Engaged influencers maintain their presence on X while testing Bluesky: a hybrid strategy revealing the new dynamics of social networks in 2025. This article analyzes the key figures, the motivations of creators and the implications for the digital marketing and influence communication.
Since 2024, the restructuring of platforms has pushed creators to diversify their presence. engaged influencers aren't abandoning X; they're adding Bluesky to their toolbox to reach specific communities.
Trend analysis, concrete examples and implications for responsible brands and activation strategies on the social networks.
Why engaged influencers stay on X
Strategic lucidity guides choices: the engaged influencers retain X for its reach and audience history. The decision is pragmatic rather than ideological.
- Range :X still offers a massive audience and media coverage.
- Habits : communities and curation tools installed over the years.
- Impact : rapid dissemination of mobilization and alert messages.
| Indicator | Early January | End of March |
|---|---|---|
| Percentage of influencers posting on X | 92 % | 87 % |
| Activity on Bluesky | 54 % (first week of January) | 66 % (last week of March) |
Example: Clara, a designer who campaigns for responsible consumption, publishes threads on X to reach the masses and share in-depth analyses on Bluesky to unite a online community engaged.
Consequences for brands
Brands must segment their actions: X for visibility, Bluesky for targeted engagement. Campaigns must integrate this complementarity.
- Use X for awareness campaigns and drive-to-store.
- Test Bluesky for ambassador programs and niche dialogues.
- Promote collaborations with engaged influencers to reinforce authenticity.
| Brand objective | Priority platform | Type of action |
|---|---|---|
| Wide visibility | X (Twitter) | Viral campaigns, macro partnerships |
| Deep commitment | Bluesky | Thematic groups, targeted debates |
Bluesky attracts influencers without deserting X
Bluesky is attractive for its message about decentralization and transparency, but the platform remains a minority in terms of user numbers compared to the giants.
- Social trend : gradual adoption by creators seeking long formats and quality conversations.
- Limit : lack of critical mass to ensure virality and monetization.
- Opportunity : positioning for responsible brands and cultural initiatives.
| Platform | Users (approx.) | Main asset |
|---|---|---|
| Bluesky | 30 million | Decentralized conversation, thematic engagement |
| Threads | 320 million | Ease of use, Meta integration |
| X (Twitter) | Significant historical audience | Reach and media relay |
Case study: An environmental NGO launched a series of debates on Bluesky to mobilize activists, while relaying the summaries and calls for action on X to reach a wider audience.
Recommended actions
Structure the strategy in three parts: test, adapt, scale up.
- Test original formats on Bluesky with micro-influencers.
- Measure qualitative engagement (reading time, response) rather than just likes.
- Keep X for highlight broadcasting and building scale.
| Stage | Key measure | Example of indicator |
|---|---|---|
| Test | Receptivity | Response rate, qualified comments |
| Adaptation | Format | Post length, frequency |
| Climbing the ladder | Conversion | Subscribe to a newsletter, donations, field actions |
X in the lead: growth that Bluesky is struggling to catch up with
The figures show a stabilization: after a peak in activity, Bluesky has seen its number of daily publications drop by a third since the post-election peak.
- Critical mass : without a constant flow of creators, visibility remains limited.
- Habits : audiences rarely migrate spontaneously.
- Brand Support : advertising investment follows attendance and reach.
| Metric | Post-election peak | Current situation |
|---|---|---|
| Bluesky Daily Publications | 1.5 million | -33 % (fall from the peak) |
| Influencers present exclusively on Bluesky | — | 6 % of the panel |
Impact for influencer communication: prioritize measurable pilots and collaborations with micro-influencers to test local resonance before allocating large budgets.
Best practices for responsible brands
Adopt a logic of tested, measurable and iterative hypothesis, prioritizing ethics and transparency.
- Have formats tested by micro-influencers before amplification.
- Track qualitative engagement metrics to judge real value.
- Integrate CSR KPIs to assess the societal impact of campaigns.
| Risk | Recommended action | Indicator |
|---|---|---|
| Low virality | Strengthen distribution on X | Impressions and sharing |
| Fragmented audience | Segment messages by platform | Engagement rate by channel |
Useful resources for further exploration: Case studies and practical guides on optimizing influencer campaigns, including Instagram and TikTok lessons learned, are available here: Discover how one brand conquered Instagram & TikTok.
To evaluate budgets and partnerships, consult the proposed price lists and compare the options according to the objective: influencer partnership awards.
Creative inspirations and influencer lists by vertical (humor, beauty, garden, real estate) are available to build targeted campaigns: top humor influencers 2025, top beauty influencers 2025, top garden influencers 2025.
FAQ
Why do engaged influencers maintain a presence on X despite Bluesky?
Engaged influencers stick with X for its reach and ability to quickly amplify messages. Then, they use Bluesky for more targeted interactions, creating a multi-platform strategy that maximizes both reach and quality.
How do engaged influencers use Bluesky and X in a complementary way?
Engaged influencers post on X to reach a broad audience and on Bluesky to drive deeper discussions. By combining the two, they gain immediate visibility on X and deeper engagement on Bluesky.
What are the benefits for brands of collaborating with engaged influencers present on X and Bluesky?
Collaborating with engaged influencers across both platforms allows brands to access both broad audiences and niche communities. This facilitates campaigns that combine awareness and targeted engagement.
Can engaged influencers reach the same audience on Bluesky as on X?
Engaged influencers don't yet reach the same audience on Bluesky due to its smaller size. However, Bluesky offers a more niche audience, useful for mobilizing high-engagement groups.
How will 2025 social trends impact engaged influencers?
Social trends in 2025 are pushing engaged influencers to diversify their presence to meet expectations for transparency and ethics. As such, they're testing new formats and platforms while maintaining their presence on X.
How to measure the engagement of influencers engaged on X and Bluesky?
Measuring the engagement of engaged influencers requires qualitative metrics (comments, thoughtful shares) and quantitative metrics (impressions, engagement rates). These indicators allow you to assess the real impact of campaigns.
Do engaged influencers promote responsible brands?
Yes, engaged influencers tend to favor responsible brands to maintain their credibility. They select partnerships aligned with their values to ensure authentic influencer communication.
Is it relevant to launch an influencer campaign on Bluesky in 2025?
Launching an influencer campaign on Bluesky can be relevant for deep engagement or testing objectives. However, it is recommended to pair the action with X to ensure visibility and performance.
Which formats work best with influencers engaged on X?
On X, concise and viral formats work well for engaged influencers, such as short threads and calls to action. These formats help quickly engage and direct audiences toward longer initiatives.
How to integrate engaged micro-influencers into your digital marketing strategy?
Incorporating engaged micro-influencers offers excellent value for money for reaching local, engaged communities. They allow you to test messages before amplifying them on X and other channels.
For additional resources, the platform also offers content on audience buying and regulations: buy instagram followers, European influencer regulations, and sectoral focuses such as real estate influencers 2025 or aesthetic art influencers.
ValueYourNetwork supports brands in this transition with expertise in digital marketing and in influence communicationSince 2016, ValueYourNetwork has orchestrated hundreds of successful social media campaigns, effectively connecting engaged influencers and responsible brands. To benefit from this know-how and co-construct a tailor-made strategy, contact us.