What DMOs should know about Threads and Bluesky

The digital marketing landscape has witnessed a seismic shift as users increasingly migrate from X (formerly Twitter, “X-odus” if you’re nasty) to platforms like Threads and Bluesky. For destination marketing organizations (DMOs), this change brings challenges and opportunities—especially considering advertising capabilities are still unavailable on these platforms.

Let’s explore why people are leaving X, why Threads and Bluesky are gaining traction, and how DMOs can adapt to this evolving ecosystem.

Why are users leaving X?

Several factors have driven users to seek alternatives to X:

Since its rebranding, X has undergone significant operational and cultural shifts, including changes to content moderation and verification systems, sparking dissatisfaction among long-time users (The European Federation of Journalists recently vowed to stop posting content on X entirely).
A rise in intrusive advertising and decreased user trust has made the experience feel less authentic, prompting users to seek spaces with fewer ads and more genuine interactions.
Threads and Bluesky offer a fresh start, appealing to those craving a sense of community, simplicity, and innovation in their social media experience.

Why are people so interested in Threads and Bluesky?

Threads, backed by Meta, provides seamless integration with Instagram, attracting users who value visual storytelling and familiar navigation. Bluesky, on the other hand, appeals to a more tech-savvy crowd, priding itself on decentralization and user control. Both platforms foster organic conversations, a feature that aligns with growing demands for transparency and authenticity in online interactions.

For marketers, however, these platforms present a conundrum—no advertising infrastructure… Yet. Which leaves brands that thrive on paid campaigns wondering how to engage in this new, ad-free world.

Organic content for Threads and Bluesky

Historically, DMOs have been hesitant to embrace organic content strategies. Some of the reasons we hear include:

Limited resources. Staff bandwidth and expertise are often stretched thin.
Content demands. There’s a misconception that organic success requires constant posting at high volumes.
ROI concerns. Without clear metrics or conversion opportunities, organic content feels like a gamble.

While these concerns are valid, there’s value in experimentation—particularly in untapped spaces where audiences are still finding their footing. Establishing an organic presence on Threads or Bluesky might not drive immediate conversions, but it offers an opportunity to:

Test messaging. Understand how your destination resonates with audiences in a new format.
Gauge engagement. Track metrics like follower growth, post interactions, and mentions to benchmark performance.
Build early momentum. Be a pioneer in shaping these platforms’ communities, positioning your brand as an innovator.

Forecasting the future of ads on Threads and Bluesky

Advertising on these platforms is not a question of if but when. Recent reports suggest Meta plans to introduce ads on Threads as early as 2025.

Bluesky’s commitment to users owning their own data suggests that introducing advertising may be a long and deliberate process. Unlike traditional social media platforms that prioritize rapid monetization, Bluesky’s model focuses on creating an open and user-first ecosystem. This approach aligns with its goal to maintain user trust and preserve the platform’s appeal as a space for authentic and uninterrupted interactions.

Until we know for sure, DMOs can prepare by:

Claiming handles. Secure your destination’s identity on these platforms before they become saturated.
Monitoring trends. Stay on top of platform updates and user behavior to inform future strategies.
Diversifying platforms. Invest in an agile approach to your social media presence. Experiment on Threads and Bluesky, but maintain engagement on more established platforms.

Future-proofing your platform strategies

Platform diversification isn’t just about reaching new audiences—it can be a vital risk mitigation strategy. Recent discussions around the potential U.S. TikTok ban highlight how quickly access to a platform can change, leaving brands scrambling for alternatives. DMOs and other organizations can protect themselves from these disruptions by adopting a diversified platform strategy, which includes leveraging emerging spaces like Threads and Bluesky.

By maintaining a presence on multiple platforms, DMOs can also repurpose high-performing assets and test them in new contexts, ensuring consistent messaging even as one platform becomes unavailable. For instance, short-form videos originally created for TikTok could be adjusted for Instagram Reels or Threads.

While Threads and Bluesky are still developing their features and user bases, establishing an early foothold ensures your brand is prepared to capitalize on these platforms as they evolve.

Additional recommendations for DMOs considering Threads and Bluesky

Start small. Dedicate limited resources to pilot organic content on Threads and/or Bluesky. Focus on high-impact posts, like showcasing signature experiences or engaging in real conversations relevant to your audience.
Leverage authenticity. Prioritize user-generated content and behind-the-scenes glimpses to foster genuine connections. For example, some brands are using Threads to foster community discussions and engage audiences through interactive content, like polls and Q&As.
Plan for paid. Begin strategizing how your destination could use ads when they become available. This might include promoting events, targeting niche traveler segments, or amplifying campaigns launched organically.
Measure and optimize. Track engagement metrics and use insights to refine your approach. Establish benchmarks now to compare performance when ads are introduced.

Establishing baseline metrics and understanding community vibes

Determining brand fit for emerging platforms like Threads and Bluesky should include objective explorations that go beyond basic likes and shares. By focusing on deeper metrics and taking time to understand the community’s overall tone, culture, and attitudes, DMOs can create strategies that resonate with users. Here are a few things to consider:

What is an engagement quality index?

Focus on the depth and quality of audience interactions to gauge how your content resonates:

Conversation depth. Measure the length and relevance of conversations sparked by your posts.
Reply substantiveness. Assess the thoughtfulness and detail in user replies.
Cross-post interactions. Track how often your content is shared or referenced across other platforms.
Community knowledge sharing. Evaluate instances where users build on your content or share insights within discussions.

What is audience sentiment tracking?

Understand how your content emotionally connects with users and its perceived authenticity:

Emotional resonance. Analyze the emotional tone of responses to your posts.
Authenticity perception. Track whether users view your content as genuine and relatable.
Cultural relevance scoring. Measure how well your content aligns with the platform’s community values and trends.
Trust and credibility metrics. Gauge whether your content builds trust and positions your brand as credible.

What is early adopter influence mapping?

Who are the contributors that are drawing the largest audiences? Identify and align with influential voices on the platform to amplify your reach and credibility:

Key community influencers. Spot and engage with users who drive significant conversations or have a strong following.
Network expansion. Track how your engagement with influencers grows your audience base.
Content amplification. Measure how often your content is reshared or referenced by these key players.
Thought leadership potential. Assess how effectively your content positions your brand as a knowledgeable authority.

Check out our strategic guide for DMO influencer marketing best practices here.

Establishing more advanced baseline metrics and prioritizing community understanding can help DMOs tailor their efforts to thrive on emerging platforms while fostering authentic connections for long-term success.

DMOs should keep pulling on Threads and chasing Bluesky

The migration to Threads and Bluesky underscores a broader trend—users are craving fresh, authentic, and less commercialized digital experiences. While these platforms may lack the robust advertising capabilities DMOs are accustomed to, they offer fertile ground for experimentation and relationship building.

By starting small and staying adaptable, your destination can be poised to thrive—organically today and with paid campaigns tomorrow. The DMOs that embrace change and seize early opportunities will lead the way in engaging travelers and fostering wanderlust in exciting new ways.