Bluesky is a decentralized social networking platform with a different approach to online conversations and content sharing. For B2B social media, Bluesky is still very much in its early days, but it is already generating interest from marketers who are curious about the future of open, user-driven platforms. Originally initiated by Jack Dorsey while at Twitter and now led by CEO Jay Graber, Bluesky is built on the open AT Protocol and operated by Bluesky Social, PBC, a public benefit corporation. Its ownership structure and mission focus on giving users more control and fostering innovation in how social media networks are built and governed.
Unlike traditional networks like LinkedIn or X (formerly Twitter), Bluesky is built on an open-source protocol called the AT Protocol. This allows users to move accounts between services, control their data, and experience social networking with fewer platform restrictions. While these technical features may not seem immediately relevant to B2B marketing, they point to larger shifts in how businesses might engage with online communities in the future.
For B2B companies, Bluesky represents a space to experiment, listen, and engage early with tech-savvy or future-focused audiences. It is not currently a go-to channel for lead generation or content distribution, but forward-looking brands may use it to:
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Monitor emerging industry conversations
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Engage in thought leadership
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Build visibility with niche or developer-heavy audiences
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Stay ahead of trends in digital communication and decentralization
Since Bluesky is not driven by algorithms or ad targeting (at least not yet), any B2B strategy on the platform needs to be rooted in organic interaction, relevance, and authenticity. It is not about reach or performance metrics; it is more about exploration and positioning your brand in spaces that value transparency and control.
One of the key things to understand is that Bluesky is not trying to replace LinkedIn. It is not a polished corporate networking space. It is more like an experimental community where ideas take shape and norms are still forming. B2B marketers accustomed to content calendars, brand guidelines, and campaign metrics might find Bluesky a bit unstructured. But that is also where the opportunity lies: to learn, test, and connect differently.
How do B2B marketers use Bluesky?
At the moment, Bluesky is being used by a mix of developers, journalists, academics, and digital creators. However, some B2B marketers, especially in tech or SaaS, are joining to explore how decentralized social media could evolve and what kind of role brands can play in that space.
Some real-world B2B use cases include:
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Building early presence in a growing network, especially if your brand wants to be known as innovative or forward-thinking
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Following industry leaders and early adopters to keep a pulse on emerging trends
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Engaging in authentic conversations that are not dominated by paid content or algorithms
Bluesky is a decentralized social networking platform with a different approach to online conversations and content sharing. For B2B social media, Bluesky is still in its early days, but it is already generating interest from marketers curious about the future of open, user-driven platforms. Originally initiated by Jack Dorsey at Twitter and now led by Jay Graber, Bluesky operates as a public benefit corporation built on the open AT Protocol, giving users more control and fostering innovation in how networks are built.
Because the platform is still relatively small and invite-based, it is less about scale or performance and more about observing new behaviors and forming genuine connections that may become more valuable as the platform grows.
The Microsoft Tech Community has established a presence on Bluesky with around 6.7K followers, sharing expert insights and updates to engage professionals. Major media outlets are also experimenting with the platform, with Forbes, the Financial Times, and BBC Newsnight all maintaining accounts. This signals that influential voices are beginning to test Bluesky as a space for content and conversation.
Why should B2B social media managers care about Bluesky?
Even if Bluesky is not part of your current strategy, it is worth keeping an eye on. As privacy, decentralization, and data ownership become bigger themes in social media, platforms like Bluesky could play a role in shaping future user expectations.
For marketers, this means being prepared for a shift from centralized, ad-heavy platforms to more open, user-controlled ecosystems. That could change how brands think about engagement, content creation, and even customer relationships over time.
If your audience includes developers, open-source advocates, or privacy-conscious professionals, Bluesky could already be relevant. If not, it is still a good space to observe, experiment, and think about where social is headed.
Is Bluesky ready for B2B campaigns?
In short, not yet. Bluesky is still growing and figuring itself out. There are no native tools for businesses, no advertising options, and very little in the way of analytics. It is a space for dialogue, not distribution. But as with any new platform, early participation can offer long-term advantages, especially for brands that want to be seen as digital pioneers.
A "wait and see" approach with occasional check-ins might be best for most B2B teams. But if you are in a highly technical or future-focused industry, getting involved now could help shape your understanding of what is next in social media.
How does Bluesky compare to LinkedIn in a B2B context?
LinkedIn is built for B2B marketing with ad targeting, company pages, robust analytics, and a clear professional tone. Bluesky, in contrast, is more grassroots. It does not have dedicated business tools and was not designed with marketers in mind.
Where LinkedIn emphasizes structure, performance, and scale, Bluesky prioritizes conversation, experimentation, and user control. For some B2B brands, especially developer-first companies or those with strong communities, this kind of environment may offer a different type of value.
When it comes to community building, Bluesky channels function in a way that is somewhat similar to LinkedIn Groups. The difference is that they feel more open, conversational, and less restricted by algorithmic visibility. While they cannot yet fully replace LinkedIn Groups for structured professional networking, Bluesky channels can serve as lighter, more experimental spaces for engaging niche communities and testing new conversation styles.
Think of Bluesky less as a LinkedIn competitor and more as a creative lab for understanding how online communities might evolve and whether your audience is ready to engage in these new spaces.
How is Bluesky related to B2B social media trends?
Bluesky taps into several key trends affecting B2B social:
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Decentralization: A shift away from platforms that control the algorithm and own the user data
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Privacy: A growing demand for networks that respect user autonomy and do not rely on invasive tracking
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Authenticity: A preference for honest conversations over polished brand messaging
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Community-led engagement: Where value is created by people, not by brand visibility or ad dollars
While Bluesky is not mainstream yet, these trends are gaining momentum. B2B marketers who want to stay ahead should watch how these changes unfold and how they might affect the broader social media ecosystem.
What are the risks or limitations for B2B marketers on Bluesky?
The biggest challenge is the platform's size and maturity. Bluesky is still invite-only, meaning the audience is small and niche. There are no business tools, no ads, and very little content moderation. It can feel experimental, chaotic, or even irrelevant for B2B goals right now.
Also, it is not the place for polished brand campaigns or sales funnels. If you do engage, it should be with the mindset of learning and listening, not promoting.
But with that said, the risk of simply observing and understanding is low. And in a space that is changing as quickly as social media, early awareness can pay off.