Everything You Need to Know about Bluesky: A Complete Overview

There’s a new social media platform in town…. It’s Bluesky. If you haven’t heard about the platform, it is a mixture of X(formerly Twitter,) and Instagram.

Don’t worry because we will give you a complete overview of everything you need to know. Bluesky began in 2019 but became an independent company in 2021.

Created as a research project within Twitter led by then-CEO Jack Dorsey to build a decentralized standard for social media that Twitter was supposed to adopt.

However, it cut ties when Elon Musk acquired X in 2022. In November of last year, Bluesky saw huge growth topping 20 million users, and is still gaining traction per second.

We will dive into Bluesky’s background, what to expect from the platform, how to get started, and whether Bluesky will trump Twitter. Let’s get into it!

Bluesky is a public benefit company (PBC) primarily owned by software engineer Jay Graber.

The board of directors consists of Jeremie Miller, inventor of Jabber, Mike Masnick, author of the paper “Protocols, Not Platforms” which inspired the Bluesky project, and Kinjal Shah, a general partner at Blockchain Capital. 

Co-founder, Jack Dorsey, was a part of the directors but quit his position in May of 2024.

The vision was simple. Create a decentralized social media space where the users have more autonomy over their data and fewer restrictions. 

Platforms like Twitter, Instagram, and Facebook are centralized platforms, meaning one single organization is in control of the data, controls how the algorithm works, and how the platform can be monetized. 

Decentralized on the other hand means no single entity controls the platform. It’s run by a network of independent servers or nodes, often using blockchain or a similar technology. 

User’s data isn’t confined to one platform, it’s spread across multiple servers and the user has more control over what happens to their details. 

Communities on the platforms can set their own rules and policies while centralized platforms have a set of rules you must abide by or else fear getting censored or banned. 

To give more control back to their users. The original plan for the project was to integrate it into Twitter. 

However, in 2021, Bluesky became an independent contractor but still maintained a financial and service agreement with Twitter. 

In 2022, they cut ties and said goodbye without disclosing the reason for the split. 

Bluesky saw a huge growth after the US General Election in 2024 and several changed policies on X like AI training, and now in January 2025, it has surpassed 25 million users. 

The most popular age range on Twitter is between 25 to 35 years old, a mixture of Gen Z, Zillenials, and Millennials. 

However, since the recent changes to policies on X such as the introduction of AI training on user’s posts and the blocked feature, generations are becoming more data-conscious. 

It’s no wonder the majority of consumers on the platform are Millennials and Generation Z. 

They are tech-savvy, grew up with social media, and are aware of data breaches such as the Cambridge Academia scandal in 2018. 

Now you know what Bluesky is, it’s time to find out if it is for you. 

Bluesky is using an AT(Authenticated Transfer) protocol.

If you aren’t familiar with the technical language, the platform is an open-source framework, so people outside of the company have transparency into how it is built and what is being developed. 

It allows its users more control over where and how their data is being used. 

Depending on the user, they choose whether they want stricter regulations, community interactions, and moderation. 

Less ADs, More Personalization

Forget about algorithms controlling you, you are in control. Many platforms are being oversaturated with ADs and users are getting annoyed with the constant bombardment of irrelevant content.

Well, Bluesky might be the answer to your dreams because of its customization feature that’s integrated into the platform. If you just want to see your friends’ posts, you are in control of what you consume. 

The algorithm is based on your preferences, activity, and other factors, giving you back autonomy. 

Another classic is if you remember when Instagram first appeared on the internet, posts were shown in chronological order but recently, they are random and based on your activity with other connections on the platform. 

With Bluesky, everything is posted chronologically, allowing users to see when the content was made first. 

The ability to personalize and control your data makes it an easy choice for younger generations to move from X to Bluesky. 

The ability to filter content and tailor your feeds to your interests offers more personalization which is important to Millennials and Gen Z according to a blog written by Idomoo. 

Gen Z has grown up in a tech-centric society and things like custom playlists on Spotify, recommendations on the top movies for you on Netflix, or special discounts on your birthday make personalization a key feature of a business strategy. 

It’s no different for social media. In earlier days, Instagram, Facebook, and Myspace gave you more autonomy over what appeared on your feed. Nowadays, content is fed to you whether you agree to it or not. 

Early adopters of Bluesky were seen moving over to the platform after Twitter changed its name to X with many more switching because of changed policies on Twitter and content moderation. 

Bluesky positions itself as an open discussion platform, encouraging transparent and unmoderated political conversations in comparison to X. Instead of social media platforms owning you, you own the social media platform. 

The biggest comparison between Bluesky and other social media platforms is that you have more control over your data, can customize your feed, and block out any content you find disturbing or harmful. 

The recent policy brought in by X on the block feature has people worrying about the safety of the platform. Elon Musk has proposed that when you block someone, they can still see your content but they just can’t interact with it. 

There are many issues with this as the whole concept of blocking is that you don’t have to see their content anymore. 

Mastodon is another decentralized social media platform however many have complained over the complexity of it and the “vibe” feeling off. 

Bluesky is referred to as a platform where everyone is welcome while Mastodon feels “clicky”. 

The platform arrived on the web in 2022 and got a headstart at taking audiences over to the platform. 

In 2023, Blueksy arrived but originally was an invite-only platform as it went through its beta stage. 

In 2024, it announced the platform would be public for anyone to use. 

A platform like Bluesky has many competitors aside from Mastodon. 

Threads, owned by Meta, came on the market in July 2023 and has over 275 million users on the platform. 

A small number for Bluesky to compete with… ‘ahem’. 

Threads is a centralized platform because it’s owned by one single entity. The algorithm, changes in policies, and content moderation are controlled by Meta. 

Whereas Bluesky gives you the freedom over what you do with your profile and feed. 

Threads is feeling the heat from Bluesky as it’s introduced more features such as customizable feeds which is a big feature of Bluesky. 

If you want more ownership over your data, Bluesky could be for you. 

You might be wondering, “Should I move my business to Bluesky?” The answer isn’t a simple yes or no. It depends on your goals, resources, and target audience.

Like any social media platform, Bluesky has its strengths and limitations. 

Before making the leap, it’s important to evaluate whether it aligns with your business objectives. Spreading yourself too thin across multiple platforms can ruin your efforts, but if Bluesky fits your strategy, it could be a valuable addition to your marketing strategy.

To help you decide, let’s break down the pros and cons of migrating your business to Bluesky.

Pros:

1. Bluesky is still a relatively new platform and early adopters can take advantage of building a strong presence before it becomes oversaturated. 

 

2. You can build a tight-knit community as it’s ideal for targeting niche audiences with authentic, personalized marketing messages.

 

3. With no algorithm dictating what content is shown, your posts are more likely to be shown to your followers organically, making it easier to interact directly with your audience. 

 

4. There’s less competition, allowing you to test different content strategies, messaging styles, and audience engagement methods without much pressure. 

 

Cons: 

1. Bluesky has a smaller user base so if your target audience isn’t on the platform, it would be harder for smaller businesses to grow as they normally have limited resources. 

 

2. Bluesky currently doesn’t offer any paid promotional features, reducing your chances to leverage ads to boost visibility or target specific demographics. 

 

3. The platform hasn’t integrated scheduling tools and analytics software, making it harder to track ROI as part of your marketing strategy. 

If you’re looking to build a niche community for your business, Bluesky offers a unique opportunity to connect with engaged, like-minded audiences in a less crowded and algorithm-free environment. 

We recommend migrating to Bluesky as a complementary platform to your existing social media strategy, rather than a replacement. 

Its focus on authentic interactions and giving back to the user makes it ideal for businesses and companies who want to create deeper connections with their target audience. 

Even though Bluesky’s user base is still growing, it’s best to maintain a presence on giants like Instagram, Facebook, or LinkedIn to maintain a broader reach. 

That said, Bluesky’s potential for businesses could skyrocket if it integrates measuring and tracking software in the future. 

The ability to analyze engagement, track ROI, and measure campaign performance would make it a more viable platform for businesses looking to scale their efforts. 

If Bluesky evolves to include features like paid promotions, advanced analytics, and scheduling tools, it could become a powerful tool for businesses to diversify their social media presence and reach new audiences. 

Until then, treat Bluesky as a testing ground for organic growth and community-building, while keeping an eye on its development as a platform. 

It’s still early days and a lot can happen. Just take a look at Threads.

To get started on Bluesky, it only takes a few simple steps until you’re ready to enter the world of online decentralization. 

You have the choice to create a personal or a business account. Several celebrities from pop singer, Lizzo to Taskmaster’s Greg Davies, have announced they are joining the platform and limiting their use of X altogether. 

Other big names such as Ben Stiller, Jamie Lee Curtis, and Patton Oswalt have also made the move. 

Publications and Journalists like Carol Voderman have started to build their online presence on the platforms as it’s easier to get verified and doesn’t denote links like other platforms. 

But what about the big players like Duolingo? Coca Cola? Wendy’s? Unfortunately, they haven’t made the move yet but there’s plenty of time as the platform continues to grow. 

On the desktop, you can enter bsky.app to get started. 

Create a personal or business account with an email and a password.

Create a custom domain

Unlike other social media platforms, you can connect your domain to your Bluesky account as verification. 

In your settings, tap account.

Select “handle” and then “I have my own domain”. 

Follow the instructions to add a new DNS record to your domain in your domain manager. 

 

And ta-da! You are verified through your domain. 

If you are signing up on your mobile, you can download the app through the app store on the iPhone or Google Play Store for Android. 

You’ll be prompted to add information such as a profile picture, bio, and other basic information required for the platform. 

After you choose a profile picture that’s a good representation of your brand or business, you’ll be prompted to select interests so the platform can serve you relevant content. 

Once you’ve completed all the basic information, you are ready to explore! 

Bluesky’s Customization Feature

The biggest feature of the new platform is its customization feature. 

Think about what you do and don’t want to see. Do you just want to see your friend’s posts or are you open to other relevant content related to your interests?

 

Bluesky has a “discover” feature for you to browse people’s content and select which feeds you are interested in following.

You can search for specific keywords or hashtags in the search bar to find people quickly. 

If you are a pro on Twitter, Bluesky will be easy to navigate due to its interface, suggestions for users to follow, and trending topics related to your interests.

Because Bluesky is hosted on independent servers, it’s easier to transfer your data from one platform to another.

SkyBridge is a tool that allows you to make the transition smoother, helping you find and follow your existing X connections on Bluesky. 

• To use SkyBridge, download the Google Extension which is available for Chrome and Firefox. 
• Log into both accounts, X, and Bluesky, through the extension. 
• The tool will identify which of your X followers are on Bluesky and you can stay connected to your followers across platforms.

Blueskys Starter Packs 

The platform has made it easy for everyone by creating “Starter Packs” which are curated collections of accounts designed to help you quickly find users with shared interests. 

With one click, you’ll already have a bunch of accounts to follow and explore in your feed. 

Content Moderation

Another key aspect of Bluesky is the ability to moderate the content on the platform.

You can customize it to your liking by using its key features:

• Set language preferences. 
• Mute specific words or phrases. 

Accounts that use specific words or phrases can also be excluded from showing. 

• Block specific groups of people 
• Customize your Feed 

Choose or create algorithms that dictate what you can see on the feed. 

• Customize your DM experience

You are in control of who can and can’t contact you and how you receive notifications. 

Open the Bluesky app and tap the chat icon to enter your DMs,

• Tap the settings icon within the DM interface.
• Choose from the following options:
  • Everyone: Allow any Bluesky user to send you a DM.
  • Users I follow: Restrict DMs to only those you follow.
  • No one: Disable DMs entirely.
• Toggle notification sounds for incoming DMs on or off, based on your preference.

Custom Servers 

Another key feature of Bluesky’s decentralized platform is the custom servers. 

Because it’s built on the AT Protocol (Authenticated Transfer Protocol), users or communities can host independent instances of the Bluesky network, giving them greater control over their social media experience. 

Anyone can set it up and run their server. 

As long as the servers operate in the Bluesky ecosystem, you can choose from different servers and move your data and connections across.  

Each server has its rules, moderations, and policies while remaining part of the Bluesky network. 

Email works the same way. It is interconnected through different servers such as Mailchimp or Gmail. 

You also have the choice to create your server. Even though they are independent, they can communicate with each other, which means one server can interact with users on another server seamlessly. 

Setting up Your Custom Server 

• Technical Knowledge: 

You’ll need to have some technical knowledge to create your server and understand how to deploy and manage software on a server. 

You’ll need to understand how to deploy and manage software on a server. 

 

• AT Protocol Implementation

Because Bluesky provides the AT protocol, which you can use to build and run your server. 

 

• Customization

Once the server is running, you can customize it with your rules, moderation policies, and features. 

 

• Invite Users 

Once you have everything set up, you can invite people to your server. They can create accounts on your server and start interacting with others on the Bluesky network.

As more and more generations become data-conscious, platforms like Blueksy are giving autonomy back to the audience.

General elections, fake news, changes in policies, and AD fatigue are just a few reasons for people to migrate to other platforms. Is there such a thing as a “perfect” platform? Or does every platform reach its downfall? 

If you are ready to make the switch to decentralized platforms and take back control of your data and the content you consume, Bluesky could be the right platform for you. 

Have you made the switch to Bluesky? 

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