How to Build a Following on Bluesky

So you’ve landed on Bluesky, snagged a coveted invite code, and set up your profile. Now what? You look around, and it feels a little different from a crowded town square like X or the visual wonderland of Instagram. You’re right - it is. Building a following on Bluesky isn't about viral hacks or gaming an algorithm, it’s about participating in a community. This guide will walk you through the practical, actionable steps to find your footing, create content that connects, and genuinely grow your presence on the decentralized social web.

Understanding the Vibe: What Makes Bluesky Different?

Before you ever type your first "skeet" (Bluesky's term for a post), it helps to understand the platform's culture. Unlike centralized platforms where a single algorithm dictates what gets seen, Bluesky is built on a decentralized foundation called the AT Protocol. Without getting too technical, this means control is given back to users in powerful ways, most notably through custom feeds.

The culture itself is a product of its early days, which were populated by tech folks, writers, artists, and academics escaping the chaos of other platforms. The result? Bluesky has a more conversational, less performative, and often more thoughtful atmosphere. People aren't just broadcasting, they're talking to each other. Your strategy here should be less about shouting into the void and more about pulling up a chair and joining a discussion.

Authenticity isn't just a buzzword here - it's the currency of the platform. Polish and perfection are out, genuine personality and meaningful conversations are in. If you show up trying to run your typical corporate marketing playbook, you'll likely be met with silence. If you show up to share your knowledge, learn from others, and be a person, you’ll find a receptive audience.

Lock In Your Profile: The First Impression Matters

Your profile is your digital handshake. It’s what people see when they’re deciding whether to follow you. Make it count by optimizing each element.

Profile Picture & Header Image

• Profile Picture: Use a clear, high-quality photo of your face if it’s a personal brand. Logos are fine for businesses, but a human face is almost always more connecting. Whatever you choose, make sure it’s recognizable and not overly cluttered.
• Header Image: This is prime real estate to add personality or context. It could be a shot of your workspace, a graphic with your brand colors, a photo that reflects your hobbies, or something abstract that fits your vibe. Don’t leave this blank, it makes your profile look incomplete.

Handle & Display Name

• Handle (@yourname.bsky.social): Your handle is your unique identifier. Make it easy to remember and spell. Aim for consistency with your handles on other platforms so people can find you easily.
• Display Name: This is what shows up in bold above your posts. You have more flexibility here. You can add emojis, a short description, or play around with it. For example, a writer might set their display name to "Sarah Writes | ✍️ Novelist." It tells people who you are at a glance.

Your Bio: Tell People Why They Should Follow

You have 256 characters to make your case. Be direct and clear. A good bio answers a few key questions:

• Who are you? (e.g., "Founder," "Illustrator," "Podcast Host")
• What do you talk about? (e.g., "I post about startup growth, B2B marketing, and productivity tools.")
• What’s in it for them? (e.g., "Follow for actionable SaaS marketing tips.")

Weak Bio: "Social media expert. Pushing boundaries in the digital space."

Strong Bio: "Fractional CMO for B2B tech startups. I share practical tips on demand gen, brand building, and not burning out. Cat & coffee enthusiast. ☕"

Crafting Content That Connects: What to Actually Post

Because Bluesky is more conversational, your content should reflect that. Think less "official announcement" and more "thought I'd share." Here are some content pillars that work well.

1. Share Your Expertise (Without Being a Know-It-All)

Position yourself as a resource by sharing genuine insights from your field. Instead of just stating facts, frame them as personal experiences or observations.

Example (for a designer): "Just wrapped up a UI project where we boosted conversions by 15% simply by redesigning the CTA buttons. Main takeaway: tiny details aren't tiny. The color and copy psychology made all the difference. Happy to share what worked if anyone’s curious."

2. Ask Genuine Questions

The easiest way to start a conversation is to ask a question. But avoid generic engagement-bait like, "What are your goals this week?" Instead, ask specific, thoughtful questions related to your niche or a current event.

Example (for a writer): "Writers on here: what's one weird habit or tool you swear by for getting through a tough draft? I'm currently powered by lofi hip-hop radio and an aggressively large mug of tea."

3. Go Behind the Scenes

People connect with people, not just polished brands. Share the process behind your work, the messy middle, the small wins, and even the frustrating challenges. This builds trust and humanizes you.

Example (for a small business owner): "Spent the entire morning wrestling with bubble mailers and shipping labels. Glamorous, I know. But seeing all these orders ready to go out to new homes makes every little bit of packaging tape worth it."

4. Connect on Shared Interests

You’re not a one-dimensional content machine. Talk about your hobbies, the book you’re reading, the show you just binged, or your passion for gardening. This is how you find your "people" beyond just your profession. These posts often lead to the most authentic connections.

5. Leverage Threads for Deeper Dives

Got a bigger idea? Use a thread (or "skein") to unpack it. Threads are fantastic for tutorials, storytelling, or breaking down a complex topic into digestible pieces. Number your posts (1/5, 2/5, etc.) so people can follow along easily.

The Art of Engagement: It’s Not a Monologue

This is arguably the most important piece of the puzzle on Bluesky. If you just post content and leave, your growth will be glacially slow. You have to participate actively in the community.

Reply Meaningfully

Don't just drop a "great post!" or a fire emoji. Add to the discussion. Agree and expand, disagree respectfully with a reason, ask a follow-up question, or share a related resource. A thoughtful reply is often more valuable for building a connection than a top-level post.

Consider a post about a new productivity app.

• Weak Reply: "Cool! 🔥"
• Strong Reply: "This looks interesting! The feature I find lacking in most to-do apps is X. Does this one handle that well? I've been using [competitor app], and that's my main pain point with it."

Amplify Others with Reposts and Quotes

When you see a great post, repost it to share it with your audience. To take it a step further, use a "quote post." This is similar to a quote tweet on X, it lets you repost something while adding your own commentary. Use it to add your perspective, co-sign an idea, or kickstart a new conversation based on someone else's point.

Harness the Power of Custom Feeds

Custom Feeds are Bluesky's breakout feature. Think of them as curated timelines created by users, often centered around a specific topic, community, or even just a mood. By participating in feeds, you get your content in front of a highly relevant audience that has already opted-in to see posts about that subject.

How to Find and Use Custom Feeds

1. Navigate to the "Feeds" section of the app (the hashtag icon).
2. Use the search bar to find feeds related to your interests, like "Marketing," "IndieDev," "BookSky," or "Photography."
3. Once you find one you like, you can either "Pin" it to your main navigation for easy access or just browse it.

To show up in these feeds, post content containing the keywords the feed is filtering for. Many popular feeds work like hashtags. For example, a post including the word "design" or "art" is likely to appear in feeds dedicated to those topics. Interacting with posts already in the feed is another great way to get noticed by its followers.

Advanced Move: Create Your Own Feed

Once you’re comfortable, creating your own custom feed can establish you as a community hub. You could create a feed for your specific niche (e.g., "Non-Profit Marketing") or a local community group. It’s a powerful way to provide value and become a central point of discovery for others.

Final Thoughts

Growing a following on Bluesky comes down to a simple, un-gameable formula: show up consistently, share generously, and engage genuinely. By focusing on conversations over conversions and community over clicks, you can build a presence that's not only larger but also far more meaningful and rewarding than simply chasing vanity metrics on other platforms.

Building a quality presence on a new platform like Bluesky takes dedicated, manual effort. It’s hard to find that time when you’re also juggling the demands of Instagram Reels, TikTok videos, LinkedIn articles, and YouTube Shorts. I know that chaos firsthand - which is why we built Postbase to streamline managing established platforms. By planning and scheduling your content across all your other channels from one visual calendar, you clear up the mental space and time needed for the thoughtful, high-touch engagement that drives growth on a community-focused platform.