Bluesky, a new social media app, has been gaining traction
in recent weeks, with reports suggesting a significant increase in usage. As
brands and marketers look to stay ahead of the curve, many are wondering
whether they should add Bluesky to their social media mix.
The app's rise seems to have been triggered by a combination
of factors, including the U.S. Election, a swing against Elon Musk's X, and the
limitations of Meta's anti-political content approach on Threads. Additionally,
Bluesky offers users more control over their feed, allowing them to default to
their "Following" feed and access links without restrictions.
According to Similarweb, Bluesky usage has surged an
estimated 500% in the U.S. and seen a 350% jump in daily active users in the
U.K. Appfigures reports that Bluesky has held the top spot on the App Store
downloads chart for nearly a week, outperforming both Threads and X.
The app has now surpassed 20 million users and has almost
tripled its user base since August. This growth has already attracted a range
of publishers and brands to set up profiles on the platform.
While Bluesky's growth is impressive, it's important to note
that its user base is still significantly smaller than that of its main rivals,
Threads (275 million) and X (500 million). As such, it may not be a major
consideration for most brands just yet.
However, if Bluesky's current growth momentum holds, it
could facilitate a range of new opportunities. Some experts believe that
Threads is more likely to supplant X as the key text-based platform of choice,
given its potential to make changes to counter Bluesky's allure.
It's possible that Bluesky's fate will be more akin to
Mastodon, where certain groups will embed themselves and become increasingly
committed to the app. Much of the current hype may die down, especially if
Threads decides to make changes to compete with Bluesky's features.
That said, it could be worth claiming your brand's handle on
Bluesky and setting up a profile for potential future reference. As with any
new social media platform, it's essential to monitor its growth and assess its
relevance to your target audience.
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