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The Rise of Bluesky: A New Frontier for Author Marketing

Bluesky has emerged as a compelling social media alternative for authors seeking fresh ways to connect with readers and fellow writers. As this decentralized platform surpasses 30 million users as of February 2025, authors are discovering its unique advantages for building literary communities and marketing their books in a less cluttered digital environment.

This growing platform offers a refreshing approach to social networking that addresses many pain points authors experience with other social media options. Its focus on transparency, user control, and community-building makes it particularly well-suited for writers looking to establish meaningful connections with their target audience.

What is Bluesky

Bluesky was created by former Twitter CEO Jack Dorsey and, in the simplest terms, it is a decentralized social media app that runs similar to Twitter in its design and algorithms. As of February 2025, this up-and-coming platform surpassed 30 million users, and while growth has slowed since its last spike, the network is continuing to see more users come on board.

The most notable difference between Bluesky and other social media platforms is its use of a decentralized social network protocol. AT Protocol is a tool that allows users to see how the platform works and build their own apps with an innate ability to connect with Bluesky. This provides users with more accessibility, transparency, and the ability to take your followers, posts, and username with you if you switch to another network—a necessary update for most users.

Bluesky also provides more customizable features that give the user more control over what we see, the rules you set for moderation in the different communities you join, and more options to block content, accounts, hashtags, etc.

What Makes Bluesky Different for Authors

Of course, these changes appear to be positive for Bluesky’s users, but what about authors specifically?

Great news! Authors are finding a home on Bluesky, where they are connecting with the literary world, other writers, and fans.

Bluesky is prioritizing a sense of community with a less vitriolic style of communication and a more supportive environment. The perfect place for authors! You’ll also find less ads and bot-created content, which is a refreshing change. Overall, Bluesky feels like it’s less complicated than other social media sites when it comes to the backend operations of analytics, scheduling, etc. Part of this is that functionality is limited in some areas, such as pre-scheduling posts, but the way Bluesky is designed, both in functioning and aesthetics, is intuitive.

Even new authors can dive into the right community quickly. Their “Starter Pack” feature curates collections of users with custom feeds that align with the topic of your choosing, such as ‘authors.’ All you have to do is select the Starter Packs subheading to the right of Feeds. Click Create, and that’s where you’ll find Bluesky’s tools, including the Starter Pack, then just add a name and description, and you are ready to meet some new Bluesky friends!

Five Tips to Get Started on Bluesky Right Now

Authors can maximize their presence on Bluesky by implementing these five targeted strategies designed to build visibility and engagement:

1. Craft an Author-Focused Profile that Converts

Creating a compelling author profile is the foundation of successful Bluesky marketing. Include these essential elements:

A professional yet approachable profile picture that matches your author brand
A concise bio highlighting your genre, notable works, and any awards or recognition
Strategic links to your author website, preferred bookstore, or latest release
Relevant keywords that help readers interested in your genre find your profile
Include any professional recognition you’ve received such as Book Awards or Editorial Reviews

Pro Tip: Think of your Bluesky profile as a micro author website—it should clearly communicate your unique value proposition as a writer within seconds.

2. Leverage Decentralization to Find Your Reader Communities

One of Bluesky’s strongest features is its ability to connect authors with niche communities of engaged readers:

Identify and join communities related to your specific genre using relevant hashtags (#TrueCrime, #UrbanRomance, #HistoricalFiction)
Study community guidelines to understand what content resonates with members
Participate authentically before introducing your books or writing
Create custom feeds that aggregate content from your ideal reader demographic

This targeted approach allows authors to focus marketing efforts on readers already interested in their genre, rather than broadcasting to a general audience.

3. Develop a Strategic Posting Plan

Effective Bluesky marketing requires thoughtful content creation that balances promotion with value:

Share insights into your writing process that readers can’t find elsewhere
Post high-quality visual content featuring your book covers, teaser quotes, and reader reviews
Create unique hashtags for your books and encourage readers to use them
Host interactive Q&A sessions to build reader relationships
Maintain a consistent posting schedule to build audience expectations
Document authentic moments from your author journey through images and short videos

The most successful authors on Bluesky treat their content as an extension of their books—providing value while showcasing their unique voice and perspective.

4. Expand Your Author Network Strategically

Growing your Bluesky presence requires proactive community building:

Offer followers exclusive content and early announcements to reward engagement
Share limited-access material like short stories, character sketches, or alternate endings
Collaborate with complementary authors in your genre for cross-promotion
Create virtual book clubs or writing challenges to foster community
Encourage and highlight reader-generated content about your books
Balance promotional posts with valuable content that serves your audience

Remember that successful author marketing on Bluesky isn’t about promoting a single book but building a sustainable author brand that supports your entire writing career.

5. Measure and Refine Your Bluesky Strategy

Data-driven decision making separates professional author marketing from casual social media use:

Track engagement patterns using Bluesky’s analytics tools
Experiment methodically with different posting times, formats, and content types
Identify which content generates the most meaningful reader interactions
Adjust your strategy based on performance data
Set specific goals for your Bluesky presence tied to broader marketing objectives

This analytical approach ensures authors invest their valuable time in activities that genuinely advance their marketing goals rather than simply accumulating vanity metrics.

Bluesky is for Authors

For authors committed to building sustainable careers, Bluesky represents a valuable addition to their marketing toolkit. The platform’s emphasis on transparency, authentic connection, and user control aligns perfectly with what today’s readers expect from author interactions.

While Bluesky’s user base continues to grow, its quality of engagement often surpasses that of larger platforms. Authors who establish themselves early on Bluesky position themselves advantageously as the platform expands, building valuable reader relationships in a less competitive environment.

The strategic approaches outlined above will help authors leverage Bluesky’s unique features while integrating this platform into a comprehensive book marketing strategy that drives long-term career success.

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From our Book Award Program that has Discovered the Best Books since the early 2010s to our Editorial Book Reviews recognizing and promoting indie and traditional authors, Chanticleer knows your books are worth the effort to market professionally!

Hungry for more? These articles can help you go even further in marketing:

Ready to elevate yourself beyond Social Media?

Social media platforms like Bluesky are valuable tools in your author marketing arsenal, but truly professional authors know the importance of third-party validation and expert promotion. Chanticleer’s professional services are designed specifically for authors serious about maximizing their book’s visibility:

Chanticleer Editorial Book Reviews: Our professionally crafted, SEO-optimized reviews complement your social media efforts by providing the credibility that comes from respected third-party assessment. Each review is strategically written to improve your book’s discoverability across all platforms—including social media sites like Bluesky where you can share snippets to enhance your authority. Learn more about our Editorial Review service here.

Chanticleer International Book Awards (CIBAs): While building your social media presence is important, award recognition creates promotional opportunities that social posting alone cannot match. The CIBAs give your book multiple visibility opportunities and provide prestigious credentials you can feature prominently in your Bluesky profile. When you submit your book to the CIBAs today, you’re joining a community of excellence that readers trust.