With Bluesky now exceeding 20 million users including 3.5 million daily active users – putting it just 1.5 times behind Meta’s Threads, Ed East, co-founder and Global CEO of global creator agency, Billion Dollar Boy offers the following comments on what the platform’s potential is for brands and creators—and why it needs to convince both of its commercial viability in order to truly scale.
“Bluesky is reminiscent of early Twitter – its primarily text-first and decentralised approach lends itself well to current affairs and opinion-led content, positioning the platform as the digital town square Twitter has historically laid claim to.
“This has attracted some notable users to the platform – including reputed journalists and academics and celebrities such as Stephen King, Lizzo, Guillermo del Toro, Barbara Streisand and Ben Stiller. While these users are giving the platform more credibility and getting media and brands’ attention, they aren’t as relatable to the average consumer as creators.
“Attracting creators will be vital for Bluesky’s growth, generating more diverse content beyond politics and current affairs which currently dominates the platform’s feed.
“That diversity comes from creatives who know their audience and can produce plenty of high quality, engaging content that will broaden Blueksy’s appeal.
“However, Bluesky has yet to attract social media-first content creators, because creators typically follow the ad dollars. And that is unlikely to change until Bluesky supports traditional paid advertisements.
“Brands considering Bluesky will need to find creative workarounds to the platform’s ad targeting limitations with creator collaborations among the most potent potential solutions.
“Once Bluesky becomes more professionalised, it might start to be considered more seriously by advertisers and creators. There’s still some way to go before we reach that stage but the early signs are promising.”
