With more than 26 million users, Bluesky has emerged as a promising alternative to traditional social media platforms. Backed by Jack Dorsey, Bluesky is not just another social network; it’s a decentralized protocol that seeks to return control to its users, emphasizing interoperability, transparency, and user empowerment. For newsrooms and journalists, this presents a unique opportunity to rethink how stories are shared, sources are verified and audiences are engaged.
What Is Bluesky?
Bluesky operates on the AT Protocol (Authenticated Transfer Protocol), which enables interoperability between different platforms built on its foundation. It allows multiple social networks to coexist and interconnect seamlessly. Users can control data, choose algorithms that shape feeds, and migrate between platforms without losing audience or content.
For journalists and newsrooms, this decentralized approach could be a game-changer. Let’s dive into how this platform can enhance journalistic practices.
1. Decentralized Publishing
One of the most revolutionary aspects of Bluesky is its decentralization. Traditional social media platforms often dictate algorithms, limit content reach, and monopolize user data. On Bluesky, journalists and newsrooms have:
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- Control over content: Publish without worrying about sudden algorithmic changes throttling your reach.
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- Interoperability: Your content isn’t locked to a single platform. This flexibility is critical for maintaining control over your audience.
By adopting Bluesky, newsrooms can ensure their content remains accessible across multiple platforms built on the AT Protocol while maintaining their own standards and policies.
2. Algorithmic Transparency
The ability for users to choose and even customize algorithms is a feature that could dramatically reshape how news is consumed. For newsrooms, this means:
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- Curated Feeds: Bluesky’s custom feeds empower newsrooms to curate timelines tailored to specific topics or audiences. Unlike traditional platforms with unclear algorithms, Bluesky allows the creation of hyper-local feeds. This could look something like having a “Grand Haven Local News” feed, giving residents access to information they care about. This feature fosters intentional news consumption and strengthens the connection between journalists and their communities.
- Restoring Trust: By offering transparent criteria for how content is promoted, news organizations can demonstrate accountability and ethical practices.’

This level of transparency allows audiences to engage with news in a way that aligns with their values, fostering deeper trust and loyalty.
3. Enhanced Audience Engagement
Engaging directly with audiences is crucial for modern journalism, and Bluesky offers tools to strengthen these connections:
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- Direct Communication: The decentralized structure minimizes noise from third-party advertisers. This means more meaningful interactions.
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- Community Building: Newsrooms can create niche communities tailored to specific beats or interests – think politics, sports, or local news.
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- Interactive Features: Leverage feedback tools and polls to make stories more interactive and gather real-time input from readers.
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- Open API for Tool Development: Bluesky’s commitment to openness is evident in its free and accessible API, encouraging developers to create tools that integrate seamlessly with the platform. Newsrooms can develop applications to display real-time Bluesky commentary alongside articles or design interactive features that enrich storytelling. The sky is the limit for newsrooms in terms of presentation and audience engagement.
4. Verification and Source Building
Bluesky can assist in the verification of sources and combat misinformation:
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- Domain-Based Verification: Establishing credibility is key for journalists. Bluesky’s domain-based verification allows news organizations to use their official website domains as usernames (e.g., @yournewsroom.com), signaling authenticity to the audience. The big perk: This self-verification process is straightforward and free.
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- Source Verification Tools: Collaborate with developers to create protocols that ensure sources and stories are authenticated.
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- Third-Party Labeling for Fact-Checking: To combat misinformation, Bluesky is developing third-party labeling systems that allow organizations to tag content with fact-checks or context. Newsrooms can use this feature to provide real-time verification of information, enhancing the quality of discourse and helping users find exactly what they are seeking.
5. Monetization Opportunities
Bluesky offers innovative ways to sustain newsrooms during a time in which monetization remains a challenge for modern journalism:
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- Direct Subscriptions: Build subscription models directly into your Bluesky presence, bypassing traditional paywall systems.
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- Microtransactions: Enable readers to support individual stories or journalists through micropayments.
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- Ad-Free Experiences: Provide premium, ad-free content to subscribers who value uninterrupted reading.
Challenges to Consider
While Bluesky holds immense potential, newsrooms must navigate certain challenges:
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- Adoption Curve: Audiences may take time to migrate from traditional platforms.
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- Technical Expertise: Developing custom algorithms or tools requires resources and expertise.
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- Monetization Adjustments: Shifting from ad-heavy models to decentralized monetization might require trial and error.
Bluesky & SND
Are you taking advantage of Bluesky in Social News Desk? You can now publish, schedule and even automate your Bluesky content in SND. Whether you recently joined Bluesky or have been on “learning the ropes”, now is a great time to add your account to SND and take advantage of streamlining all of your social posts with Autopilot. If you want to learn more about automation, you can read up on all the ways to take advantage of Autopilot on the different platforms here.
Also, keep this on your radar: We’d love for you to join us for our webinar on Jan. 22 to learn all about Bluesky. We’ll have Emily Liu from Bluesky with us to share expert insights.
As the media landscape continues to evolve, Bluesky isn’t just a new tool; it’s a chance to reclaim journalism’s roots of trust, transparency, and direct connection with readers. Whether you’re a seasoned journalist or a newsroom leader, now is the time to explore how Bluesky can elevate your storytelling.
We’d love to hear how your newsroom is using Bluesky! Have questions, or want to learn more? We can even help get you started! Shoot us an email: support@socialnewsdesk.com.