It seems that every so often we are discussing a new social media platform that is rising in popularity and the question clients often ask us is… should my brand be on this new platform? The answer is most likely going to be no. For right now at least.
Bluesky, a rising social media platform, has emerged as a potential alternative to X, rapidly gaining traction with 20 million users, as of November 21, 2024. The platform experienced a significant surge in popularity, adding one million users in a single week following the election. Founded by Jack Dorsey, the former Twitter CEO, Bluesky has attracted high-profile celebrities, including comedian Ben Stiller, author Stephen King, and pop star Lizzo, further boosting its visibility and appeal.
However, even with 20 million monthly active users, it represents a tiny fraction of established social platforms:
- Facebook: 3.07 billion monthly active users
- Instagram: 2 billion monthly active users
- TikTok: 1 billion monthly active users
- X: 386 million monthly active users
So, is the growth of Bluesky impressive? Obviously. Should your brand’s social team be jumping into the platform right now? No.
“Bluesky may follow a similar trajectory to Threads—gaining rapid popularity but potentially burning out just as quickly,” said Kiosk Social Director, Rachel Ward. “With no paid ads yet, it’s a platform to watch closely, but don’t rush in just yet—stay tuned and see how it evolves.”
The math is simple: new social networks aren’t worth your marketing resources.
- Scale Matters
The user base is microscopic compared to major platforms. There’s no meaningful audience to justify the investment of time, budget, and staffing required to build a presence. - Learning Curve Is Steep
New networks mean new best practices. Social media managers are already overwhelmed managing existing platforms. Learning another network’s unique features is an unnecessary burden. - No Real Benefit To Being First
Brands aren’t rewarded for early adoption. Consumers don’t care which platform you join first. Wait until the network grows and proves its staying power.
If a new network emerges, simply “park” your brand name to prevent impersonation. But don’t waste resources creating content on platforms with limited reach.
The bottom line: In today’s economic climate, focus on established platforms where your audience already exists.