Can Bluesky disrupt social media marketing in India?

The open-source social platform, Bluesky, has become the talk of the town. Recently surging to acquire 20 million users, Its growth is said to be fuelled by an exodus of prominent figures and organisations from X (formerly Twitter), as the concerns over X’s forthcoming changes to its terms of service reach a boiling point.

At its core, Bluesky offers an alternative—a decentralised platform promising transparency and control, in contrast to X’s centralised approach.

The timing could not be more critical for Bluesky, as marketers and brands are closely observing the developments on X, especially after Elon Musk’s takeover in 2022. Since then, it has undergone several changes, including in its content moderation, verification and subscription policies, which even led to an exodus of brands advertising on the platform.

In contrast Bluesky’s decentralised model has the potential to transform how audience engagement is managed, offering a refreshing change in a space long dominated by a few giants.

As X is beset with user dissatisfaction, could Bluesky emerge as the new avenue for marketers by disrupting the social media landscape? Can it redefine the rules for brands seeking authentic connections with audiences?

To uncover the platform’s real potential, Campaign spoke to a few industry experts to gather insights on the subject.  

Rooshabh Doshi, co-founder, Nuance Consultancy

Bluesky, a minimalist alternative to X, attracts users with its niche communities, absence of toxic debates, and lack of intrusive ads, fostering meaningful interactions. However, it’s far from being a viable marketing platform in India due to limited user adoption, trailing behind both X and Threads. The top five Indian accounts on X, based on follower counts, haven’t joined Bluesky, highlighting its current irrelevance in the Indian social media landscape.

For marketers, Bluesky’s potential lies in future growth. Once active daily users increase in India, brands should consider early adoption to secure a less competitive presence. However, with X boasting over 335 million active monthly users compared to Bluesky’s global 20 million, brands remain hesitant to shift focus from their long-established presence on X to a platform that currently seems like a passing trend.

The micro-blogging space has seen similar entrants like Koo and Threads fail to challenge X’s dominance. Without groundbreaking innovation, Bluesky risks becoming another niche platform like Discord or Mastodon, unable to achieve mainstream success. Its growth, largely driven by dissatisfaction with X’s policies, could wane if X improves or a more innovative competitor emerges. For now, Bluesky remains an experiment, not a revolution.

Yashtika Vaswani, head of social media, Makani Creatives:

Bluesky is changing the game in social media with features like custom feeds, verified website handles, and tools to keep trolls in check. It is all about giving users control and transparency. People love being able to curate their feeds around mutuals or niche topics—it is this reason why they are moving away from platforms like X.

For digital marketers, this is a fresh chance to connect with audiences in a way that feels more authentic and relatable. Bluesky is transforming the online experience by giving users complete control over their data and feeds. This shift is a game changer for how we interact online.

For brands and marketers, it presents a fantastic opportunity to engage with smaller, highly active communities in a genuine and down-to-earth manner. As the platform is relatively new, this is an ideal time to establish your presence and connect with people in a more authentic and noise-free environment.

Ambika Sharma, founder and chief strategist, Pulp Strategy:

The rapid growth of Bluesky signals a potential shift in the social media landscape. Built on decentralisation, the platform appeals to privacy-conscious users disenchanted with X’s changes. For brands, this evolution offers a unique opportunity to rethink audience engagement.

Bluesky’s decentralised architecture gives users and brands a greater control over their data and interactions. Its algorithmic choice feature allows for authentic, high-value content to surface, rather than the algorithm-driven chaos of centralised platforms. This transparency resonates with today’s consumers, who are increasingly drawn to platforms that align with their values of trust and autonomy.

For early adopters, Bluesky offers the advantage of shaping their brand presence in a less competitive space. The platform’s focus on niche communities presents opportunities for hyper-targeted campaigns, allowing brands to build genuine connections within specific interest groups. However, its growth is still in the exploratory phase, with limited analytics and ad tools, making it an experimental ground rather than a proven solution.

The platform’s rise is not just a reaction to X’s changes—it reflects a growing demand for decentralised, values-driven platforms. While it’s too early to declare it a game changer, the platform exemplifies the shift toward community-centric, transparent engagement. For brands, this is a moment to adapt, experiment, and prepare for a future where decentralisation might redefine the rules of digital marketing. The question isn’t whether to embrace Bluesky but how to use its rise as a strategic opportunity.

Yasin Hamidani, director, Media Care Brand Solutions:

Bluesky promotes user autonomy and privacy, appealing to brands focused on authenticity. Its algorithmic customisation, real-time engagement tools, and ad-free environment allow organic connections with niche audiences. Early adopters leverage these features for targeted storytelling, community-building, and fostering trust amid a shifting social media landscape.

Bluesky’s rise could signal a paradigm shift in audience engagement, emphasising decentralisation, privacy, and organic interactions. However, its growth may partly stem from temporary dissatisfaction with X’s changes. Long-term viability depends on sustained user interest, platform scalability, and brands’ ability to adapt to decentralized, community-centric marketing models

User migration from X to Bluesky is driven by concerns over privacy, content moderation, and platform transparency. Bluesky’s decentralised, user-driven model appeals to those seeking authentic engagement and greater control. This shift reflects a broader trend toward decentralized networks, reshaping how social media platforms compete, moderate content, and engage communities.

Bluesky’s decentralised model allows users greater control over data, content moderation, and algorithmic customisation, contrasting with centralised platforms like X. This creates opportunities for marketers to engage with niche, empowered audiences authentically. However, it also presents challenges due to fragmented audiences, evolving governance, and potential unpredictability in content moderation standards.