Why More Small Business Owners Are Exploring Bluesky
As the social media landscape shifts, small business owners and independent creators are starting to look beyond the big-name platforms. One of the most talked-about alternatives is Bluesky, a decentralized social platform designed to give users more control over their content and visibility. For anyone tired of chasing algorithms or constantly adapting to corporate platform changes, Bluesky offers a refreshing change—and an opportunity to build your brand on your own terms.
What’s the Big Deal About Bluesky?
Bluesky is built on the AT Protocol, which means it isn’t tied to a single app or platform. This decentralized approach lets users take their content and social graphs (followers, connections, etc.) with them across compatible services. For small business owners, this means you’re not locked into a single company’s rules—you own your presence and audience. It’s a structure that prioritizes transparency, portability, and long-term control—ideal for entrepreneurs who want stability and trust built into their online strategy.
Social Branding Matters More Than Ever
One of the smartest things a small business can do on social media is to align their social presence with their brand identity. This includes consistent use of brand names, logos, colours, tone of voice, and links. With Bluesky, you have more freedom to make that alignment happen without navigating constantly shifting policies or pay-to-play visibility models. Your posts reach your audience without being buried by algorithmic guesswork.
Bonus Tip: Looking for an easy way to check domain names and social media for your chosen brand name? Check out BrandSnag… it can help you quickly search domain names and popular social media to see if it is still available.
Verifying Your Identity With Your Website
Bluesky takes branding a step further by allowing you to verify your identity using your own website. Instead of using the default @username.bsky.social, you can set your handle to something like @yourbusinessname.com—and yes, that’s your actual domain name. It’s a simple process: add a line of code or DNS record to your site, and Bluesky will confirm the match. Once verified, your custom handle reinforces your legitimacy and professionalism, right in your profile.
This kind of self-verification isn’t just a neat trick—it’s a powerful trust signal. It tells potential customers, clients, or collaborators that your Bluesky profile is directly connected to your actual business, increasing confidence and clarity. Plus, it’s free—no blue checkmarks behind a paywall here.
The Bluesky Website Verification Process
Once you have set up a new account on Bluesky, you can change the handle to one that better represents your business or brand. The process is the same on mobile or desktop. For example, I swapped out my @ascendantbits.bsky.app for a much more memorable @ascendantbits.com.
You can also use the DNS record approach with subdomains. This means you can have more than one handle to identify different people or roles. For example, I could set up @support.ascendantbits.com to provide an account specifically for support, or @sales.ascendantbits.com for sales.
This DNS record approach is great for a few handles, but if you need a larger number, you can use a .well-known route. Implementing this is more than I can cover here. If you think this might be something you need, contact your local web designer/developer for help.
Why Independent Platforms (and Channels You Own) Matter Now
As Google rolls out more AI-generated content in search results and tweaks its ranking algorithms yet again, it’s becoming harder for small players to compete unless they’re spending on ads. That’s why many are shifting focus to platforms they can actually control—like their own websites, newsletters, and newer decentralized networks like Bluesky. These channels give you consistent reach, long-term brand equity, and direct access to your audience without third-party interference or a constantly changing algorithm.
What to Do Next
If you’ve been thinking about diversifying your online presence or reclaiming control of your brand voice, now’s a great time. Try setting up a Bluesky profile, linking it to your website, and exploring the platform. Pair that with a flexible WordPress site (maybe even add a newsletter signup), and you’ll be well on your way to building a stronger, more independent digital foundation—one that’s ready for whatever comes next.