Bluesky and Threads - have you heard of them? These relatively new social media platforms are text-based apps with many similarities.
They are competing to be the next X (or Twitter, for those of us who still refer to it by that name). When Twitter changed its name to X and made a few other changes, upset social media users looked elsewhere for an entertaining yet text-based app.
Businesses can thrive on both, although using different social media techniques and tricks as they cater to different audiences. But how different? Do these two platforms really share that many differences?
Follow along as we compare Bluesky and Threads to figure out which platform is better for your business in 2025.
Before we can decide which social media platform is better, let's learn about each one.
Bluesky is a decentralised, open-source social media platform owned by Bluesky Social PBC. Interestingly, this X competitor was first founded within X when it was still Twitter.
On this platform, users can post photos, videos, links, and text with a character limit of up to 300 characters. It's a place to share opinions and curate your feed with customizations.
So, how many people are using Bluesky? Is it worth it for businesses? As of May 2025, this microblogging app has over 36 million users.
How does that compare to Threads? Well, Threads is also a microblogging platform, although it isn't open source. Instead, Threads is operated by Meta— the same company that operates Facebook, Instagram, and WhatsApp.
It serves over 100 countries in 31 languages and was launched on July 5, 2023. At the end of 2024, Threads had over 200 million active users. This is a pretty big difference compared to Bluesky's 36 million users.
The audiences for both Bluesky and Threads are very different.
For instance, about two-thirds of Bluesky users are male. Bluesky is also a more technical platform, meaning the users who gravitate to it understand the terms needed to curate their feed.
Bluesky users are also a younger demographic. On average, in 2024, around one in three users of the app were between 18 and 24 years old. Less than 10% of users were 55 to 64 years old or 65 years old or older.
If there is one thing that sticks with you during this comparison, it's that Bluesky users love to engage. They are 3x more likely to engage than X/Twitter users.
What about Threads? The demographics behind Threads users are similar to an extent. Most people who use Threads do so because of Instagram, as they are integrated.
Men are more likely to use Threads, just like Bluesky. 57% of Meta users are men. The age ranges are very similar - sorta.
With Threads, the largest percentage of users are young, between 25 and 34. What about engagement? How do the two compare?
Well, the engagement is nowhere near as high as it is for Bluesky. The median engagement rate of a post on Threads is 6.25%.
Posting in Bluesky and Threads looks different, although they are text-based social media apps.
Posting on Bluesky is straightforward. On this app, you can post short updates, text (up to 300 characters), photos, GIFs, and videos.
It can be overwhelming when working with multiple social media apps. You don’t have to feel overwhelmed when using a Bluesky scheduling tool like Sendible.
Bluesky is a very engaging and community-driven app. The tone for the overall app and audience is community-focused.
However, it can be confusing to understand the different ways to curate your feeds. Bluesky lets you customise your feed, giving you control of what you see.
For business owners, this can be tough since the reach is smaller. There is no guarantee that someone will want to interact with your content.
Bluesky is growing rapidly. Although it doesn't have as large of a reach as Threads, small businesses can sign up and get in on the action early.
An advantage to businesses using Bluesky is all of the experimentation. The app is new and very customizable, which can look different for everybody. It's an opportunity to learn and stand out early.
Although Bluesky is a solid social media platform for engagement, there are disadvantages. For example, growth on the app is organic, so there aren't advertising tools. This can really stunt a business's growth.
Threads allows you to post a little more content compared to Bluesky. For instance, in one post, you can include up to 10 photos. Also, text posts allow up to 500 characters.
Your feed on Threads is determined by an algorithm you don't have control over. This is a stark difference compared to how Bluesky does things.
Threads has its own advantages and disadvantages. One of its advantages is its reach. Who wouldn't want the potential to reach 200 million people?
It's also more engaging than its top competitor, X. Still, Bluesky has it beat there.
Instagram remains one of the most used apps in the world, with a large reach. It has 2 billion active users across the world.
Threads isn't there yet, but it's integrated with Instagram and has the potential. It's also easy to go between apps.
Any visibility is great, even if it's from a small number of people. Business owners should consider using both Threads and Bluesky, but for different reasons.
Bluesky is perfect for building a niche and a tight-knit community, as engagement rules here. Because the app is still growing, you can also become one of its first faces.
It's a lot harder to grow on social media when an app already has 200+ million users compared to just 33 million.
Threads' biggest selling point for visibility to businesses is its relationship with Instagram. It has a larger reach than Bluesky and discoverability through Instagram, an app that over 2 billion people use.
A great way to boost your visibility and engagement is to use social media scheduling platforms. Although Threads is a newer social media app, plenty of platforms allow integration, making it easy to batch content, like Sendible.
How can you tell when a post or strategy is working without tracking data and analytics? Bluesky and Threads track some data, although both are very limited.
For instance, on Bluesky, there isn't a lot of information on posts. Instead, it's easier to use platforms where you can input your account information.
A popular one for Bluesky is Bluesky Analytics, a free online tool that tracks followers, posts, and growth.
Threads offers more information than Bluesky, but it's still limited. Really, all you can see is some visible metrics, like the view count under your posts.
Threads also works with third-party social media analysis tools. Sendible allows you to publish directly to Threads from the scheduling dashboard and look over relevant analytics from those posts afterward.
With all of the information we've gathered, let's dive into the real reason why you're here - which platform is better for your brand?
The short answer is both! The long answer depends on what you are looking for. Threads and Bluesky have advantages that any business can use to boost engagement and attract customers.
Each reigns for different reasons. Bluesky is the best for community building because of how engaging the community is and the customizability of the feeds.
With Bluesky, users seek out your content on purpose, which can increase the likelihood of gaining followers and supporters.
It's great for more niche industries and topics. The industries that thrive with Bluesky are tech, creative fields, and media. For instance, a few companies currently using Bluesky are Microsoft and The New Yorker.
Threads is another great option, although it's best if you're looking for reach and integration. More people use Instagram and Threads, which means more potential eyes on your business.
It's also popular across all industries, including SaaS, multi-location brands, and lifestyle. Brands that use threads include Beyond Meat, Grammarly, and Wendy's.
Can brands use Bluesky and Threads at the same time?
Brands can use Bluesky and Threads with no problem. There is no law or rule that limits the use of both apps. Using both apps can increase your reach. And you can use Sendible’s Smart Compose Box to tailor copy to match both platforms’ vibe easily.
Which platform is better for engagement?
Bluesky is better for engagement. The platform has a smaller niche and a supportive audience known for its engagement scores.
Is Bluesky really decentralised—and does that matter for marketing?
Bluesky is really decentralised. This means that the app is not controlled by one single organisation. It also gives a lot of control to the user and offers transparency at every step.
So, what does this mean for marketers? It means that Bluesky offers a challenge. While you can't rely on advertising as a marketer while using Bluesky, you can create meaningful and authentic content and respond to replies in a similar way.