Move over, X (formerly Twitter)—there’s a new platform in town, and it’s already causing a stir. Bluesky, the brainchild of Twitter co-founder Jack Dorsey, is a decentralized social network built on the Authenticated Transfer (AT) Protocol. Translation: Bluesky puts users in the driver’s seat, offering unparalleled control over their experience. For marketers, it’s both intriguing and puzzling. Can you run ads? Should you even care? Grab your mid-morning third coffee, because we’re diving into everything you need to know about Bluesky—and what it means for your paid media strategies.
In this article, we’ll cover:
What Is Bluesky
Can You Run Ads On Bluesky Yet?
What Can Marketers Do On Bluesky Now?
Bluesky vs. X (Twitter)
The Future Of Advertising On Bluesky
Should Bluesky Be Part Of Your 2024 Strategy?
What is Bluesky, and Why Should Marketers Care?
Bluesky isn’t just another social media platform; it’s a philosophy wrapped in a sleek app. Built on decentralization, it empowers users to pick their servers, customize algorithms, and curate content. Think of it like social media with a build-your-own-adventure twist.
Why does this matter to marketers? Simple: Bluesky is attracting a tech-savvy, early-adopter audience that is looking for an alternative to traditional social platforms and/or looking for an alternative to X. For brands aiming to stay ahead of the curve, it’s a space to watch—and potentially an opportunity to redefine how you engage with audiences.
Can You Run Ads On Bluesky? Spoiler: Not Yet.
Let’s rip off the Band-Aid: Bluesky currently has no ad products. Zilch. Nada. Instead of monetizing with ads, the platform relies on a subscription model and focuses on building a robust developer ecosystem. CEO Jay Graber has been clear that Bluesky is avoiding the “ensh**tification” of the network with ad over-saturation (her words, not ours).
But don’t rule out future opportunities. As the platform evolves, marketers might see monetization models that align with Bluesky’s ethos of user-first experiences. Until then, it’s all about playing the long game.
What Can Marketers Do On Bluesky Now?
Just because there aren’t ads doesn’t mean Bluesky is off-limits for marketers. Here’s how you can start building your presence today:
Get Familiar with the Platform: Until earlier this year, Bluesky was invite-only but has opened its doors to the general public and is growing quickly. Create an account and explore the vibe. Pro tip: Snag your brand’s @ handle before it’s gone.
Focus on Organic Engagement: Bluesky users are all about community and transparency. Build your brand by sharing authentic content, joining conversations, and avoiding anything that feels overly “salesy.”
Experiment with Content Formats: Since Bluesky lets users tweak their algorithms, your content could show up in wildly different ways depending on individual preferences. Play around with post styles to see what sticks.
Learn the Audience: Right now, Bluesky skews toward tech enthusiasts and digital natives. If that’s your target demo, start connecting with them organically.
Bluesky vs. X (Twitter): The Underdog Advantage
Let’s be real: Bluesky is tiny compared to X. But that’s not necessarily a bad thing. It means less noise, less competition, and a chance to establish yourself as a pioneer. While X is busy rolling out new ad formats, Bluesky is carving out a space for genuine, no-strings-attached interaction. For brands with an eye on the future, it’s worth paying attention to.
The Future Of Advertising On Bluesky: What’s Next?
While ads aren’t part of the picture now, that doesn’t mean Bluesky won’t evolve. Here are a few possibilities we’re keeping an eye on:
- Sponsored Content: Bluesky could introduce ways for brands to sponsor posts or partner with influential users.
- Paid Features: Think premium tools for businesses to boost visibility (without compromising user control).
- Community-Driven Monetization: Bluesky might experiment with ad models that let users have a say—like rev-share agreements with creators.
The bottom line? Bluesky’s commitment to decentralization and user empowerment makes traditional ads unlikely, but innovative formats could emerge.
Should Bluesky Be Part Of Your 2025 Strategy?
If your brand thrives on innovation, early adoption, and reaching trend-savvy audiences, Bluesky is a no-brainer to explore. While you won’t be running paid ads anytime soon, the platform offers valuable opportunities to experiment, engage, and learn.
Think of it as laying the groundwork for the next wave of social media marketing. Because if Bluesky’s rise tells us anything, it’s that audiences are craving authenticity—and marketers who embrace that will win the long game.
Need to revisit your paid social and digital strategy in 2025? Reach out to our team of experts who can help build a strategy for success!
About the Author
With nearly a decade of experience in the industry, Chase is a seasoned marketing professional, adept in multiple disciplines from digital media planning & buying to account and project management. For the last three years, Chase has worked with AdParlor, first on the client account side, and now on the marketing side of the business.
When he’s not planning his next big campaign for a client or researching the latest trends, you can most likely find him in his CrossFit gym or out on the mountain biking trails.