Bluesky for PPC: What Marketers Need to Know

Bluesky is rapidly gaining popularity among social platforms but remains ad-free for now. What does this mean for PPC specialists, and how can they prepare for potential advertising opportunities in the future?

What is Bluesky?

Bluesky was created in 2019 as a research project by Twitter. In 2021, it became an independent company, and in 2023, it launched a beta version by invitation. In February 2024, the platform became available to all users. At the time of writing, Bluesky has over 33.1 million registered users, and this number continues to grow.

How is Bluesky different from other social networks?

Bluesky positions itself as “social media as it should be” and structurally resembles X (formerly Twitter). Users can post updates, like, repost, and comment on content. However, its key feature is decentralization.

Bluesky allows users to host their own data and create personalized news feeds. This reduces the risk of data leaks and gives control back to users. Additionally, Bluesky offers powerful content moderation tools, making it attractive to those dissatisfied with changes on other platforms.

Can you run ads on Bluesky?

Not yet. Bluesky does not support advertising, and while company representatives do not rule out its future introduction, it is unlikely to happen anytime soon.

Even if Bluesky integrates advertising, its model will likely differ from the conventional algorithms of Meta or Google. In November 2024, Bluesky’s COO Rose Wang stated that the company aims to avoid an “intrusive advertising experience” and is considering a more intuitive advertising approach similar to Reddit’s model.

How does Bluesky monetize the platform without ads?

Currently, Bluesky is funded by venture capital and investors. Additionally, the company is developing a subscription model that will allow users to access additional features, such as using a custom domain in their username or enhanced video upload capabilities.

Why advertising on Bluesky could be a breakthrough for PPC

If Bluesky introduces advertising opportunities, it could be a valuable new channel for PPC specialists. Here’s why:

• Advertisers are increasingly dissatisfied with platforms like Meta or LinkedIn, which dominate the market and have limited innovation. Bluesky could provide an alternative advertising channel that avoids the shortcomings of existing platforms.
• Early adopters of Bluesky’s advertising model may gain a competitive advantage in their niche.
• A platform with strong moderation and data protection could offer a safer environment for brands, especially considering the growing concerns about Google Ads placements on undesirable websites.

Why advertising on Bluesky might not be the best choice

If Bluesky introduces ads, PPC advertisers should also consider potential drawbacks:

• One of the biggest challenges in advertising on Bluesky stems from what makes it unique – its decentralized structure. While this appeals to users, it may complicate advertising due to data and privacy restrictions.
• Depending on the type of advertising model offered, PPC advertisers may need to rethink their targeting and messaging strategies, which could limit efficiency.
• Many Bluesky users have migrated from X, seeking a platform that values privacy over profit. As a result, they may be more resistant to advertising, which could impact ad performance in terms of generating leads or sales.
• Early adopters of new technology often face challenges such as technical bugs and unknown performance benchmarks. Not all businesses may be in a position to take on such risks if or when advertising reaches Bluesky.

What should PPC advertisers be doing now?

To prepare for the potential launch of an advertising model on the platform, advertisers can take several steps:

Claim your handle

Advertisers should secure an account for their business or clients to ensure they have access to the appropriate brand name.

Explore the platform

Advertisers should spend time navigating Bluesky to:

• Understand its interface.
• Identify the types of organic content that perform best.
• Familiarize themselves with its content moderation tools.

Build an organic presence

Posting content and engaging with the community can help build trust and brand recognition. This approach will help businesses connect with Bluesky’s user base, especially if they remain resistant to traditional advertising.

What’s next?

PPC advertisers will need to hold off a little longer before adding Bluesky to their strategy. However, with the platform growing rapidly, some form of advertising model is likely to arrive within the next 18 months – and we’ll be sure to keep you updated, reports UAMASTER digital agency.

This article available in Ukrainian.