The recent surge in users on the micro-blogging platform Bluesky has sparked interest among marketers, but is this social media startup worth the investment? To delve deeper into this question, I had the opportunity to sit down with Erin McCool, HubSpot’s Manager of Brand Social Strategy and Analytics.

First, let’s rewind for those unfamiliar with Bluesky. Bluesky is among a plethora of social media apps that emerged with the aspiration of rivaling (formerly Twitter). It joins the ranks of micro-blogging sites like Mastodon, Threads, Plurk, Cohost, Compost, Sparklefyre, and Snuffleupagus. What sets Bluesky apart is its open-source nature and decentralized infrastructure, known as the AT Protocol, funded by Twitter co-founder Jack Dorsey.

Open source means the platform’s code is accessible for anyone to view or modify, while decentralization allows anyone to host their own version of Bluesky on their server. This unique combination provides users with greater transparency and control over the platform, distinguishing Bluesky from its competitors.

Bluesky initially garnered an estimated 3 million monthly active users during its invite-only phase, compared to the 130 million users claimed by Threads. However, when Bluesky opened to the public in early February, it experienced a rapid influx of 800,000 users in a single day. The platform has also attracted notable figures like Chrissy Teigen and Neil Gaiman, along with major media outlets such as The New York Times and The Washington Post.

So, should businesses consider establishing a presence on Bluesky? According to McCool, it depends on various factors, including the target audience and the platform’s growth trajectory. While HubSpot is not currently on Bluesky, McCool emphasizes the importance of monitoring emerging platforms due to the rapidly evolving social landscape.

When evaluating new social channels, McCool suggests considering various factors to determine their viability for business engagement. These factors include the platform’s user base expansion, which indicates its potential reach and audience size. Additionally, assessing daily usage metrics provides insights into user engagement levels and the platform’s active community.

Platform legitimacy and security are crucial considerations to ensure the safety and credibility of the platform for both users and businesses. This involves examining the platform’s policies, privacy measures, and measures to combat misinformation or malicious activities.

Societal relevance is another important aspect to evaluate, as platforms that align with current trends, interests, and cultural conversations may offer better opportunities for engagement and relevance to target audiences.

HubSpot’s social team prioritizes platforms that resonate with their audience’s preferences and behaviors. This involves understanding the demographics, interests, and behaviors of their target audience to identify platforms where they are most active and engaged.

Furthermore, diversification of content formats is essential for effective social media strategy. Different platforms offer unique features and formats for content creation and distribution. By selecting platforms that allow for diversification, businesses can tailor their content to better suit their audience preferences and maximize engagement.

Ultimately, the decision to join a new platform should be guided by clear objectives and goals aligned with the business’s overall marketing strategy. This includes defining success metrics and KPIs to measure the effectiveness of the platform in driving engagement, brand awareness, and other desired outcomes.

In conclusion, while businesses should remain open to exploring new platforms like Bluesky, they should approach such decisions strategically. By carefully evaluating the platform’s fit with their audience and content strategy, defining success metrics, and considering factors like user base expansion, daily usage, platform legitimacy, and societal relevance, businesses can make informed decisions about their social media presence and effectively connect with their target audience.