One to watch: What is Bluesky?

Bluesky might’ve started as a side project, but it’s quickly making a name for itself in the social media landscape. In less than six months, it has grown from 10 million to over 30 million users, attracting everyone from artists and tech enthusiasts to public figures like Barack Obama.

You might be wondering if Bluesky is worth testing out. Since it’s still evolving, there’s no definitive answer. But this means there’s tons of room for experimentation and potential for early adopters to make their mark on the network.

This article will get you up to speed on all things Bluesky. You’ll learn more about what it is, what users like about it, how it differs from other networks and the overarching challenges and opportunities brands should be aware of.

What is Bluesky?

Bluesky is a social app where people share short posts with text, images, videos, links and more. On the surface, Bluesky has a familiar microblog-style layout. But what really makes Bluesky unique is what’s under the hood.

It runs on the AT Protocol, an open-source framework that gives users more control over their social experience. This protocol allows users to take their identity and content with them if they leave. Different apps can also connect through the same network.

Here’s a quick history of Bluesky:

• 2019: Started as a research project inside X (formerly Twitter), led by then-CEO Jack Dorsey. The goal: Explore how social media could be more open and user-driven.
• 2022: Became an independent public benefit corporation, focused on building the AT Protocol.
• 2024: Gained traction as more people searched for alternatives to traditional platforms.
• 2025: Continues to grow and add new features like blue-check account verification and Trusted Verifiers.

What do users like about the Bluesky app?

Curious why people are spending more time on Bluesky? According to the Q2 2025 Sprout Pulse Survey, 48% of global social media users plan to spend more time on new / emerging social platforms (like Bluesky) over the next six months. And Millennials, Gen X and Boomers in particular are showing more interest in joining Bluesky over Gen Z.

Here’s a look at how it works and what makes it different.

How Bluesky works

If you’ve used any network with a feed, likes and replies, you’ll pick up Bluesky quickly. It has a clean, simple and recognizable layout.

When you log in, you’ll see a navigation bar on the left with all the essentials:

• Home: Takes you to your main timeline.
• Search: Find people, posts or keywords across the network.
• Notifications: See who’s liked, reposted or replied to your posts.
• Messages: Your private DMs live here, with features to control who can message you.
• Feeds: Explore and pin community-curated timelines (more on these in the next section!)
• Lists: Organize your following by theme or interest.
• Profile: View and update your bio, profile picture, handle and post history.
• Settings: Manage your account, content preferences, moderation tools and appearance settings.

In the center of the app, there are three main feed views:

• Discover is the closest thing to a “For You” page. It’s where Bluesky highlights what’s popular or interesting.
• Following shows posts from people you follow, in simple chronological order.
• Custom Feeds will show you feeds built around certain keywords, post styles or communities.

On the right-hand side, you’ll see some trending topics to help you explore what people are talking about in real time.

Just tap the little blue icon at the bottom left to start drafting a post. You have up to 300 characters to write, and the option to add photos, videos, GIFs and emojis, choose the language and set who can interact with your post.

To engage with other people’s posts, you can like, repost, quote post or reply.

Unique features

While the app looks familiar, Bluesky has some interesting features that you won’t find on other social networks.

Custom Feeds

What really sets Bluesky apart is its customization. With Custom Feeds, users have more control over what shows up in their timeline. Want updates from quiet mutuals? Try the Quiet Posters feed. Into BookTok? BookSky is the literary corner of Bluesky. Want to know what’s trending in your circle? Popular With Friends highlights posts from people you follow and the content they’re engaging with.

Starter Packs

You know that awkward moment when you’re the first to show up at a party? Being early to a new app can feel the same way. Fortunately, Bluesky’s Starter Packs makes it easy to bring friends into your corner of Bluesky. This feature allows you to recommend your favorite accounts to follow and go-to Custom Feeds when you invite friends to join you.

Decentralization

Most social media networks are closed systems, owned by a small group of decision-makers. TikTok influencers, for example, can’t just move their account, followers or content over to Instagram. Everything you create is locked into that app. For creators and brands, that means being at the mercy of network changes.

Bluesky flips that model on its head. It’s built to be open and portable within the AT Protocol network. In other words, your profile, posts and audience aren’t locked into Bluesky. Users can take everything with them if they decide to switch to another app built on the same protocol, without starting over.

Think of it like keeping your phone number when you change carriers. Decentralization works in a similar way, giving creators and brands much more autonomy over their social presence.

How is Bluesky different from other networks?

From its custom feeds to its ad-free model, Bluesky is carving out a niche in the social media world.

‘Choose your own adventure’ home feed

Most social media platforms decide what appears in your feed, which usually includes a mix of popular posts, promoted content and updates from people you follow.

Bluesky takes a different approach. Instead of one default timeline, users can follow or create custom feeds, giving them more control over what they see and when.

Want to keep up with a specific community or avoid certain content types? You’re in the driver’s seat.

Community-first culture

With no ads (more on that in the next section) and a still-developing influencer scene, Bluesky’s social media culture feels more like the early internet than other networks. It’s creative and quirky, home to artists, writers, journalists and people who care about building authentic connections and cultivating a safe digital space.

One example is accessibility. Many users actively encourage image descriptions, and some even use the 2,000-character alt text limit to sneak in jokes or Easter eggs.

It also has thoughtful conflict management tools, such as strong blocks and reply limits, to prevent pile-ons and help users set boundaries.

Overall, Bluesky is very community-oriented, so brands that want to establish a presence here should take a more casual, lo-fi approach to social media content creation. Focus on genuine, authentic connections and conversations.

Ad-free business model

Bluesky isn’t ad-supported and currently has no plans to be. Instead, it’s developing a subscription model for premium features like higher-quality video uploads, profile customization, post analytics, bookmark folders or translation tools.

This choice means that users and brands can’t ‘buy’ reach. The best way to grow and amplify your message is to build real relationships and show up in ways that resonate with your audience.

Challenges and opportunities

Any platform trying to disrupt the status quo will face some big challenges, and Bluesky is no exception. As the network grows, there will be some growing pains, but there will also be valuable opportunities for those willing to experiment.

Moderation

Bluesky’s decentralized social media approach gives users more agency, but it also makes moderation more complex. Right now, the platform supports a stackable moderation system that layers filters from various services. Users can subscribe to moderation “feeds” the same way they follow custom content feeds.

 

But without a universal rulebook, harmful content could slip through. Be mindful of which feeds or communities you align with, as they may impact how your audience perceives you.

Misinformation

No single algorithm helps niche communities thrive on Bluesky. But that freedom also means misinformation can spread quietly. For example, in 2024, Bluesky had spam accounts impersonating public figures and attempting to scam users.

Since then, the network has rolled out more verification features, including domain handles, blue checks and trusted verifiers like The New York Times. For brands, investing in profile verification can go a long way in building trust.

Scaling

Bluesky recently crossed the 30 million user mark. That’s impressive growth in a short time. Still, it’s on the smaller side compared to other networks. Threads, for instance, hit 275 million monthly users by late 2024.

But its modest size is also part of the appeal. With less noise and competition, Bluesky feels more like a creative sandbox. It’s the perfect place to test new ideas and explore new ways of engaging. For brands that value creativity and early momentum, it’s a rare chance to help shape the culture of a growing network.

Build a positive community

The Bluesky culture today is creative, curious and deeply people-first. Conversations tend to feel more thoughtful and grounded, giving brands a real opportunity to grow their presence through meaningful interactions, rather than surface-level engagement.

Plus, with strong niche communities already forming—especially among artists, writers, tech folks and journalists—Bluesky offers a chance to connect with more focused and active audiences.

As the network grows, brands entering the scene now should know that this is not the place for copy-paste brand messaging. Corporate speak probably won’t land. But if you show up as a considerate, values-aligned participant, you’ll stand out.

Navigating the Bluesky horizon

Is Bluesky right for your brand? If your audience is creative, tech-savvy, values-driven or community-oriented, it’s definitely one to watch. The network is still growing, which means there’s space to experiment, get weird and help shape its culture.

Just keep trust and brand safety in mind. Claim your domain handle (like @yourbrand.com) to stay authentic, use verification tools to protect your presence and be thoughtful about where you show up. Also, don’t overthink your content. Prioritize making connections and creative exploration over super-sophisticated campaigns.

Want more insights on where social is headed this year? Download The 2025 Sprout Social Index^™ to get the latest data and trends to help you plan smarter and stay ahead of the curve.

FAQs

What is Bluesky used for?

Bluesky is a social network where people share short posts, join conversations and explore niche communities. It works similarly to other microblogging social platforms like X or Threads, with a little more personalization. Users can follow different feeds based on their interests and customize their timelines to create their own social ‘home base.’

Why are people going to Bluesky?

People are joining Bluesky for a more ‘early internet’ style social experience. It’s ad-free, customizable and more community-driven. Many users also like its decentralized, open-source model which gives them more ownership over their online presence.

Who owns Bluesky?

Bluesky is an independent public benefit company. It was initially incubated with support from X (formerly Twitter) but now operates separately with its own CEO, board and funding. Its mission is to build a decentralized social web through the AT Protocol, empowering users to take charge of their data, identity and experience across social networks.