Is Bluesky the new #MarketingTwitter? Marketers weigh in

Since Elon Musk, owner of X, rallied for President-elect Donald Trump and rolled back content moderation, brand safety and community guidelines on the app, X users are becoming ex-users and fleeing to another social app, Bluesky. 

Bluesky, created by Twitter’s co-founder and former CEO Jack Dorsey, saw 8.7 million new users following the November 5 Presidential election. The “billionaire-proof” app, now run by CEO Jay Graber, surpassed 20 million users this month. 

Many of these followers include marketing pros, and Campaign US asked for their Bluesky experiences so far. Some cited the app as being reminiscent of the early #MarketingTwitter days, referring to the active marketing community on X before Musk’s reign, with a user even creating a ‘Marketing Twitter starter pack’ where Bluesky newbies can find their old friends. Others found the platforms underwhelming.

Here’s what they had to say.

Responses have been condensed and edited for clarity.

Ed East, co-founder and Global CEO of Billion Dollar Boy

“Bluesky is reminiscent of early Twitter; its primarily text-first and decentralized approach lends itself well to current affairs and opinion-led content, positioning the platform as the digital town square Twitter has historically laid claim to.

Attracting creators will be vital for Bluesky’s growth, generating more diverse content beyond politics and current affairs which currently dominates the platform’s feed.

“However, Bluesky has yet to attract social media-first content creators, because creators typically follow the ad dollars. And that is unlikely to change until Bluesky supports traditional paid advertisements.

“Brands considering Bluesky will need to find creative workarounds to the platform’s ad targeting limitations with creator collaborations among the most potent potential solutions.  

“Once Bluesky becomes more professionalised, it might start to be considered more seriously by advertisers and creators. There’s still some way to go before we reach that stage but the early signs are promising.”

Jonathan Jacobs, partner and strategy leader at Loudmouth

The growth [on Bluesky] we're seeing at the moment feels like another step in the direction of the cable “newsification” of social. We all were already operating in our small bubbles on platforms (like #MarketingTwitter), but we were all at least at the same party and might bump shoulders. But now, we're going to completely different venues. 

I think we'll see a two-tier system really solidify with legacy platforms being the CBS/ABC/NBC of the ecosystem, and everybody else making a business out of owning a smaller niche of some kind. I'm also burned out of platforms and focusing more on IRL community-building. I love the ones I have and will continue using, but, for my own life, not looking to add more. Also focusing more on owning the audience instead of continuing to rent. We keep having to run to new places and rebuild. 

Charlene Coughlin, president and partner at Twist Creative

“So far it's not like the old Marketing Twitter days. I did find quite a few people that I followed and engaged with on Twitter. I think it needs some more time before everyone finally migrates over and starts using it as the first stop.”

Christophe Jammet, managing director, and digital strategist at Gather 

"The Twitter exodus has taught us valuable lessons about social media's evolution and the importance of decentralized platforms. While BlueSky is still finding its footing, it's already demonstrating the potential to recapture what made early Twitter so valuable: genuine connection and discourse without algorithmic interference.The platform's federated architecture addresses several critical issues we've seen with centrally-owned platforms: algorithmic manipulation, aggressive monetization, and arbitrary content control.

The engagement behavior we're seeing on BlueSky is particularly compelling. Without fighting algorithms for visibility, content naturally finds its intended audience. When you post using specific hashtags or topics, you reach people genuinely interested in that conversation. 

Tools like starter packs and the Sky Follower Bridge have made it significantly easier for communities to reconstitute themselves post-Twitter, addressing one of the main challenges that platforms like Mastodon initially faced. The users migrating to BlueSky tend to be highly engaged, thoughtful participants looking for meaningful discourse rather than viral moments.

For marketers, this presents both an opportunity and a challenge. The platform rewards authentic thought leadership and valuable content over branded messaging. Success on BlueSky requires a shift from broadcast-style marketing to genuine participation in conversations. Think of it as a return to social media's original promise: meaningful exchange of ideas and information.

The real measure of success isn't user numbers – it's the quality of discourse and engagement. In that regard, BlueSky is already showing tremendous promise as a platform.”

Louise Glover, social media consultant at Isle Social

The UI and structure are very similar to what Twitter used to be—likely why so many are adopting it now. There are a good few brands on there, and the Bluesky team is active there, too, so it’ll be interesting to see how it grows in 2025.

Matt Briggs, digital marketing manager at Department for Work and Pensions

“The novelty factor is strong at the moment, but it’ll plateau. I think we need to accept that no replacement will come close to having the cultural clout that Twitter used to. That means the use case for a lot of brands simply isn’t going to be there.”

Maggie Walsh, head of strategy at GLOW

Threads may have had an initial rush, but it hasn’t built its own culture yet—arguably the most important driver of long-term social platform success. BlueSky has the opportunity to set itself apart by cultivating a unique cultural identity, much like Twitter did with writers, comedians, and musicians in its early days. Its longevity will hinge not just on user numbers, but on its ability to become a space where niche communities and fandoms can truly thrive.

BlueSky has hints of what made #MarketingTwitter special (i.e. intimacy, inside jokes, a sense of shared space). 

Whether BlueSky plateaus depends on whether it can empower subcultures to truly own the space. Platforms that last—Twitter with writers, Discord with gamers, TikTok with creators—all started by giving niche communities and fandoms the tools to thrive. BlueSky’s decentralized framework is a unique advantage, letting users curate their own spaces rather than competing in one giant feed. If it can scale without losing that intimacy, it has a real shot at long-term relevance.

At the end of the day, social platform success has less to do with functionality and more to do with culture. My only hope is that it stays focused on users first while in its growth era, or it risks the Threads burnout.”

Michelle Andrade, PR and communications manager at Exverus Media

So far, it feels just like Twitter 2018 — as a publicist, I can easily find journalist contacts and track what they’re covering so my pitches are relevant. And for the agency, it seems like a great outlet to share content because they’re not suppressing links like most other platforms are now. We’ll see if it remains a good business discussion platform (I hope so!) as opposed to Threads, which became too personal and fluffy. Fingers crossed!

Saskia Welch, lead content curator at The Newsmast Foundation

“I'm enjoying Bluesky at the moment. It's very lively and it actually feels like you're talking to real people, not the bots of X. We're at a point where social media is no longer going to be controlled by Big Tech platforms and the industry really needs to prepare for that. I also think orgs need to actually start paying attention to what social media means beyond their own content. Whether we're in the US or not, the beginning of Trump's presidency (and the reaction across social media) will no doubt spell out what's to come.

James Duncan, senior analyst, social engagement at CMI Media Group

Since its boom, I have put down X and fully switched to BlueSky. It feels like a refreshing throwback to the Twitter we used to love. Its standout feature, ‘starter packs,’ makes connecting with communities easy, though it’s missing key features we've come to love like a trending feed and post-editing. Marketers should start learning about features like the AT Protocol now because BlueSky has the potential to redefine social media by prioritizing people and community over algorithms.”