Should You Hit Follow on Bluesky? Here’s What You Need to Know

Last November, you couldn’t scroll LinkedIn without seeing a post about Bluesky. Communications pros were in scramble mode, trying to figure out how to fit yet another platform into their strategy. Then, after a million new users joined in just a week following the U.S. election, the media took notice, too. From TechCrunch to The New York Times, everyone was asking the same question: Is this the new Twitter?

In its early days, Twitter was seen as a space for open conversations and information sharing. In journalism school, I was taught that live-tweeting was a powerful tool for delivering news to audiences, crowdsourcing, and building relationships with readers. Now, many do not view Twitter the same way. 

Elon Musk bought Twitter in 2022, and since then, the platform (now known as X) has seen quite a few changes. The day after the election, X experienced over 115,000 account deactivations, the highest number since Musk took ownership. In November, The Guardian announced it would no longer post on X. Many in the scientific and climate-focused communities have also left the platform in the years following Musk’s takeover. Some have migrated to Bluesky, seeing it as a kind of safe haven—or perhaps a chance to relive, or revive, the good old Twitter days. 

But what exactly is Bluesky?

Bluesky launched to the public in February 2024 after being an invite-only platform the year before. Founded in 2019 by Jack Dorsey, the former CEO of Twitter, Bluesky’s goal is to create a “decentralized” social network that gives users more control over their online experience. 

The platform feels a lot like X in terms of functionality and layout. Users can create text-based posts, known as “skeets,” with a 300-character limit, plus the option to add images or videos. The similarities to X make it easy for users to maintain their usual posting style and frequency on Bluesky. 

One of Bluesky’s big perks? Discoverability. The “Starter Pack” feature provides curated lists of people to follow. Climate Communicators, Climate Activist Organizations, and even #EnergyTwitter Expats are just a few examples of starter packs that let users connect with others in the climate and energy space.

Beyond that, custom feeds on Bluesky—which is a feature that allows users to “pick the algorithm that powers your social media experience”—are also building communities. Feeds and hashtags like #GreenSky, #ClimateSky, and #EnergySky are helping users easily find and engage with relevant content. 

To join, or not to join? 

Bluesky is not the first alternative to X to emerge, and it won’t be the last. Platforms like Threads, Mastodon, and even Substack also have features similar to X’s text-based format. So, how do you decide if your organization should be active on Bluesky?

Unfortunately, no crystal ball can predict Bluesky’s trajectory. Growth has slowed since last year, but with 14 million new users joining since the election, the platform now has over 33 million users. Although it’s still far from topping X, organizations can take strategic steps to prepare for changes in social media. Bluesky offers a new opportunity to expand your reach and build relationships across multiple platforms.

Reserve your handle: Like any emerging social platform, securing your organization’s handle is a smart move, even if you’re not ready to post yet. Having your official presence ready gives you flexibility for future use. 

Understand the platform culture: Before jumping in, spend time observing conversations, trends, and user behaviors. Pay attention to how brands, media outlets, and thought leaders in your space engage with their audiences to get a sense of what resonates.

See if your audience is active: Are organizations like yours joining Bluesky? Look at influencers, peers, or competitors in your network to see if they are already building a presence. It’s also worth observing whether the platform is attracting audiences from a range of perspectives. In today’s often polarizing world, ideally the answer is yes. 

Leverage Bluesky’s unique features: Bluesky is still in its infancy. Stay informed about new and evolving features and experiment with them early to see how they can benefit your organization’s strategy.

Track engagement and iterate: Pay attention to how your posts are performing. Are certain topics or formats generating more engagement? Which conversations are drawing in your audience? Use these insights to refine your approach over time.

Adding another social media platform to your communication strategy can be stressful. But you’re not in this alone. Sun PR’s team of writers and social media experts have liked and followed all the latest trends, so we can help you take on any up-and-coming channel with confidence. Learn more here.