So, you’re a publisher who finally took the plunge into Bluesky–welcome! With over 34 million active users as of April 2025, this app is gaining momentum and is worth exploring. But, like any new platform, figuring out how to engage an audience can be intimidating. Where do you start building engagement on Bluesky?
Don’t worry; you’re not alone. Many users are still getting familiar with Bluesky’s functioning, and unlike fast-paced platforms like Instagram and X (Twitter), this space gives a bit more of a chance to breathe.
Bluesky is undoubtedly still evolving, which means engagement strategies are still up in the air. What’s certain is that the most valuable content here is intentional, building genuine online communities and starting authentic conversations. Let’s break down what that looks like and features to help you make the most of it.
Why is engagement important?
Before we discuss Bluesky specifically, it’s important to recognize a major shift in online behavior in the last year or so: Social media engagement is more important than follower counts.
While getting a lot of followers used to be the goal, engagement has shown to be far more valuable for your content. Engagement shows people are interested, trust your brand, and are actually seeing your content.
For Bluesky, engagement is even more important because of the platform’s structure. This app is niche-focused and community-driven, where creating real conversations is key. It’s decentralized, meaning the algorithm is not there to push popular posts; it relies on active user engagement to achieve visibility and reach.
How do you get engagement?
Gaining engagement on Bluesky involves a little bit of strategy and a little bit of experience in other social media spaces. Many best practices in other spaces will work well here. The trick is knowing how to adjust them for Bluesky.
Use discovery tactics
Don’t wait for engagement to come to you on Bluesky–go find people who will be willing to engage with you! One of the biggest differences between Bluesky and X(Twitter) or other similar platforms is the algorithm, in that no algorithm pushes audiences your way.
Bluesky’s decentralized platform allows for more customizations and personalizations, but you may have to do some digging. Make it a part of your strategy to discover new accounts in your niche or users that align with your brand. See what they’re doing and where they are, and plant some engagement seeds.
Be engaging with others
If you want people to engage with your content, you must engage just as much. Respond when users engage with you, reach out to familiar faces, and comment on your followers’ content. Join in on conversations, share something you love, or comment on photos; the possibilities are endless. Don’t only engage when people engage with your content. Focus on being honest and consistent.
Complete your profile
This never seems like a big deal at the start, but publishers with incomplete profiles will appear less trustworthy than ones who do. Bluesky users have been ushering in because they are tired of the old social media game. Completing your profile and being clear about what you’re there for will encourage people to engage with you.
A complete profile includes a profile picture, username (with your brand name), short but grabbing bio, link to your website, and at least one post. You can also add some other social handles for users to see how you perform in different spaces, which can help determine authenticity.
Show up consistently
Once you are committed to Bluesky content, stay consistent. In this new space, trust is so important to build, and continuing to show up for your audience is huge. If you struggle to post consistently, schedule posts ahead when your audience will most likely see them. Social media management tools are invaluable here, especially when you don’t have the time or staff to monitor multiple accounts.
Step out of your box
Bluesky is a fresh space for many users, and it’s an excellent opportunity to try something new creatively. Cross-posting is great for consistently saving time, but don’t rely too much on it. Users have come here to look for something different. Give them the same value you provide on other platforms in a different form.
If you need some guidance, we have some Bluesky content ideas to help.
What are the Bluesky engagement features?
Bluesky wants you to engage as much as possible, especially when you first start. That’s why it provides some pretty cool tools and features to help you find people.
- Replies tab. Identifies accounts most likely to be or become loyal followers and reciprocate engagement.
- Starter packs. These are prepacked lists of accounts that fit a certain theme, with personalized invites to users who might like your content. Use packs not just to gain more followers but to identify whom you can reach out to.
- Hashtags. Hashtags are now clickable on Bluesky and are great discovery tools for leading you to related content that fits your niche. Clicking a hashtag will also show you other users who use it, helping you find more people to engage with.
- Custom lists. Lists help you keep track of certain users and accounts on Bluesky based on interests and industry. Publishers can streamline their engagement with active users and stay on top of trends in their niche that could boost engagement.
- Discover and Follow feeds. Both of these feeds can be tailored specifically to user preferences. You can train the Discovery feed to show you more (or less) of the content you are looking for to help your engagement and use the Following feed to see what your followers are up to to help you consistently engage.
- Creative challenges. Look out for opportunities to participate in challenges that use specific hashtags in your niche. This is a fun way to build upon online relationships.
Be patient
Again, Bluesky is still evolving. If you feel your account is a bit too quiet, be patient. Engagement on any platform will take time and consistent effort to grow. Keep exploring, keep experimenting, and above all else, keep engaging with others!
