Bluesky. The platform that looks a lot like X circa 2012, smells a bit smug, and has everyone in media quietly migrating over when their boss isn't looking.
Is it worth you being on it? Honest answer: it depends. But it's closer to "yes" than you might think, and the window for being an early mover is still open.
We've been posting on there since it opened up. Here's what we've learned, without the hype.
What Bluesky Actually Is
A decentralised Twitter-alike. Runs on an open protocol. Has algorithmic feeds you can pick (or build). No billionaire posting at 3am. Feels civil. Feels a bit like the old internet, actually.
Who's On It
- Journalists: Loads. Most major UK press have accounts.
- Tech folk: The early-adopter crowd, already established.
- Academia: Big migration from X over the last year.
- Creatives: Illustrators, writers, designers - active and friendly.
- Not on it yet: Most SMEs. Which is your opportunity.
The Honest Pros
Reach is still generous. Follows still mean something. People actually reply. No algorithm punishing you for using a link. You can make custom feeds for your niche. It's genuinely pleasant.
The Honest Cons
Smaller audience than X or LinkedIn. If your customers are tradespeople in Gateshead, they're not there yet. No ads platform (which is either a pro or a con, depending). Search is okay but not brilliant.
Confused by the New Platforms?
We'll tell you which channels actually matter for your business. No FOMO-driven recommendations.
Get a Channel AuditWhen It's Worth It
If your audience is media, tech, creative, academic, or progressive-leaning consumer, yes, open a profile today. The cost is zero and the downside is zero. We talk about this in our social media services because it's a live question from nearly every client right now.
When It Isn't
If you're local-service, trades, older demographics, or B2B in traditional industries, leave it for now. Your time's better spent elsewhere.
How to Actually Use It
Post like a human. Reply to people. Don't automate. Don't cross-post from LinkedIn wholesale - the tone is different. Share links, opinions, work-in-progress. The culture rewards genuine over polished.
Starter Pack
Grab the handle (even if you don't use it yet). Write a proper bio. Follow 50 people in your industry. Post three times a week for a month. Then decide. Honest experiment, honest verdict.
Closing
Bluesky isn't going to replace LinkedIn or Google. But it's the most interesting social platform in years, and being early is cheap. Worth a punt? For most brands, probably. Get in touch if you want a second opinion.
