What is Bluesky, and Why Should Your Team Care?

If you’ve been hearing about Bluesky and wondering what it is, you’re not alone. It’s a relatively new social media platform that’s generating buzz as a decentralised alternative to Twitter (or X). But is it relevant to small charities and non-profits like yours? Let’s unpack what Bluesky is, why it exists, and how it could add value to your digital strategy.

What is Bluesky?

Bluesky is a decentralised social media platform developed as a way to rethink how social networks work. Unlike platforms like Facebook or Instagram, which are controlled by single companies, Bluesky is built on a decentralised protocol called the AT Protocol.

This means Bluesky isn’t tied to one organisation—it’s more like an open network, where users have greater control over their data and the content they see. Think of it as social media, but with fewer ads, algorithms, and corporate control.

Why Does Bluesky Exist?

Bluesky was created as a response to growing concerns about centralised social media platforms, including:

1. Control Over Content: On platforms like Twitter or Facebook, algorithms decide what content gets seen. Bluesky aims to give users control over their feeds.

2. Data Privacy: Big platforms monetise user data. Bluesky’s decentralised approach gives users more ownership of their data.

3. Resilience: If one server goes down, the network doesn’t collapse because Bluesky runs on decentralised technology.

Essentially, Bluesky exists to create a more democratic, user-focused approach to social networking.

Why Should Non-Profits Care About Bluesky?

For small charities and non-profits, Bluesky offers unique opportunities to connect with audiences without the usual challenges of mainstream platforms:

1. Reach Highly Engaged Early Adopters

Bluesky’s user base is still growing, but it’s made up of early adopters—people who are often passionate, curious, and open to new ideas. These individuals are the type who could become advocates or donors for your cause. At the time of writing this article, one million new users are joining Bluesky per day.

2. Escape the Algorithm Trap

On platforms like Facebook, your charity’s posts might not get seen unless you pay for ads. Bluesky’s decentralised nature means you’re less likely to be buried by an algorithm. Your content can reach the people who choose to follow you, without extra costs.

3. Build Trust and Authenticity

Because Bluesky is focused on user control, it’s a great place to build direct, meaningful relationships with your audience. Small charities, in particular, can stand out by engaging authentically with supporters.

4. Experiment With a New Platform

Since Bluesky is still growing, it’s an opportunity to establish your presence early and experiment with how your charity tells its story. You can test new types of content or approaches without the pressure of a crowded platform.

How to Get Started on Bluesky

1. Set Up Your Profile: Keep your branding consistent—use your charity’s logo, mission statement, and key links.

2. Start Exploring: Engage with conversations, follow relevant users, and share updates about your work.

3. Find Starter Packs: Add lists of people to follow, based on interests, location and type of account.

   
   

Final Thoughts

Bluesky might not replace platforms like Twitter or Facebook for your charity just yet, but it’s a promising space for those willing to experiment. If your non-profit values transparency, community, and authentic connections, it’s worth keeping Bluesky on your radar.

Curious about how your charity can navigate new platforms like Bluesky? Contact us for expert advice on building a future-proof digital strategy!