—just be yourself and engage with content that interests you.

How to create a new post

Creating a post on Bluesky is quick and easy. Once you’re logged in, click the pen icon or Compose button. 

Type your message, you can share thoughts, updates, or links—and add photos or videos if you’d like. You can also include hashtags or mention other users by typing @ followed by their handle. Take note that you can only post up to 300 characters per post on Bluesky.

What types of content to post

On Bluesky, you can share a wide range of content,  similar to X, but with more creative freedom. Many users share personal insights, news, artwork, memes, or community discussions. 

Because Bluesky’s community values authenticity and discovery, posts that are genuine, conversational, or thought-provoking tend to perform best. You can also use hashtags to reach wider audiences or quote posts to add your own take on trending topics. 

Brands like Netflix use Bluesky to share major announcements and milestones, such as celebrating Squid Game becoming the #1 show in the world.

Some brands keep things light and relatable—like Vista Social, which uses memes to connect with the community and spark engagement.

Companies like Kagi HQ share product or feature updates to keep their audience informed and build transparency.

Sports organizations like the NBA post real-time highlights or final scores to keep fans updated and involved in ongoing events.

Should your brand be on Bluesky?

Before investing time and resources into a new platform, it’s crucial to understand whether it aligns with your brand’s goals and audience. Bluesky may still be emerging, but its growing user base and niche communities make it worth watching. 

Let’s take a closer look at who’s using the platform, how active it is, and which industries are beginning to find success there.

Audience demographics

Bluesky’s user base is youthful and expanding quickly. 

Roughly one-third of users are aged 18 to 24, making the platform especially attractive to younger audiences. Millennials aged 25 to 34 are also a strong segment, closely following the younger group, which makes the combined 18-34 age range dominant on the platform. 

There is a majority male user base of over 60%, but the platform is increasingly gaining gender-diverse users as it grows. 

Around 50% of users are based in the United States, with the community gradually becoming more global and diverse as Bluesky expands its reach internationally to places like the U.K., Germany, Japan, and Canada. 

These demographics indicate a tech-savvy, engaged audience that values innovation and openness.

Usage

Bluesky’s growth trajectory is impressive, with the platform surpassing 38 million users by early 2025 and continuing to add approximately one new user every second. 

Website traffic is strong, with around 128.74 million visits in  June of 2025.

While Bluesky is still considered emerging compared to giants like X/Twitter, its decentralized nature is attracting users who seek alternatives to traditional social networks where control lies with a single company.

Business industries

There aren’t many brands that have fully stepped into Bluesky yet, but a few major names are already exploring the platform’s potential. 

Netflix, the NBA, and Duolingo are among the first well-known brands to establish a presence, using Bluesky to connect with early adopters. 

Their move highlights a growing interest in reaching audiences who value open, decentralized networks and authentic engagement over traditional social media algorithms.

As Bluesky continues to grow and attract millions of new users each month, more brands are expected to follow. 

For marketers, this early stage offers a unique opportunity to stand out, experiment with new types of content, and build meaningful relationships before the platform becomes saturated, similar to the early days of Twitter and Instagram.

Tools

Vista Social fully supports Bluesky, making it simple to integrate the platform into your existing social media workflow. 

With Vista Social, you can easily schedule and publish posts to Bluesky, ensuring your content goes live at the best times for engagement. 

The platform’s social inbox also helps you stay on top of every customer conversation, allowing you to reply, monitor mentions, and manage interactions—all in one place.

In addition, Bluesky analytics within Vista Social provide insights into your post performance and overall platform growth, helping you understand what resonates with your audience. 

Whether you’re a brand, creator, or agency, this integration makes managing Bluesky alongside your other social networks seamless and efficient.

Should Bluesky be a part of your social media strategy?

Adding Bluesky to your social platforms can give your brand an early advantage and a fresh edge, helping you reach a growing audience that values authenticity and transparency. 

As a fast-emerging decentralized social media platform, Bluesky is redefining how people connect online by giving users more freedom and control over their experience, creating a more open and genuine space for interaction.

Because Bluesky doesn’t rely on an algorithm, it encourages genuine conversations rather than engagement bait. The platform has already surpassed 30 million users, and because there are still relatively few brands on Bluesky, early adopters have a unique chance to stand out.

Using tools like Vista Social, you can easily integrate the Bluesky app into your workflow,  from scheduling posts and managing conversations to tracking performance through analytics. Create your account today.

What is Bluesky FAQs

Is Bluesky free?

Yes, signing up and using Bluesky doesn’t cost anything. You can create an account, share posts, and engage with others without paying. This free access helps make the platform open to a wide audience.

Who owns Bluesky?

Bluesky was founded by Jack Dorsey, who also co-founded Twitter and served as its CEO. It started as a project inside Twitter in 2019 but was spun off into an independent company in 2021. This separation helps Bluesky develop its unique decentralized approach.

Is Bluesky an alternative to X/Twitter?

Yes, Bluesky aims to provide a social media experience similar to X/Twitter. However, the key difference is that Bluesky is decentralized. This means it doesn’t rely on one central company to manage everything—instead, it lets users and developers have more control, allowing for potentially greater freedom and flexibility in using the platform.

Why are people leaving X/Twitter for Bluesky?

Many users are attracted to Bluesky because it offers transparency and openness, without a single company controlling the entire platform. People who want more control over their data, better privacy, and the ability to customize their social media experience find Bluesky appealing.

What does decentralized social media mean?

Decentralized social media means the platform is not owned or controlled by just one company. Instead, the network is distributed across many different servers and can be shaped by different developers and users. Bluesky’s technology, the AT Protocol, supports this by allowing various apps and users to connect and interact freely, making the social media experience more flexible and user-driven.