The social media platform Bluesky has reached a milestone with 38 million monthly users, but the growth shows a concerning trend. For companies reconsidering their social media strategy, these figures provide important insights into the future of alternative platforms.
Growth slowdown after explosive start
Bluesky CEO Jay Graber recently confirmed that the platform has reached 38 million monthly active users, an increase of 8 million since March of this year. This growth appears positive, but the reality is more nuanced. The platform experienced an explosive period between August and November 2024, when it grew from 5 to 20 million users as people left X.
That spectacular growth has since stagnated. While Bluesky added 5 million new users per month at its peak, that figure now stands at 1.6 million. Although this still represents growth, it does not position Bluesky as a serious competitor to X (600 million users) or Threads (350 million users). The most concerning signal is that the number of posts on the platform is declining, despite the growing user numbers. This paradox suggests that new users are less active than expected, or that existing users are leaving the platform.
Consequences for business strategy
For companies, these developments mean that Bluesky does not need to be a priority in their social media mix for the time being. The limited message volume and declining activity make it difficult to generate meaningful engagement. Companies that are still interested can test their target audience by searching for relevant topics within the platform.