In the wake of TikTok leaving and coming back. Apps debating what matters to their leaders. And more so, what matters to their users. More apps are coming…and they’re paving the way for greater ownership and authenticity to be present.

Starting with Bluesky…

Bluesky, developed by Jack Dorsey, has blown up recently and as a potential player in the social app landscape. It offers a decentralized platform where users can engage in conversations without the constraints often found on traditional social media networks. This unique architecture allows for greater user control over their data and the types of interactions they have, which is increasingly appealing in a climate where privacy concerns are looming more than ever.

Brands should take notice of Bluesky for several reasons. The app is attracting a diverse audience that includes tech-savvy individuals, creatives, and early adopters who are keen on exploring new digital frontiers. This demographic is often more engaged and willing to interact with brands in innovative ways, making it an attractive space for marketing and brand-building efforts. More so, Bluesky could lead to a more organic and authentic interaction, providing brands with the opportunity to cultivate genuine relationships with their audience. And influencers can have a new space to grow their brands. Or perhaps a new breed of influencers may bloom.

As Bluesky continues to grow, it may present significant advantages over the original social apps that have us on doom scrolls. It uses a protocol called AT Protocol, allowing users to create and manage their own experiences, such as customizing their feeds. This approach not only empowers users but also fosters a sense of community, as content is often more focused on quality and relevance rather than algorithms that prioritize engagement metrics.

The app’s interface is user-friendly and familiar, making it easy for users transitioning from platforms like Twitter. Content can be shared in various formats, including text, images, and links, promoting diverse interactions. Additionally, Bluesky encourages user feedback and suggestions, which can lead to continuous improvements and features that cater to the community’s needs.

Brands can leverage Bluesky by engaging authentically with users, participating in conversations, and utilizing the platform’s unique features to promote their messages. With its growing user base, brands that establish a presence early on may benefit from increased visibility and loyalty among users who appreciate their innovative approach.

Brands can build a community on Bluesky by adopting a few key tactics right away, that are not too different from other social platforms. The key being adapting to the users who use this platform and not just putting out what you want to put out:

• Engage Authentically: Brands should focus on genuine interactions with users. Respond to comments, participate in discussions, and share user-generated content to foster a sense of belonging.

• Create Valuable Content: Share content that resonates with the community’s interests. This could include informative posts, entertaining media, or thought leadership pieces that encourage conversation.

• Leverage Customization Features: Utilize the platform’s customization options to tailor messaging and content to specific audiences. This personal touch can enhance user engagement and loyalty.

• Encourage Feedback and Participation: Actively solicit user feedback on products and services. This not only improves offerings but also makes users feel valued and heard, which can strengthen community ties.

Brands can measure success on Bluesky through several metrics and strategies:

• Engagement Metrics: Track likes, shares, comments, and replies to gauge how users interact with your content. High engagement levels indicate that your messaging resonates with the audience.

• Follower Growth: Monitor the increase in followers over time. A growing follower base suggests that your brand is gaining traction and interest within the community.

• User Feedback: Pay attention to qualitative feedback from users. Comments, suggestions, and direct interactions can provide insights into customer sentiment and areas for improvement.

• Content Performance: Analyze which types of content generate the most engagement. Understanding what works best allows brands to refine their content strategy for better results in the future.

Brands should be mindful of several common pitfalls when engaging on Bluesky:

• Lack of Authenticity: Users can easily detect inauthentic interactions. Brands should avoid overly promotional content that feels disingenuous and instead focus on building real connections.

• Ignoring Feedback: Failing to engage with user feedback can alienate the audience. Brands should actively listen to their community and adapt their strategies based on user input.

• Neglecting Community Guidelines: Not adhering to Bluesky’s community standards can lead to negative repercussions, including account restrictions. Brands should familiarize themselves with these guidelines to avoid pitfalls.

• Overlooking Content Variety: Sticking to one type of content can become monotonous. Brands should diversify their posts with a mix of formats, including images, videos, and polls to keep the audience engaged.

And guess what – Bluesky is getting its own photo-sharing app. So more is coming…are you ready?