Bluesky: A game-changer for event marketing
Why a decentralised platform is better at driving engagement
Earlier this year, I urged event brands to reconsider using X (formerly Twitter) as a channel for promoting event communication. If I remember correctly, the standout line from that Substack was that those serious about brand reputation “would be brave—or simply demented—to argue against the fact that Elon Musk’s acquisition of Twitter made the platform a toxic environment with polarising content.”
Even if you disagree, you must concede that X, in its current form, is a bit of an unguided missile.
After being X-free for months, I joined Bluesky. I did not know much about the new platform, but having used it for some weeks, I’m waking up to its potential. Bluesky was originally positioned as a decentralised alternative to X but I think it is more than that. Its sudden growth presents a real opportunity for event organisers to rethink how their content is being discovered.
And this is why.
Bluesky is better suited to drive traffic to your event pages
Bluesky emphasises organic content sharing, allowing posts to link freely without algorithmic suppression. This opens opportunities for event organisers to drive traffic to registration pages, session previews, pre-event interviews, and discount offers.
The problem with X is that it prioritises algorithms that pick out certain types of content. It leads to diminished visibility for posts that don’t align with the algorithm's criteria. This fact disadvantages posts with external links, as Musk’s business model incentivises keeping users on the platform rather than redirecting them elsewhere. X also boosts paid content.
What does this mean for you? By leveraging Bluesky, you as an event planner can:
Post announcements and updates with direct links to sign-up pages.
Share behind-the-scenes content that encourages curiosity and drives clicks.
Promote time-sensitive offers, such as early bird ticket pricing, with an urgency that aligns with Bluesky's active, engaged audience.
Bluesky is a platform for influencers and thought leaders
Bluesky is “fast becoming a hub for journalists, creators, and niche influencers”. I’m quoiting Twipe Insight here who has already done the research. If they are right, we already know it is journalists, creators, and niche influencers who you need on your side when you want to promote your event comms, whether as keynote speakers, panelists, or content amplifiers.
By connecting with influencers and thought leaders directly on Bluesky, you can:
Build relationships with potential speakers or partners.
Encourage influencers to promote sessions, driving enthusiasm for your event organically.
Use live engagement opportunities (Q&As, polls) to showcase thought leadership.
Bluesky has community engagement at its core
What sets Bluesky apart is its focus on decentralisation and genuine interaction. X’s engagement is shaped by algorithms prioritising mass appeal over niche or event-specific interactions. Its engagement metrics are built on likes, retweets, and comments to surface content, which often skews the platform toward viral, sensational, or polarising posts.
Bluesky, however, focuses on community-driven engagement. With less algorithmic interference, conversations are organic, and posts are chronologically displayed, encouraging authentic discussions.
Event organisers can tap into this advantage to:
Host discussions around event themes to gauge audience interest and preferences.
Create "lobby spaces" where attendees can connect ahead of time, replicating the much-loved in-person networking aspect of events.
Share real-time updates during events to keep attendees engaged and amplify the experience for those following online.
Bluesky can blend virtual and physical engagement
Many events, especially after the pandemic, exist as hybrids. Bluesky offers a seamless way to complement physical experiences with virtual conversations. For instance:
During events, attendees can discuss panels, post highlights, or share photos in real-time on Bluesky.
Post-event, organisers can use Bluesky to gather feedback, share recordings, or continue discussions, extending the relevance of the event.
Some people might look at engagement numbers and smirk. Bluesky is small compared to X (X: Over 500 million registered users, with an estimated 318 million monthly active users as of October 2024, compared to Bluesky: Approximately 15-20 million registered users with about 3.5 million daily active users). But despite its smaller base, Bluesky’s decentralised model and organic engagement features appeal to niche audiences such as event promotion or focused community discussions.
Recent history shows that early adopters of successful new tech and platforms often reap the most benefits. If you are an event organiser looking to innovate and adapt, Bluesky offers an opportunity to reach and engage.