The Rise of Bluesky: What it Means for Digital PR

It wasn’t long ago that Twitter was the undisputed heavyweight of real-time communication. From breaking news to viral memes, it was where brands, consumers, PRs and journalists converged to share, comment, and connect. But in 2024, the bird app (or should we call it X?) seems to be shedding feathers faster than it can grow new ones.

Bluesky, started by one of the original Twitter founders, replicates what some would call the ‘good old’ Twitter experience. It’s remarkable just how similar the Bluesky experience is to Twitter BE (Before Elon) – right down to the same blue colour and app functionality. In fact, it seems clear that this is precisely what Bluesky is aiming for, and OG Twitter users are flocking over in their droves. With the ongoing exodus from X to Bluesky, we’re here to explore what this seismic shift means for your communications strategy.

The fall of Twitter (or X)

Twitter’s woes are no secret. Since its rebranding to X under the ownership of Elon Musk, the platform has faced mass layoffs, controversial policy changes, and declining user trust. High-profile brands, media outlets (including Hello! and The Guardian), and even casual users are questioning whether they are getting value from the platform and – in some cases – whether it’s a platform they even want to be associated with.

With ad revenue plummeting, erratic engagement metrics and questionable commentary, the community that once made Twitter vibrant seems to be dispersing.

Enter Bluesky: the social media newcomer

Bluesky, the brainchild of former Twitter CEO Jack Dorsey, is making waves as a decentralised alternative to X. Its mission? To offer an open-source, user-first experience that feels less corporate and more community-driven. Users are flocking to Bluesky for its clean interface, community culture, and crucially, the absence of the drama (and frequency toxicity) that now defines X.

Bluesky’s smaller but highly engaged user base is a goldmine for authentic connection, particularly with brands, PRs and journalists. Early adopters of any platform have historically been enthusiastic, vocal, and eager to interact, making it the perfect space for communications professionals looking to build genuine relationships. If you’re willing to experiment, Bluesky offers a chance to shape the culture and conversations of the platform.

What this means for your digital PR

With the growth of Bluesky user numbers continuing at pace, what does this mean for you?

1. Audit your audience and be there to talk to them

It’s always a good idea to review your audience on a regular basis – with a view to understanding what defines them and what motivates them – but also where they are. Are your audience on Bluesky (or will they soon be)? If so, you need to be there now.

Our top tip: Luckily, there are tools out there to help you instantly find your Twitter followers, along with who you follow, without having to go through the list manually. When setting up a Bluesky account for ourselves, we used ‘Sky Follower Bridge’ to help us ease the process.

2. Experiment and engage

Bluesky is still young, which means the rules aren’t set in stone. Try new formats, engage directly with users, and establish yourself as a pioneer on the platform. We’ve seen time and time again that early adopters of platforms often get the best results – not least but the first to party are often the ones to set the vibe.

3. Think beyond your consumer/client audience

Bluesky, just like Twitter in the good old days, isn’t just a great place to engage with existing and potential customers – it’s also the ideal place to provide a shop window to people who might become part of your team. Beyond this, it’s also showing itself to be a great place to interact with journalists – with large numbers of journalists already very active on the platform. This could be the perfect place to supercharge your PR strategy.

Our top tip: To avoid falling on the back foot with journalist requests, you can configure your Bluesky settings to notify you when your top-tier media contacts have posted on their profile, allowing you to be the first past the post.

4. Partner with experts

A trusted PR agency (hello, that’s us!) can help you navigate this new platform and craft a strategy that makes sense for you. We are busy building our network on Bluesky and are experts in finding opportunities that are relevant to our client’s stories.

The forecast is Blue(sky)

The decline of Twitter and the rise of Bluesky could mark a pivotal moment for our industry. While Twitter may no longer hold the same appeal, platforms like Bluesky remind us that the social media landscape is always evolving. The key to success lies in staying agile, being bold, and always putting your audience first.

Contact us for help crafting your PR & Marketing strategy.