Bluesky is an open and decentralized social network. As social media keeps changing quickly, marketers are always looking for fresh ways to connect with people, grow their audience and stay ahead of the game. One of the newest platforms getting attention is Bluesky, a decentralized social network that’s gaining popularity around the world. With more people in Pakistan using digital platforms, marketers are now starting to explore how Bluesky can be used for local marketing. In this article, our Tashheer research team will explain what Bluesky is, how it works and how it can benefit marketers in Pakistan.
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What is Bluesky
Bluesky is a decentralized social media platform initiated by Twitter co-founder Jack Dorsey. The core idea behind Bluesky is to give users more control over their data and algorithms. Unlike conventional platforms like Twitter, Facebook or Instagram, where a single company controls content, data and user access, Bluesky operates on a federated protocol known as the Authenticated Transfer Protocol (AT Protocol). Developed from a Twitter-led project in 2019, it became independent in 2021 and officially launched in 2023. After Elon Musk acquired Twitter, development accelerated and by early 2025, Bluesky had grown to over 30 million users. This means users have more control over their data and developers can build different apps that communicate flawlessly with each other on the same network. This Bluesky social app, currently in a phase of gradual rollout, serves as a showcase for the protocol’s capabilities. It offers a familiar microblogging experience, similar in some ways to early Twitter with short-form text posts (called “skeets”), images and links.
Key features of the Bluesky App
Here is the list of some key features of the Bluesky app, mentioned as:
Decentralized Protocol
This is the underlying technology that enables data portability and algorithmic choice.
Algorithmic Choice
Bluesky intends to allow users to choose from different algorithms to curate their feeds.
Moderation Flexibility
The decentralized nature allows for different communities and providers to implement .
Why Should Marketers in Pakistan Care About Bluesky
As Pakistan experiences a surge in digital content consumption, platforms like Bluesky present new, organic engagement opportunities. Here’s why marketers in Pakistan should keep an eye on it:
| Early Mover Advantage | Bluesky is in its growth stage, allowing early adopters to build brand authority and loyal communities before the space becomes crowded. |
| Appealing to Tech-Savvy Youth | Pakistan’s tech-savvy Gen Z and millennials, who are quick to adapt to new platforms, may be attracted to Bluesky’s decentralized nature and privacy features. |
| Data Ownership & Customization | Bluesky provides developers and businesses with access to customizable feeds and user data, allowing for more personalized marketing and effective audience segmentation. |
How Can Marketers Use Bluesky in Pakistan
Start by building a branded presence. Just like Twitter, Bluesky allows microblogging. Engage in authentic conversations that offer value-based content and create niche communities around your brand or industry.
Decentralized Protocol
If possible, Pakistani marketers and brands should aim to secure their usernames and establish a presence on the platform.
Engage with Early Adopters
Identify and engage with early Pakistani users and communities on Bluesky. Understand their interests, conversations, and the platform’s emerging culture.
Participate Authentically
Focus on genuine engagement and building relationships rather than aggressive promotion. Share valuable insights, participate in discussions.
Thought Leadership & Content Marketing
Pakistani marketers can use Bluesky to share thought leadership, industry insights and behind-the-scenes content. Since this platform encourages transparency and authenticity, it is perfect for storytelling and thought-driven content.
Short-Form Content
Bluesky’s current focus on short-form text and visuals aligns with trends in mobile-first content consumption. Marketers should experiment with concise and engaging “skeets”.
Focus on Niche Communities
As Bluesky evolves, specific communities based on interests or topics are likely to form. Marketers should identify relevant niches within the Pakistani context and customize their content to resonate with these audiences.
Embrace Authenticity
Given the platform’s ethos around user control and open communication, authentic and transparent marketing approaches are likely to be more effective than overly promotional or misleading content.
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Influencer Collaborations
Just like on Instagram or Twitter, Influencer collaborations on Bluesky offer a fresh and authentic way for Pakistani brands to reach their audience. As new content creators and early adopters gain followers on this platform, brands can partner with them to promote products, share honest reviews or start meaningful conversations. Since Bluesky focuses more on real engagement than ads, these partnerships can feel more genuine and trustworthy. By working with the right influencers early on, marketers in Pakistan can build strong brand connections and grow alongside the platform as it develops.
Customer Feedback & Relationship Management
Use Bluesky as a feedback tool by directly interacting with followers and customers. Since the platform is less cluttered, responses are more visible and valuable, allowing you to build genuine connections. Understanding user demographics, engagement patterns and popular content formats will be crucial for effective strategies.
Experimentation & Innovation
This open-source nature of the platform enables marketers to experiment with tools, create plugins or even build niche apps customized to their target audience in Pakistan. It is a playground for creative experimentation.
Algorithmic Marketing
As Bluesky enables algorithmic choice, marketers might have the opportunity to develop or utilize specific algorithms that prioritize certain types of content.
Data Portability
The decentralized nature could eventually allow for more data portability. Marketers might be able to leverage user data across different Bluesky-based services.
Supporting Local Providers
If local Pakistani providers emerge on the AT Protocol, marketers could explore partnerships and advertising opportunities within these specific ecosystems.
Challenges for Marketers in Pakistan
While Bluesky holds potential, there are some limitations marketers in Pakistan should be aware of
| Limited User Base | The current invite-only system means Bluesky’s user base in Pakistan is small, limiting the reach for mass-market campaigns. |
| Platform Maturity | Bluesky is still in its early stages, with evolving features and user behavior. Marketing strategies will need to be adaptable. |
| Understanding Decentralization | The concept of decentralized social media may be unfamiliar to many Pakistani users and marketers, requiring education and mindset shifts. |
| Competition from Established Platforms | Major platforms like Facebook, Instagram, and TikTok dominate Pakistan’s social media landscape, presenting a challenge for Bluesky to stand out and attract attention. |
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Final Words
Bluesky is more than just another social media app, it represents a shift toward user-centric, open-source digital communities. For marketers in Pakistan, it offers a fresh site for experimentation, community building and authentic engagement. Bluesky is a great new platform for Pakistani marketers who want to try something different and be ahead of the trend. While it is not as big as Facebook or Instagram, its decentralized model, growing user base and emphasis on authenticity make it a smart addition to a forward-thinking marketing strategy.
About the Author: Sana Noureen
