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Bluesky vs. Threads: Which Should Marketers Use as an X Alternative?

Bluesky vs. Threads: Which Should Marketers Use as an X Alternative?

Let’s be real — social media has been a rollercoaster lately. Ever since Elon Musk took over X (formerly Twitter), things have been… well, let’s just say ‘chaotic.’ Between policy changes, algorithm shifts, and an exodus of users, many brands and creators are left wondering: Where do we go now?

If you’re looking for a fresh start, Bluesky and Threads are two standout X marketing alternatives gaining traction. Both offer a different flavor of social media, but they’re not one-size-fits-all. Whether you’re a brand trying to stay ahead of the curve or a marketer wondering where to invest your energy, choosing the right platform is important. So, let’s break it all down!

Bluesky vs. Threads: What Are They?

Girl in the park holding a smartphone with Bluesky social media app on the screen. Wooden bridge, green area and an artificial lake. Rio de Janeiro, RJ, Brazil. September 11 2024.

Bluesky: The Decentralized Disruptor

Bluesky is the cousin of X, created by Jack Dorsey (yes, the guy who co-founded Twitter). It runs on the AT Protocol, which is a fancy way of saying it’s decentralized — giving users more control over their experience. Think of it like a social network where you get to decide how your feed works, not some mysterious algorithm.

  • Launch date: Public launch in early 2024
  • User base: Over 25 million users and growing
  • Key differentiator: A decentralized, open-source ecosystem with enhanced user autonomy

Threads: Meta’s Instagram-Connected Challenger

Threads is Meta’s answer to X, built to work seamlessly with Instagram. If you already have an Instagram account, hopping on Threads is as easy as logging in. It’s centralized (unlike Bluesky), meaning it’s governed by Meta’s rules and algorithms, but it offers effortless content sharing and instant audience access.

  • Launch date: July 2023
  • User base: Over 275 million users (mostly Instagram carryovers)
  • Key differentiator: Designed for easy social sharing within the Instagram ecosystem

Feature Comparison: Bluesky vs. Threads vs. X

Each platform offers distinct advantages and challenges. Let’s compare them side by side:

Feature X (Formerly Twitter) Bluesky Threads
User Base 500M+ users (but declining engagement) 20M+ users (still growing) 275M+ users (Instagram-linked)
Customization Limited control, algorithm-driven feed High (custom feeds, user algorithm choice) Low (controlled by Meta)
Monetization Ads, subscriptions, paywalled content No monetization yet Expected ads in 2025
Privacy Mixed (data collection concerns) High (decentralized, user-controlled) Low (Meta’s data collection applies)
Cross-Posting Supports external links, multimedia sharing Limited (Fediverse compatibility) Seamless with Instagram
Content Limits 280 characters (unpaid), 25,000 (paid) 300 characters 500 characters
Ad Tools Well-established ad ecosystem No ads yet Ads coming in 2025
Audience Type News junkies, brands, general public Tech-savvy, niche communities Mainstream, Instagram users

Key takeaways:

  • X remains the biggest player in terms of sheer audience size, but its declining engagement and brand trust issues make it risky for marketers.
  • Bluesky is great for marketers who want more control, privacy, and niche engagement, but the lack of monetization tools means brands must rely on organic growth.
  • Threads offers scale and easy Instagram integration, making it the most natural transition for brands already active on Meta’s platforms.
  • If you’re after customization, control, and privacy, Bluesky is your best bet.
  • If you need reach, ease of use, and eventual advertising tools, Threads is the way to go.

Bluesky for Marketers: Pros and Cons

Pros

  • Targeted Communities – Bluesky lets you engage with niche groups using custom feeds, which is great for hyper-focused branding.
  • Privacy and Data Control – Because it’s decentralized, users (and brands) get more say in how their data is handled.
  • Less Noise, More Authenticity – With fewer users than Threads, engagement is often more meaningful and personal.

Cons

  • Smaller Audiences – While it’s growing, it’s nowhere near the scale of Threads (yet).
  • No Ads Yet – You’ll need to rely on organic growth until advertising tools arrive.
  • Tech Learning Curve – Decentralized platforms are still new territory for many marketers.

Threads for Marketers: Pros and Cons

Threads, an Instagram app social media ready to download from App Store. new social network Threads application by Meta Platforms is Twitter competitor. illustrative editorial.

Pros

  • Huge Built-In Audience – You can instantly tap into Instagram’s massive user base.
  • User-Friendly and Familiar – No need to learn a new platform from scratch if you already use Instagram.
  • Ad Tools Incoming – Meta plans to roll out paid social media marketing tools in 2025.

Cons

  • Algorithm-controlled feeds – Your reach is determined by Meta, not you.
  • Privacy concerns – Meta’s history with data collection makes some users wary.
  • Competitive and noisy – Standing out is tough, with so many users and brands competing for attention.

How to Choose the Right X Alternative for Marketing

Serious and focused financier accountant on paper work inside office, mature man using calculator and laptop for calculating reports and summarizing accounts, businessman at work in casual clothes.

Still torn between Bluesky and Threads? Ask yourself these questions:

1. Who’s Your Audience?

Techies, privacy-conscious users, niche groups? → Bluesky

Mainstream, visually-driven, Instagram-connected users? → Threads

2. What Kind of Content Do You Create?

Longer discussions, thought leadership, niche community engagement? → Bluesky

Snappy updates, short-form content, multimedia integration? → Threads

Check this ultimate guide on image sizes for different social media platforms if you plan to create more visually inclined content.

3. What’s Your Growth Strategy?

Organic, community-driven engagement? → Bluesky

Paid social media marketing, cross-platform promotions? → Threads

Case Studies: Brands Using Bluesky and Threads
Brands are already jumping onto Bluesky and Threads, each finding unique ways to engage their audiences. Let’s check out some early adopters who are making waves.

Bluesky

  • The Boston Globe: Independent journalism is thriving on Bluesky. The Boston Globe reported that traffic from Bluesky to its website is 3x higher than from Threads, with 4.5x more conversions to paying digital subscribers—a big win for subscription-based media.
  • Duolingo: The language-learning app stays true to its fun, engaging voice by posting quirky language tips and humorous content, helping to build an active and engaged Bluesky community.
  • Netflix: Netflix is also making moves, leveraging Bluesky’s engagement tools to share trailers, announce upcoming releases, and run interactive polls to get audience insights.

Threads

  • Marvel: With 4.5M followers, Marvel is using Threads for fresh, unique content rather than just reposting from other platforms. Think exclusive artwork, fan engagement, and big announcements.
  • Nike: Nike is making the most of its Instagram audience, seamlessly cross-promoting campaigns, athlete collabs, and new product drops.
  • Adidas: Adidas took full advantage of real-time engagement, hyping up the Women’s World Cup with posts like, “Guess this a good time to remind you that the Women’s World Cup begins in 13 days.”

These early brand wins show that both platforms have strong potential, but how you use them depends on your audience and marketing goals.

The Future: What’s Next for Bluesky and Threads?

Person hand using a mobile phone with social media marketing concept.

Bluesky will likely keep expanding its decentralized ecosystem, focusing on user control and customization.

Threads is gearing up for advertising tools and deeper Instagram integration, making it a marketing powerhouse.

Marketers should stay flexible and experiment with both platforms. Social media shifts fast, and early adopters often win big!

Bluesky vs. Threads: Which Should Marketers Use?

  • Go with Bluesky if you love community-driven, customizable engagement and want more control over your content.
  • Go with Threads if you need massive reach, seamless Instagram integration, and future ad opportunities.
  • Or better yet—why not try both? The more platforms you test, the better you can position your brand in this evolving social landscape.

Feeling overwhelmed? Let CODESM handle it for you! With a passionate team of 50+ marketing pros across 11 time zones, we’re not just here to provide a service—we’re here to be your partner in success. Reach out today to see how we can help!

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