Bluesky: A Social Media Game Changer or Just Another Platform?

New social media channels are frequently surfacing. From Threads to Twitter’s transition to X and now the introduction of Bluesky, it’s difficult for organisations to know where they belong and, more importantly, where their audience is. As Social Media Manager at Orlo, I spent just over a month on Bluesky to assess whether it’s a worthy platform. Here are my findings…

Bluesky is a social media platform that has been around since 2019 and has recently become popular as a replacement for X following the US Election and Donald Trump’s win. As of December 2024, Bluesky has surpassed 24 million users, yet still has a lot of catching up to do with the likes of Threads which has 275 million active monthly users.

The first week or so on Bluesky consisted of a feed full of one thing… cats. The platform felt so similar to Twitter/X in terms of layout and the type of content accounts were posting, yet without some of the negative and disturbing posts that are often in my feed. As the platform has a smaller user base, early feedback suggests a less toxic environment compared to some other platforms, fostering more constructive engagements.

There were a range of generations on the platform, but noticeably there were a lot of Gen Z faces. This could be great for public sector bodies wanting to connect with younger, tech-savvy demographics who are early adopters of the emerging platform. Joining Bluesky can showcase a forward-thinking approach, demonstrating the organisation’s willingness to explore innovative methods of public engagement.

A fascinating feature was Bluesky’s ‘Starter Packs’ consisting of lists of users, created by users. They’re usually centered around a specific topic, interest, or geographical area. They are similar to X’s lists, where you can create your own groups of users and share those groups with other people.

It’s very similar to X, so why not stay to keep your data? Many organisations have been active on Twitter/X for years and years, therefore there is plentiful data to use for various projects and evidence.

Although Bluesky user adoption is on the rise, lots of citizens still look to X for ‘news-like’ updates and matters of urgency, a need that no other platforms have yet mastered. And when it comes to new platforms and systems, teams must allocate time for staff to learn how to use them.

Bluesky is a decentralised system and it needs to be used effectively, especially if customisation or integration with existing systems is required. As Bluesky evolves, naturally changes to its functionality or terms of use could disrupt existing public sector comms strategies. As to be expected, any new platforms come with teething problems and Bluesky’s newness might mean it hasn’t yet achieved high standards of accessibility, potentially excluding certain groups.

To summarise, while Bluesky presents an intriguing alternative to established platforms like X, its potential value depends on your organisation’s goals and audience. Its user-friendly interface, constructive environment, and appeal to younger demographics make it a promising space for forward-thinking organisations, especially those targeting Gen Z. Features like ‘Starter Packs’ add a unique touch, facilitating tailored engagement.

However, Bluesky’s similarities to X, its smaller user base, and the operational effort required for adoption might pose challenges. For organisations heavily invested in X or reliant on its established functionality for news-like updates, the transition might not yet be worth the trade-offs. As Bluesky continues to evolve, keeping an eye on its development could help organisations stay ahead in the ever-changing social media landscape. Ultimately, whether Bluesky is a ‘right fit’ for your organisation hinges on aligning its strengths with your communication strategy and audience needs.

And if you’re already on Bluesky, do give us a follow!
https://bsky.app/profile/helloorlo.bsky.social