Bluesky, the social media platform co-founded by former Twitter CEO Jack Dorsey, has been making waves recently, not just for its user growth but also for its challenges. Despite former President Donald Trump’s influence attracting new users, many are skeptical about the platform's long-term viability. With its user base peaking at approximately 20 million, Bluesky’s rise seemed promising, especially post the recent U.S. presidential election. The exodus from Elon Musk’s X, formerly Twitter, has driven many disillusioned users to seek alternatives.
Despite the excitement about Bluesky's growth, marketers are holding back, adhering to cautious spending strategies reminiscent of their hesitations toward other platforms like Clubhouse and BeReal. The fear of fleeting trends is palpable. "We have seen user surges before, it doesn't guarantee brand safety or advertising success," said one digital marketing executive.
What’s particularly interesting about Bluesky is its decentralized model, which sets it apart from competitors such as Meta’s Threads. Threads has grown dramatically, boasting over 275 million users, whereas the latest reports indicate Bluesky only just surpassed 22 million. If past trends serve as any guide, Bluesky needs consistency not just with user growth, but also with user engagement and monetization perspectives to truly stand out. Currently, Bluesky lacks advertising options, which has left many brands cautious about investing there. CEO Jay Graber has affirmed this absence of ads is intentional for now, unlike BeReal, which soon after its launch succumbed to advertising pressure and partially lost its original audience appeal.
Further complicate matters is the rise of Threads, which has outpaced Bluesky significantly. With functionalities resembling Twitter, Threads’ appeal is fueled by its expansive existing ad relationship with brands and familiar platform operations. This competitive environment has forced Bluesky to contemplate how it can attract marketers and influencers without the traditional ad revenue stream. Aside from the immediate need for ad options, Bluesky also has to bolster its moderation policies and processes, especially as it has seen disruptive behaviors from some users.
Analysts note the current polarization surrounding social media platforms, particularly with national issues being intensely discussed on Bluesky. There’s widespread concern how this politically charged atmosphere might affect brand engagement on the platform. "A lot of marketers want to avoid the potential backlash from associational risks related to political discourse," said Holly Willis, founder of the Magic Camp consultancy.
Positioned against this backdrop, Bluesky has now quadrupled its moderation staff, increasing from 25 to 100 moderation agents to address rising concerns about user safety and the authenticity of content. This move seems primarily reactionary to the surge of new users and to manage the influx of discussions surrounding current political events.
The concerns don’t stop with usability and user base. There is also scrutiny from the advertising industry, watching closely to see if Bluesky manages to carve out its niche among social media giants. "The thing Bluesky needs to realize is, it must differentiate itself through not only community culture but also through trust and safety measures," mentioned Steph Bennett, social media lead at Responsible Marketing Agency, which serves major brands like Diageo.
If Bluesky can manage to create greater content credibility alongside successful community building, it might just edge closer to becoming the reliable alternative users are seeking. Media analysts remain divided but hopeful about Bluesky's long-term effects on the social media ecosystem. "It is definitely becoming clearer – platforms are either succeeding on community trust or failing to do so," argued Jasmine Enberg, principal analyst at eMarketer.
Threads, which launched with promise, quickly adapted its infrastructure for marketing, making it appealing to brands craving attention and engagement. The familiarity with Meta’s ad ecosystem makes it hard for new platforms to compete since businesses are usually hesitant to invest significantly where they lack historical performance data.
Given Bluesky’s unique potential, can it truly compete? Only time will tell, but as marketers wait—and watch—it’s clear excitement now hinges on not only user trends but brand relationships forged within this developing digital platform.
While Bluesky appears to enjoy increasing traction, the assertion of whether it can maintain or grow its user base amid the aggressive advances of Meta’s Threads remains unanswered. The current environment reflects the competitive nature of social media and the inevitable evolution as platforms vie for users and advertisers alike. With the political undercurrents linked to its growth, Bluesky remains not only relevant but also under scrutiny, knowing it must provide engagement and security to thrive.