Introduction
This guide provides a clear introduction to Bluesky—its features, benefits, and how political movements can use it for outreach and organizing.
Whether you’re an individual, an organization, or a political party, this resource will help to establish a presence, build an audience, and navigate the platform with confidence.
Social media is in chaos right now and X is one of the most chaotic, not to mention its evolution to become a space more reminiscent of bedlam than a network of thriving online communities.
In this guide we give you an overview of the biggest alternative – Bluesky and some basics for how progressives, organisations and political parties can utilise it.
What is Bluesky
Bluesky is a social media app designed to be open and independent, rather than controlled by a single company. It runs on the AT Protocol, an open-source system that allows anyone to build and connect social apps.
It is a microblogging platform where users can share short text, video or images. It looks and feels very similar to Twitter.
It works using systems more reminiscent of the earlier days of the internet—when people could easily create their own blogs and subscribe to others using RSS– this means if you follow a page, their content will show up on your feed regardless of if the algorithm favours the content for its ‘virality’. Bluesky lets users have more control over their experience by offering a “marketplace of algorithms.” This means you can choose or even create your own feeds based on different algorithms, instead of being stuck with whatever the platform decides.
It also gives users more say in moderation and content labeling, allowing communities to set their own standards. Plus, there are “starter packs”—collections of accounts that help people quickly follow others within a specific community or subculture.
Most social media platforms are closed systems controlled by a small group of people. These companies decide how users can interact, and they can change the rules at any time. If one tries to leave one of these platforms, they lose all connections and content. Developers who try to build new apps have to start from scratch, and if they rely on a platform’s tools (APIs), they risk being cut off without warning. Organizations and political groups can spend years growing their audiences, only to lose access when a platform changes its policies.
Bluesky’s goal is to create a decentralized, “billionaire-proof” platform emphasizing community governance and transparency. This makes it particularly appealing to those dissatisfied with Twitter’s current direction.
Steps
Step 1 – Creating a new Bluesky Profile
Start with a Great Profile Picture
The first thing people will notice about you is your profile picture, so it’s worth choosing wisely. Use a clear, high-quality image that reflects who you are and matches what you want to represent on the platform. If you’re an individual user, go for a friendly, natural portrait. If you’re representing a brand or organization, a logo or branded graphic works perfectly.
Write a Strong, Personal Bio
Your bio is where you can show off who you are and what you aim to do on BlueSky. Try to keep it short but engaging. Mention your mission (of your organization/party) and aim (of your Bluesky account) in a way that makes people want to connect with you. For example for ECDA “We support progressive European political and social organizations through cutting-edge digital organizing expertise. Follow us for the latest trends, expertise and opportunities in digital organizing in Europe’. You should also include a link-tree with your most up to date campaigns, pages & content in here as you would on instagram or twitter.
Here’s some examples we like:
Create an Introductory Post
An introductory post is a great way to say hello to the community. Think of it as your online handshake: “Hi everyone, excited to join! Interested in [topics] and looking forward to connecting with like-minded people.” You can pin this post so it stays at the top of your profile, making it easy for new visitors to find.
Step 2 – Migration and Audience Building
Starter Packs
When looking for people to follow on Bluesky, think thematically. The platform’s “Starter Packs” offer pre-made lists of active users in specific topics, making it easy to find content, supporters, and relevant conversations. For organizations, following many accounts keeps them informed on trends and news while also increasing visibility and attracting followers. However, simply following is not enough—active engagement is key. Responding to comments, joining discussions, and interacting with others’ posts strengthens connections and fosters direct engagement with supporters.
Starter packs are curated lists of accounts grouped by themes or interests. You can search over 200k packs here.
This list brings together Europe’s leading environmental organizations, making it easier for both interested users and the organizations themselves to connect.
It includes big names like Greenpeace EU, known for its global campaigns; WWF EU, which focuses on biodiversity conservation; and Climate Action Network (CAN) Europe, a leader in EU climate policy. These organizations don’t just share news and campaigns—they also engage their followers with content that inspires action.
We suggest searching and adding starter packs (and afterwards following their followers) such as:
- Prominent journalists and media outlets in politics, issues of interest, and culture.
- Prominent community leaders and commentators who are affiliated with your cause or issue.
- Similar organisations doing similar work (allies)
- Your targets and opponents (don’t follow their followers though!)
- Bigger progressive organisations and popular content creators you can use for inspiration for your content and vibes.
- Official local, state and national government accounts (not many are on here yet depending on your location, but we predict this is likely to happen).
- Election analysts and polling providers.
If your organization has affiliates, networks or regional groups, you can easily make your own starter-pack for your supporters as well.
For example check out the Spanish Union, CCOOs pack for inspiration.
Ask Your Existing Audiences to Follow You
Share your new profile with your existing supporters via email, your website, messaging and social platforms.
Migrating From X
Migrating from X to Bluesky might seem like a big leap, but using ‘Sky Follower Bridge’ allows you to instantly find and follow your followers from X. Sky Follower Bridge scans your X account to identify the people you follow and your followers. It then cross-references this list with Bluesky to determine who has already transitioned. The tool generates a curated list of their Bluesky handles, making it simple to re-establish connections. Additionally, it prioritizes influential accounts and mutual connections!
One of the best features of Sky Follower Bridge is batch following. Instead of manually searching and following accounts one by one, you can follow multiple accounts from your curated list with just a few clicks.
Privacy: Sky Follower Bridge respects your privacy. It only accesses publicly available data and doesn’t require sensitive information like your X password. Plus, you have control over which connections you want to re-establish. This means you can filter out inactive or less relevant accounts.
Set and Forget
Make sure to not only think of your existing supporters but also set up entry points for new followers so they can find you, engage with you and share your content easily on Bluesky.
This is a pain but you only have to do it once! Make sure to update any public facing communications to include your new account details including but not limited to:
- Link trees
- Homepage on website (header or footer)
- Personal email signatures
- Supporter email footers
- Welcome email series
- Social share bars (on webpages)
Step 3 – Get Acquainted with Bluesky’s Features
Text posts are concise but impactful, encouraging users to focus on clarity and value.
Images and videos can be uploaded in high resolution. The formatting on Bluesky is intentionally minimalist—there are no excessive design elements, only clean, straightforward posts designed to foster engagement without distractions.
Visual Content
Use high-quality images, videos, or infographics to grab attention. Pair them with short, impactful captions and always add alt text to make your content accessible. For instance, a powerful before-and-after image of reforested land will always speak louder than a wall of text.
Replies
Replies are the most rewarded activity by Bluesky’s algorithm. This isn’t a platform where you post and forget. Jump into the conversations that your posts spark. If someone comments on your campaign, reply directly. Show them you’re listening. For example, if someone asks how they can help, thank them and point them to your hashtag or custom feed for updates.
Threads
Threaded posts – If you have a complex idea or story to tell, break it down into smaller, connected posts. Your first post should grab attention right away. For example: “Want to do something to help tackle climate change? Here’s where to start” Follow that with actionable steps or key data, post by post, to keep people hooked and invested.
Custom Feeds
One of the standout features that make Bluesky unique is its focus on user autonomy and customization. Unlike other platforms where algorithms dictate what you see, Bluesky allows users to create and manage their own feeds via ‘custom feeds’. This means users can focus on specific topics, communities, or interests without being at the mercy of an impersonal algorithm.
For political organizations, this changes everything. Instead of relying on engagement tricks, they can build genuine, issue-focused communities, where discussions actually matter.
A party can run separate feeds for different topics—one for events, one for policy breakdowns, one for volunteer coordination—ensuring people get exactly the updates they care about.
For supporters, it means less noise and more impact. If you’re only interested in a specific action or aspect of an organization’s work, custom feeds ensure you always get the most relevant updates—whether you create your own feed or follow one curated by the organization itself.
Bluesky Directory
The Bluesky Directory is a treasure trove of tools and applications offering data analytics, scheduling and insights you can use on top of Bluesky.
Deckblue
For those who remember TweetDeck, Bluesky has its own version, Deckblue.
This is a great tool for campaigners and organizers working in elections and fast moving campaigns. It’s also essential for social media managers who are administrators of multiple accounts and managing engagement.
Bluecast
This is comparable to Twitter Spaces – a live audio streaming feature where up to 9 guests can join. Think long form discussion panels, interviews, AMAs. Like all other features, it was built on the AT protocol – and at the time of writing it is unclear if simultaneous streaming is possible with other platforms (youtube, crowdcast, zoom ect.)
Moderation
Moderation on Bluesky is another area where the platform shines. Unlike the centralized and controversial moderation practices on X, Bluesky empowers users to control their environment.
The Mute and Block lists allow you to filter out unwanted content or users with precision. For more serious cases, the nuclear block feature not only blocks a user but also deletes all past interactions with them, effectively erasing their impact on your profile.
You can also control who replies to your posts, giving you the power to manage the vibe and scope of discussions you initiate. This decentralized approach to moderation creates a safer and more respectful environment, where you can set up norms that cater for your community.
Bluesky’s Algorithms
Unlike X, where likes and retweets determine your audience, Bluesky algorithms reward replies. Conversations and replies are prominently displayed in chronological feeds, ensuring they are visible to your followers.
The platform’s feed is not manipulated by ads or promotions, so what you see is content shared by the profiles you follow. Hashtags, reposts, and quotes also play a role in engagement, but their purpose is to facilitate meaningful exchanges rather than inflate a user’s metrics.
By default, posts are displayed in chronological order, putting control back into the hands of users. This means not missing important updates because an algorithm decided something else was more relevant.
Additionally, Bluesky allows for custom feeds, enabling you to curate your content experience based on your specific needs. Features like alt text for images further enhance visibility and inclusivity, demonstrating the platform’s commitment to accessibility and user satisfaction.
There are no ads on BlueSky—its revenue model is based on subscriptions and optional premium features, like uploading high-resolution videos or using custom domain names for verified appearances. This means users won’t feel like a product being sold to advertisers.
Instead, you’re part of a community where the focus is on meaningful connections and authentic content. Engagement revolves around conversations rather than chasing likes or retweets, and moderation tools empower you to shape your own experience.
Step 4 – Use Cases
Alexandria Ocasio-Cortez
Alexandria Ocasio-Cortez, or AOC, is one of the biggest profiles on Bluesky. Her profile has over a million followers. Her content is clear, compelling, and connects with people on a personal level.
Her secret to success is balancing serious topics with personal moments. She’s not preachy or formal—it feels like having a real conversation with a friend. If you want to understand how to use Bluesky effectively for both political and personal content, AOC’s profile should be a guiding star.
George Takei
George Takei’s BlueSky profile thrives because it strikes the right balance between humor and activism. His political posts are sharp and shareable, addressing topics like LGBTQ+ rights, democracy, and social justice. By combining wit with serious commentary, he makes his messages engaging without feeling heavy-handed—a style that resonates well with Bluesky users.
What really sets him apart is his authenticity. He shares personal stories, like his experiences as a Japanese-American during WWII, and sprinkles in Star Trek nostalgia, which his audience loves. These posts don’t just inform; they connect, making his profile feel both personal and impactful.
Heidi Reichinnek
Campaign Tactics
Here is a non-exhaustive list of campaign tactics that you can use Bluesky with. Most have been tried and tested on Twitter (X) over the past decade.
If you’re planning to bring your campaign to Bluesky in addition to content dissemination, we would love to hear about it as there is currently insufficient use cases and data.
Live Posting
Live posting (live tweeting) is when you are sharing and engaging with content at a very high rate around an event – this could be a demonstration, a blockade, direct action, AGM, and of course elections! Traditional & non-traditional media increasingly embeds social media posts, including those from Bluesky, making it a valuable tool for amplifying your event. With a bit of effort, you can even get your event trending and attract the attention of politicians and journalists. More here. Make sure to use different formats, stick to one hashtag & encourage followers to engage (and engage back).
Hashtags
Hashtags are supported so you can rally your audience around a specific hashtag (Rg. #SaveOurOceans) and encourage them to create a feed dedicated to it. This way, you and your supporters can stay updated on all campaign-related content in one place.
Custom Feed
Bluesky’s decentralized structure lets you build momentum in a unique way. Create a custom feed for your campaign—one that aggregates posts from your team, key supporters, and relevant hashtags. Share this feed widely, and invite people to subscribe. It becomes a central hub for your campaign, free from the clutter of irrelevant content.
Mass Mentions
@@@ Mass mentions (tweet storms) isn’t common on Bluesky yet, although there is no reason why you can’t use it. You can tag relevant influencers or organizations to amplify your message. Mentions@ are also particularly useful for corporate campaigning to Brandjam targets. Brandjamming is when a campaign uses a company’s brand recognition and reputation as a way to garner public attention and reach different audiences (and negatively impact a brand).
Access Resource
Explore Further
- European Center for Digital Action Collection
- Turning Grassroots Activism Into Durable Political Power
- Digital Campaigning in Europe: A Series of Articles
- Lessons from European Election 2024: Toolkits for Organic Social Media
- The Basics of Digital Campaigning and Fundraising: Video Shorts
- Expect the Unexpected: How to Prepare and Implement a Rapid Response Campaign
- Lost Voices: A toolkit for Digital Campaigners
- Online Tactics: Digital Storms
- Online Picket Line Guide
- Digital Organizing Frameworks and Models