Bluesky, the new social media entrant founded by Twitter’s co-founder Jack Dorsey, is starting to make waves, particularly among news publishers. Recent reports indicate it's already generating more referral traffic to outlets like The Guardian and The Boston Globe than its more established counterparts, X (formerly Twitter) and Threads. This surge is notable for several reasons, particularly as it reflects shifting dynamics within the online social media ecosystem.
According to The Guardian, the audience editor for Guardian Australia noted its Bluesky posts lured more visitors to theguardian.com within the platform's first week than any week of engagement on X throughout 2024. The editor, Dave Earley, indicated their results showed Bluesky sent traffic to their website at two times the rate of Threads and added the platform’s posts were engaging visitors at levels previously not seen with X, which boasts millions of followers but hasn’t delivered the same conversion rates.
This trend isn’t limited to the Guardian. Matt Karolian, the vice president of platforms for The Boston Globe, echoed similar observations, stating the news brand was witnessing three times more traffic from Bluesky compared to Threads, highlighting significant engagement potential for news organizations on this new platform.
Much of Bluesky’s growing appeal may stem from users seeking alternatives to X, especially post-Elon Musk’s acquisition, which has seen significant changes to content moderation policies. Many users, unhappy with the increased misinformation and commercialization on X, are flocking to Bluesky, which is styled as “billionaire-proof” under the helm of CEO Jay Graber.
Interestingly, it’s not just traffic metrics setting Bluesky apart. Multiple sources reported marketing professionals finding echoes of earlier social media days, referring to Bluesky as reminiscent of “early #MarketingTwitter.” Ed East, co-founder and global CEO of Billion Dollar Boy, remarked on the platform’s decentralized structure, which accommodates opinion content and current affairs. He noted it is still too early for many digital creators, who typically follow advertising revenue, to make the jump fully, underlining the need for Bluesky to bolster its monetization features. Meanwhile, users are expected to create substantial organic content without the constraints of strict algorithmic interference.
Meanwhile, marketing strategies seem to be adapting to Bluesky’s unique environment. Jonathan Jacobs, partner and strategy leader at Loudmouth, posited the platform’s growth could signal social media’s inevitable evolution toward more niche spaces, observing distinctly separate communities emerge, focusing on meaningful dialogue rather than viral content. This shift potentially opens doors for brands willing to invest time building genuine relationships rather than simply broadcasting messages to followers.
Reflecting on user experience, some early adopters report Bluesky’s interface resembles Twitter from its heyday, drawing nostalgic figures from those disenchanted with recent changes on X. The platform's structure fosters authentic engagement rather than relying on the artificial pull of algorithms, allowing users to find and connect with like-minded individuals across various discussions.
Erin Reed, representing trans news on her Substack, also attested to Bluesky’s performance, stating it has outperformed both Threads and X for navigational traffic to her site. She underscored how Bluesky is ramping up as not just a refuge for users from old platforms, but also as fertile ground for quality engagement.
Even though Bluesky has surpassed 20 million users, it still trails behind X's and Threads' user bases, which boast significantly larger audiences. The Verge reported Bluesky has recently attracted 700,000 new accounts within the span of just one week. Notably, this influx follows Dorsey's vision of reviving the appealing aspects of early Twitter, and is indicative of how social media users are currently seeking alternatives to mainstream platforms.
The allure of Bluesky isn’t only its potential for traffic and engagement but also how it facilitates easier connections between users—especially creators and their audiences, reminiscent of Twitter's earlier days when connections felt organic and spontaneous. For users like Louise Glover, social media consultant at Isle Social, the similar UI and functionality to Twitter have made it easy for brands to adapt and flourish early on, promising exciting prospects for the platform’s growth moving forward.
With Threads struggling to build its own culture and overly dominated by algorithmic content curation, users are experiencing fatigue. Bluesky stands to gain by cultivating distinct identities and communities, which could lead to more sustainable engagement. Maggie Walsh, head of strategy at GLOW, noted Bluesky’s early offerings of intimacy and shared community experiences are reminiscent of what made #MarketingTwitter special. Fostering these elements could help the platform surpass mere novelty, ensuring continued growth and relevance.
While the competition remains fierce, with remnants of X's cultural potency and Threads striving to secure its footing, Bluesky's rise could potentially reshape the digital social media map. Marketers now face the challenge of not only optimizing their presence on Bluesky but also redefining their strategies to echo the platform’s authentic engagement ethos—transforming online interactions from transactional to meaningful exchanges.
Despite the uncertainty surrounding how long users will stay committed to Bluesky – especially as future features and user experience evolve to cater to the growing base—one thing is clear: the platform presents exciting new possibilities for brands, users, and content creators alike. Building on authentic discourse, connecting with distinct communities, and maintaining user-first approaches could very well solidify Bluesky’s position as the next big contender within the social media sphere.
Perhaps the larger takeaway here isn't merely about who retains the most users, but who can forge meaningful connections. Bluesky, with its promise of transparency and engagement, appears to be creating the kind of space where genuine social networking could flourish again, inviting everyone—from news outlets to local creators—to join the conversation.
