As social media platforms rapidly evolve, brands are continuously exploring new ways to connect with audiences. We recently witnessed TikTok become a pivotal platform for brands aiming to engage with a younger, tech-savvy audience. Its rapid growth and unique content format led many to integrate TikTok into their marketing strategies.
Now, a new platform is stepping into the spotlight and making waves online. Bluesky is a decentralised social media platform that emerged as an alternative to the traditional online social media platforms. Launched in 2023, it has quickly gained a lot of traction. Bluesky was initially invitation-only, but has now been made available for everyone to join, paving the way for all brands and public figures to establish a presence. Since launching, Bluesky has reached over 26 million users, with its most recent surge in growth sparked by significant global events, including the US Election results. In just two weeks, the platform gained over three million users, highlighting its potential to take over social media giants such as X, formerly known as Twitter. Bluesky appeals to users seeking an alternative to traditional platforms and caters to users seeking independence and transparency, as the platform allows individuals to customise their feeds and control their online experience.
Who’s using Bluesky?
Bluesky’s audience is diverse, with its top markets being the US (44.39%), Japan (6.92%), Brazil (4.12%), Germany, and the UK. Its largest demographic is the 18-34 age group, which accounts for nearly 60% of users. Within this, 25-34 year-olds (33.37%) make up the largest share, followed by 18-24 year-olds (26%).
The platform is currently male-dominated, with 69.63% male users compared to 30.37% female users. This diverse demographic highlights an opportunity for brands to connect with a global, tech-savvy audience worldwide.
Bluesky users engage in discussions ranging from politics and entertainment to technology and global news. It’s an ideal space for brands focusing on sustainability, innovation, and tech-related topics to capture the attention of a younger, engaged audience. Its decentralised model offers a platform for those dissatisfied with traditional social media, creating an environment for forward-thinking brands to stand out.
Should brands join Bluesky?
Since the platform is relatively new and is growing rapidly, many will question whether now is the time to join or whether brands should wait and monitor progress. We have shared a few points to consider before signing your brand up to the new social platform:
1. Brand alignment
Does your brand’s message align with Bluesky’s audience?
Bluesky’s users value independence, transparency, and authenticity. Brands with a strong focus on these values, or those that are keen to connect with younger, tech-forward audiences, are likely to find alignment with the platform’s ethos.
2. Content fit
Can you create content that matches the platform’s discussions and style?
Bluesky thrives on open discussions and community-driven content. To succeed, your brand needs to craft content that feels authentic and engages users in meaningful conversations.
3. Growth potential
Is your target audience already there?
Before committing resources, evaluate whether your target demographic is part of Bluesky’s rapidly growing user base. If your audience is already exploring the platform, establishing a presence early could help position your brand as a thought leader in your sector.
Our recommendations for joining Bluesky:
If you are thinking about signing your brand up to join Bluesky, here are three useful tips to make the most of the platform:
1. Establish your brand voice
Bluesky’s nature encourages open and genuine communication. Define your brand’s unique voice to ensure authenticity and to resonate with the platform’s audience.
2. Leverage influencers and your sector leaders
Collaborating with influencers and leaders within your sector who are already active on Bluesky can help your brand gain visibility and credibility. Look for partnerships with accounts whose values align with your brand.
3. Stay agile and ready to adapt
Bluesky is still evolving, and so are user preferences on the platform. Monitor trends and user behaviour closely to refine your strategy and maintain relevance as the platform matures.
Bluesky represents an exciting opportunity for brands looking to connect with a younger, global audience. While its structure and growing user base are promising, it’s crucial to evaluate whether, at its current positioning, the platform aligns with your marketing goals. By keeping a close eye on the platform’s progress and implementing the recommendations above, you can position your brand to take that step when the time is right.
Need help with your social media strategy? Get in touch with us at hello@wildcard.co.uk.