Bluesky Branding Guide

Build Your Brand on Bluesky

Q: How do I set up a custom domain as my Bluesky handle?

Go to Settings > Change Handle > 'I have my own domain'. Add a DNS TXT record with your DID (decentralized identifier) to your domain's DNS settings. Once verified, your handle becomes @yourdomain.com. This serves as built-in verification—no blue checkmark needed.

Q: Is Bluesky worth it for brands in 2025?

Yes, especially for brands targeting tech-savvy, early-adopter audiences. The platform has grown significantly and offers unique features like custom domains for verification, custom feeds, and a more engaged community. The audience tends to value authenticity over polish.

Q: How is Bluesky different from X/Twitter for branding?

Bluesky has a more community-oriented, less algorithmic feel. Key differences: custom domains as verification, custom feeds anyone can create, chronological timelines, and a culture that's less tolerant of corporate marketing speak. Brands need to be more authentic and conversational.

Q: What content performs best on Bluesky?

Thought leadership, genuine opinions, behind-the-scenes content, and valuable resources perform well. The platform rewards conversation starters, interesting takes, and authentic engagement over polished marketing content. Threads with genuine insights tend to get shared.

Q: How do starter packs help with brand visibility?

Starter packs are curated lists of accounts that help new users find relevant follows. Creating a starter pack for your niche positions you as a community connector. Being featured in popular starter packs exposes your brand to new users interested in your industry.

Q: Should I use the same content on Bluesky and X/Twitter?

Not directly. While topics can overlap, Bluesky's culture is different—more community-focused, less tolerant of corporate speak, and more appreciative of genuine engagement. Adapt your content to be more conversational and authentic for Bluesky.

Master branding on the decentralized social platform. Learn custom domain verification, authentic engagement strategies, and how to build community on Bluesky.

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Social Media Branding Hub/Bluesky Guide

What You'll Learn

1Profile Optimization 2Custom Domain Setup 3Platform Specifications 4Content Strategy 5Brand Voice Guidelines 6Starter Packs & Feeds 7Common Mistakes 8Brand Kit Essentials

Why Bluesky Matters for Brands

Bluesky offers unique branding opportunities through decentralization and authentic community culture.

Built-in Verification

Custom domains serve as verification—no checkmarks or fees needed

Engaged Community

Quality over quantity—active users who actually engage with content

Early Adopters

Tech-savvy, influential audience often first to try new products

Portable Identity

Your brand identity isn't locked to one platform

Profile Setup

Profile Optimization Checklist

Your Bluesky profile is your brand's home base—optimize every element for recognition and credibility.

Custom domain as handle

Use yourbrand.com instead of @user.bsky.social

Professional avatar

1000x1000px minimum, clear on all backgrounds

Banner image

3000x1000px recommended, showcase brand personality

Complete bio

256 characters max, include value proposition

Pinned post

First impression post that represents your brand

Website link

Drive traffic to your main landing page

Verification

Custom Domain as Your Handle

Bluesky's killer feature for brands: use your domain as your handle for instant verification.

Verification Built-In

Your domain proves you own the handle—no blue checkmarks needed

Brand Recognition

@yourcompany.com is instantly recognizable and memorable

Portability

Your identity travels with your domain, not tied to the platform

Professionalism

Signals legitimacy to potential followers and partners

How to Set Up Custom Domain Handle

1Go to Settings → Change Handle → 'I have my own domain'

2Copy your DID (decentralized identifier) provided by Bluesky

3Add a DNS TXT record: _atproto.[yourdomain.com] with value did=did:plc:...

4Wait for DNS propagation (usually 15-30 minutes)

5Verify in Bluesky—your handle becomes @yourdomain.com

Specifications

Platform Specs & Sizes

Essential dimensions and limits for Bluesky content.

Element	Size/Limit	Notes
Avatar	1000x1000px	Square format, visible at 48px
Banner	3000x1000px	3:1 aspect ratio
Post text	300 characters	Concise by design
Images	Up to 4 per post	Alt text supported
Display name	64 characters	Can include emoji
Bio	256 characters	Links auto-detected

Content Strategy

Content Pillars for Bluesky

Structure your content around these pillars that resonate with Bluesky's community-focused culture.

Thought Leadership

Share insights, opinions, and expertise

Industry commentary

Hot takes

Predictions

Authentic Engagement

Genuine conversation, not broadcast

Reply threads

Quote posts

Community building

Behind the Brand

Human stories and transparency

Team intros

Process reveals

Honest updates

Value-First Content

Useful tips and resources

Quick tips

Resource threads

Tool recommendations

Brand Voice

Voice Guidelines for Bluesky

Bluesky rewards authenticity over polish. Here's how to adapt your brand voice.

Authenticity

Be genuine—Bluesky users value real over polished

"We messed up. Here's what we learned."

Don't

"We're excited to announce our journey continues!"

Conversational

Write like you talk, not like a press release

"Anyone else notice this trend? Curious what you think."

Don't

"We are pleased to present our observations on..."

Opinionated

Take stances—the platform rewards distinctive voices

"Hot take: [specific opinion]. Here's why."

Don't

"Some people think X, others think Y. Both are valid."

Community-focused

Prioritize connection over broadcast

"What's your experience with this? Drop your thoughts."

Don't

"Follow us for more updates and announcements."

Discovery

Starter Packs & Custom Feeds

Unique Bluesky features for brand discovery and community building.

Starter Pack Strategy

Create Your Own

Curate lists of accounts in your niche to help newcomers

Position yourself as a connector and community builder

Get Featured

Create valuable content to be included in popular starter packs

Organic discovery by new users interested in your niche

Niche Curation

Build starter packs for specific sub-communities

Become the go-to curator for your industry vertical

Understanding Feeds

Following Feed

Chronological posts from accounts you follow

Build relationships, not just follower counts

Discover Feed

Algorithm-curated content based on interests

Engagement and shares help surface your content

Custom Feeds

Community-created feeds based on keywords, topics, or accounts

Create a branded feed or get featured in relevant ones

Avoid These

Common Bluesky Branding Mistakes

Bluesky has a distinct culture. Avoid these mistakes that hurt brand perception.

Corporate Speak

Bluesky culture rejects polished corporate communication

Write conversationally, show personality, be human

Broadcast Only

The platform rewards conversation, not announcements

Spend more time replying and engaging than posting

Ignoring Custom Domains

Missing the unique verification opportunity

Set up your brand domain as your handle immediately

Copy-Pasting from X/Twitter

Different culture, different expectations

Adapt content for Bluesky's more thoughtful, community-oriented vibe

Hard Selling

The community is sensitive to overt marketing

Lead with value; let products come up naturally in conversation

Ignoring Moderation

Missing the chance to shape your brand's experience

Use labelers and moderation lists to maintain brand-appropriate interactions

Brand Kit

Bluesky Brand Kit Essentials

Assets and documents to prepare before launching your brand on Bluesky.

Avatar variations

Versions that work at small sizes with dark/light backgrounds

Banner templates

On-brand banners you can update for campaigns

Voice guidelines

How your brand speaks on this platform specifically

Reply templates

Common responses that maintain brand voice

Custom feed criteria

Keywords and accounts for branded feed curation

Starter pack list

Accounts to include in your brand's starter pack

Create Your Bluesky Brand Kit

Generate professional brand assets optimized for Bluesky with AI-powered branding tools.

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FAQ

Frequently Asked Questions

How do I set up a custom domain as my Bluesky handle?

Is Bluesky worth it for brands in 2025?

How is Bluesky different from X/Twitter for branding?

What content performs best on Bluesky?

How do starter packs help with brand visibility?

Should I use the same content on Bluesky and X/Twitter?

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Vik Chadha

Founder & CEO of Magnt | Serial Entrepreneur | Startup Advisor

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