Bluesky for brands? The rise of an X alternative

Why Bluesky is gaining traction

In 2024, many social‑media users grew increasingly disillusioned with X, weary of political polarisation, controversial moderation, and algorithmic feeds that often amplified the loudest voices. In that moment of dissatisfaction, Bluesky began to emerge as a credible alternative.

The platform’s founding aim was clear : to offer a decentralised social network built on an open protocol, giving users control over their feed, data, and moderation resonated with many who longed for a more user‑centric social experience. Bluesky CEO Jay Graber even claimed his platform was “*billionaire proof*” !

This table, made by Matthieu Dallison, shows the evolution of the number of Bluesky users

The rise of Bluesky has been astonishing. In early September 2024, after a temporary ban of X in Brazil, Bluesky added roughly 3 million new users in a single week, pushing its user count past 9 million. By mid-September it passed 10 million users. Then, following the U.S. presidential election in November, Bluesky saw another surge, gaining over 1.25 million new users within a week, as some X users reportedly migrated to seek a calmer, less divisive space.

In November 2024, Bluesky announced that more than 1 million people had signed up in the prior 24 hours, crossing roughly 16 million total users. By late 2024, total users had reportedly reached around 20 million. Bluesky’s growth did not stop there. By August 2025, the platform claimed around 38 million registered users. And as of November 2025, that number had risen to approximately 40 million.

What draws people to Bluesky is not just its numbers but its promise, a feed that resembles the old days: chronological or user‑defined timelines, few ads, and less opaque algorithmic interference. Many early adopters saw it as a refuge from the growing toxicity on X: a place to reconnect with social media as a space for conversation, not shouting.

Should brands join Bluesky?

For brands, Bluesky offers a rare opportunity. To grow in a non-oversaturated social network where early presence can pay off. With tens of millions of users and momentum behind it, the platform can allow a brand to build from the ground up, potentially reaching an engaged, thoughtful audience before competition intensifies.

Because Bluesky places emphasis on community, user‑driven moderation and transparent design rather than aggressive monetisation or ad-based algorithms, brands that value authenticity, long-term engagement, and trust over virality may find a home there. A presence built around honesty, values, and dialogue may resonate more than flashy promotions.

Still, there are real trade‑offs and challenges. The rapid growth has placed pressure on moderation and safety systems: according to a 2025 moderation report, Bluesky saw a 17 fold increase in user reports (harassment, misinformation, abuse) in 2024 compared with 2023, a sign that rapid expansion can bring instability, which may affect brand reputation if not managed carefully.

Additionally, while registered users number in the tens of millions, actual activity and engagement may lag behind the hype. According to recent reporting, growth momentum has slowed, a reminder that for many brands, success on Bluesky may require patience and a long‑term vision rather than quick wins. In fact, it seems X’s bad buzz through its “Trump moment” may have come to a close.

In short: if your brand values authenticity, community, transparency, and is willing to invest in building relationships rather than chasing immediate reach. Bluesky represents a meaningful opportunity. For those who expect quick conversions or broad reach, it may still be too early.

About this article

This article has been written by a student on the Grenoble Ecole de Management’s Advanced Masters in Digital Strategy Management. As part of a content creation assignment, students are given the task of writing articles based on their digital interests and disseminating the articles online. Articles are marked but we make minimal changes to the content. Thanks for reading! James Barisic, Programme Director, MS DSM.