Media Professionals: 5 Reasons to Embrace a Monitoring Strategy on Bluesky

Why is Bluesky monitoring important?

1. An active user base of 30 million and 5 million posts per day

Bluesky already has over 30 milllion monthly active users. But what about the volume of conversation? Spoile: it's been steadily intensifying since the US election and the migration of many disillusioned X user - as shown by the timeline of posts published on the platform below.

On average, around 5 million posts are published each day on Bluesky - nearly twice as many as on Threads and five times more than on Mastodon. It's clear proof that engagement is real and that this isn't just a post-US election trend

Bluesky is gradually establishing itself as a fully-fledged space for expression, where users react, debate and engage. In short, it'a a valuable source of insight for those who know how to listen

2. A strong presence of engaged communities

Media outlets and journalists, politicians, associations, scientists and researchers, activists, institutions… Bluesky is home to a rich and diverse — and above all, highly engaged — ecosystem. These communities are often made up of seasoned users who are quick to pick up on weak signals, brand positioning, and social issues. They debate, challenge, and analyse.

And this is where social listening truly comes into its own: a clumsy message, a poorly received campaign, or a silence that’s misinterpreted can quickly be spotted, discussed, and amplified. On Bluesky, conversations aren’t sanitised — they’re raw, direct, and often highly informed.

For brands, this represents a real reputational risk if they don’t pay attention to what’s being said. But on the flip side, it’s also an opportunity to better understand these discerning audiences, anticipate reactions, and fine-tune their communication strategy.

Examples of active non-profits and collectives on Bluesky:

3. A format conducive to viral trends

The repost system, the ability to share links, and the presence of trending topics make Bluesky an ultra-responsive platform.

Just like on X/Twitter, information spreads fast. A topic can quickly gain traction across the platform and spark a chain reaction. That makes it just as much an opportunity to amplify a message… as it is a risk in the case of a PR crisis. Social listening on Bluesky is therefore also a way to keep an eye on early warning signs and anticipate potential issues.


4. A space with untapped potential

Today, with a few exceptions like Ben & Jerry's, which capitalises well on the network, very few brands have actively invested in Bluesky. Many have already opened an account there, but have not published any content.

There is therefore a real advantage in being among the first to speak in this still-unsaturated space. In terms of e-reputation, influence, or even customer relations, Bluesky is still an open field, where competition is low and strategic listening is key.

Top posts from Ben & Jerry's in the past 30 days:

5. Brands are regularly mentioned

Even without being active, brands do not go unnoticed on Bluesky.

For example, McDonald’s receives 30,000 posts per month on the platform, almost as many as President Emmanuel Macron (around 40,000 in the last 30 days). Other major brands like Samsung (25,000 posts) or SNCF (10,000 posts) are also frequently mentioned.