8:38 pm - March 14, 2026
It’s very early days but publishers are reporting promising signs from their engagement with Bluesky.
Publishers are exploring the nascent social media platform Bluesky, assessing its potential compared to established platforms like X and Threads. As Bluesky experiences a surge in new users, the level of referral traffic generated by this fledgling platform remains significantly lower than that from X, prompting many media organisations to adopt a cautious, test-and-learn approach.
According to data sourced from analytics firm Chartbeat, Bluesky has thus far generated around 0.017% of social traffic referrals to publishers from November 1-21, which equates to 0.8% of the referrals that come from X. In contrast, X accounts for about 2.5% of social referrals. Some publishers have reported more robust engagement on Bluesky than on Threads, with executives cautioning that comprehensive strategies for the platform are premature.
The bulk of the conversations surrounding Bluesky suggest that most publishing teams are recycling content across platforms. Speaking anonymously to Digiday, the head of social media at a large publisher said, “We are posting basically the same stuff there that we have posted on X and Threads. And that has worked for us thus far.” Similarly, Benjamin Cohen, CEO of PinkNews, acknowledged that duplicating content across these platforms allows his team to gauge specific nuances in audience reaction while bolstering their presence on Bluesky.
Initial reports reveal that some publishers are harvesting encouraging data. Matt Karolian, vice president of platforms, research, and development at Boston Globe Media, noted that traffic from Bluesky to their site has already tripled that of Threads, yielding an impressive 4.5 times the conversions to paying digital subscribers. “The quality of the new traffic is notable,” he commented, though he refrained from disclosing specific conversion rates.
Nevertheless, challenges persist. Publishers have pointed out Bluesky’s lack of functionality for tracking specific user activity when they visit publisher sites. Several executives have resorted to using UTM codes for traffic tracking while contending that this approach may not provide a complete picture. One head of platforms from a local news outlet explained that while they track Bluesky traffic via domain referrals, the data might not accurately reflect the full extent of their audience.
As larger industry players strategise their involvement with Bluesky, early signs indicate varied levels of engagement. The New York Times has recognised promising interactions from Bluesky users but emphasises a continued focus on multiple social networks. Similarly, CNN sees the platform as primarily a mechanism for distributing news aimed at redirecting users back to its own platforms.
The situation at Newsweek reflects a more measured approach, with the organisation posting around 80-100 updates daily on X compared to under 20 on Bluesky. “We are being more deliberate, with much more of a steady hand on the wheel,” said Josh Awtry, SVP of audience at Newsweek, illustrating their intention to foster higher engagement metrics, even if that diminishes reach.
Source: Noah Wire Services
- https://vistasocial.com/insights/bluesky-features/ – This article provides detailed information on Bluesky’s features, including user autonomy, customizable algorithms, and safety measures, which are relevant to understanding the platform’s capabilities and user engagement.
- https://en.wikipedia.org/wiki/Bluesky – This Wikipedia article outlines Bluesky’s development, key features such as the AT Protocol, and its user base growth, which corroborates the platform’s evolution and user adoption.
- https://buffer.com/resources/bluesky-features/ – This article from Buffer details various features of Bluesky, including customization options, reply controls, and the use of custom domains, highlighting the platform’s user-centric approach.
- https://www.zdnet.com/article/how-to-use-bluesky-social-everything-to-know-about-the-popular-x-alternative/ – This ZDNet article provides a comprehensive guide on using Bluesky, including its user interface, posting features, and moderation tools, which supports the discussion on user engagement and platform functionality.
- https://bsky.social/about/faq – Bluesky’s official FAQ page explains the platform’s mission, the AT Protocol, and how it differs from other social networks, providing context on its unique features and goals.
- https://vistasocial.com/insights/bluesky-features/ – This article discusses Bluesky’s focus on decentralization and user empowerment, which is relevant to the broader discussion on the platform’s appeal and engagement metrics.
- https://en.wikipedia.org/wiki/Bluesky – The Wikipedia article mentions Bluesky’s growth in user base and its open-source nature, which aligns with the data on user adoption and the platform’s development.
- https://buffer.com/resources/bluesky-features/ – This article highlights the platform’s ability to generate robust engagement despite lower referral traffic, as it details features that enhance user interaction.
- https://www.zdnet.com/article/how-to-use-bluesky-social-everything-to-know-about-the-popular-x-alternative/ – The ZDNet article discusses the challenges and opportunities for publishers on Bluesky, including tracking user activity and the use of UTM codes, which is relevant to the publishers’ strategies.
- https://bsky.social/about/faq – The FAQ page explains how Bluesky’s open protocol allows for a global conversation and composable moderation, which supports the discussion on its unique approach to social networking.
- https://buffer.com/resources/bluesky-features/ – This article mentions the use of custom domains and starter packs, which are strategies publishers might use to enhance their presence on the platform.
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