How to Create a Business Account on Bluesky

Thinking about using Bluesky for your business but still figuring out where to start? You're in the right place. This guide will walk you through setting up a professional account that stands out, optimizing your profile for brand recognition, and developing a simple content strategy to connect with your first followers on this fast-growing decentralized network.

What Is Bluesky and Why Should Your Business Care?

Before we jump into the setup, let's briefly touch on what makes Bluesky different. Unlike X (formerly Twitter) or Threads, Bluesky is built on a decentralized foundation called the AT Protocol. In simple terms, this means it's not controlled by a single company, which gives users more control over their data and algorithms. For businesses, this translates to a more authentic, community-focused environment where genuine conversation is valued over heavily produced ads.

Right now, the platform feels like a refreshingly unfiltered space. The user base is tech-savvy, creative, and actively looking to connect. It's a prime opportunity for brands to build real relationships before the landscape becomes saturated. Ready to stake your claim? Let's get your account set up.

Step 1: Sign Up for Bluesky

For a long time, Bluesky operated on an invite-only system, but that changed in early 2024. The platform is now completely open to the public, so getting started is straightforward.

1. Navigate to bsky.app on your desktop or download the Bluesky app from the iOS App Store or Google Play Store.
2. Click the "Create a new account" button.
3. You'll be asked to choose your hosting provider. Don't overthink this - 99% of users will stick with the default Bluesky option. Think of it as choosing an email provider, Bluesky is the "Gmail" of this new world.
4. Enter your email, create a password, and verify your birth date. Standard stuff.
5. Next, you'll choose your handle. This is important for branding, so let's discuss it in more detail. Your initial handle will end in .bsky.social (e.g., yourbusiness.bsky.social). Pick a name that's clean, professional, and easy to remember. Don't worry, you can upgrade this later.

With those basics out of the way, you have an account. Now, it's time to transform it from a generic profile into a professional brand presence.

Step 2: Optimize Your Profile for Business

This is where you set the foundation for how people perceive your brand on the platform. A well-optimized profile builds trust, communicates your value, and makes it easy for the right people to find and follow you.

Level Up Your Handle with a Custom Domain

One of Bluesky's most powerful features for brands is the ability to use your own domain name as your handle. Instead of appearing as @yourbrand.bsky.social, you can be @yourbrand.com or @blog.yourbrand.com. This isn't just about looking good, it's a built-in verification system. Only the true owner of a domain can set it as their handle, making it a powerful signal of authenticity.

Here's how to set it up:

• Go to your settings: Open a Bluesky app, tap your menu icon, and select "Settings."
• Find "Change handle": Tap this option. You'll see your current handle and a prompt to "Change" it.
• Select "I have a domain": The app will guide you through a process. You'll need access to your domain's DNS settings, which you can typically find in your GoDaddy, Cloudflare, Namecheap, or other registrar's dashboard.
• Update your DNS records: Bluesky will provide you with a specific "txt" record value to add to your DNS settings. It looks complicated, but it's just a copy-and-paste job. You create a new TXT record for "@_atproto" on your domain and paste a value Bluesky gave you.
• Verify the domain: Once you've added the record, go back to Bluesky and click "Verify DNS Record." It can sometimes take a few minutes for changes to register, so be patient.

Once verified, your handle will instantly update across this platform. This simple step makes your profile look professional and legitimate right from the start.

Write a Compelling Display Name and Bio

Your display name and bio are your digital elevator pitch. Make them count.

• Display Name: This is a separate, changeable name that appears next to your handle. Use your official brand name here. Feel free to add a relevant emoji if it fits your brand voice (e.g., "Postbase 🗓️"). Unlike your handle, you can use spaces and special characters here.
• Bio (256 Characters): You have limited space, so be clear and concise. State what you do and for whom.
  • Who you are: "We make social management simple for everyone."
  • Who you help: "...helping content creators save 10 hours a week."
  • What to expect: "Sharing marketing tips, founder stories, and behind-the-scenes content."
  • Note: Links in bios are not yet clickable, but it's still good practice to include your main URL for brand visibility.

Upload Professional Profile and Header Images

Visual branding reinforces who you are at a glance.

• Profile Picture (Avatar): Use a high-resolution version of your logo that is easily recognizable, even in a small circle. Aim for at least 400x400 pixels.
• Header Image (Banner): This is your digital billboard. Use it creatively to showcase a product, share your tagline, or display your brand's personality. Aim for an image that is approximately 1500x500 pixels to look good on both mobile and desktop.

Step 3: Develop Your Content and Engagement Strategy

Now that your profile is set, it's time to start engaging. Bluesky's culture is conversational, making it an excellent opportunity for brands to feel more accessible and participate in genuine discussions.

Find Your Niche With Custom Feeds

Feeds are the heart of discovery on Bluesky. They are user-created timelines based on specific topics, keywords, or communities. Finding and engaging in niche feeds is a powerful way to connect with a highly relevant audience.

Your Action Plan:

1. Use the search function to find feeds relevant to your industry. Search for keywords like "small business," "SaaS," or "tech."
2. Once you find a relevant feed, add it by tapping "Pin to Home."
3. Regularly check these feeds to see what people are talking about and join relevant conversations.

Content that Connects, Not Just Sells

Hard-selling does not work well on Bluesky. The focus is on authentic connection and providing value. Instead of direct promotion, aim to be helpful and conversational.

Content ideas that get engagement:

• Ask Questions: Ask for opinions, tips, or experiences related to a common industry pain point.
• Share Behind-the-Scenes: Show the process of how your product is made or profile the people behind your company.
• Provide Genuine Help: If someone asks a question you can answer, jump in with useful advice without plugging your product.
• Repurpose Long-Form Content: Have a great blog post? Summarize its key insights into a short, helpful thread.

The goal is to provide value and build trust. While direct promotion should be rare, letting people know what you do through helpful content is a powerful long-term strategy for building a loyal community.

Final Thoughts

Getting started on Bluesky is about more than just creating a profile, it's about joining a community. By setting up your profile professionally, using your own domain for authenticity, and engaging in conversations with a content strategy focused on value, you can build a strong brand presence. Be curious, participate genuinely, and connect with people who share your interests.

As you begin to integrate Bluesky with your other social channels, managing all your content can become a challenge. This is where a social media management tool becomes essential. Postbase allows you to plan, schedule, and analyze your content across all platforms from a single visual calendar, making it simple to keep your strategy consistent and efficient.