Marketers and business owners will undoubtedly be aware of Bluesky – the latest social media platform to be causing a stir online. But should marine businesses be jumping on board?
What is Bluesky?
Founded by ex-Twitter boss Jack Dorsey, Bluesky has positioned itself as a user-friendly alternative to Elon Musk’s X and Meta’s Threads. Although it’s been around for a few years, it exploded in popularity over the last few months of 2024 (thanks in no small part to the election results in the USA and social media user’s disillusionment with the direction X has moved in).
The platform refers to itself as ‘decentralised’, meaning (in theory) that no single person or organisation has ownership of it and users have more control over data. There are no ads, and at the time of writing it remains totally free to use – although a premium subscription services has been rumoured.
How it works
From a usability perspective, Bluesky mimics the simplicity of early Twitter, prioritising text-focused interactions without the clutter of advertisements or excessive media integration. This makes it particularly appealing to those nostalgic for Twitter’s straightforward, conversation-driven interface.
Posting, replying, liking and reposting will all feel very familiar to any social media user, and even the logo feels heavily inspired by the blue and white bird logo of years gone by. However, unlike traditional platforms where a central entity dictates algorithms, Bluesky enables users to choose or even create their algorithms, tailoring their feed to personal preferences.
Is it time to abandon other platforms?
In short, no – but Bluesky is worth paying attention to.
Bluesky’s current user base primarily consists of early adopters, tech-savvy individuals, privacy advocates, and those seeking an alternative to X. If these groups align with your target audience, joining Bluesky could be worthwhile. However, it’s important to note that Bluesky is still small compared to established platforms. Its 25 million users are dwarfed by Threads’ 275 million active monthly users.
As the social media landscape becomes more fragmented, businesses must prioritise platforms where their audiences are already active. For most marine companies, at this stage, that might not be Bluesky.
How could the marine industry benefit from Bluesky?
If the platform continues to grow in popularity, there are some real opportunities for marine businesses.
The platform’s community-driven approach prioritises authentic engagement over traditional advertising. Unlike mainstream platforms that rely heavily on paid promotions, Bluesky emphasises organic reach and user-generated content. For marine businesses, this is an excellent environment to foster genuine connections and build engaged communities.
Potential opportunities:
Niche community building:
- Marine businesses can cultivate highly engaged groups around specialised topics. By sharing expertise and joining conversations, companies can position themselves as thought leaders.
Storytelling potential:
- Bluesky’s focus on authentic interactions is ideal for sharing stories that go beyond just promotional content.
Engagement without ads:
- As an ad-free platform, Bluesky shifts the focus to organic engagement. This is a chance for marine brands to connect with their audiences on a deeper level—sharing advice, answering questions, and participating in discussions.
Challenges to keep in mind:
- Limited audience size: With a smaller user base, your reach may be limited compared to other platforms.
- Time-intensive: Building a strong presence requires consistent, meaningful participation, which can demand significant resources.
The verdict
Bluesky’s early-stage growth and community-driven ethos make it an intriguing platform for marine businesses, especially those targeting tech-savvy or niche audiences. However, its current limitations mean it’s not a replacement for established platforms just yet. For now, monitor its development, and if it aligns with your audience and goals, consider establishing a presence to explore its potential.