What Is Bluesky – And Should Your Business Be There?

If you’ve felt disillusioned with mainstream social media lately, you’re not alone. Algorithms chasing outrage, limited reach, and platforms owned by increasingly out-of-touch billionaires have left many business owners wondering: is there an alternative?

Bluesky might just be it.

So, what is Bluesky?

Bluesky is a new social media platform that’s decentralised, user-first, and now open to everyone. Originally spun out of Twitter as an experimental side project, it’s grown into a fully-fledged alternative—one that offers a calmer, more ethical way to connect online.

Unlike traditional platforms, Bluesky runs on the AT Protocol, which allows people to choose their own content feeds, keep their followers even if they move to another app, and avoid the centralised control that’s become the norm elsewhere.

As of February 2024, Bluesky is no longer invite-only—anyone can join.

What makes it different?

1. You own your community

Bluesky users don’t lose their following if they decide to leave the app. Your identity and connections are portable. That’s a quiet revolution in the world of platform lock-ins.

2. No shady algorithms

Rather than one feed controlled by a secret algorithm, Bluesky allows users to choose (or even build) their own feeds. That means no clickbait, no emotional manipulation, and no ad-fuelled chaos—unless you want it.

3. A woman-led team

Bluesky is headed by Jay Graber, a respected developer and advocate for decentralised tech. Having thoughtful, non-egotistical leadership in a social platform is rare—and it shows.

4. No ads, no spam

At least for now, Bluesky is ad-free. The culture feels smaller, more human, and less about gaming attention.

5. Built on principles, not profit-first metrics

Because of its decentralised nature, Bluesky encourages independent development, transparency, and experimentation. It’s not designed to trap users—it’s designed to empower them.

Is it right for your business?

That depends on your goals, your audience, and your values.

If you rely on reach-at-scale, have a well-established Instagram presence, or sell primarily through ads, then Bluesky won’t replace your core marketing channels yet. But if you:

- Care about digital ethics and decentralisation

- Want to build long-term relationships with a more thoughtful audience

- Like the idea of owning your contacts and not being beholden to Big Tech

- Have something to say beyond quick trends and surface-level content

Then Bluesky could be worth exploring.

At the very least, it’s a space to test, observe, and build in alignment with where the internet *could* be heading.

Early adopter energy (without the tech bro noise)

Joining now means you’re early enough to shape the culture—but not so early that it’s confusing or empty. And unlike some other platforms, Bluesky’s early user base isn’t dominated by crypto hype or Silicon Valley self-promotion. It’s thoughtful, creative, and full of people quietly building things that matter.

Getting started

You can now sign up at https://bsky.app — no invite needed. Setting up a profile is simple, and you can use your existing domain name to create a portable identity (e.g. @you.com instead of @you.bsky.social).

If you’re on Inkie’s Marketing Platform, we’ll soon be adding Bluesky scheduling and post creation support—so you’ll be able to build your presence there just as easily as on Instagram or Facebook.

No platform is perfect, and Bluesky won’t solve all the internet’s problems. But it’s doing something different—and that difference matters.

For purpose-led businesses, creatives, and anyone tired of playing the algorithm game, Bluesky offers a space to be yourself, speak clearly, and connect without compromise.

It’s not about jumping on a trend. It’s about planting a flag somewhere that feels more like yours.

And that’s worth exploring.