Bluesky, the latest addition to the plethora of social media apps, has started with a bang. From its reported 26.3 million users as of early January, 11 million are said to have signed up since the November election.
Even though Bluesky has been around since 2019, it was only in 2024 that individuals were invited to the platform with its unmistakable retro Twitter, now X, look.
This old-style Twitter appearance is hardly surprising, given that Bluesky was founded by Jack Dorsey, the creator of Twitter, which billionaire Elon Musk bought in 2022. Dorsey probably doesn’t have Musk on his Christmas card list.
Despite such apparent enthusiasm, Bluesky, of course, remains well off the estimated number of X users. X does not reveal its user numbers, but it is said to be in the hundreds of millions.
Many in business who use social media are adopting a more cautious wait-and-see approach regarding the new social media kid on the block.
Perhaps the advent of yet another social media platform is just another headache nobody really wants to deal with, especially for small- to medium-sized businesses with limited social media budgets and resources.
“I am already on several platforms and use some more than others, so I am not interested in being responsible for posting to another,” said Baruch Labunski, the founder of Canadian digital marketing agency RankSecure. “I am waiting also because I want to see more of what the demographic is for that platform and whether that group fits in with my goals.”
The platform audience remains key to which social media apps smaller businesses will focus on. The different approaches of Instagram and TikTok, with their more visual focus and different demographics, for example, mean some businesses will focus on those for the most part.
If it’s LinkedIn that catches the most eyes, then that is what businesses with that as a priority will focus on.
If Bluesky can differentiate itself, and if it proves to be an easy tool to use, that will ultimately decide whether it takes off or not, sources say.
X versus Bluesky
X is undoubtedly controversial, given that its owner happens to be one of the richest people in the world and the right-hand man of President-elect Donald Trump.
Sources contacted for this article differ on whether such noise around the X platform has resulted in a significant drop-off in users. Even if it has, does that mean all those former X users will now simply migrate to Bluesky?
Jenn Greenleaf, managing editor at nDash, a Massachusetts-based provider of software to aid with B2B content, is maybe more gung-ho on the new app than most.
“We decided to shift our focus to Bluesky after experiencing a drop in engagement on Twitter/X,” she said. “Engagement metrics steadily declined, directly impacting our content’s visibility. Bluesky presented an opportunity to engage with an audience that was actively seeking fresh voices and perspectives.”
To be part of something new also presents opportunities and the tone on the app appears to be more collaborative, Greenleaf added.
“As a result, it doesn’t feel like ‘just another platform’ but a place where we can meaningfully engage with a fresh community,” she said.
However, most sources were more cautious. For example, it could take Bluesky up to a year to attempt to prove its possible longevity.
In the meantime, many people already using X who are tempted to dip their toes into Bluesky will stay with the Musk platform.
“If people are, indeed, moving to Bluesky, I don’t think much of our audience is getting out of X,” said Ryan Gray, CEO of SGW Designworks, a design engineering company based in Idaho. “I guess it’s more of a wait-and-see for us to make sure that we’re not just going to waste our time on a passing fad.”
The possibility of people moving away from X and migrating to Bluesky is a long way from happening. The platforms may be similar, but they are not exactly the same.
Businesses could be tempted, therefore, to experiment with Bluesky for certain things and X for other strategic reasons. It is more likely to be an adjunct to X than a complete replacement. One client company, a boutique fashion brand, has been using Bluesky for behind-the-scenes content while maintaining its X account for announcements and customer service, said Victor Julio Coupe, partnerships manager at Digital Web Solutions, a digital marketing company.
“Diversifying platforms ensures businesses stay agile without putting all their eggs in one basket,” he said.
Even more enthusiastic early adopters of Bluesky, such as Greenleaf at nDash, do not think the new app will simply replace X even as the unpredictability of X may mean it loses followers and Bluesky awaits as a “more focused alternative.”
An already crowded space
In the end, it may also come down to bandwidth. Big companies with bigger budgets find it far easier to focus on social media expansion using multiple formats than smaller companies that are much more stretched.
The concept of attending to one more social network could be quite daunting, especially for those who do not have many professionals responsible for social media activities anyway, said Damien Zouaoui, the co-founder of Denver-based Oakwell Beer Spa, a wellness company combining spa treatments and a taproom.
“All in all, whether Bluesky adds value or feels like ‘another job’ will depend on how user-friendly the platform is and what type of results the company can provide,” he said.
Capacity is definitely a problem, agreed Jason Mudd, CEO of Axia Public Relations.
Companies could feel overwhelmed in terms of social media pressures and many prefer to see sustained user engagement before fully committing.
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It’s too easy to simply think about jumping on bandwagons, and the ultimate goal must be what is in the strategic interest of any business.
“The key is to align platforms with business goals and audience preferences,” he said. “Having a clear strategy avoids the stress of posting for the sake of posting.”
Nick Thomas is a writer based in Denver.