Social media remains a powerful tool for law firms looking to build their brand, engage with industry peers, and reach potential clients. With over 80% of law firms using social media in some professional capacity and LinkedIn, in particular, and Facebook being the go-to platforms for legal professionals, staying informed about emerging networks is key for maintaining a competitive marketing presence.

Recently, shifts in X (formerly Twitter) have prompted many businesses and professionals, including lawyers, to reevaluate their social media presence. Concerns surrounding the lack of platform moderation, content quality, and overall engagement have led to increased interest in alternative platforms. The trend has gained further momentum with major institutions, such as the Supreme Court of Canada, recently announcing their departure from X, citing concerns over the platform’s stability and moderation. Read more here.

In this article, we explore what makes Bluesky unique, why it’s growing in popularity, and how law firms can leverage it as part of their digital presence.

What Is Bluesky?

Bluesky, originally conceptualized by former Twitter leadership,  is a decentralized social network designed to give users greater control over their experience. Unlike traditional social networks that rely on a single corporate entity for moderation, Bluesky operates on the AT Protocol, which allows for better transparency, user-driven moderation, and customizable algorithms.

Why Is Bluesky Gaining Popularity in 2025?

While Bluesky started as an invite-only platform, it has expanded significantly in 2025, attracting professionals from various industries who are looking for a cleaner, more community-driven alternative to X.  As of January 2025, the platform has surpassed 30 million users, reflecting its increasing appeal as a popular network.

Several factors have contributed to Bluesky’s rapid growth:

• Declining Trust in X: Controversial decisions by X’s leadership, including inconsistent content moderation and brand safety concerns, have driven professionals and organizations to seek more reliable alternatives. Further, X is now the subject of a complaint that is currently under  investigation by Canada’s Privacy Commissioner.

If your firm is considering whether to stay on X or explore new options, you can read our blog post Is It Time to Leave X: Considerations for Law Firms for more insights about the topic.

• Community-Driven Engagement: Professionals, including legal experts, journalists, and business leaders, are actively building networks on Bluesky, making it a growing hub for thought leadership and industry discussions.

• Higher Engagement Rates: Companies are reporting a 2-10x increase in engagement and traffic they receive on the platform when compared to other social networks including X and Threads.

Key Features of Bluesky in 2025

Bluesky retains many familiar aspects of X, such as short-form posts, engagement through likes and reposts, and public discussions, but with a renewed focus on user control, privacy, and decentralization. Notable features include:

• Customizable Feeds & Algorithms: Users can choose or create their own algorithms to personalize how content is displayed, reducing algorithmic bias and increasing content relevance.

• Decentralized Moderation: Community-driven moderation tools give users control over their experience, allowing them to filter content, manage interactions, and reduce exposure to harmful discussions.

• Greater Privacy & Data Control: Bluesky minimizes corporate data collection, offering users more security over their digital footprint and reducing reliance on centralized oversight.

• Ad-Free Experience: Unlike many social platforms, Bluesky remains free from intrusive advertising, ensuring a cleaner and distraction-free browsing experience.

• Identity Verification & Domain Linking: Users can verify their profiles by linking them to domains they control, enhancing authenticity and reducing impersonation risks.

• Federated Social Networking: Bluesky’s AT Protocol enables seamless interaction across different servers while maintaining user autonomy.

• Open-Source Innovation: Developers can contribute to the platform, customize features, and drive its evolution, ensuring continuous improvement.

With its focus on transparency, user control, and meaningful engagement, Bluesky is quickly establishing itself as a compelling alternative for professionals, including law firms, looking to enhance their online presence in a more controlled and trustworthy environment. More on features here.

How Can Law Firms Use Bluesky?

For law firms that previously maintained a presence on X (formerly Twitter), transitioning to Bluesky could be a strategic move. While the platform is still evolving, it presents several opportunities for firms looking to expand their digital presence and engage with their audience in a more controlled environment:

1. Thought Leadership and Industry Engagement

Bluesky offers a space for legal professionals to share insights, comment on industry news, and engage in discussions about law and policy. Lawyers who are early adopters of the platform can establish themselves as thought leaders in their practice areas.

2. Networking with Legal and Business Professionals

With a growing user base of professionals, Bluesky can serve as an alternative networking hub where lawyers can connect with peers, journalists, and potential clients without the noise and distractions of mainstream social media.

3. Brand Visibility Without the Risks of X

Concerns over content appearing next to inappropriate material have driven many businesses away from X. Bluesky’s decentralized nature allows firms to engage in conversations without compromising brand reputation.

4. Sharing Updates and Legal Resources

Law firms can use Bluesky to share updates about legal developments, firm news, and educational content. As more professionals migrate to the platform, it may become a key channel for law firms to distribute information.

Is Bluesky an Alternative to X for Law Firms?

Bluesky presents an interesting alternative, however, the problems with X aside, law firms should still consider whether a presence on Blueskyt aligns with their digital strategy. Here are some key questions to ask before investing time on the platform:

Where is our audience?

 If your firm’s target audience or referral network is already exploring Bluesky, it may be worth establishing a presence early.

Does the platform align with our content strategy? 

Bluesky currently emphasizes public discourse and community engagement, making it a good fit for firms that prioritize thought leadership.

Do we have the resources to manage a new social platform?

 As with any social media channel, consistency is key. Firms should evaluate whether they have the time and resources to maintain an active presence on Bluesky. 

Final Thoughts: Should Your Firm Join Bluesky?

The legal industry has long been cautious about participating on new social media platforms, but with the shifting landscape of digital marketing, staying ahead of trends is essential. 

Bluesky offers a fresh alternative for law firms looking to engage in professional conversations without the drawbacks of X.

For firms re-evaluating their social media presence, Bluesky is not a replacement for other current social media networks but a supplemental platform that can enhance thought leadership and online visibility. As it continues to grow, early adopters in the legal industry may find valuable networking and engagement opportunities.

If your firm is interested in exploring Bluesky, our marketing team at Skunkworks can help you navigate the transition and develop a strategy that aligns with your goals. Get in touch with us to discuss how we can elevate your firm’s online presence.