Bluesky’s spike in user interest has marketers watching closely, but their wallets remain firmly shut. After all, they’ve seen this show before (Clubhouse, anyone?) and aren’t about to fall for another fleeting frenzy. First, they’ll decode it, then, maybe they’ll care.
With 20 million users and counting, Bluesky is undeniably gaining traction. The presidential election appears to have accelerated this growth, attracting users disillusioned with Elon Musk’s oversight of X — flawed moderation, questionable policies, and all. Since October, Bluesky has added over eight million new users daily, according to the company.
Marketers, ever drawn to shifting attention, are circling. But slow growth for much of the year and no significant revenue streams make it more curiosity than contender for ad dollars right now. Even so, it’s decentralized, federated model offers a unique proposition that keeps it on marketers’ radars — for what it might become, not what it is today, according to 12 marketers interviewed for this story.
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The original post is at Marketing Archives – Digiday
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