Social media is evolving rapidly, with platforms like Bluesky and Threads emerging as alternatives to X (formerly Twitter). As decentralized networks gain traction, higher ed marketers have to adapt. This week, we look at Bluesky and its relevance in student engagement and higher ed marketing.
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Bluesky 101: What higher ed marketers need to know about this platform

Content strategy Digital marketing Social Media Student Recruitment Tips & advice

Bluesky started as a Twitter-funded project in 2019, aimed at creating a decentralized social network designed to offer a more open and community-driven alternative to X.

Unlike traditional social platforms, Bluesky is built on a system that gives users more control over their experience, allowing them to customize their feeds and how content is shared, without being tied to a single company’s rules.

And while it reduces platform-wide moderation and increases customization, it also presents new challenges for brand management and content control.

How does Bluesky work?

It used to be an invite-only platform, but everyone can sign up now.

Bluesky posts can offer plenty of ways to share content and connect with others with text, images, videos, or GIFs.

Posts appear in chronological order, not through an algorithmic timeline.

Users can also customize their feeds and moderation, in addition to  the "Discover" and "PopularWith Friends" options.

For now, there are no ads or paid promotions (yet), and its latest updates introduce video posting, pinned posts, custom fonts, and a range of "anti-toxicity" tools, including the ability to detach your posts from unwanted interactions.

If your institution is looking for fresh ways to connect with students, researchers, and academic communities, Bluesky might be worth exploring.

Here’s why:  

  • With no ads cluttering the feed, Bluesky is all about organic interaction and authentic engagement. That means your content can reach the right audience without competing with paid promotions.  
  • The platform has already attracted a strong mix of academics, researchers, and tech professionals, making it a natural space for universities to connect with these groups. Early adopters in higher ed are seeing promising engagement.
  • Bluesky’s focus on decentralization, user control, and transparent moderation fits well with the principles of open discourse and knowledge sharing that define higher education.  
  • Discussions on Bluesky tend to be niche and topic-focused, creating opportunities for meaningful engagement within specific academic disciplines and research areas.  

Tip: Try the "Random Product" top-level menu item for fun ways to discover more about Bluesky.

bluesky social for higher education

Imperial College London was an early adopter of Bluesky

How are people using Bluesky?

There’s plenty of great content and discussion on Bluesky, and it’s become a hub for academics, tech enthusiasts, and niche communities.

The topics are community-driven without algorithmic interference and without the noise of traditional platforms.

For us, the standout feature is Starter Packs, which some universities have already started to create to help students and faculty navigate and engage with Bluesky more effectively. These packs provide lists of recommended accounts, discussion groups, and feeds tailored to their academic interests. (More on this below!)

bluesky social for higher education

California Institute of Technology shares insights and research on Bluesky

As higher ed marketers, this means that you can focus messages on student engagement, campus culture, and direct conversations, rather than traditional content distribution.

Some of the challenges to consider are that, with no ads, you’ll need to focus on organic engagement rather than paid campaigns.

There’s also limited analytics, so performance tracking tools are still evolving.

And of course, while the platform is gaining in popularity, it still has a smaller user base compared to traditional social media platforms.

Starter packs

Bluesky has Starter Packs, which are curated lists of recommended accounts that help new users quickly find and follow relevant people, organizations, or communities within the platform.

You can set any algorithm topic as your home timeline.

Schools, individuals, and interest groups create these packs to streamline discovery and engagement by grouping together accounts based on shared themes, such as academic disciplines, research topics, industries, or cultural interests.

For your school, this means you can introduce students, faculty, and researchers to key figures, departments, and conversations within their field, fostering a sense of community from the start.

bluesky social for higher educationUniversity of Galway celebrates achievements and milestones on Bluesky

Is Bluesky right for your university?

While Bluesky is still in its early growth phase, its expanding user base presents opportunities for institutions who want to connect with prospective students, alumni, and academic influencers in a new way.

However, we know there are only so many resources in most higher ed marketing teams, so deciding whether to invest time and effort into Bluesky isn’t an easy decision.

Are some universities doing it? Yes (see below). But whether or not it’s right for you should be a decision you consider carefully.

Here are some questions that could help.

  • Are your prospective students on Bluesky? While the platform is growing, its user base skews towards tech-savvy individuals, academics, and journalists. If this aligns with your institution’s audience, it might be worth exploring.
  • Do you have the bandwidth to manage another platform? Bluesky currently lacks automation and robust analytics tools, meaning there’ll be lots of manual effort for engagement.
  • What’s your goal? If you’re looking for paid advertising options, Bluesky isn’t there yet. However, if your focus is on organic engagement, thought leadership, and authentic discussions, it could be a valuable addition to your mix.
  • Can you showcase thought leadership? Can you establish authority in key subjects with staff insights, research highlights, and academic discussions?
  • Can your content help support or create topic-driven feeds around admissions, campus life, and career advice?

Useful Bluesky terminology

  • Mutuals: Users who follow each other.
  • Custom feeds: User-curated or algorithm-driven timelines that filter content based on specific topics or interests.
  • Starter packs: Suggested lists of accounts to help new users find relevant people and communities.
  • Recommended follows: Accounts suggested to new users to help them connect with key voices.
  • Decentralization: The concept of distributing control across multiple servers rather than relying on a single company.
  • Quiet posters: A feed showing posts from mutuals who don’t post often, helping them stay visible.
  • Catch up: A feed surfacing the most popular posts from the last 24 hours.
  • Science: A feed featuring discussions from the science and academic community.

How to start your university's Bluesky journey

Bluesky presents a unique opportunity for your university or college to a strong presence and maximize your impact.

  1. Set up your handle: Set up and optimize your institutional profile with a handle that aligns with your brand across platforms, and use the custom domain feature for verification and credibility. 
  2. Start by listening: Follow other universities, student influencers, academic thought leaders, student voices, and industry discussions before posting.
  3. Build a community: Encourage faculty and student participation  for organic engagementthat can amplify your institution’s visibility.
  4. Optimize (and reuse) your content for conversations: Post thought-provoking questions, insights, and community-driven content rather than direct promotional messaging, with content that reflects your institution’s expertise. Now you can also use multimedia to make posts more engaging. And use hashtags.
  5. Built a community and be heard: Actively participate in discussions, answer questions, and connect with others.  Maintain a consistent brand voice that embodies your institution’s values.  Share your school’s key milestones, research breakthroughs, and institutional updates. 
  6. Cross-promote selectively: While Bluesky stands apart from other platforms, linking relevant discussions to X, LinkedIn, or even your university blog can drive more cross-platform engagement.
  7. Create Starter Packs: Set up your own institution’s curated Starter Pack to make it easier for people to find your content.

bluesky social for higher education

University of Limerick has Bluesky starter pack of UL academics, researchers, department and faculties

Would your institution experiment with Bluesky? Let us know your thoughts in the comments!