Bluesky is a new social media platform that’s being developed as an alternative to sites like X/Twitter. In just a few weeks post-US elections, its user base jumped from 13 million to over 21 million, with 3.5 million daily active users.

The growth of Bluesky is partly due to increasing frustration with X/Twitters’s policies and user experience, and also Bluesky’s promise of decentralisation, cleaner content feeds, and user control.  Decentralisation means no single company owns or controls the entire platform. Instead, it uses open-source technology so people and organisations can create their own communities or “networks” that connect to each other.

In style, Bluesky feels like the early days of Twitter. With a 300 character limit on your posts, you will typically find that the platform has less noise, more engagement, and it is much easier to see content from people you actually follow, rather than algorithmic-based news feeds full of bots and ads.

With nonprofits always looking for new ways to reach people, share their work, and connect with supporters, Bluesky could be a good option—but it’s not perfect.

Why nonprofits should consider using Bluesky

• Bluesky is still new, which means nonprofits can stand out and take the time to develop your audience and your voice.
  
  
• The “decentralised” model means which means no single company controls it. Nonprofits can have more say in how they share their content, and there’s less risk of sudden changes, like what’s happened with other platforms.
  
  
• Right now, Bluesky’s smaller community makes it easier to have meaningful chats and connect directly with people who care about your work.
  
  
• Joining a new platform like Bluesky shows your nonprofit is open to fresh ideas and keeping up with the times.

Why nonprofits might avoid Bluesky, or wait a while before using the app

• Bluesky doesn’t have as many users as X/Twitter or Facebook.
  
  
• Managing another social media account takes time and energy, and nonprofits often have limited staff and resources.
  
  
• If you have had your social media accounts for several years, you have probably forgotten how much time and effort it takes to build up an audience on a new platform. It is a slow process!
  
  
• Bluesky is new, and it’s hard to know if it will still be popular in a year or two. Many social media platforms, like Threads, get popular very quickly, but start to lose active users over time.

What about the other popular social networks?

• Twitter (X): Once a go-to platform for nonprofits to engage followers and drive campaigns, it’s now unpredictable and less effective. Algorithm changes, misinformation, bots, and reduced engagement make it harder to build momentum.
  
  
• Facebook: While still a useful platform for nonprofits, Facebook buries nonprofit posts under ads and irrelevant content, making it challenging to reach audiences without paid boosts.

• Instagram: Visual storytelling works well for nonprofits, but the focus on aesthetics and short-form content limits deeper engagement.

• LinkedIn: Great for professional connections, but not ideal for grassroots campaigns or widespread community outreach. However, LinkedIn continues to grow in popularity and engagement in South Africa, and is currently the best performing network for many nonprofits.

• Threads: Started out very popular and is still promising, but it is still fairly new and lacks the features and audiences nonprofits rely on for impactful engagement.

The Bottom Line

Bluesky has potential, but it’s not for everyone. If you have the time and resources to try something new, it could help your nonprofit stand out. But if you’re already stretched thin, rather focus on making the most of platforms where your audience already is.

If you take the leap, follow us: @hashtagnonprofit.bsky.social