How to unlock B2B marketing opportunities in 2025
Get practical tips from the B2B Marketing Expo on how to succeed in 2025, including ways to navigate tricky buyer journeys, improve your visibility, and make the most of AI.
In the wake of Elon Musk’s 2022 takeover of Twitter (now X), users and brands have been on the lookout for new platforms. One to keep an eye on is Bluesky Social, which champions decentralisation, privacy, and user control. While still small compared to X, Bluesky has been growing fast – it gained over 1 million users within 48 hours of the 2024 US presidential election and now has around 25 million sign-ups. This rapid rise shows there’s demand for something different. So is it time for your brand to be on Bluesky Social?
Bluesky Social, created by former Twitter CEO Jack Dorsey, is built on the AT Protocol – a decentralised framework that puts users in charge. It lets people own their data, customise their experience, and switch easily between platforms. With its focus on privacy and a decentralised approach, it’s an alternative for those fed up with ad-heavy, algorithm-driven platforms. Some users say it has the vibe of early Twitter – a fun, experimental space to share ideas, connect with friends, and explore new possibilities online.
Decentralisation and data control
Bluesky’s decentralised setup could be a good option for global brands dealing with strict data protection laws like GDPR in Europe or CCPA in California. By focusing on privacy and transparency, it helps brands stay compliant and build trust with their audience. It also offers more ways to customise. Since users can adjust their own algorithms, brands can create content that suits different audiences, making the experience more personal and engaging.
Early-mover advantage
Getting on Bluesky now, while it’s still growing, gives brands the chance to establish themselves early. This can help position you as an innovator and a step ahead of competitors. For international marketers, it’s also a less crowded space compared to platforms like Instagram or TikTok, making it easier to stand out. Being an early adopter means you can experiment with content and different approaches, learning what works as the platform evolves.
Global reach with local relevance
Bluesky’s decentralised setup naturally supports localisation. Niche communities are forming across different markets, giving brands the chance to engage in hyper-targeted ways. Oban’s Local In-Market Experts can help you craft messaging that hits the mark, making your campaigns feel personal while still scaling globally.
Community-first engagement
Bluesky’s smaller, close-knit communities offer brands a chance to focus on authentic connections rather than mass advertising. For example, an eco-conscious brand could join sustainability-focused groups, engaging with users who genuinely care about their message and values.
Small user base
Although it’s attracted a lot of attention in recent months, Bluesky’s audience is still small relative to established platforms. With around 25 million active users, it pales in comparison to:
For brands that rely on scale, it can be hard to justify investing time and resources in such a limited reach.
Uncertain growth
New social networks are risky bets. Bluesky’s long-term success isn’t guaranteed, and history is littered with platforms which caused a stir – like BeReal, Mastodon, or Hive – but ultimately failed to gain lasting traction. Jumping in too early could mean wasting resources on a platform that doesn’t stick around.
No clear monetisation options
Bluesky doesn’t yet offer advertising tools, making it a tricky platform for brands reliant on targeted performance marketing. Without the ability to run ads, driving measurable results is more challenging.
Time-consuming setup
Expanding onto another platform requires effort. Social media managers juggling multiple platforms might find it hard to take on learning new tools, setting up manual workflows, and figuring out a decentralised system – especially when other platforms are already working well for them.
Not necessarily an advantage to being first
Jumping onto a new platform early doesn’t guarantee success. Realistically, people aren’t waiting for your brand to show up, and early adoption can bring more hype than real results. It might be better to wait, see how others are using it, and then decide if it’s worth your time.
Low ROI compared to established platforms
If you’re deciding where to focus your budget, doubling down on a well-performing established platform is usually a safer and more effective move than starting from scratch on a small, untested network.
While Bluesky has grown rapidly in recent months, future challenges include:
Bluesky’s decentralised approach is part of a wider trend towards open platforms which offer alternatives to the dominance of Big Tech. For example, an independent developer is building Flashes, a photo-sharing app based on Bluesky’s technology, which could attract visual content creators. These developments show that appetite for decentralised apps is there, but the space is still in its early stages. For now, platforms like LinkedIn are the top choice for B2B brands because they already have a large, established audience and the right tools.
Deciding whether your brand should invest time and resources in Bluesky Social depends on your goals. If you’re interested in experimenting with new platforms, engaging with niche communities, and establishing an early presence in a potentially disruptive space, Bluesky could be worth considering. However, if your focus is on scaling and achieving measurable ROI through advertising, it’s better to wait and see how the platform develops.
Bluesky’s community-driven approach suits brands focused on real connections. Since the platform is free and has no ads, growing your audience relies entirely on genuine interaction. It could be a good option for founders or executives to act as brand ambassadors rather than creating a typical corporate presence.
Tip: Even if you’re not ready to commit to Bluesky, grabbing your brand’s handle is a smart precaution. It prevents others from impersonating you and keeps your options open for the future.
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For now, it’s probably wise to monitor Bluesky’s progress while focusing on more established platforms like LinkedIn. When Bluesky reaches a critical point, those who are informed and prepared will be in a strong position to take advantage.
If you’re considering an early move, Oban’s Local In-Market Experts (LIMEs) can help guide your brand through Bluesky’s complexities with tailored strategies, community insights, and platform expertise. Get in touch to learn more about how we can help you stay ahead.