INTRODUCTION
Launched publicly in early 2024, Bluesky has been gaining popularity among social media users worldwide. The decentralized microblogging platform is often thought of as an alternative to both X (formerly known as Twitter) and Meta’s relatively new Threads platform, allowing users to post short text-based posts, images and videos.
Bluesky describes itself as an open social network that gives creators independence from platforms, developers the freedom to build and users a choice in their experience. The app currently has more than 25 million users, which presents opportunities for brands looking to explore the platform.
Following are some ways your event venue can use Bluesky to connect with potential customers.
ESTABLISH YOUR BRAND ON BLUESKY
Like other social media platforms, the first step to getting started on Bluesky is to create and optimize your account. Start by selecting a handle that is consistent with your event venue’s identity. When possible, select one that matches the handle you use for your other social media accounts. Your full Bluesky username will be “”@[yourhandle].bsky.social.”
You also can opt to use Bluesky’s custom domain feature to verify your brand, which will use your website domain as your username. This is essentially the equivalent of adding a blue check to your account.
To do this, you first need to create your account with a placeholder username. Then go to “Settings” and select “Account,” then “Handle.” Select “I have my own domain” at the bottom of the screen.
From here, you will need to enter the domain you want to use, add the DNS record or TXT record to your domain and take the appropriate steps to get verified. You may need to enlist the help of your IT team to get this set up.
Once your account is verified, your username will match your domain (e.g., @yourwebsite.com).
Finish setting up your profile by adding a profile image (e.g., your logo) and a cover photo (e.g., an image of your event venue), a display name, which should be the name of your business, and a description. Make sure to be clear, concise and informative in your description to convey who you are as a business.
All elements of your profile should be easy to identify and reflect your brand values.
CULTIVATE RELATIONSHIPS
Since Bluesky is decentralized, your brand can use it to help establish more consistent organic relationships with your audience compared to other platforms. That’s because there isn’t a set algorithm that controls the reach of your content in people’s feeds. In addition, you don’t have to worry about sudden global platform changes that can interrupt your efforts.
Create a content strategy that is unique to Bluesky and its users. The Bluesky community tends to favor discussions and value over promotional posts or clickbait-like content. Aim to create content that educates or inspires and encourage interaction by inviting your audience to share opinions and ask questions.
For instance, you can share tips on how to prepare for an upcoming public event at your venue or invite people to share their biggest challenges when booking a venue or planning an event. You should then weigh in on the discussion to keep the conversation going. This will help position your team as event experts and establish trust and loyalty.
Another way to engage your audience and build relationships is to tell your story and share real customer experiences. For example, you could share behind-the-scenes content, such as how your team sets up an event, or post video testimonials from real customers. You also can encourage customers to post user-generated content with a branded hashtag so others can hear about their experience firsthand.
Remember to always be transparent and authentic with your content, and be mindful of user privacy. These are some of the pinnacles of Bluesky’s culture.
The platform itself functions much like X. A single post can have up to 300 characters, and you can share images, links and videos. You also can add hashtags and keywords to your posts to improve discoverability. In addition, you can share content from your other social media platforms, such as Instagram or TikTok. Just make sure it fits with your Bluesky content strategy.
MONITOR PERFORMANCE AND ADJUST
Although Bluesky does not currently have robust in-app performance analytics in place (they likely will in the future), it is still important to monitor your content, assess engagement and adjust your tactics.
You can monitor engagement (e.g., likes, replies, reposts, mentions, etc.) manually to start, especially if you start with a low posting frequency, or you can use a third-party tool to help track analytics. Aim to post more of the types of content that are performing well and driving conversations while minimizinz underperforming content.
You will likely need to experiment a bit when you first get started and learn to adapt to the Bluesky community. Follow other event spaces or create a list of event-related accounts to see what is working well for them. You also could build an event-based feed to get inspiration for your content.