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Bluesky Marketing: Strategies, Opportunities, and Limitations
2024 saw the advent of Bluesky, a fresh decentralized social media platform that attracted 30M users and completed a successful IPO in its first few months. Built on the innovative Authenticated Transfer Protocol (AT Protocol), Bluesky reportedly puts power back into the hands of users, offering them more control over their data, interactions, and content feeds. As brands explore new ways to build authentic engagement and vibrant communities in the user-first environment, Bluesky marketing has garnered much interest.
With its unique features, such as customizable algorithms and user-controlled content labeling, Bluesky calls itself the Social Internet. According to COO Rose Wang, “Publishers joining Bluesky are reporting that within their first few weeks on the network, with just a fraction of the followers they have on other platforms that have been around for years longer, they’re getting 2-10x the amount of engagement.” That’s huge!
If the prospect of marketing on Bluesky has you excited, this post is meant for you. It explores the nuts and bolts of Bluesky marketing, effective strategies, and expert insights from brands that have strategically incorporated Bluesky into their marketing blueprint.
What is Bluesky?
Bluesky is a new kind of decentralized social media platform which is not run by one single company. Instead, it's built on AT Protocol (Authenticated Transfer Protocol), which allows people to understand how it works and even suggest changes to improve it. Unlike traditional social media platforms (Facebook, X) that are largely corporation-controlled, Bluesky aims to give users more control over their data, who they interact with, and what content they see.
Bluesky started as a project inside X back in 2019, initiated by Jack Dorsey, but in 2023, it became an independent company, separate from X. Even now, it retains some Twitter features like support for short messages (up to 300 characters), images, videos, GIFs, and even direct messages.
The platform amassed 10K users on launch day and has grown to 30M per latest data. Quite evidently, brands, content creators, and investors are all excited, touting Bluesky as a more trustworthy and authentic platform, not prone to manipulative algorithms and data leaks.
COO Rose affirms, “There are dark patterns happening in many online and offline spaces. People are not feeling good. They’re not making friends. They don’t feel safe. It’s the fundamental need to find safe, positive communities that is driving the surge.”
Also Read: Frequently-asked Bluesky Questions
Why prioritize Bluesky marketing?
Bluesky users are reporting massively outsized engagement, to the tune of 2x-10x of established platforms, within their first few weeks on the platform, even with only a fraction of their usual follower count.
Hank Green actually posted a YouTube video about this, where he did an experiment of posting on Bluesky and other platforms with the same posts, and then some posts with certain words, some posts with links, and no links. It was kind of wild what he saw. On Bluesky, link posts saw thousands of likes, vs maybe a few dozen on other platforms. It’s actually kind of wild how different that engagement metric is!
While other platforms demote and throttle links in posts, Bluesky empowers content creators to reach their desired audience and build lasting connections. That’s just one of the things that differentiates Bluesky from the pack and makes Bluesky marketing worthwhile.
What makes Bluesky different from X and other platforms?
At first glance, Bluesky might look like another social platform, however it's built and operated differently. Let’s understand the top differences from a marketer’s lens.
Bluesky
1. Decentralized platform model: Decentralization allows Bluesky users to choose or even create algorithms to curate feeds, offering more control over the experience.
2. Unique profile features: Users can set their website as their username – adding a layer of personalization, identity, and convenience. Link in bio becomes link is bio!
3. Ad-free experience: Early-stage ad tools mean limited audience targeting for promoters and an ad-free experience for users.
4. Brand safety/control: Customizable feeds equate to a greater degree of control over how your brand appears on feeds.
5. Content discovery: It’s algorithm-light, with customizable feed views and user-controlled moderation. Discovery is driven more by community-curated lists and conversations than algorithmic amplification. This makes for a more intentional content experience for marketers prioritizing credibility over virality.
6. Community dynamics: Communities on Bluesky are niche, early adopter-led, and values-driven against polarized, high-volume communities on X or professional communities on LinkedIn.
7. Content moderation: Users can label their content (especially sensitive content), while third-party “labelers” can add context or apply moderation tags as needed. You can literally control your scroll in Bluesky!
In short, Bluesky’s ecosystem is built to uprank authentic content creators, micro thought leaders, and opinion makers who add value to the community and value long-term trust. Conversely, other platforms thrive on virality, newsjacking, and vanity-metric-led thought leadership.
Other platforms:
1. Centralized or corporation-led control: X is Elon Musk-owned, LinkedIn Microsoft-owned, and Facebook/Instagram Meta-owned. Exporting and accessing your own data (behavioral insights, analytics etc.) on these platforms is hard. With centralized control, marketers are reactive by design — responding to platform changes, policy updates, or algorithm shifts.
2. Algorithmic gatekeeping: Your content’s reach and engagement are at the mercy of the algorithms. Even paid social can fluctuate owing to platform-side tweaks in ad delivery and engagement weightage.
3. Shifty brand safety: There is always a risk of your branded content showing up next to misinformation, offensive content, or polarizing topics.
To put things in perspective, Bluesky offers more control and transparency but it’s still new. Established platforms offer scale but come with algorithmic choke holds and ad interruptions. If you’re skeptical about Bluesky, take a second to evaluate if it’s the right fit for your social media strategy.
Who should invest in Bluesky marketing?
🧠 1. Thought leaders & knowledge creators: Bluesky values depth and conversation over hype. Creators who lead with insight, especially in tech, culture, policy, or internet history, can build early influence with an engaged, curious audience.
🏛️ 2. Purpose-led and values-driven brands: The Bluesky community is ideologically aware and leans toward decentralization, transparency, and digital sovereignty. Brands with a mission, not just a message, tend to resonate.
📰 3. Media publishers and independent journalists: As explained, Bluesky doesn’t throttle links, making it a powerful place to drive traffic to external content.
🚀 4. Early-adopter tech brands and Web3/NFT players: For emerging tech brands, Bluesky offers visibility among builders, developers, and innovation-savvy users. It's a space where launching early isn't just accepted, it’s expected.
🤝 5. Community-led brands & DAOs (decentralized autonomous brands): Bluesky’s protocol-first design and customizable moderation are ideal for community-first brands. These groups can shape how their own audiences experience content on the platform.
And what about regular users?
- Curious consumers looking to escape algorithm fatigue.
- Developers and internet history buffs who care about digital rights.
- Cultural trendspotters seeking substance over speed.
Get started with Bluesky Marketing today FOR FREE!
If you’re excited about incorporating Bluesky in your channel mix but want to see it in action first, register for a Sprinklr demo now. Sprinklr integrates with Bluesky seamlessly through a new API integration that allows you to:
- Create, manage, and publish content to Bluesky
- Include Bluesky data in social listening dashboards and research
- Track broader analytics and insights to inform business strategy
Alongside Bluesky, you get access to 30+ social channels to reach, engage, and convert your audience where they already are! Hit the button below to grab your personalized Sprinklr demo.
3 Bluesky marketing strategies to try in 2025
By integrating strategies like authentic influencer collaborations, engaging micro-communities, and creating urgency through limited time offers, brands can effectively champion Bluesky marketing in 2025.
The key lies in fostering genuine connections, delivering personalized experiences, and staying agile to emerging trends.
1. Influencer seeding and early campaigns
As Bluesky continues to attract a creator-first audience seeking authentic, decentralized experiences, brands need to think beyond high-follower influencers. Enter micro-influencer seeding, a tactic that aligns beautifully with Bluesky’s community dynamics.
One standout example comes from eco-brand Blueland, which partnered with 211 micro-influencers to promote its Amazon product line. While this campaign happened outside Bluesky, its structure offers a playbook for how to win on emerging, engagement-driven platforms like Bluesky.
Why it’s relevant to Bluesky in 2025:
- Authenticity over audience size: Bluesky’s users value transparency and grassroots advocacy. Blueland’s strategy of working with micro-influencers (1K–10K followers) mirrors this mindset. Fewer filters, more real talk.
- Content that travels: Influencers created original, reusable content (unboxings, tutorials, eco-lifestyle shots) exactly the kind of format that performs well on Bluesky’s algorithm-free, interest-driven feeds.
- High ROI, low spend: With an investment of under $10K, Blueland saw a 13x return on Amazon. On Bluesky, where paid visibility is not the norm, this strategy can earn outsized returns through genuine word-of-mouth, especially when paired with curated feeds and community-driven trends.
- Community pull, not push: Imagine sending out free products or beta access to Bluesky creators who are part of eco-conscious or homecare-focused hashtag communities. Instead of a polished ad, you get an organic "here’s what I’m trying" post that kicks off real conversation.
Bluesky action tip: Use invite codes strategically. Offering early access to your product or campaign in exchange for co-creation (a product review thread, poll, or tutorial) can generate buzz fast on Bluesky, where scarcity and novelty still drive behavior.
2. Leverage hashtag-based micro-communities
Unlike algorithm-heavy platforms, Bluesky thrives on user-curated feeds and hashtags that form niche-driven discovery loops. In a decentralized ecosystem, micro-communities become the beating heart of engagement, and hashtags are the connective tissue that bind them. With no ad engine or centralized algorithm, hashtags serve as the primary means of surfacing content in interest-based feeds.
· ️Tap into curated feeds, not just hashtags: Unlike Twitter or Instagram, Bluesky users often subscribe to feeds curated by moderators or algorithms that filter for specific tags or themes. Use hashtags that are recognized by these feeds—and DM or tag feed creators to request inclusion when launching campaigns.
Example: A custom feed like "SmallBrandDrops" might only feature posts tagged with #BrandDrop, #SupportSmall, or #HandmadeSky.
· Create a branded hashtag feed: You don’t have to wait for someone else to build a feed; you can build your own branded community.
Example: A skincare brand could launch a #GlowDrop hashtag and create a curated feed that only features content using that tag. Encourage users to share morning routines or product reveals using that hashtag—and surface them on your feed.
· Piggyback on cultural Bluesky tags: There are emergent hashtag rituals on Bluesky, similar to legacy Twitter days:
- #FollowFriday – user shoutouts
- #SkySelfie – casual, low-effort selfies that trend weekly
- #ThreadSky – long-form thoughts or storytelling
Get your brand voice into these routines in a fun, relevant way. A sustainable fashion brand might post behind-the-scenes process shots every #ThreadSky Thursday to humanize its production.
✨Try This: Pair Hashtags with Conversations
On Bluesky, hashtags spark interest, but engagement happens in threads. Use a hashtag to join a feed, but follow up with a casual comment, question, or hot take in the replies to build rapport.
Illustration from a skincare brand:
Why this works on Bluesky:
- Hashtags place the post into discoverable, relevant feeds like
#SkincareSky,#ThreadSky, and your brandable#GlowDrop. - The follow-up isn’t a hard sell; it’s a conversation starter, which aligns with Bluesky’s community tone.
- You show up as a human, not a marketer, which increases the chance of replies and resharing.
3. Create "app-specific" content tailored to Bluesky’s open protocol
Unlike traditional platforms, Bluesky offers decentralized app development. Use this feature to create exclusive Bluesky-specific content (such as threads, comment chains, and events) that cater to the platform’s unique features, like thread-based discussions or a focus on text-based content over multimedia.
Start a series of threaded posts (called "threads") that allow deep dives into topics. Encourage followers to comment and add their own threads, making it a dynamic, ongoing conversation rather than just a one-off post. This taps into Bluesky's focus on community-driven conversation.
Example: "Decentralized Storytelling Series" on Bluesky
Since Bluesky is a decentralized platform, it has a unique focus on text-based content and thread-based discussions. Unlike traditional social media platforms that emphasize quick, surface-level posts, Bluesky allows for more nuanced and in-depth discussions.
Here’s how you can create app-specific content:
Concept: Decentralized Storytelling Series
A Decentralized Storytelling Series leverages Bluesky’s core features like threaded conversations and decentralized sharing to create long-form, community-driven content. By making each piece of content interactive, inviting your followers to contribute and share their experiences, and using the open protocol for cross-platform content distribution, you can create an authentic and engaging content strategy tailored specifically to Bluesky's unique environment.
Content style: Long-form storytelling, case studies, behind-the-scenes, or even "choose your own adventure" style narratives.
How to build a brand presence on Bluesky
Here is a step-by-step framework to build on an effective and sustainable brand on Bluesky:
1. Optimize your profile
Optimizing your Bluesky profile ensures it's discoverable, credible, and aligned with your brand identity. An impressive profile evokes trust, attracts followers, and sticks in the memory of click-happy users.
- Use brand-compliant and distinct handles
Use Bluesky handles that align closely with your brand identity. If your brand name is common, add a unique identifier such as location, industry, or tagline to differentiate and secure availability.
Example, @berryFitness.bsky.social vs. @berry.bsky.social
- Leverage verification and custom domain
Set up verification by connecting a custom domain to your profile. This not only proves authenticity but also boosts credibility and trust with new followers.
🎁Bonus: Verified domains look cleaner and are easier to remember.
- Polish the profile presentation
Ensure your profile is slick and professional-looking. Include a concise brand description, relevant keywords, high-resolution logo or profile photo. A well-crafted bio reinforces brand personality and helps followers instantly recognize who you are and what you offer.
2. Build impactful content
As explained in the previous section, content is the heartbeat of your Bluesky marketing strategy. It should not only deliver value but also spark genuine conversations and engagement. From blogs to visuals, consistency and relevance, are what keep your content effective.
3. Focus on two-way interaction
Bluesky thrives on meaningful two-way conversations. To make an impact, your brand needs to join the dialog – not just speak into the void.
- Answer questions promptly
Responding quickly and thoughtfully to community questions shows that your brand is attentive, approachable, and genuinely invested in its audience. - Host Bluesky-only "Spaces" or "Meetups"
Bluesky allows users to create "Spaces" within the platform. These are ideal for holding virtual meetups or focused discussions with your followers on specific topics related to your brand. Organize regular meetups where users can discuss industry trends, your products, or current events. These can be live audio or video-based discussions that encourage real-time participation and interaction. Build consistency in these events, creating an anticipated experience for your audience.
4. Maintain a regular posting cadence
Begin gradually with a consistent posting – 3-5 posts per week. Prioritize consistency over timing since Bluesky has a global audience but fewer algorithms.
Support creators, customers, and relevant voices to build goodwill and encourage mutual support.
💡 Utilize Bluesky’s open-source nature for content co-creation
Bluesky’s open-source nature means users can create custom apps or features. This allows you to involve your community in product co-creation or content experiments, enabling users to suggest, vote on, or create content features tailored specifically for your brand.
Invite your followers to participate in co-creating content or features for your brand on Bluesky.
For example, let them help design a custom emoji set for your brand or co-host a community event that fits the decentralized, collaborative spirit of Bluesky.
Top limitations of Bluesky
Bluesky offers fresh terrain for marketers, but there are a few key limitations that come with its decentralized DNA. Let’s map them out for you.
Limited audience reach (for now)
While 34 million users is not insignificant, it’s still smaller as compared to other platforms like Instagram and Facebook. Bluesky is still in its early growth phase with a relatively small and niche user base. For marketers looking to scale fast or reach mass audiences, Bluesky might feel like shouting into a well-curated void.
Workaround: Focus on building strong brand affinity with early adopters and thought leaders; these users often punch above their weight in influence.
Underdeveloped ad & analytics ecosystem
Bluesky doesn't yet offer traditional ad tools, targeting features, or robust analytics dashboards. This limits marketers who rely on granular data, performance tracking, or retargeting strategies.
Workaround: Use third-party social listening tools or track traffic via tagged URLs (UTMs). Focus on qualitative engagement signals.
Evolving governance & moderation framework
Bluesky’s decentralized architecture means content moderation is not centrally controlled, and each app can set its own rules. While this aligns with open-internet ideals, it introduces uncertainty for brands concerned about brand safety, misinformation, or hate speech.
Workaround: Monitor community norms closely, align with trusted third-party moderation services, and set clear internal guidelines for engagement on decentralized platforms.
Future of Bluesky
Bluesky's open-source architecture and user-centric approach have made it an attractive platform for social media marketing and listening strategies. Looking ahead to 2025 and beyond, several key trends are most likely to shape Bluesky’s evolution and its role in the marketing system.
Rise of decentralized-first brand strategies
With decentralization gaining mainstream acceptance, marketing will most likely evolve from centralized, one-size-fits-all campaigns to strategies that respect user autonomy. Therefore, brands will need to develop a more permission-based, value-driven approach to engagement.
Expanding enterprise adoption via tools like Sprinklr
The integration of Bluesky into established enterprise platforms like Sprinklr makes it easier for organizations to scale and manage decentralized engagement. It enables sea multi-channel channel strategies by supporting content-publishing, scheduling, and analytics across both traditional and decentralized platforms.
This shift will increase demand for marketers skilled in navigating decentralized networks and using tools that bridge legacy and emerging social channels.
Enhanced social listening across federated networks
The federated nature of Bluesky will drive the development of sophisticated social listening tools capable of aggregating and analyzing data from diverse instances, which provides marketers with multi-source insights to track trends, measure sentiment, and identify influencers across the entire network.
Therefore, these tools will require evolving to understand the specific context and nuances of conversations within individual Bluesky communities, which can vary significantly.
Community-led marketing models
Community-led marketing on Bluesky will see brands increasingly co-creating content and narratives with their audiences through initiatives like user-generated content contests and community feedback.
This approach will emphasize partnership with platform-native influencers who have built organic trust within specific communities, prioritizing authenticity and genuine engagement to foster stronger brand loyalty in the decentralized environment.
Innovation in moderation
Addressing the complexity of content moderation in Bluesky’s federated environment will drive innovation in platform and third-party tools, potentially including community-driven initiatives, reputation systems, and scalable AI.
Aligning with Bluesky’s user-centric approach, users will likely gain greater control over their content experience through customizable filters and block lists.
The central challenge will be balancing effective moderation for trust and safety with the core decentralized principles of free expression said user autonomy, likely necessitating a multi-layer approach combining automated and community-based solutions.
Closing notes
In conclusion, the future of Bluesky marketing and platform development will be intertwined with the principles of decentralization, community engagement, and user empowerment. Brands that adapt to three trends by prioritizing value, authenticity, and collaboration are likely to thrive in this evolving landscape.
To navigate this shift effectively, leveraging robust tools like Sprinklr Social can be a game changer. With its powerful social listening and content moderation across-channel channel engagement capabilities, Sprinklr enables brands to stay connected with decentralized communities and maintain trust at scale. Grab a demo and see for yourself!
