Did Twitter Just Lose the News Industry to Bluesky?

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.