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However, the opportunity for marketers remains limited, due to a lack of ad products and a relatively restrictive audience scale.\n\n\n\nBrands who are actively posting organically on Bluesky are typical first movers, the likes of Duolingo, Hulu, and Netflix. Others like Red Bull and Xbox appear to have secured their handles; there is no business verification on Bluesky as yet so some users have secured brand handles to troll or impersonate brands, such as @cocacolagb, an expletive-filled account which claims to be the official brand feed, and @facebook, which is being used to \u201ctroll the libs.\u201d\n\n\n\n\u201cFor any brand considering launching on Bluesky, it\u2019s important to think about [whether] the juice is worth the squeeze when the scale just isn\u2019t quite there yet,\u201d said Dana Neujahr, managing director of We Are Social. \u201cI don\u2019t think we\u2019re bullish enough to say all of our clients should be publishing on Bluesky today.\u201d\n\n\n\nThe social network\u2019s audience growth has come mostly at the expense of X, Bluesky\u2019s larger rival that has struggled to keep users under Elon Musk\u2019s reign. Musk\u2019s 2022 acquisition of the platform formerly known as Twitter\u2014and his subsequent gutting of its staff and policies\u2014prompted a handful of alternative networks to spring up.\n\n\n\nThese alternatives promised to act as a safer, more controlled environment than the mayhem that had been unleashed at X. But where Mastodon is too complicated for users and Meta\u2019s Threads too corporate, Bluesky appears to be best primed to actually realize this mission.\n\n\n\nThe public benefit corporation\u2019s model places transparency and autonomy at the core; Bluesky was born in 2019 from Twitter cofounder Jack Dorsey\u2019s vision to build an \u201copen and decentralized\u201d social network. Rather than being controlled by a single company, Bluesky has been built on an open-source framework that enables users to control what they see in their feeds and select their own moderation filters.\n\n\n\nIt\u2019s a strategy that appears to be working. Bluesky\u2019s user base has more than doubled since October, per monitoring service Similarweb, with more than one million new users a day flocking to the service immediately after the U.S. presidential election. Musk\u2019s close ties to the U.S. president-elect Donald Trump seemingly triggered an exodus that Bluesky has gained the most from, with more than 282,000 users deactivating their X accounts on November 6, according to Similarweb estimates.\n\n\n\n\n\nNot yet a priority for brands\n\n\n\nDespite the recent surge, Bluesky\u2019s user base is still dwarfed by its rivals. As of Nov. 21, it had over 21 million users, a fraction of the 275 million monthly users that Meta\u2019s Threads claimed in October and 600 million that Musk\u2019s X claimed in May.\n\n\n\nFor most brands, it\u2019s enough of an opportunity to reserve their handles on Bluesky, but that\u2019s it.\n\n\n\nMedia buyers and social media managers think the platform could be a promising new playground for brands eventually, but it\u2019s too early to tell.\n\n\n\n\u201cIt\u2019s a long way from having the kind of scale that matters to cause advertisers to care,\u201d said Brian Wieser, principal at Madison and Wall.\n\n\n\nSustaining growth as a social network is hard: the past few years are littered with fleeting moments and few success stories, with giants like Meta hoovering up the majority of people\u2019s time and marketer\u2019s dollars.\n\n\n\n\u201cCommercially speaking, there hasn\u2019t been a meaningful new platform since TikTok,\u201d said Wieser.\n\n\n\nBluesky doesn\u2019t currently have an advertising offering and CEO Jay Graber has expressed a reticence to change that, telling Wired in February that \u201cwe can\u2019t enshittify the network with ads.\u201d\n\n\n\nShould it embrace ads, it would be unlikely to do so in a traditional way. Bluesky\u2019s design necessitates the least annoying ads possible, otherwise users, in control of their algorithms, could simply filter them out.\n\n\n\n\u201cThe brand potential is not going to look like what advertisers have come to expect from new social media platforms because Bluesky is not looking to make advertising a core revenue source,\u201d said Elijah Harris, EVP of impact investment at IPG Mediabrands. \u201cFor advertisers, that means adapting video content for a new platform is likely not going to cut it.\u201d\n\n\n\nCourting creators\n\n\n\nMarketing to Bluesky\u2019s users through creators might be the most logical path ahead for brands.\n\n\n\nThe platform has already drawn in a crop of celebrities and journalists who have been encouraging their followers to decamp from the \u201ctoxicity\u201d of X over the past few weeks.\n\n\n\nTo many, Bluesky represents a return to early Twitter, a platform where users could engage with like-minded people \u201cwithout the noise, without the ads, and without the divisiveness,\u201d that has become synonymous with X, said Neujahr.\n\n\n\nBluesky could also benefit from creators\u2019 growing frustration with shadow bans on TikTok, where the platform reduces the visibility of some accounts without notification.\n\n\n\n\u201cThere\u2019s an opportunity for Bluesky to make sure that creators are respected and nurtured,\u201d said Amy Luca, EVP, global head of social at S4 Capital\u2019s Monks.\n\n\n\n\u201cRight now, the number one priority is getting more people to sign up for accounts, and the only way you can do that is if the content on the platform is what they want to consume, and there\u2019s creators that they want to follow,\u201d she added.","author":[{"@type":"Person","name":"Jessica Heygate","url":"https:\/\/www.adweek.com\/contributor\/jessica-heygate\/"}],"publisher":{"@type":"Organization","name":"Adweek","logo":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/themes\/adweek-next\/src\/images\/global\/logo-black.png"}},"image":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/uploads\/2024\/11\/blue-sky-having-moment-2024.jpg?w=1200&h=675&crop=1"},"description":"Brands like Duolingo, Hulu, and Netflix are organically posting on Bluesky"}}</script> <script type="application/ld+json">{"@context":"https:\/\/schema.org","mainEntityOfPage":"https:\/\/www.adweek.com\/social-marketing\/bluesky\/","@type":"NewsArticle","headline":"Bluesky Is Having a Moment, But Most Brands Aren’t Ready to Jump In Yet","url":"https:\/\/www.adweek.com\/social-marketing\/bluesky\/","datePublished":"2024-11-21T12:32:53-05:00","dateModified":"2024-11-21T12:32:53-05:00","articleSection":"Social Marketing","author":[{"@type":"Person","name":"Jessica Heygate","url":"https:\/\/www.adweek.com\/contributor\/jessica-heygate\/"}],"publisher":{"@type":"Organization","name":"Adweek","logo":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/themes\/adweek-next\/src\/images\/global\/logo-black.png"}},"keywords":["Social Media","Platforms"],"articleBody":"Bluesky is booming as internet users seek out the comfort of a controlled social media environment. However, the opportunity for marketers remains limited, due to a lack of ad products and a relatively restrictive audience scale.\n\n\n\nBrands who are actively posting organically on Bluesky are typical first movers, the likes of Duolingo, Hulu, and Netflix. Others like Red Bull and Xbox appear to have secured their handles; there is no business verification on Bluesky as yet so some users have secured brand handles to troll or impersonate brands, such as @cocacolagb, an expletive-filled account which claims to be the official brand feed, and @facebook, which is being used to \u201ctroll the libs.\u201d\n\n\n\n\u201cFor any brand considering launching on Bluesky, it\u2019s important to think about [whether] the juice is worth the squeeze when the scale just isn\u2019t quite there yet,\u201d said Dana Neujahr, managing director of We Are Social. \u201cI don\u2019t think we\u2019re bullish enough to say all of our clients should be publishing on Bluesky today.\u201d\n\n\n\nThe social network\u2019s audience growth has come mostly at the expense of X, Bluesky\u2019s larger rival that has struggled to keep users under Elon Musk\u2019s reign. Musk\u2019s 2022 acquisition of the platform formerly known as Twitter\u2014and his subsequent gutting of its staff and policies\u2014prompted a handful of alternative networks to spring up.\n\n\n\nThese alternatives promised to act as a safer, more controlled environment than the mayhem that had been unleashed at X. But where Mastodon is too complicated for users and Meta\u2019s Threads too corporate, Bluesky appears to be best primed to actually realize this mission.\n\n\n\nThe public benefit corporation\u2019s model places transparency and autonomy at the core; Bluesky was born in 2019 from Twitter cofounder Jack Dorsey\u2019s vision to build an \u201copen and decentralized\u201d social network. Rather than being controlled by a single company, Bluesky has been built on an open-source framework that enables users to control what they see in their feeds and select their own moderation filters.\n\n\n\nIt\u2019s a strategy that appears to be working. Bluesky\u2019s user base has more than doubled since October, per monitoring service Similarweb, with more than one million new users a day flocking to the service immediately after the U.S. presidential election. Musk\u2019s close ties to the U.S. president-elect Donald Trump seemingly triggered an exodus that Bluesky has gained the most from, with more than 282,000 users deactivating their X accounts on November 6, according to Similarweb estimates.\n\n\n\n\n\nNot yet a priority for brands\n\n\n\nDespite the recent surge, Bluesky\u2019s user base is still dwarfed by its rivals. As of Nov. 21, it had over 21 million users, a fraction of the 275 million monthly users that Meta\u2019s Threads claimed in October and 600 million that Musk\u2019s X claimed in May.\n\n\n\nFor most brands, it\u2019s enough of an opportunity to reserve their handles on Bluesky, but that\u2019s it.\n\n\n\nMedia buyers and social media managers think the platform could be a promising new playground for brands eventually, but it\u2019s too early to tell.\n\n\n\n\u201cIt\u2019s a long way from having the kind of scale that matters to cause advertisers to care,\u201d said Brian Wieser, principal at Madison and Wall.\n\n\n\nSustaining growth as a social network is hard: the past few years are littered with fleeting moments and few success stories, with giants like Meta hoovering up the majority of people\u2019s time and marketer\u2019s dollars.\n\n\n\n\u201cCommercially speaking, there hasn\u2019t been a meaningful new platform since TikTok,\u201d said Wieser.\n\n\n\nBluesky doesn\u2019t currently have an advertising offering and CEO Jay Graber has expressed a reticence to change that, telling Wired in February that \u201cwe can\u2019t enshittify the network with ads.\u201d\n\n\n\nShould it embrace ads, it would be unlikely to do so in a traditional way. Bluesky\u2019s design necessitates the least annoying ads possible, otherwise users, in control of their algorithms, could simply filter them out.\n\n\n\n\u201cThe brand potential is not going to look like what advertisers have come to expect from new social media platforms because Bluesky is not looking to make advertising a core revenue source,\u201d said Elijah Harris, EVP of impact investment at IPG Mediabrands. \u201cFor advertisers, that means adapting video content for a new platform is likely not going to cut it.\u201d\n\n\n\nCourting creators\n\n\n\nMarketing to Bluesky\u2019s users through creators might be the most logical path ahead for brands.\n\n\n\nThe platform has already drawn in a crop of celebrities and journalists who have been encouraging their followers to decamp from the \u201ctoxicity\u201d of X over the past few weeks.\n\n\n\nTo many, Bluesky represents a return to early Twitter, a platform where users could engage with like-minded people \u201cwithout the noise, without the ads, and without the divisiveness,\u201d that has become synonymous with X, said Neujahr.\n\n\n\nBluesky could also benefit from creators\u2019 growing frustration with shadow bans on TikTok, where the platform reduces the visibility of some accounts without notification.\n\n\n\n\u201cThere\u2019s an opportunity for Bluesky to make sure that creators are respected and nurtured,\u201d said Amy Luca, EVP, global head of social at S4 Capital\u2019s Monks.\n\n\n\n\u201cRight now, the number one priority is getting more people to sign up for accounts, and the only way you can do that is if the content on the platform is what they want to consume, and there\u2019s creators that they want to follow,\u201d she added.","image":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/uploads\/2024\/11\/blue-sky-having-moment-2024.jpg?w=1200&h=675&crop=1"}}</script> <script type="application/ld+json" 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xIj48YSBocmVmPSIvY2F0ZWdvcnkvYWQtb2YtdGhlLWRheS8iPkFkIG9mIHRoZSBEYXk8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0NzAiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDcwIj48YSBocmVmPSIvY2F0ZWdvcnkvYWRmcmVhay8iPkFkRnJlYWs8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NjkiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjY5Ij48YSBocmVmPSIvY2F0ZWdvcnkvYmVlci1zcGlyaXRzLyI+QmVlciBhbmQgU3Bpcml0czwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ3MyIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NzMiPjxhIGhyZWY9Ii9jYXRlZ29yeS9jYW5uZXMtbGlvbnMvIj5DYW5uZXMgTGlvbnM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NjgiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjY4Ij48YSBocmVmPSIvY2F0ZWdvcnkvdGhlLWNyZWF0aXZlLTEwMC8iPlRoZSBDcmVhdGl2ZSAxMDA8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NjciIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjY3Ij48YSBocmVmPSIvY2F0ZWdvcnkvZGl2ZXJzaXR5LWVxdWl0eS1hbmQtaW5jbHVzaW9uLyI+RGl2ZXJzaXR5LCBFcXVpdHkgYW5kIEluY2x1c2lvbjwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQxNjY2NiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MTY2NjYiPjxhIGhyZWY9Ii9jYXRlZ29yeS9wc2FzLyI+UFNBczwvYT48L2xpPgo8L3VsPgo8L2xpPgo8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5MDU0IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0taGFzLWNoaWxkcmVuIG1lbnUtaXRlbS0xMzA5MDU0Ij48YSBocmVmPSIjIj5JbnNpZGUgdGhlIEJyYW5kPC9hPgo8dWwgY2xhc3M9InN1Yi1tZW51Ij4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDkyNTciIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5MjU3Ij48YSBocmVmPSIvaW5zaWRlLXRoZS1icmFuZC8iPkluc2lkZSBUaGUgQnJhbmQgSG9tZTwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQxNjY2NSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MTY2NjUiPjxhIGhyZWY9Ii9jYXRlZ29yeS9idXNpbmVzcy1vZi1tYXJrZXRpbmcvIj5CdXNpbmVzcyBvZiBNYXJrZXRpbmc8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDkyNTgiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5MjU4Ij48YSBocmVmPSIvaW5zaWRlLXRoZS1icmFuZC9jbW8tbW92ZXMvIj5DTU8gTW92ZXM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NjQiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjY0Ij48YSBocmVmPSIvY2F0ZWdvcnkvZ2VuLXplby8iPkdlbiBaRU88L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0NzUiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDc1Ij48YSBocmVmPSIvaW5zaWRlLXRoZS1icmFuZC9pbm5vdmF0b3JzLyI+SW5ub3ZhdG9yczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ3NiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NzYiPjxhIGhyZWY9Ii9pbnNpZGUtdGhlLWJyYW5kL2Fkd2Vlay1leGVjdXRpdmUtbWVudG9yLXByb2dyYW0vIj5NZW50b3IgUHJvZ3JhbTwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQxNjY2MyIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MTY2NjMiPjxhIGhyZWY9Ii9jYXRlZ29yeS90aXBzLWZvci1zdWNjZXNzLyI+VGlwcyBmb3IgU3VjY2VzczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ3OCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NzgiPjxhIGhyZWY9Ii9pbnNpZGUtdGhlLWJyYW5kL3dvbWVuLXRyYWlsYmxhemVycy8iPldvbWVuIFRyYWlsYmxhemVyczwvYT48L2xpPgo8L3VsPgo8L2xpPgo8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5MDU1IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0taGFzLWNoaWxkcmVuIG1lbnUtaXRlbS0xMzA5MDU1Ij48YSBocmVmPSIjIj5NZWRpYTwvYT4KPHVsIGNsYXNzPSJzdWItbWVudSI+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5MjU5IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTI1OSI+PGEgaHJlZj0iL21lZGlhLyI+TWVkaWEgSG9tZTwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ3OSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NzkiPjxhIGhyZWY9Ii9jYXRlZ29yeS9hdWRpby1wb2RjYXN0aW5nLyI+QXVkaW8gJiMwMzg7IFBvZGNhc3Rpbmc8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NjIiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjYyIj48YSBocmVmPSIvY2F0ZWdvcnkvYmxvY2tjaGFpbi8iPkJsb2NrY2hhaW48L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0ODEiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDgxIj48YSBocmVmPSIvY2F0ZWdvcnkvbWVkaWF3ZWVrLyI+TWVkaWF3ZWVrPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xNDE0MTE0IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTQxNDExNCI+PGEgaHJlZj0iaHR0cHM6Ly93d3cuYWR3ZWVrLmNvbS9jYXRlZ29yeS93b21lbi1pbi1zcG9ydHMvIj5Xb21lbiBpbiBTcG9ydHM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NjEiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjYxIj48YSBocmVmPSIvY2F0ZWdvcnkvbmV3c2xldHRlcnMvIj5OZXdzbGV0dGVyczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ4MiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0ODIiPjxhIGhyZWY9Ii9jYXRlZ29yeS9wbGF0Zm9ybXMvIj5QbGF0Zm9ybXM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0ODQiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDg0Ij48YSBocmVmPSIvY2F0ZWdvcnkvcHVibGlzaGluZy8iPlB1Ymxpc2hpbmfigK88L2E+PC9saT4KPC91bD4KPC9saT4KPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTA1NiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLWhhcy1jaGlsZHJlbiBtZW51LWl0ZW0tMTMwOTA1NiI+PGEgaHJlZj0iIyI+UGVyZm9ybWFuY2UgTWFya2V0aW5nPC9hPgo8dWwgY2xhc3M9InN1Yi1tZW51Ij4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDkyNjQiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5MjY0Ij48YSBocmVmPSIvcGVyZm9ybWFuY2UtbWFya2V0aW5nLyI+UGVyZm9ybWFuY2UgTWFya2V0aW5nIEhvbWU8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NjAiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjYwIj48YSBocmVmPSIvY2F0ZWdvcnkvdGhlLWFkd2Vlay01MC8iPlRoZSBBZHdlZWsgNTA8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0OTAiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDkwIj48YSBocmVmPSIvY2F0ZWdvcnkvZGlyZWN0LW1haWwtbWFya2V0aW5nLyI+RGlyZWN0IE1haWwgTWFya2V0aW5nPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDkxIiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTQ5MSI+PGEgaHJlZj0iL2NhdGVnb3J5L2VtYWlsLW1hcmtldGluZy8iPkVtYWlsIE1hcmtldGluZzwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQxNjY1OSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MTY2NTkiPjxhIGhyZWY9Ii9jYXRlZ29yeS9leHBlcmllbnRpYWwvIj5FeHBlcmllbnRpYWw8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NTgiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjU4Ij48YSBocmVmPSIvY2F0ZWdvcnkvbW9iaWxlLyI+TW9iaWxlPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xNDE2NjU3IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTQxNjY1NyI+PGEgaHJlZj0iL2NhdGVnb3J5L291dC1vZi1ob21lLyI+T3V0IG9mIEhvbWU8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0OTMiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDkzIj48YSBocmVmPSIvY2F0ZWdvcnkvc2VhcmNoLWVuZ2luZS1tYXJrZXRpbmcvIj5TZWFyY2ggRW5naW5lIE1hcmtldGluZzwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ5NCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0OTQiPjxhIGhyZWY9Ii9jYXRlZ29yeS9zZWFyY2gtZW5naW5lLW9wdGltaXphdGlvbi8iPlNlYXJjaCBFbmdpbmUgT3B0aW1pemF0aW9uPC9hPjwvbGk+CjwvdWw+CjwvbGk+CjxsaSBpZD0ibWVudS1pdGVtLTEzMDkwNTkiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS1oYXMtY2hpbGRyZW4gbWVudS1pdGVtLTEzMDkwNTkiPjxhIGhyZWY9IiMiPlByb2dyYW1tYXRpYzwvYT4KPHVsIGNsYXNzPSJzdWItbWVudSI+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5MjY2IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTI2NiI+PGEgaHJlZj0iL3Byb2dyYW1tYXRpYy8iPlByb2dyYW1tYXRpYyBIb21lPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDk1IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTQ5NSI+PGEgaHJlZj0iL2NhdGVnb3J5L2FkLXRlY2gvIj5BZCBUZWNoPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDk2IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTQ5NiI+PGEgaHJlZj0iL2NhdGVnb3J5L2Nlcy8iPkNFUzwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ5NyIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0OTciPjxhIGhyZWY9Ii9jYXRlZ29yeS9kYXRhLWluc2lnaHRzLyI+RGF0YSAmIzAzODsgSW5zaWdodHM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2NTUiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjU1Ij48YSBocmVmPSIvY2F0ZWdvcnkvZGF0YS1zZWN1cml0eS8iPkRhdGEgU2VjdXJpdHk8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2MzkiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjM5Ij48YSBocmVmPSIvY2F0ZWdvcnkvZWFybmluZ3MtcmVwb3J0cyI+RWFybmluZ3MgUmVwb3J0czwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQxNjYzOCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MTY2MzgiPjxhIGhyZWY9Ii9jYXRlZ29yeS9tYXItdGVjaCI+TWFyIFRlY2g8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk1MDMiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NTAzIj48YSBocmVmPSIvY2F0ZWdvcnkvbmV4dGVjaC8iPk5leFRlY2g8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk1MDAiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NTAwIj48YSBocmVmPSIvY2F0ZWdvcnkvZnV0dXJlLW9mLWlkZW50aXR5LyI+VGhlIEZ1dHVyZSBvZiBJZGVudGl0eTwvYT48L2xpPgo8L3VsPgo8L2xpPgo8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5MDYwIiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0taGFzLWNoaWxkcmVuIG1lbnUtaXRlbS0xMzA5MDYwIj48YSBocmVmPSIjIj5Tb2NpYWwgTWFya2V0aW5nPC9hPgo8dWwgY2xhc3M9InN1Yi1tZW51Ij4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDkyNzIiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5MjcyIj48YSBocmVmPSIvc29jaWFsLW1hcmtldGluZy8iPlNvY2lhbCBNYXJrZXRpbmcgSG9tZTwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQxNjYzMyIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MTY2MzMiPjxhIGhyZWY9Ii9jYXRlZ29yeS9hcnRpZmljaWFsLWludGVsbGlnZW5jZS8iPkFydGlmaWNpYWwgSW50ZWxsaWdlbmNlPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xNDE2MTMxIiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTQxNjEzMSI+PGEgaHJlZj0iL2NhdGVnb3J5L2F1Z21lbnRlZC1yZWFsaXR5LyI+QXVnbWVudGVkIFJlYWxpdHk8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk1MDUiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NTA1Ij48YSBocmVmPSIvY2F0ZWdvcnkvY2hhdC1tZXNzYWdpbmcvIj5DaGF0ICYjMDM4OyBNZXNzYWdpbmc8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk1MDkiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NTA5Ij48YSBocmVmPSIvY2F0ZWdvcnkvaW5mbHVlbmNlcnMtY3JlYXRvcnMvIj5JbmZsdWVuY2VycyAmIzAzODsgQ3JlYXRvcnM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MTY2MzYiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDE2NjM2Ij48YSBocmVmPSIvY2F0ZWdvcnkvbWV0YXZlcnNlLyI+TWV0YXZlcnNlPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xNDE2NjM1IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTQxNjYzNSI+PGEgaHJlZj0iaHR0cHM6Ly9ldmVudC5hZHdlZWsuY29tL3Ntdy0yMDIyIj5Tb2NpYWwgTWVkaWEgV2VlazwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTUxMSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk1MTEiPjxhIGhyZWY9Ii9jYXRlZ29yeS9zb2NpYWwtcHJvLWRhaWx5LyI+U29jaWFsIFBybyBEYWlseTwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQxNjYzNCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MTY2MzQiPjxhIGhyZWY9Ii9jYXRlZ29yeS95b3VuZy1pbmZsdWVudGlhbHMvIj5Zb3VuZyBJbmZsdWVudGlhbHM8L2E+PC9saT4KPC91bD4KPC9saT4KPC91bD48L2Rpdj48ZGl2IGNsYXNzPSJtZW51LW1haW4tc2xpZGVvdXQtbmF2LXN1cHBvcnRpdmUtY29udGFpbmVyIj48dWwgaWQ9Im1lbnUtbWFpbi1zbGlkZW91dC1uYXYtc3VwcG9ydGl2ZSIgY2xhc3M9Im1lbnUiPjxsaSBpZD0ibWVudS1pdGVtLTEzMTA2NDUiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS1oYXMtY2hpbGRyZW4gbWVudS1pdGVtLTEzMTA2NDUiPjxhIGhyZWY9IiMiPlZpZGVvICYjMDM4OyBQb2RjYXN0czwvYT4KPHVsIGNsYXNzPSJzdWItbWVudSI+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xNDE4ODM0IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTQxODgzNCI+PGEgaHJlZj0iL3BvZGNhc3RzLyI+QWR3ZWVrIFBvZGNhc3QgTmV0d29yazwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQwODIwNiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MDgyMDYiPjxhIGhyZWY9Ii9hZHdlZWstb3JpZ2luYWwtdmlkZW8vIj5BZHdlZWsgT3JpZ2luYWwgVmlkZW88L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MDgyMDciIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDA4MjA3Ij48YSBocmVmPSIvY2F0ZWdvcnkvYWR3ZWVrLXRvZ2V0aGVyLyI+QWR3ZWVrIFRvZ2V0aGVyPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xNDA4MjA4IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTQwODIwOCI+PGEgaHJlZj0iL2NhdGVnb3J5L2Ntby1tb3Zlcy8iPkNNTyBNb3ZlczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTQwODIwOSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE0MDgyMDkiPjxhIGhyZWY9Ii9jYXRlZ29yeS9hZHdlZWstcG9kY2FzdHMvIj5EJiMwMzg7SSBUQkQ8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MDgyMTAiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDA4MjEwIj48YSBocmVmPSIvY2F0ZWdvcnkvZ2VuLXplby8iPkdlbiBaRU88L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE4MzY2MDQiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtcG9zdF90eXBlIG1lbnUtaXRlbS1vYmplY3QtYWR3X3BvZGNhc3Rfc2hvdyBtZW51LWl0ZW0tMTgzNjYwNCI+PGEgaHJlZj0iaHR0cHM6Ly93d3cuYWR3ZWVrLmNvbS9wb2RjYXN0cy9tYXJrZXRpbmctdmFuZ3VhcmQvIj5NYXJrZXRpbmcgVmFuZ3VhcmQ8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MDgyMTIiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDA4MjEyIj48YSBocmVmPSIvdGhlLWJ1c2luZXNzLW9mLW1hcmtldGluZy8iPlRoZSBCdXNpbmVzcyBvZiBNYXJrZXRpbmc8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MDgyMTMiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDA4MjEzIj48YSBocmVmPSIvY2F0ZWdvcnkvdGhlLXdheS1mb3J3YXJkLyI+VGhlIFdheSBmb3J3YXJkPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xNDA4MjE3IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTQwODIxNyI+PGEgaHJlZj0iL2NhdGVnb3J5L2Fkd2Vlay1wb2RjYXN0cy8iPlllYWgsIFRoYXQmIzgyMTc7cyBQcm9iYWJseSBhbiBBZDwvYT48L2xpPgo8L3VsPgo8L2xpPgo8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5MzAzIiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0taGFzLWNoaWxkcmVuIG1lbnUtaXRlbS0xMzA5MzAzIj48YSBocmVmPSIjIj5FdmVudHMsIFdlYmluYXJzLCBBd2FyZHM8L2E+Cjx1bCBjbGFzcz0ic3ViLW1lbnUiPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTMwNCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDkzMDQiPjxhIGhyZWY9Ii9ldmVudHMvIj5FdmVudHM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDkzMDYiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5MzA2Ij48YSBocmVmPSIvd2ViaW5hcnMvIj5XZWJpbmFyczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTMwOCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDkzMDgiPjxhIGhyZWY9Ii9hd2FyZHMvIj5Bd2FyZHM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDkzODMiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5MzgzIj48YSBocmVmPSJodHRwczovL2xpY2Vuc2VzLmFkd2Vlay5jb20vIj5Ucm9waGllcywgQXdhcmRzICYjMDM4OyBTZWFsczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTUxNDYzMiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE1MTQ2MzIiPjxhIGhyZWY9Ii9jYXRlZ29yeS9wcmVtaXVtLWV2ZW50cy8iPk9uLURlbWFuZCBFdmVudCBWaWRlb3M8L2E+PC9saT4KPC91bD4KPC9saT4KPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTMyMSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLWhhcy1jaGlsZHJlbiBtZW51LWl0ZW0tMTMwOTMyMSI+PGEgaHJlZj0iIyI+VGhvdWdodCBMZWFkZXJzaGlwPC9hPgo8dWwgY2xhc3M9InN1Yi1tZW51Ij4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDkzMjIiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5MzIyIj48YSBocmVmPSIvc3BvbnNvcmVkLyI+QnJhbmRzaGFyZTwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTMyMyIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDkzMjMiPjxhIGhyZWY9Ii9wYXJ0bmVyLWV4cGVydHMvIj5QYXJ0bmVyIEV4cGVydHM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTE0MjI4NjEiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xNDIyODYxIj48YSBocmVmPSIvcmVzb3VyY2UtbGlicmFyeS8iPlJlc291cmNlIExpYnJhcnk8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMTA2ODQiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzEwNjg0Ij48YSBocmVmPSIvd2ViaW5hcnMvIj5XZWJpbmFyczwvYT48L2xpPgo8L3VsPgo8L2xpPgo8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDE4IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0taGFzLWNoaWxkcmVuIG1lbnUtaXRlbS0xMzA5NDE4Ij48YSBocmVmPSIjIj5MZWFybmluZyAmIzAzODsgUHJvZmVzc2lvbmFsIERldmVsb3BtZW50PC9hPgo8dWwgY2xhc3M9InN1Yi1tZW51Ij4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MjEiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDIxIj48YSBocmVmPSIvZ2xvc3NhcnkvIj5NYXJrZXRpbmcgR2xvc3Nhcnk8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MjIiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDIyIj48YSBocmVmPSIvbGVhcm5pbmcvbWljcm9sZWFybmluZy8iPkFkd2VlayBNaWNyb2xlYXJuaW5nPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDI0IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTQyNCI+PGEgaHJlZj0iL2luc2lkZS10aGUtYnJhbmQvYWR3ZWVrLWV4ZWN1dGl2ZS1tZW50b3ItcHJvZ3JhbS8iPk1lbnRvcnNoaXA8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MjciIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDI3Ij48YSBocmVmPSIvaW5zaWRlLXRoZS1icmFuZC95b3VyLXRvb2xraXQvIj5UaGUgTWFya2V0aW5nIFRvb2xraXQ8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MjgiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDI4Ij48YSBocmVmPSJodHRwczovL2pvYnMuYWR3ZWVrLmNvbS8iPkFkd2VlayBKb2JzPC9hPjwvbGk+CjwvdWw+CjwvbGk+CjxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MjkiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS1oYXMtY2hpbGRyZW4gbWVudS1pdGVtLTEzMDk0MjkiPjxhIGhyZWY9IiMiPlN1YnNjcmliZTwvYT4KPHVsIGNsYXNzPSJzdWItbWVudSI+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDMwIiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTQzMCI+PGEgaHJlZj0iL3N1YnNjcmlwdGlvbi8\/c2lkPXppMjIwM21lbnUiPlN1YnNjcmlwdGlvbiBPcHRpb25zPC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDMxIiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTQzMSI+PGEgaHJlZj0iL2dyb3VwLXBhY2thZ2VzLyI+R3JvdXAgU3Vic2NyaXB0aW9uczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQzMiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0MzIiPjxhIGhyZWY9Ii9mYXEvIj5GQVFzwqA8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MzMiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDMzIj48YSBocmVmPSJodHRwczovL3ByZWZlcmVuY2VzLmFkd2Vlay5jb20vbmV3c2xldHRlci1zaWdudXAiPk5ld3NsZXR0ZXJzwqA8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MzQiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDM0Ij48YSBocmVmPSIvYWR3ZWVrLW1hZ2F6aW5lLWlzc3Vlcy8iPkRvd25sb2FkIE1hZ2F6aW5lIElzc3VlczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQzNSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0MzUiPjxhIGhyZWY9Imh0dHBzOi8vcGxheS5nb29nbGUuY29tL3N0b3JlL2FwcHMvZGV0YWlscz9pZD1jb20ubWF6LmFkd2VlayI+QW5kcm9pZCBBcHA8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MzYiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDM2Ij48YSBocmVmPSJodHRwczovL2FwcHMuYXBwbGUuY29tL3VzL2FwcC9hZHdlZWstbWFnYXppbmUvaWQ1NzAyMjkzMjYiPklPUyBBcHA8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0MzkiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDM5Ij48YSBocmVmPSIvZmFxLyNxMTUiPkN1c3RvbWVyIFNlcnZpY2U8L2E+PC9saT4KPC91bD4KPC9saT4KPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ0MCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLWhhcy1jaGlsZHJlbiBtZW51LWl0ZW0tMTMwOTQ0MCI+PGEgaHJlZj0iIyI+QWJvdXQgVXM8L2E+Cjx1bCBjbGFzcz0ic3ViLW1lbnUiPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ1NSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NTUiPjxhIGhyZWY9Ii9hYm91dC8iPkFib3V0IEFkd2VlazwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ1NiIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NTYiPjxhIGhyZWY9Ii9jb250YWN0LXVzLyI+Q29udGFjdCBVczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ1NyIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NTciPjxhIGhyZWY9Ii9lZGl0b3JpYWwtY2FsZW5kYXIvIj5FZGl0b3JpYWwgQ2FsZW5kYXI8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0NTgiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDU4Ij48YSBocmVmPSIvZXZlbnQtY2FsZW5kYXIvIj5FdmVudCBDYWxlbmRhcjwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTMwOTQ2MSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzMDk0NjEiPjxhIGhyZWY9Ii9wcmVzcy8iPk5ld3MgJiMwMzg7IEFubm91bmNlbWVudHM8L2E+PC9saT4KCTxsaSBpZD0ibWVudS1pdGVtLTEzMDk0NjIiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS0xMzA5NDYyIj48YSBocmVmPSJodHRwczovL2pvYnMuYWR3ZWVrLmNvbS9jb21wYW55L2Fkd2Vlay0wMDQyIj5Kb2JzIGF0IEFkd2VlazwvYT48L2xpPgo8L3VsPgo8L2xpPgo8bGkgaWQ9Im1lbnUtaXRlbS0xMzU0NjQyIiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0taGFzLWNoaWxkcmVuIG1lbnUtaXRlbS0xMzU0NjQyIj48YSBocmVmPSIjIj5BZHZlcnRpc2Ugd2l0aCBVczwvYT4KPHVsIGNsYXNzPSJzdWItbWVudSI+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzA5NDU5IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTMwOTQ1OSI+PGEgaHJlZj0iL21lZGlha2l0LyI+TWVkaWEgS2l0PC9hPjwvbGk+Cgk8bGkgaWQ9Im1lbnUtaXRlbS0xMzU0NjQ0IiBjbGFzcz0ibWVudS1pdGVtIG1lbnUtaXRlbS10eXBlLWN1c3RvbSBtZW51LWl0ZW0tb2JqZWN0LWN1c3RvbSBtZW51LWl0ZW0tMTM1NDY0NCI+PGEgaHJlZj0iL2JyYW5kLWF3YXJlbmVzcy8iPkluY3JlYXNlIEF3YXJlbmVzczwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTM1NDY0NSIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzNTQ2NDUiPjxhIGhyZWY9Ii90aG91Z2h0LWxlYWRlcnNoaXAvIj5FYXJuIEF1dGhvcml0eTwvYT48L2xpPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTM1NDY0OCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTEzNTQ2NDgiPjxhIGhyZWY9Ii9sZWFkLWdlbi8iPkdlbmVyYXRlIExlYWRzPC9hPjwvbGk+CjwvdWw+CjwvbGk+CjxsaSBpZD0ibWVudS1pdGVtLTE4MzY2MDUiIGNsYXNzPSJtZW51LWl0ZW0gbWVudS1pdGVtLXR5cGUtY3VzdG9tIG1lbnUtaXRlbS1vYmplY3QtY3VzdG9tIG1lbnUtaXRlbS1oYXMtY2hpbGRyZW4gbWVudS1pdGVtLTE4MzY2MDUiPjxhIGhyZWY9Imh0dHBzOi8vd3d3LmFkcGF0aW5hLmNvbS8\/dXRtX3NvdXJjZT1hZHdlZWsmIzAzODt1dG1fbWVkaXVtPWFmZmlsaWF0ZSYjMDM4O3V0bV9jYW1wYWlnbj1mZWF0dXJlIj5CdXkgVmludGFnZSBBZHM8L2E+Cjx1bCBjbGFzcz0ic3ViLW1lbnUiPgoJPGxpIGlkPSJtZW51LWl0ZW0tMTgzNjYxOCIgY2xhc3M9Im1lbnUtaXRlbSBtZW51LWl0ZW0tdHlwZS1jdXN0b20gbWVudS1pdGVtLW9iamVjdC1jdXN0b20gbWVudS1pdGVtLTE4MzY2MTgiPjxhIGhyZWY9Imh0dHBzOi8vd3d3LmFkcGF0aW5hLmNvbS8\/dXRtX3NvdXJjZT1hZHdlZWsmIzAzODt1dG1fbWVkaXVtPWFmZmlsaWF0ZSYjMDM4O3V0bV9jYW1wYWlnbj1mZWF0dXJlIj5CdXkgVmludGFnZSBBZHM8L2E+PC9saT4KPC91bD4KPC9saT4KPC91bD48L2Rpdj4="); } </script> <div id="single-post" class="d-flex flex-column justify-content-center" role="main" data-containers=""> <div class="htl-ad-wrapper"> <div class="htlad-t" data-unit="adweek/social-marketing"> </div> </div> <article id="article" itemscope class="main-content justify-content-center article-element layout-content-width post-1839266 post type-post status-publish format-standard hentry category-platforms category-social-media-2 vertical-social-marketing contributor-jessica-heygate content-hero" data-pid="post-1839266" data-url="https://www.adweek.com/social-marketing/bluesky/" data-id="1839266" data-tags="["platforms","social-media-2","social-marketing"]" data-zone="platforms" data-authors="jessica-heygate" data-date="2024-11-21 12:32" data-featured="platforms" data-bitlyurl="https://adweek.it/3CBn5oJ" data-excerpt="Brands like Duolingo, Hulu, and Netflix are organically posting on Bluesky" data-title="Bluesky Is Having a Moment, But Most Brands Aren’t Ready to Jump In Yet" data-categories="platforms, social-media-2" data-popup="" data-ads="Yes" data-company="[]" data-outstream="yes" data-auth=""> <div class="container debug-outline p-0"> <div class="row w-100 p-0 m-0 d-flex flex-row justify-content-between debug-outline">  <div class="col px-0 mr-lg-4">  <header class="my-4 my-lg-5 py-2 py-lg-0 entry-header"> <div class="row m-0 "> <div class="col-lg-12 px-3 px-md-0"> <div class="kicker-label-line text-center"> <h3 class="text-center text-uppercase mb-0"> <a href="https://www.adweek.com/category/platforms/" class="text-decoration-none mt-0 mb-0"> Platforms </a> </h3></div> <h1 class="text-center mt-2 mb-3 px-0 main-title">Bluesky Is Having a Moment, But Most Brands Aren't Ready to Jump In Yet</h1> <h2 class="text-center text-black">Despite the brand safety allure of Bluesky’s moderated environment, marketers do not consider it a priority—for now</h2> </div> </div> </header>  <div class="hero-wrapper w-100 mb-2"> <div class="featured-image"> <figure> <div class=""> <figure> <picture class="d-block webp-exists" data-is-gif="false"><img width="1200" height="675" src="https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?w=1200" class="image w-100 rounded-0" alt="" title="blue-sky-having-moment-2024" srcset="https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg 1200w, https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?resize=652,367 652w, https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?resize=768,432 768w, https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?resize=1024,576 1024w, https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?resize=450,253 450w, https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?resize=320,180 320w, https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?resize=640,360 640w, https://www.adweek.com/wp-content/uploads/2024/11/blue-sky-having-moment-2024.jpg?resize=240,135 240w" sizes="(max-width: 1200px) 100vw, 1200px"></picture> <figcaption class="py-sm-2 px-sm-0 p-2"><span class="mr-1">Brands like Duolingo, Hulu, and Netflix are organically posting on Bluesky</span><cite>Blue Sky, Getty Images</cite></figcaption> </figure> </div> </figure> </div> </div> <div class="row mx-0 my-lg-5">  <div class="col-lg-2 col-md-12 p-0 text-center author-image-wrap mt-3 mt-md-0 debug-outline"> <div class=" d-flex justify-content-center"> <a href="https://www.adweek.com/contributor/jessica-heygate/" class="author d-flex justify-content-center justify-content-lg-end mb-2 hvr-glow"> <picture> <img width="100px" height="100px" loading="lazy" src="https://www.adweek.com/wp-content/uploads/2024/11/jessica-heygate-headshot.jpg?w=320" class="image image--avatar lazyload" alt="jessica heygate headshot" title="jessica heygate headshot"> </picture> </a> </div> </div>  <div class="col-lg-10 col-md-12 p-0 debug-outline">  <div class="byline-wrap"> <div class="premium-label-wrap order-last"> <span class="zephr_premium_lock article_page" data-post_id="1839266" data-authoverride="default" data-authoveridestartdate="" data-authoverideendtdate="" data-postpublishdays="3" data-category="platforms,social-media-2" data-posttype="post"></span> </div><div class="byline">By <span><a class="text-decoration-none" href="https://www.adweek.com/contributor/jessica-heygate/">Jessica Heygate</a></span><p class="mt-0 mb-1 posted-date"><time class="custom-publish-time" datetime="2024-11-21UTC05:32:53" data-published-time="1732210373"> </time></p></div> </div>  <div class="content adw-article-body"> <section class="section--rich-copy-story entry-content mt-2" data-continue-reading-wrapper> <div></div> <script type="text/javascript"> if (!window.Zephr) window.Zephr = {}; if (!window.Zephr.outcomes) window.Zephr.outcomes = {}; window.Zephr.outcomes["nativead"] = { featureLabel: "nativead", outcomeId: "transformation/2", outcomeLabel: "Show Article" }; </script> <div class="aw-article-content"><p>Bluesky is booming as internet users seek out the comfort of a controlled <a href="https://www.adweek.com/social-marketing/" target="_blank">social media</a> environment. However, the opportunity for marketers remains limited, due to a lack of ad products and a relatively restrictive audience scale.</p><p>Brands who are actively posting organically on Bluesky are typical first movers, the likes of Duolingo, Hulu, and Netflix. Others like Red Bull and Xbox appear to have secured their handles; there is no business verification on Bluesky as yet so some users have secured brand handles to troll or impersonate brands, such as @cocacolagb, an expletive-filled account which claims to be the official brand feed, and @facebook, which is being used to “troll the libs.”</p><p>“For any brand considering launching on Bluesky, it’s important to think about [whether] the juice is worth the squeeze when the scale just isn’t quite there yet,” said Dana Neujahr, managing director of We Are Social. “I don’t think we’re bullish enough to say all of our clients should be publishing on Bluesky today.”</p><div class="ad-div-m10-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m10-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m1_mobile" data-unit="adweek/social-marketing"> </div> </div></div></div><p>The social network’s audience growth has come mostly at the expense of X, Bluesky’s larger rival that has struggled to keep users under Elon Musk’s reign. Musk’s 2022 <a href="https://www.adweek.com/media/elon-musk-to-acquire-twitter-in-deal-valued-at-roughly-44b/" target="_blank">acquisition</a> of the platform formerly known as Twitter—and his subsequent gutting of its staff and policies—prompted a handful of alternative networks to spring up.</p><p>These alternatives promised to act as a safer, more controlled environment than the mayhem that had been unleashed at X. But where Mastodon is too complicated for users and Meta’s Threads too corporate, Bluesky appears to be best primed to actually realize this mission.</p><p>The public benefit corporation’s model places transparency and autonomy at the core; Bluesky was born in 2019 from Twitter cofounder Jack Dorsey’s <a href="https://x.com/jack/status/1204766078468911106" target="_blank">vision</a> to build an “open and decentralized” social network. Rather than being controlled by a single company, Bluesky has been built on an open-source framework that enables users to control what they see in their feeds and select their own moderation filters.</p><div class="ad-div-m20-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m20-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m2_mobile" data-unit="adweek/social-marketing"> </div> </div></div></div><p>It’s a strategy that appears to be working. Bluesky’s user base has more than doubled since October, per monitoring service <a href="https://www.similarweb.com/blog/insights/social-media-news/x-traffic-peak-deactivations/" target="_blank">Similarweb</a>, with more than one million new users a day flocking to the service immediately after the U.S. presidential election. Musk’s close ties to the U.S. president-elect Donald Trump seemingly triggered an exodus that Bluesky has gained the most from, with more than 282,000 users deactivating their X accounts on November 6, according to Similarweb estimates.</p><div class="row justify-content-center"> <div class="col-12"> <section class="section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4"> <div class="section--teaser_partner"> <a class="link-reset text-decoration-none" href="https://www.adweek.com/media/trumps-media-persuasion/" target="_blank"><br> <img loading="lazy" src="http://www.adweek.com/wp-content/uploads/2024/11/newer-media-trump-win-2024.webp?w=652&h=367&crop=1" alt="" class="image image--partner"><br> </a> </div> <div class="section--teaser_info"> <a class="link-reset text-decoration-none" href="https://www.adweek.com/media/trumps-media-persuasion/" target="_blank"><p></p> <p class="section__kickerlabel">Trump’s Victory Signals Significant Shifts In Media Persuasion</p> </a><p><a class="link-reset text-decoration-none" href="https://www.adweek.com/media/trumps-media-persuasion/" target="_blank"> </a> </p></div> </section></div> <p></p></div><h4 class="wp-block-heading">Not yet a priority for brands</h4><p>Despite the recent surge, Bluesky’s user base is still dwarfed by its rivals. As of Nov. 21, it had over <a href="https://bsky-users.theo.io/" target="_blank">21 million users</a>, a fraction of the 275 million monthly users that Meta’s Threads <a href="https://www.theverge.com/2024/10/30/24284013/threads-hits-275-million-users" target="_blank">claimed</a> in October and 600 million that Musk’s X <a href="https://x.com/elonmusk/status/1793779530282443086?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1793779530282443086%7Ctwgr%5Ed0c19b9f157d2b48d13dbf56ee1e80bde038af8b%7Ctwcon%5Es1_&amp%3Bref_url=https%3A%2F%2Fwww.socialmediatoday.com%2Fnews%2Felon-musk-x-now-600-million-monthly-active-users%2F717078%2F" target="_blank">claimed</a> in May.</p><p>For most brands, it’s enough of an opportunity to reserve their handles on Bluesky, but that’s it.</p><div class="ad-div-m30-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m30-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m3_mobile" data-unit="adweek/social-marketing"> </div> </div></div></div><p>Media buyers and social media managers think the platform could be a promising new playground for brands eventually, but it’s too early to tell.</p><p>“It’s a long way from having the kind of scale that matters to cause advertisers to care,” said Brian Wieser, principal at Madison and Wall.</p><p>Sustaining growth as a social network is hard: the past few years are littered with <a href="https://www.wired.com/story/plaintext-clubhouses-fall-from-grace/" target="_blank">fleeting</a> moments and few success stories, with giants like Meta hoovering up the majority of people’s time and marketer’s dollars.</p><div class="ad-div-m40-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m40-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m4_mobile" data-unit="adweek/social-marketing"> </div> </div></div></div><p>“Commercially speaking, there hasn’t been a meaningful new platform since TikTok,” said Wieser.</p><p>Bluesky doesn’t currently have an advertising offering and CEO Jay Graber has expressed a reticence to change that, telling <a href="https://www.wired.com/story/bluesky-ceo-jay-graber-wont-enshittify-ads/" target="_blank">Wired</a> in February that “we can’t enshittify the network with ads.”</p><p>Should it embrace ads, it would be unlikely to do so in a traditional way. Bluesky’s design necessitates the least annoying ads possible, otherwise users, in control of their algorithms, could simply filter them out.</p><div class="ad-div-m50-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m50-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m5_mobile" data-unit="adweek/social-marketing"> </div> </div></div></div><p>“The brand potential is not going to look like what advertisers have come to expect from new social media platforms because Bluesky is not looking to make advertising a core revenue source,” said Elijah Harris, EVP of impact investment at IPG Mediabrands. “For advertisers, that means adapting video content for a new platform is likely not going to cut it.”</p><h4 class="wp-block-heading"><strong>Courting creators</strong></h4><p>Marketing to Bluesky’s users through creators might be the most logical path ahead for brands.</p><p>The platform has already drawn in a crop of <a href="https://www.wired.com/story/bluesky-ceo-jay-graber-wont-enshittify-ads/" target="_blank">celebrities</a> and journalists who have been encouraging their followers to decamp from the “toxicity” of X over the past few weeks.</p><p>To many, Bluesky represents a return to early Twitter, a platform where users could engage with like-minded people “without the noise, without the ads, and without the divisiveness,” that has become synonymous with X, said Neujahr.</p><p>Bluesky could also benefit from creators’ growing frustration with shadow bans on TikTok, where the platform reduces the visibility of some accounts without notification.</p><p>“There’s an opportunity for Bluesky to make sure that creators are respected and nurtured,” said Amy Luca, EVP, global head of social at S4 Capital’s Monks.</p><p>“Right now, the number one priority is getting more people to sign up for accounts, and the only way you can do that is if the content on the platform is what they want to consume, and there’s creators that they want to follow,” she added.</p></div> <div id="meter-count" class="position-fixed fixed-bottom"> <style> .font-primary { font-family: "Flama", "Helvetica Neue", Helvetica, Roboto, Arial, sans-serif; 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