Why move from X to Bluesky? A guide for purpose-driven brands

Another year, another new social media platform…but this one looks more appealing. Bluesky has emerged as a promising alternative to X (formerly Twitter), catching the attention of conscious brands, organisations, and individuals looking to move away from Musk’s hangout in favour of a more aligned platform to communicate purpose-led messages.

If you’re considering a move from X to Bluesky, here’s what you need to know to make an informed decision and make the most of this new platform.

What is Bluesky, and why is it gaining popularity?

Bluesky is a decentralised social media platform that says it prioritises user autonomy and transparency. Unlike traditional platforms — that have centralised control and are dominated by algorithms — Bluesky gives users control over their experience through clearer choices on how their data is used and how they see content.

With so many moving away from X following Musk’s controversial views, and Bluesky filling the gaps that X appears to be lacking recently, it’s not surprising that Bluesky has quickly gained popularity among users and brands who value inclusivity, transparency and civility.

What are the key differences between X and Bluesky?

1. Decentralisation: While X operates under a centralised model, Bluesky offers a decentralised platform where users have greater control over their data and content.
2. Autonomy over the algorithms: Bluesky enables users to customise their feed, giving a tailored and intentional content experience.
3. User experience: Bluesky emphasises simplicity and community-building, avoiding some of the noise and complexity that can feel overwhelming on X — sound familiar?
4. Ad-free environment (for now): Bluesky currently focuses on organic growth and engagement without the heavy influence of adverts, making it appealing for brands that wish to connect authentically.

Why purpose-driven brands should take notice of Bluesky

Absolute PR & Marketing believe that brands should align their communication strategies with their purpose. Bluesky’s mission-driven ethos certainly complements this philosophy. Here’s how the platform aligns with purpose-driven brands:

• Authentic engagement: Bluesky’s smaller, more engaged community fosters meaningful interactions, allowing brands to connect on a deeper level.
• Control over narrative: With customisable algorithms, brands can tailor their presence and ensure their messages reach the right audiences without being lost in the noise.
• Alignment with values: Bluesky’s commitment to decentralisation and transparency resonates with organisations that prioritise accountability and social impact.

How to transition from X to Bluesky

Moving to Bluesky is a great opportunity to re-evaluate and refresh your social media approach. Here are some steps to get started:

1. Evaluate your goals: Identify what you want to achieve on Bluesky. Is it brand awareness, community engagement, or thought leadership? Tailor your approach accordingly.
2. Optimise your profile: As on X, your profile on Bluesky should reflect your brand’s purpose, values, and identity. Use consistent branding elements to maintain recognition.
3. Explore the platform first: Familiarise yourself with the platform’s unique features, such as algorithm customisation, to understand how you can best use them to engage your audience.
4. Experiment and adapt: As an up-and-coming platform, Bluesky provides the opportunity to test new strategies, experiment with content formats, and refine your approach based on audience feedback.

Building a community on Bluesky

Success on any social media platform hinges on building and nurturing a community. On Bluesky, focus on:

• Engaging content: Share posts that educate, inspire, and resonate with your audience’s values.
• Authenticity: Avoid overly promotional content. Instead, share stories and insights that align with your brand’s purpose.
• Collaboration: Partner with like-minded users and brands to amplify your message and create a sense of community.
• Listening and learning: Engage with feedback, participate in discussions, and remain open to evolving alongside the platform.

Final thoughts

Is Bluesky right for your brand strategy? While this new alternative offers exciting opportunities, it’s important to check in with your audience’s needs. Ask yourself if your target audience is already active on Bluesky or if they are likely to migrate there. Additionally, consider whether you have the resources and capacity to establish and maintain a strong presence on a new platform.

If you do wish to transition from X to Bluesky, it’s a good opportunity to rethink how your brand engages with audiences and communicates its purpose.

Absolute PR & Marketing is here to support its clients every step of the way — from strategy development to implementation and evaluation, we can create a communication strategy that delivers meaningful results for your clients, community, cause, and climate.

If you’re ready to explore Bluesky and use it to amplify your brand’s purpose, get in touch with us on 01392 680740 or email: info@absoluteprandmarketing.com

You can follow Absolute PR & Marketing on Bluesky here.