Is Bluesky decentralized?

Yes. Bluesky is built on the AT Protocol, an open and decentralized framework for social networking. Users own their data and identity, and can theoretically move their account to a different provider without losing their followers or content. In practice, most users still access Bluesky through the official app, but the underlying architecture is genuinely decentralized.

How is Bluesky different from Mastodon?

Both are decentralized alternatives to X, but they use different protocols. Mastodon runs on ActivityPub and is organized into separate servers (instances) that users must choose between. Bluesky uses the AT Protocol, which provides a more unified experience - users do not need to pick a server. Bluesky also offers custom algorithmic feeds, while Mastodon is primarily chronological.

Can startups use Bluesky for marketing?

Yes, particularly if your audience includes developers, tech early adopters, or privacy-conscious users. Bluesky's user base skews toward these demographics. The platform currently has high organic reach because competition is low. Custom feeds also let you target niche communities directly. The main limitation is smaller overall user numbers compared to X or Threads.

What Is Bluesky?

Bluesky is a decentralized social media platform built on the AT Protocol (Authenticated Transfer Protocol) that lets users post short-form text, images, and videos in a format similar to X (formerly Twitter). Originally incubated inside Twitter in 2019 as a research project to build a decentralized social networking standard, Bluesky became an independent company in 2021 and launched its public app in February 2024 after an extended invite-only beta. By early 2026, the platform has grown to approximately 25-30 million registered users, with a highly engaged core user base concentrated in tech, media, and academic communities.

How Does the AT Protocol Work?

The AT Protocol is what makes Bluesky fundamentally different from X, Threads, and most other social platforms. Here is what it means in practice:

Users own their identity. On Bluesky, your identity is tied to a domain name (your handle can be a custom domain like @yourcompany.com) rather than being locked to a single company's database. This means your identity is portable - you can theoretically move your account between different AT Protocol providers without losing your followers, posts, or social graph.

Data portability. Your posts, follows, and social connections are stored in a Personal Data Server (PDS) that you can self-host or use a managed provider for. If you disagree with a platform decision, you can take your data and move. This is a fundamental departure from traditional platforms where the company owns all user data.

Open protocol. Any developer can build applications on the AT Protocol. Bluesky is not the only possible interface for the network - other apps can access the same social graph and content. The protocol specification is publicly available on GitHub, and a growing ecosystem of third-party tools has emerged.

What Makes Bluesky's Feed System Unique?

The most distinctive feature of Bluesky is its approach to algorithmic feeds. Instead of a single company-controlled algorithm deciding what you see - the model used by X, Instagram, and most platforms - Bluesky lets users choose from multiple algorithmic feeds or create their own.

Custom Feed Generators

Anyone can build and publish a custom feed algorithm on Bluesky. These "feed generators" are external services that define their own ranking logic and serve content to users who subscribe to them. Examples include:

Topic-based feeds - Feeds that surface all posts about a specific subject (startups, AI, design, etc.)
Engagement-based feeds - Feeds that rank posts by likes, reposts, or reply counts
Network-based feeds - Feeds that show content from accounts followed by people you follow
Language-based feeds - Feeds filtered to specific languages
Curated feeds - Manually or semi-automatically curated feeds around specific communities

This means there is no single "algorithm" on Bluesky in the way that X or Instagram has one. Users actively choose which algorithmic lens they want to view content through, and they can switch between feeds at any time.

The Default Feeds

Bluesky ships with two default feeds:

Following. A reverse-chronological feed of posts from accounts you follow. No algorithmic ranking - content appears in the order it was posted.

Discover. An algorithmically curated feed that surfaces popular and relevant content from across the network, including from accounts you do not follow. This is the closest equivalent to X's "For You" feed and is where most organic discovery happens.

Who Uses Bluesky?

Bluesky's user demographics are distinct from other platforms, which matters for startups evaluating where to invest their time.

Tech and developer community. Bluesky has a disproportionately high concentration of software developers, tech workers, and people who work in or around the tech industry. The platform's open-source, protocol-based architecture naturally attracts this audience.

Media and journalism. A significant number of journalists, writers, and media professionals have established presences on Bluesky, particularly those who left X. This makes Bluesky a useful platform for thought leadership and media visibility in certain industries.

Academic and research communities. Researchers and academics - particularly in tech, social science, and policy - have adopted Bluesky at higher rates than the general population. According to a study by the Pew Research Center, Bluesky users are more likely to be college-educated and politically engaged than users of most other platforms.

Early adopters and privacy-conscious users. People who care about data ownership, algorithmic transparency, and platform governance gravitate toward Bluesky because of the AT Protocol's design principles.

Why Should Startups Pay Attention to Bluesky?

Despite its smaller user base compared to X or Threads, Bluesky offers several strategic advantages for startups:

Low Competition, High Engagement

With 25-30 million users compared to X's 500+ million, the content-to-consumer ratio on Bluesky heavily favors creators. Posts that would get lost in X's noise can generate meaningful engagement on Bluesky. We have seen startup-related posts consistently get 10-50x the engagement rate on Bluesky compared to the same content posted on X.

Tech-Forward Audience

If your startup sells to developers, technical teams, or early adopters, Bluesky's audience demographics are a strong match. The platform over-indexes on exactly the kind of users who evaluate and adopt new tools.

Custom Feeds as Distribution Channels

The custom feed system creates a unique opportunity. You can build or sponsor a feed relevant to your industry - for example, a "Startup Launches" feed or an "AI Tools" feed - and use it as a distribution channel for your content. This is something no other major platform offers.

Domain-Based Verification

Bluesky's custom domain handle system provides a form of verification that is both free and meaningful. Setting your handle to @yourcompany.com immediately establishes brand legitimacy without paying for a checkmark.

How to Approach Bluesky as a Startup

Start with the Discover feed. Post consistently and engage with others to get surfaced in the Discover feed, which is where non-followers will find you.

Leverage custom feeds. Find and subscribe to feeds relevant to your industry. Engage with content in those feeds to build visibility within niche communities.

Use your custom domain. Set your handle to your company domain for instant brand recognition and credibility.

Cross-post strategically. Content that works on X typically works on Bluesky with minor adjustments. Adapt your social media strategy to include Bluesky as a distribution channel, especially for text-based content.

Build in public. Bluesky's audience responds well to transparent, behind-the-scenes content about building products and companies. Share your roadmap, your metrics, and your lessons learned. For more on leveraging Bluesky for startup growth, see our Bluesky for startups guide.

Bluesky is still early. The user base is smaller, the monetization tools are limited, and the platform is evolving rapidly. But for startups with a technical or early-adopter audience, the engagement quality and organic reach make it worth investing in now - before the platform matures and competition increases.