by David F. Carr, Editor, Insights News & Research, Similarweb
Bluesky, the emerging X competitor, has seen a surge in user growth in recent months – particularly in the UK – prompting brands to take notice. Beyond its rising user base, Bluesky offers a unique opportunity for organic engagement, especially for news brands like The Guardian, as Similarweb data shows.
While Bluesky has no advertising model in place yet, its increasing relevance raises key questions. What makes it different? How can brands leverage it? And is now the time to establish a presence?
Bluesky’s growth: the numbers behind the shift
Bluesky’s surge in adoption coincided with political events, particularly in the US, but the UK has emerged as an even bigger growth market. According to Similarweb data, daily active users of the Bluesky mobile apps jumped by 263% in November in the UK, followed by another 28% in December, in 2024. In the US, growth spiked 284% in November but slowed by 12% in December.
Despite this rapid growth, Bluesky remains smaller than its biggest rivals. Threads currently has roughly twice the mobile app audience of Bluesky, and X still leads both by a wide margin. However, Bluesky’s website traffic is now surpassing Threads in both the UK and US, and it’s quickly closing the gap worldwide.
This suggests that while Threads thrives in mobile-first engagement, Bluesky is attracting a more web-centric audience – a potential advantage for publishers and content-driven brands.
The politics of platform migration
Bluesky’s November spike was largely driven by political factors, as many users sought an alternative to X following its increasing association with Elon Musk’s political views and, in the US, Donald Trump.
While Bluesky is not explicitly a political platform, its user base skews towards those seeking a “friendlier refuge” for news and discussions outside of X.
For brands, platform perception matters. Just as companies on X must navigate the platform’s political associations, engaging on Bluesky requires an awareness of its growing reputation as a liberal-leaning alternative.
Brand engagement on Bluesky: what’s happening so far?
Despite its growth, Bluesky has seen relatively little engagement from brands so far. While some companies have experimented with organic content, few are consistently active.
A notable exception is Mark Cuban’s Cost Plus Drug Company, which has gained traction due to Cuban’s personal engagement on the platform. PlayStation has a presence but posts infrequently. Barnes & Noble maintains a steady stream of book-related quips, but it’s far from an aggressive marketing effort.
With no advertising model yet, many brands are taking a wait-and-see approach. However, even if paid promotion isn’t available, now is a smart time to establish at least a minimal presence.
Here are some reasons why:
- Brand protection – securing your handle prevents impersonation
- Crisis response – if your brand is discussed, having an account allows you to respond in real-time
- Early adoption advantage – a smaller, engaged audience means higher organic visibility – before competition intensifies
Even if Bluesky isn’t a priority yet, securing your brand identity and monitoring engagement could offer strategic advantages.
Bluesky’s open model: what makes it different?
One of Bluesky’s most unique features is its open-source foundation, which allows developers to create custom feeds and algorithms. Unlike X or Threads, where content is dictated by proprietary algorithms, Bluesky gives users more control.
Brands could potentially leverage this feature to:
- Develop custom content feeds for fans, customers, or brand ambassadors
- Engage with influencer networks through specialised topic feeds
- Build community-driven discussions tailored to niche interests
Some companies, including Flipboard, have already launched topical feeds, and new SaaS tools are emerging to help brands tap into Bluesky’s customisable ecosystem.
Will Bluesky introduce advertising?
Bluesky’s long-term business model remains uncertain. Its venture capital backers have prioritised audience growth first, but monetisation is now an inevitable next step.
CEO Jay Graber has hinted at a paid subscription model for users wanting premium features, such as longer video uploads. Bluesky has also stated it will explore advertising but aims to do so in a way that avoids disrupting user experience.
Notably, because Bluesky’s architecture is open, users who dislike ads could theoretically create ad-free versions of the platform – a challenge for future monetisation.
Ultimately, Bluesky may have to introduce advertising to cover infrastructure costs and sustain its global growth.
Takeaways for brands
For many brands, Bluesky still falls into the “wait and see” category. But before dismissing it, consider:
- First-mover advantage – establishing a strong presence now could position your brand as a leader before competitors arrive;
- Organic engagement potential – no ads mean higher visibility for brands that engage authentically;
- Community-driven content opportunities – custom feeds offer unique engagement strategies;
- Platform perception – be mindful of Bluesky’s user base and how your brand aligns with its audience.
Final thoughts
While Bluesky may not yet be a must-have for every brand, its growth trajectory and unique features make it worth watching. As with any emerging platform, the best strategy is to stay informed, secure your brand presence, and be ready to act when the opportunity arises.
