Bluesky: Could Decentralised Social Media Be the Future?

In an age where social media giants dominate our digital lives, the arrival of Bluesky has created ripples across the online landscape. Touted as the next evolution of social media, Bluesky offers a fresh take on how we connect, share, and interact online. But what is it, and why is it being called a potential game-changer?

Let’s unpack what Bluesky is and why it’s gaining traction—and more importantly, what it means for individuals and brands navigating the fast-changing world of online reputation.

What is Bluesky? Bluesky started as a Twitter-funded project in 2019, spearheaded by Jack Dorsey (yes, that Jack Dorsey). The vision? To create a decentralised social media protocol where users—not corporations—have greater control over their data, content, and experience. Unlike traditional platforms that centralise data and impose algorithms on users, Bluesky’s AT Protocol (Authenticated Transfer Protocol) aims to decentralise the process. This means users can take their identity and data across platforms rather than being locked into a single ecosystem. In essence, Bluesky feels like a stripped-down, no-frills version of Twitter, but it’s what’s under the hood that really counts. Think of it as social media with the freedom to customise your experience, much like picking your own adventure in an otherwise rigid world of one-size-fits-all platforms.

Why Should You Care About Bluesky? Bluesky might seem like a niche app, but its implications go far beyond social media enthusiasts. Here’s why it matters: User Control At its core, Bluesky decentralises decision-making. You can choose your own algorithms, meaning no more AI deciding what you see. For individuals and brands, this could signal the end of the dreaded “shadow ban” or algorithmic obscurity. Privacy and Ownership Decentralised platforms like Bluesky allow users to own their digital footprint. For brands, this could revolutionise how customer data is managed, removing reliance on platforms that profit from user information. A Fresh Audience Bluesky’s early adopters are often tech-savvy, forward-thinking, and keen on disruption. For businesses and public figures, this is a chance to connect with a new demographic—one that values transparency and innovation. Reputation Matters More Than Ever The freedom offered by Bluesky means users can highlight or bury content depending on their choices. For brands or public figures, maintaining a strong, authentic reputation is crucial to staying visible in a decentralised space.

Bluesky vs. Twitter: What’s the Difference? While Bluesky may look and feel like Twitter, its decentralised protocol is what sets it apart. Imagine a version of Twitter where: You can take your followers and posts with you if you leave the platform. You can customise your own feed to focus on what matters to you—no ads, no irrelevant content. Developers can create new apps based on the same infrastructure, giving rise to an ecosystem of interconnected platforms. For those tired of the current social media monopoly, Bluesky offers an enticing alternative.

Opportunities for Brands and Public Figures For brands, Bluesky presents a unique opportunity to be early adopters on a platform still shaping its identity. It’s rare to get in on the ground floor of a platform with significant potential, but those who do often gain an advantage. Remember when Instagram influencers dominated early on, or how Twitter shaped political discourse? This could be another watershed moment. However, the decentralised nature also comes with risks. Without a central authority, misinformation could spread quickly, and managing crises could become more complex. Brands will need a strategic approach to maintain credibility and engagement.

Bluesky and Crisis PR For a crisis PR specialist like me, Bluesky is both an opportunity and a challenge. On one hand, its decentralised nature offers public figures the chance to reclaim their narrative and control how they engage with audiences. On the other hand, the lack of central oversight means addressing a crisis might require navigating multiple algorithms and protocols—far trickier than managing a single platform’s policies. The solution? A proactive approach. Public figures and brands on Bluesky need to monitor their presence carefully, build strong, authentic relationships, and adapt to this dynamic, user-driven space.

What’s Next for Bluesky? Bluesky is still in its infancy, but its potential to disrupt the social media landscape is clear. Whether it becomes a household name or a niche platform for tech enthusiasts will depend on how it balances innovation with user adoption. For now, if you’re a brand or a public figure, it’s worth keeping an eye on Bluesky. The lessons we’ve learned from other platforms—being early, authentic, and strategic—apply here, but with the added twist of decentralisation. And as the digital world continues to evolve, those who adapt to these shifts will be the ones leading the conversation.

Final Thoughts Bluesky isn’t just another app; it’s a glimpse into the future of how we might interact online. For Honest London and our clients, it’s yet another reminder of why staying ahead of the curve is crucial in reputation management. Whether it’s Bluesky or the next big thing, one truth remains: control your narrative before someone else does. And if that feels overwhelming, well, you know where to find us.