What Is Bluesky? And Should You Be Using It For Your Business?

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Social media platforms come and go, but every so often, a new one emerges that catches people’s attention. One of the latest is Bluesky – a platform created by Jack Dorsey, co-founder of Twitter (now X).

For some, particularly those frustrated by X, Bluesky has become an appealing alternative. But what exactly is it, who uses it, and more importantly, should you be creating a profile for your business?

What Is Bluesky?

Bluesky is a social networking platform designed as a decentralised alternative to X. It looks and feels similar – users post short updates, follow others, and interact through replies, likes and reposts. The big difference is that it runs on an open protocol, which means no single company has full control over it.

At the moment, it’s still relatively niche. The audience is growing, but nowhere near the scale of LinkedIn, Facebook, Instagram, or even X.

Who Uses Bluesky – And Why?

Most Bluesky users today are people who left X and want a similar experience without the frustrations they found there. That means the demographics lean towards tech-savvy professionals, journalists, and early adopters, rather than mainstream audiences.

Unlike LinkedIn, it’s not yet a hub for B2B networking, and unlike Instagram or TikTok, it’s not a driver for consumer trends. Think of it as a developing community, mostly made up of people who want an alternative social space rather than businesses actively selling products or services.

Are There Business Benefits?

For most small and medium-sized businesses, Bluesky is not yet a priority. A profile there will not generate the same visibility or opportunities as LinkedIn, Facebook, or Instagram. At this stage:

1. There are no advertising options – so you can’t run paid campaigns.
2. Most social media tools don’t integrate – including HubSpot, so you would need to post manually rather than managing it alongside your other channels.
3. The audience is niche – unless your target customers are specifically early adopters, you may not find many prospects there.

That doesn’t mean it’s irrelevant. If your industry overlaps with tech, media, or digital communities, Bluesky could be worth experimenting with. But for most SMEs, your time and budget will deliver far more return on established platforms.

Should You Create A Profile?

The real question is always: are your ideal customers using it? If the answer is no, then your focus should stay on the platforms where they already are. If the answer is yes – and you see your industry peers beginning to use Bluesky – then it’s worth reserving your company name and experimenting with a profile.

The key is to avoid spreading yourself too thin. Your resources are better spent building momentum on the major platforms where you can actually attract leads, generate enquiries, and grow your business.

What You Should Do Next

At JDR, we help SMEs like yours make sense of an increasingly complex digital marketing landscape. It’s easy to get distracted by the latest platform or trend, but the fundamentals remain the same: you need a clear strategy, the right channels, and a process that converts activity into actual sales.

If you want to know where to focus your efforts, start with our free guide: How To Use Social Media For Business. It shows you how to build a social media strategy that attracts real customers, not just likes.

​Alternatively, book a free consultation with one of our experts today to find out how JDR can you take advantage of BlueSky.