If you haven’t yet heard about Bluesky, it is a decentralized social media platform that operates on the open-source AT Protocol. Founded as a research initiative by former Twitter CEO Jack Dorsey in 2019, the platform launched publicly in February 2024 and has grown to over 16 million users as of November 2024.

Bluesky offers a familiar social media experience with a 256-character post limit, photo sharing, and standard engagement features including likes, reposts, and replies. Users can access content through two main feeds: a personalized “Discover” feed and a chronological feed of followed accounts. What distinguishes it is its decentralized architecture, allowing users unprecedented control as they are able to transfer their data and social connections across different applications within the network.

The platform’s rapid adoption has been driven by several factors, including user migration from X (formerly Twitter), increased interest during the 2024 U.S. presidential election, and endorsements from influential figures across various sectors. The platform has seen significant user surges, including 800,000 new users on its first day of public access and 2.6 million new users during X’s temporary ban in Brazil in August 2024.

Unlike traditional social networks, Bluesky is pursuing a privacy-focused business model that doesn’t rely heavily on advertising. Instead, Bluesky has secured $8 million in seed funding and generates revenue through services such as custom domain integration.

For businesses, Bluesky represents an emerging opportunity for brand building and audience engagement. While the platform faces challenges in scaling infrastructure and developing moderation tools, its commitment to user privacy and data ownership resonates with increasingly privacy-conscious consumers.

As Bluesky continues to evolve, businesses should monitor its development and consider incorporating it into their social media strategies, particularly as users seek alternatives to conventional social platforms.