Is Bluesky Good for Marketing in 2027? How to Get Customers There

Bluesky is good for marketing if your customers are among the people who use it: tech, developers, journalists, academics, writers, artists and politically engaged readers. It's small but active, links aren't punished, and there's no ad platform to buy, so marketing there means joining conversations, using custom feeds and starter packs, and posting useful things. For most local and mass-market businesses, other platforms will bring more customers (see our comparison of the best social media platform for small business).

That's the honest answer the Bluesky hype skipped. Bluesky's app had 10.4 million monthly active users in June 2026, down 27% year over year according to Similarweb figures reported by TechCrunch, after peaking at the end of 2024. The people who stayed are engaged, though: about 29% of monthly users open the app on a given day, roughly the same as Threads. This guide covers who Bluesky works for in 2027 and how to get customers there.

Is Bluesky worth it for business in 2027?

Bluesky is worth it for businesses selling to technical, creative, academic or media audiences, and for anyone whose customers already moved there from X. It's a weaker choice for local services, ecommerce aimed at a broad audience and businesses that rely on paid ads, because the audience is smaller and there are no ads to buy.

The quickest test: search Bluesky for your niche, your competitors and the problem you solve. If you find active conversations from people who look like your customers, it's worth an hour a week. If you don't, put that hour into Threads, X, LinkedIn or, for visual products, Instagram instead.

Can you advertise on Bluesky?

Not in the usual way. As of October 2026, Bluesky has no self-serve ad platform where you can buy promoted posts or targeted ads. Marketing on Bluesky is organic: posting, replying, building custom feeds and starter packs, and working with people who already have an audience there. Sponsored posts by creators must be clearly labeled.

Bluesky's community guidelines say not to "post undisclosed commercial content, sponsored material, or advertising without clearly identifying its commercial nature". If you pay a creator to mention your product, make sure the post says so.

Paid options that do exist:

• Sponsoring creators or newsletters whose audience is active on Bluesky, with clear disclosure.
• Sponsoring a community feed or starter pack run by someone in your niche, if they offer it.
• Running ads elsewhere and using Bluesky for the conversation that follows.

How do you get customers on Bluesky?

Find the conversations your customers have, add useful replies, post your expertise and work in public, and make your profile clear about what you offer and where to buy. Use search for "asking" phrases, follow topic feeds in your niche, and get into starter packs so new users find you. Links work normally, so a useful post can send traffic.

Step by step:

1. Set up the profile. A clear display name, a bio saying who you help and how, a link to your site, and a pinned post that shows your work or product.
2. Use your domain as your handle. Bluesky lets organizations set their website domain as their username (for example @yourbrand.com), proven with a DNS record. Bluesky said in its April 2025 verification update that more than 270,000 accounts had linked their username to a website, and it now also shows blue verification badges for notable accounts.
3. Follow topic feeds for your niche (more below) and read them daily.
4. Reply where you can help. Specific, useful replies get you noticed in a smaller network faster than on bigger platforms.
5. Post a few times a week: lessons, demos, behind the scenes and, sometimes, a clear offer.

How do you find people on Bluesky who want what you sell?

Use Bluesky search with exact phrases, filters for language, dates and mentions, and custom feeds that collect posts on your topic. Search for the words buyers use, such as "looking for", "recommend", "alternative to [competitor]" or "is there a tool", and reply to recent posts where you can genuinely help.

Bluesky's search guide lists operators you can type straight into the search box:

Searching domain: for a competitor's website shows who's sharing and discussing them, a quick way to find people interested in what you sell.

How do custom feeds and starter packs help with marketing?

Custom feeds collect posts on a topic from across Bluesky, and many people use them as their main timeline. Starter packs are curated lists of accounts and feeds that new users can follow in one tap. Being included in the right feed or starter pack puts you in front of people already interested in your niche.

How to use them:

• Read the feeds your customers read. Find them by searching feeds for your topic. Reply to posts there.
• Post in a way feeds pick up. Many topic feeds include posts with certain keywords, hashtags or emoji; read the feed's description to see what it collects.
• Build a feed for your niche. A useful feed (for example, "Indie game dev news") makes you a curator people follow.
• Make a starter pack. Bluesky introduced starter packs in June 2024 to recommend people and feeds to newcomers. A pack of the best accounts in your niche, including yours, is useful and visible.
• Ask to be added to relevant starter packs, politely and only if you fit.

What should you post on Bluesky?

Post what you'd share with a smart friend in your field: what you're building, what you learned, useful links with your take, and your work. Bluesky's audience reacts badly to corporate tone and growth tactics. Be specific, be human, link freely when it helps, and keep promotional posts occasional and clearly labeled.

A weekly mix:

• Build in public: a screenshot, a feature you shipped, a problem you solved.
• A useful link with commentary: why it matters to your audience.
• A short how-to or tip.
• A question to your followers.
• An occasional offer: "Launched [product] today, 20% off for the first week."

Bluesky's team said in January 2026 that it was exploring topic tags and improving discovery, so check what's changed in the app before planning around hashtags.

How do you avoid spamming on Bluesky?

Don't mass-follow, don't send unsolicited sales DMs, don't repeat the same post or reply across threads, and don't fake engagement. Bluesky's guidelines prohibit spam, manipulating engagement metrics or follower counts, and undisclosed advertising. Users can also block accounts and subscribe to moderation lists, so a spammy account quickly stops being seen.

• Replies over DMs. Answer in public; let people message you.
• Disclose that it's your product when you recommend it.
• No automated replies to people who didn't ask.
• No follow-unfollow or bought followers.

How do you track whether Bluesky brings customers?

Tag links in your Bluesky posts and profile with UTM parameters, ask new customers where they heard about you, and keep a simple list of conversations that turned into leads. Compare that with time spent. If Bluesky brings enquiries for an hour a week, keep it; if not after two months, move the time elsewhere.

• Website visits from Bluesky: tag links like ?utm_source=bluesky&utm_medium=social.
• Replies and follows from the people you want, not follower count.
• Enquiries and sales that mention Bluesky.

If checking Bluesky search daily is the problem, Larvabot watches Bluesky along with Reddit, Threads, X, LinkedIn and Facebook groups for posts where people ask for what you sell, and drafts a reply for you to edit and post yourself. It never posts for you.

How does Bluesky compare with Threads and X for marketing?

Bluesky is the smallest of the three and has no ads, but it's link-friendly and full of tech, media and creative professionals. Threads is much bigger and broader, and pairs with Instagram. X still has the largest real-time tech and business conversation and offers ads. Most small businesses should treat Bluesky as a supporting channel, not the main one.

Read the full guides to selling on Threads and getting clients on X, plus getting customers on Reddit, or browse the social media customers hub.

Frequently asked questions

Is Bluesky good for small businesses?

It depends on your customers. Bluesky works for small businesses selling to developers, writers, artists, academics and media people, because they're well represented and engaged there. Local services and broad consumer brands usually get more customers from Facebook groups, Instagram or Threads.

How do you advertise on Bluesky?

There's no paid ad platform on Bluesky as of October 2026. Businesses market organically by posting, replying, building custom feeds and starter packs, and sponsoring creators or newsletters, with sponsored content clearly labeled as Bluesky's guidelines require.

How many people use Bluesky in 2027?

Bluesky's app had about 10.4 million monthly active users in June 2026, according to Similarweb data reported by TechCrunch, down from a late-2024 peak. Registered accounts are far higher, but active use is what matters for marketing. Check current figures before planning big investments.

How do I get followers on Bluesky as a business?

Use your domain as your handle, post useful and specific things, reply in your niche's feeds, create a starter pack of good accounts in your field, and ask to be added to relevant packs. Followers who care about your niche matter more than total numbers.

Do links get penalized on Bluesky?

Bluesky's Following feed shows posts from accounts you follow in order, links included, and custom feeds include link posts when they match the feed's rules. There's no single engagement algorithm deciding everyone's reach. A clear sentence explaining why the link matters still helps.