Bluesky is one of the most talked-about new platforms in the social media space. With over 35.5 million registered users and more than 1.4 billion posts, it has quickly evolved from an invite-only curiosity to a serious alternative to X (formerly Twitter).
Yet despite its explosive growth—including 15 million new users since November 2024 alone—many businesses are still unsure: Is it worth the effort to build a presence on Bluesky?
The answer depends on your industry, audience, and willingness to embrace a decentralised, still-developing platform. In this guide, we break down which industries are poised to benefit most from an early Bluesky strategy, the platform’s key challenges, and how tools like Sendible's upcoming Bluesky Scheduler can help brands test the waters without burning time or budget.
Before we get into industry opportunities, it's important to address the hesitations many marketers have:
No native scheduling tool
Occasional bugs and post visibility issues
Image handling limitations
Discoverability is still evolving
Lack of paid advertising options
Decentralisation creates a learning curve for some users
Bluesky has become a haven for journalists and independent media outlets seeking a less algorithm-heavy, link-friendly environment. With 3.2 million daily active users in the US and UK combined, there’s a strong base for real-time news sharing.
Why it works:
No suppression of outbound links
Higher engagement per follower (up to 10x more than X, per SocialPilot)
Direct, transparent conversation with audiences
How the Scheduler helps:
Schedule headlines and story threads in advance
Automate post timing for time-sensitive news drops
Academics and educators are using Bluesky to share research, discuss findings, and connect with peers. The decentralised model appeals to users seeking transparency and information without algorithmic interference.
Why it works:
Bluesky supports long-form posting and outbound links to papers
Young adult demographics (63% under 34) align well with education-focused content
How the Scheduler helps:
Share a consistent stream of publications, student spotlights, and event recaps
Repurpose Threads or X content across platforms
Bluesky’s decentralised model, open-source appeal, and tech-savvy audience make it fertile ground for startups looking to build in public or join decentralised conversations.
Why it works:
Strong overlap with early adopters and privacy-conscious users
Ideal space for open-source, privacy-first, and Web3 projects
How the Scheduler helps:
Run thought leadership threads and feature updates regularly
Maintain a consistent voice without daily manual posts
With rising consumer demand for transparency and authenticity, Bluesky aligns well with ethical and sustainable brands. Its decentralised framework reinforces the value of trust and openness.
Why it works:
Audience values authenticity, community, and data transparency
Low-pressure space for mission-led storytelling
How the Scheduler helps:
Plan story arcs and awareness campaigns in advance
Post consistently without manual lift
Brands like Xbox, Netflix, Red Bull and others have already established a presence on Bluesky. With over 7.5 billion total likes and 2.5 billion followers platform-wide, engagement is robust—even without ads.
Why it works:
High user engagement (average of 10.5 minutes per session, 8 pages per visit)
Room for playful, experimental content
How the Scheduler helps:
Pre-schedule meme drops, trailers, or fan content campaigns
Coordinate launch posts with product or show releases
Although early in adoption, Bluesky offers opportunities for transparent health communication, especially in mental health, holistic wellness, and public awareness campaigns.
Why it works:
Less noise, more room for genuine dialogue
Interest in expert voices, especially around health transparency
How the Scheduler helps:
Time awareness days and campaign posts
Share stories and tips regularly without day-to-day management
Still a quiet segment on Bluesky, but with future potential for community-driven content. Especially suited to real estate agents, home services, and regional businesses testing long-form or conversational marketing.
Why it works:
Local updates and Q&As can build trust
Early mover advantage for location-specific content
How the Scheduler helps:
Schedule open house alerts, homebuyer tips, and seasonal updates
Maintain brand presence in a consistent, low-lift way
While Bluesky presents exciting opportunities, particularly for early adopters and specific niches, certain industries and businesses might find it prudent to adopt a "wait-and-see" approach before fully integrating it into their marketing strategy.
Here are some key considerations:
For businesses heavily reliant on high-quality visual content and direct product promotion, Bluesky currently presents limitations. The platform's focus on text-based updates and the lack of robust features like product tagging, carousels with direct links, and visually rich storefronts make it less effective for traditional eCommerce marketing compared to platforms like Instagram, Pinterest, or even evolving features on X.
Unless your beauty or fashion brand focuses on highly niche, conversational content, behind-the-scenes glimpses, or fostering a strong community through dialogue, platforms like Instagram, TikTok, and YouTube, with their emphasis on visual media, short-form video, and influencer marketing, are likely to yield a higher immediate ROI.
Justifying a significant short-term investment in Bluesky might be challenging for B2B SaaS companies whose target audience isn't particularly focused on open-source technology, decentralisation, or thought leadership in emerging social media spaces.
While building a presence for long-term brand building and industry conversations is possible, the immediate lead generation and ROI might be lower than established B2B platforms like LinkedIn or industry-specific forums.
Bluesky currently lacks a mature or publicly available advertising platform. If your primary marketing strategy hinges on paid social media campaigns for reach and conversions, Bluesky won't be a viable primary channel in the short term.
Bluesky doesn't currently have robust location-based features that are crucial for many local businesses (e.g., local search, check-ins, and location tagging prominently). Platforms like Google Business, Facebook, and even Instagram offer more developed tools for reaching local customers.
As a newer platform, building a meaningful presence on Bluesky requires time, effort, and potentially new content strategies. Businesses with already stretched marketing teams might need to prioritise established platforms where their audience is already concentrated before allocating resources to Bluesky.
While Bluesky fosters a more open and conversational environment, brands with extremely strict control over their messaging and visual presentation might find the less curated nature of the platform challenging. The decentralised aspect could also raise concerns about brand consistency across different servers.
Current data suggests that Bluesky's user base skews younger. If your target audience is primarily in an older demographic, your efforts might be better focused on platforms where they are more active.
Here are some demographics to take into consideration:
By considering these factors, you can make a more informed decision about when and how to incorporate Bluesky into your overall social media strategy. It's often wise to monitor the platform's growth and feature development to assess its future relevance for your specific industry and target audience.
The landscape of social media is constantly evolving, and being an early adopter on a promising platform like Bluesky can yield significant advantages for your business. Here's why testing the waters now could be a strategic move:
With Bluesky adding approximately one new user every second and boasting a community of over 35 million and counting, the platform is experiencing significant momentum. Getting in early allows you to establish a presence and grow alongside this burgeoning audience, potentially capturing mindshare before the space becomes saturated.
Bluesky is currently characterised by strong engagement, particularly within niche communities and around non-promotional, authentic content. This presents a unique opportunity to foster genuine connections with your target audience, participate in relevant conversations, and build a loyal following based on shared interests rather than solely on transactional interactions.
For businesses aiming to position themselves as thought leaders or cultivate strong community ties within their industry, being an early mover on Bluesky offers a significant advantage. You have the runway to shape conversations, build a dedicated following, and become a recognized voice in your niche before the competitive landscape intensifies.
The upcoming launch of our Bluesky scheduler directly addresses a key barrier to consistent engagement. With the ability to plan and schedule content in advance, your business can more easily experiment with different content formats, posting frequencies, and engagement strategies on Bluesky without the burden of constant manual posting.
As with many emerging platforms, early adopters on Bluesky may experience higher organic reach compared to more established and algorithmically dense networks. By establishing a presence now, you can capitalise on this potential for greater visibility and organic growth before the platform's algorithms become more restrictive.
By testing Bluesky now, your business gains valuable insights into how the platform functions, what types of content resonate with its users, and how it fits into your broader marketing ecosystem. This early learning allows you to adapt your strategies and build expertise before Bluesky becomes a mainstream platform, giving you a competitive edge.
Launching soon, our scheduler helps you:
Post consistently without manual effort
Collaborate with your team on content planning
Use AI Assist to tailor messages for Bluesky’s tone and audience
Manage Bluesky alongside Threads, X, LinkedIn, and more
Bluesky isn’t a must-use for every brand—yet. But if you’re in the right industry, willing to experiment, and want to engage authentically, it’s a space worth exploring.
With Sendible’s upcoming scheduler, the biggest challenge—consistent posting—is finally solved. That means you can test the waters with confidence, build a community early, and find your voice before the crowd catches up.