How to set up your brand on Bluesky

A practical guide for marketing teams and administrations who want to make the most of their presence on the ATmosphere.

Alexandre Plennevaux 🇧🇪🇪🇺@pixeline.be

May 27, 2026 · 31 min read

et article est également disponible en Français.

So, you've heard about bluesky, its unique potential as a social network on a new layer of the internet, completely open and decentralized, called the ATmosphere, and you want to put yourself or your company / organization on it. And maybe you've already created an account? Obviously that's a great first step!

Let me walk you through the next steps and share a few advises to help you make the most of this promising new social layer. Because it may look a lot like "yet another social network" but there's much more going on under the hood.

What's so special about the ATmosphere?

Before we get into the how-to, one thing worth knowing: on the ATmosphere, your content is an asset you own, not something you give to a platform. Your posts, likes, follows, reposts... all live in your own data backpack (called a PDS), and apps connect to it rather than the other way around. For European administrations and GDPR-conscious brands, that's a pretty big deal. It also means the "Twitter exodus problem" doesn't really exist here: if you don't like an app or it shuts down, you take your audience and content with you. For instance, you could decide to leave Bluesky and use Blacksky, Northsky, Pinkleap or any other compatible microblogging platform (find apps here). Your followers, posts and history would follow you over, with nothing to migrate.

1. Use your website domain as your username

For the sake of simplicity, let's assume your company, organization or brand is called Awesome Cool Ltd, and your website is https://awesomecool.com When you created your account, Bluesky generated a username (they call it a "handle") such as awesomecool.bsky.social What if instead your username was @awesomecool.com ? Totally doable, and it's easy, as long as you have access to your domain DNS zone (usually managed by a domain registrar). The procedure is quick and documented here.

2. Adopt the right voice

The culture on Bluesky leans conversational, closer to early Twitter than to LinkedIn. A few things that work poorly here on the ATmosphere:

reposting your LinkedIn corpspeak verbatim
auto-DMing new followers
ignoring replies and treating your account as a broadcast channel. Be the Community Manager you are!
posting only links to your own content

As in real life, brands that show up with a human voice get rewarded. Brands that show up with a press release voice get quietly muted, or loudly ridiculed.

3. Organize it inside your organisation

Have your departments also use your domain as their username

Say you have a Support desk and want them to be contactable via bluesky (great open approach!) Following the same procedure as above, they can be reachable as @support.awesomecool.com which is obviously more trustworthy for your userbase and clients than @support-awesomecool.bsky.social.

Have your staff also use your domain as their username

Say you are an administration - for example Belgium's Federal government. Your main handle is : @belgium.be well done Belgium Federal government! (i don't say that very often) The Prime Minister's official account could be : @pm.belgium.be and/or use his personal name @stromae.belgium.be (*) The Belgian's SPF Finance department could be : @spf-finance.belgium.be : looks great and trustworthy, right?

4. Engage!

The ATmosphere does not have one algorithm controlled by a single entity. There are thousands of algorithms, and you can create your own, in the form of "Feeds". A Feed is simply put, a list of posts generated from an advanced search that you configure. You can combine parameters, like

language (only include posts that are in French, German and Flemish for example)
keywords (including Regular Expressions, so you can really go wild with variations on wording and synonyms / antonyms)
with/without images / videos
origin accounts (only posts from one or more users, or from a user list)

Create custom feeds related to your mission or trade

There are several tools that make it quite trivial to create your own feeds, like Graze, surf.social and SkyFeed Once you have your own feed, share them with your userbase.

Create Starter Packs

Starter Packs are simply a curated collection of users and feeds, that make it one-click easy for your followers to quickly be exposed to great thematic content. They are a great way to position your organization or your brand as an industry leader: create thematic Starter Packs

Embed your Atmosphere content on your website and add "share on bluesky" buttons.

Engage using links in replies, quoted posts and reposts Unlike the centralized social networks of the past, Bluesky doesn't penalize posts containing links (a practice called "down-ranking of content"). That said, a post that's just a bare URL with no commentary will get less traction than one where you actually say something — same as anywhere.

5. Pick the right tools for a team workflow

Once you have a posting rhythm going, you'll probably want to industrialize a bit. Bluesky does not have a native "company page" concept like LinkedIn, where multiple people post under one brand identity. If several people in your marketing team need to post from @awesomecool.com, you'll want a third-party scheduler. Industry leader Buffer added support for Bluesky. I personally enjoy a lot Fedica. Set this up early, because passing around one shared password is exactly the kind of thing that ends badly.

On analytics: there's no native dashboard. Tools like https://blueskymeter.com cover the basics and is already quite useful. Set expectations with your leadership accordingly. The metrics culture here is lighter than what they're used to from LinkedIn, and that's arguably a feature.

6. (advanced) If you have a blog, leverage long-form lexicons to publish from your PDS

Most of what you do on the ATmosphere (posts, likes, replies, reposts... to name just a few) is stored publicly in your PDS, your personal data server. The interesting part: if you publish your long-form content using one of the standardized data formats (called "lexicons"), that content becomes available from one Atmosphere app to another, including your own website. One source of truth that you control, multiple platforms reading from it. Long-form publishing tools like WhiteWind, Leaflet and Offprint already work this way. On the ATmosphere, you don't hand your data to apps, apps connect to your data. If it is compatible, they show it. Your readers might prefer one app, your users another, and because of that decentralization, that's completely fine.

7. (advanced) Choose your own moderation

One thing centralized networks don't let you do: pick your moderation stack. On the ATmosphere, moderation is provided by "labelers" that you can subscribe to (or run yourself). You can stack several. For an administration, this means you're no longer subject to one company's moderation choices made in another country. For a brand, it means you can subscribe to labelers that match your community guidelines instead of fighting an opaque algorithm.

8. (advanced) Become a verifier

Bluesky introduced a trusted verifier system: certain organizations can hand out blue checks within their domain of authority. A media outlet can verify its journalists, a federation can verify its members, a government can verify its civil servants. If your organization has a verification role to play in your sector, this is worth pursuing (how-to).

Before we part...

One last thing: the time to do this is now. The noise is low, and the community skews toward journalists, devs, science and policy people, which makes for a rare window of opportunity. The cost of showing up early is low. The cost of showing up late is the same as it always is on social networks: you arrive to find the audience already loyal to someone else.