Are the skies really bluer over on Bluesky?

In September, we asked if it was time to reassess X (formerly Twitter) as a communications tool. In the wake of the US election and Elon Musk’s partnership with Donald Trump, the answer seems clear, with many X users in the US and UK looking for greener pastures. And Bluesky seems to be the leading the competition, reaching over 22 million users, and securing coveted positions at the top of the App Store rankings.

In some ways, Bluesky appears the perfect alternative to X. Created in 2019 by Jack Dorsey, one of Twitter’s co-founders, it harks back to the earlier days of Twitter, adopting a similar layout and functions, and even nostalgically referencing the old blue and white logo. Though originally invite only, the site has been public since February this year.

The many similarities to Twitter make it easy to join – there is almost no learning curve. Accordingly, increasing numbers of high-profile users and companies are withdrawing from X and turning to Bluesky, from MPs to Hollywood actors. The Guardian made headlines when it made the jump, and other companies from media to transport to the charity sector are also establishing their own presence.

As an alternative to X, Bluesky is winning a lot of users over. The lack of association with Elon Musk and the President elect certainly appeals to many, as does the return of character limits, certain privacy settings, and a moderation team to enforce community guidelines which users appear to have been yearning for.

But does Bluesky have the same appeal for corporate communications? There are certainly features which can appeal to companies, including the ability to sign up using their own domain in their handle. This can improve vital connections between different online presences, as well as offering account verification potential in the future.

However, many people who are making the transition to Bluesky are seeking a more liberal alternative to X, and this may be hindering a Bluesky’s potential as a mainstream platform. While growing in popularity, Bluesky cannot command the numbers that X still can. When The Guardian was on X, it had 10.7 million followers, but on Bluesky, at time of writing, it has just over 360,000 followers.

The political affiliation of the platform isn’t the only feature which appeals to many of its users but is limiting its transition to the mainstream. Bluesky currently has no advertising feature and has no plans to enable ads in the future, and so calls for a different marketing strategy from its users.

Now is a good time to dip into Bluesky and take advantage of a calmer social media experience to establish a presence, but for corporate communications, the platform still lacks the pull of platforms such as Facebook, Instagram, or LinkedIn.