The newest microblogging site, Bluesky, has taken the internet by storm. This has left B2B companies wondering whether or not they should start posting on this new platform or not. At the same time, Meta’s Threads and the X (formerly Twitter) continue to compete for attention, each offering unique opportunities for businesses to engage with their audiences. With so many options, it’s important for companies to understand which platform(s) best align with their business objectives. In this article, we go through the pros and cons of all three platforms to help you decide which to use.
Bluesky is a decentralized social media platform developed as a project by Twitter co-founder Jack Dorsey. Built on the AT Protocol, Bluesky offers users greater control over their data and feeds. They do this by decentralizing the infrastructure behind the platform. Bluesky features a minimalist design reminiscent of Twitter’s early days. This appeals to users who prioritize simplicity and autonomy in their online interactions.
Bluesky’s decentralized nature allows businesses to tailor their experience. Its minimalist interface makes it easy to focus on authentic, uncluttered interactions with potential clients. For B2B companies willing to experiment with emerging platforms, Bluesky offers an opportunity to establish thought leadership early and build credibility before it becomes mainstream. The open-source approach also ensures algorithmic transparency, which can help businesses target their audience more effectively.
Despite its potential, Bluesky’s limited reach is a significant drawback for B2B companies. Its user base is small at this time, which can limit opportunities for lead generation or engagement at scale. Additionally, the decentralized structure creates challenges for businesses seeking brand safety, as content moderation is less centralized. Bluesky’s future depends on its ability to attract more users and expand its functionality, making it a less reliable option for businesses seeking immediate returns.
Threads is Meta’s text-based social platform, closely linked to Instagram. Designed as a conversational extension of Instagram, Threads aims to provide real-time, authentic interactions in a less controversial way compared to platforms like X. Its integration with Instagram allows users to easily bring their existing audience to Threads, creating an accessible entry point for businesses looking to expand their social media presence.
One of the main positives about Threads is that you can leverage Instagram’s user base with Instagram notifications and posts appearing. Threads’ user-friendly interface and seamless connection with Instagram simplify audience growth and engagement efforts. For companies focused on conversational marketing, Threads is a promising tool to build stronger customer relationships.
Although Threads shows potential, its current limitations may hinder its appeal for B2B companies. At this stage, the platform lacks advanced features such as detailed analytics, robust search capabilities, and content scheduling tools, which are critical for many businesses. Additionally, since its launch, daily active users are down 79% since the peak.
X, previously known as Twitter, is one of the most established social media platforms. Over the years, X has evolved to include features such as expanded character limits, media integration, and advanced targeting tools for advertisers. For B2B companies, X remains a key player due to its diverse user base and versatility as a platform for thought leadership and networking.
X’s long-standing reputation and wide user base make it a reliable platform for B2B companies seeking visibility and engagement. Its focus on real-time updates makes it ideal for sharing industry news and participate in conversations. Additionally, their ad tools and analytics allow for targeted campaigns, giving X the upper hand when it comes to these social platforms in terms of paid ads.
Despite its strengths, X faces challenges that may deter some B2B companies, especially in the last few years. Content moderation issues and shifting algorithms can make it difficult to maintain brand safety and consistent visibility. Additionally, increasing competition from newer platforms has led some users to migrate elsewhere, potentially reducing its reach over time. X’s reputation for divisive content may also not align with brands that prioritize a positive and professional online image. While X remains a solid choice, businesses must weigh these challenges against its benefits.
The choice between Bluesky, Threads, and X depends largely on your company’s goals and audience. Bluesky is best suited for businesses looking to experiment with emerging platforms and establish a presence in niche communities. Threads is an excellent option for companies leveraging Instagram and prioritizing conversational engagement. X, despite its challenges, remains a reliable platform for thought leadership and real-time interaction.
For many B2B companies, leveraging multiple platforms is the best option. You don’t want to put all of your eggs in one basket, but you also don’t want to leave out a platform that may have your audience engaged. By understanding the strengths and weaknesses of each platform, you can create content that is optimized for each.
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Each platform has its unique strengths and weaknesses. Like I mentioned earlier, the best approach for many companies is to use multiple platforms to reach the widest audience. By aligning your social media strategy with your business goals, you can drive growth and position your company as a thought leader. As always, if you have any questions about using Visitor Queue to identify your website visitors, do not hesitate to contact us.
