With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
While major players like OpenAI's ChatGPT and Google's Gemini chose to sit out election coverage, Perplexity took a calculated risk that paid off handsomely.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
Did Twitter Just Lose the News Industry to Bluesky?
With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
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As the social media landscape continues to evolve, a new platform has emerged as a promising destination for news organizations and publishers: Bluesky. With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
🦋 What is Bluesky?
Bluesky began as a project initiated by Twitter (now X) co-founder Jack Dorsey in 2019, aiming to create a decentralized social media protocol. The platform operates on the AT Protocol (Authenticated Transfer Protocol), which allows users to maintain control over their data while enabling seamless communication across different services.
📈 Explosive Growth
Recent data shows remarkable growth for the platform:
• According to CNET, Bluesky has been gaining approximately 1 million users per day
• The platform recently surpassed 20 million total users, as reported by TechCrunch
• CEO Jay Graber marked this milestone with a celebratory thread highlighting the platform's achievements
📲 Why Publishers Are Making the Move
Several factors are driving news organizations to establish their presence on Bluesky:
Authentic Engagement
• As reported by Vox writers Adam Clark Estes and Aja Romano, the platform "offers that fun and serendipitous feeling of the original Twitter"
• The absence of algorithmic recommendations creates more genuine interactions
Editorial Control
• Publishers maintain greater control over their content distribution
• The platform's decentralized nature allows for more transparent content moderation
Growing Media Presence
According to Press Gazette's Bron Maher, recent additions to the platform include:
• The Economist
• ITV News
• Renewed activity from Politico and Semafor
As we look ahead, Bluesky signals a potential transformation in how news organizations approach digital distribution. The platform's commitment to transparency and user control aligns naturally with journalistic principles, offering a promising foundation for sustainable digital communities.
For newsrooms considering their social media strategy, Bluesky presents an opportunity to establish a presence on a growing platform while it's still taking shape (Follow us!). The current moment feels reminiscent of Twitter's early days when news organizations first began to understand the potential of social media for news distribution. However, this time, they have the benefit of experience and can approach the platform more strategically.
Success on Bluesky doesn't require reinventing the wheel. Instead, it calls for a thoughtful approach to content sharing, authentic engagement with readers, and a willingness to participate in the platform's community-driven culture. As more publishers join and experiment with different approaches, we're likely to see innovative new ways of connecting with audiences emerge.
The platform's growth and the increasing presence of major news organizations suggest we're witnessing a significant moment in digital publishing. Whether Bluesky becomes the new standard for news distribution on social media remains to be seen, but its rapid rise and unique approach make it impossible to ignore.
While major players like OpenAI's ChatGPT and Google's Gemini chose to sit out election coverage, Perplexity took a calculated risk that paid off handsomely.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
This new communication style is changing how users interact with the app, helping creators build stronger connections with their viewers or in brand messages.
