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Social media veterans, have you heard the buzz about Bluesky? As of February 6, the app has moved out of “invite only” mode and is open to all.

This new kid on the block is making waves with its promise of a decentralized social media experience. But is it just another flash in the pan, or could it hold potential for savvy social media marketers?

Launched by former Twitter CEO Jack Dorsey, Bluesky is definitely positioned to be a Twitter alternative—but it aims to be different. It's built on a decentralized protocol, which means there's no single entity controlling the platform. This, in theory, gives users more control over their data and experience.

In practical terms, that means Bluesky offers features such as:

• Algorithmic choice allows users to customize how they see content, unlike the often opaque algorithms of traditional platforms

• Interoperability means users could potentially follow accounts and access content across different apps built on the same protocol.

Why it Matters

So, should you be jumping on the Bluesky bandwagon?

Bluesky boasted over 4.6 million users post-launch, but, it's still a baby compared to the social media giants.

• As Platformer points out, Bluesky currently lacks the critical mass and engagement of established platforms.

• Engagement around major events—a key metric for any social platform, but especially for a Twitter replacement—remains low, and the platform has yet to prove itself as a viable alternative for these real-time, global conversations.

This means that while Bluesky is an interesting experiment with the potential to shake things up in the social media landscape, it's probably still too early to consider it a major player.

Keep an eye on its development and user base, but for now, focus your efforts on the platforms where your audience already is.