Streets Ahead: Bluesky Soars and Google Expands

In this week’s Streets Ahead update, SOCi discusses the mass exodus from X to Bluesky and  Google expanding its  “Nearby Offers and Events” feature. 

Bluesky Usage Soars Amid Exodus from X

The News In the aftermath of the 2024 U.S. presidential election, Bluesky, a two-year-old decentralized social media platform, has seen a dramatic rise in user adoption. From September to November, its user base skyrocketed from 9 million to 20 million, with 1.25 million users joining in the week immediately following the election. This growth underscores a shifting dynamic in the social media landscape as users seek alternatives to X (formerly Twitter) and Meta’s Threads.

This surge can be linked to dissatisfaction with X’s recent policy changes, including controversial data usage for AI training and perceived political leanings, leading many to view Bluesky as a privacy-focused, user-centric option. Bluesky’s decentralized model, allowing greater user control over data and interactions, appeals to those disillusioned by centralized platforms. Additionally, its architecture fosters transparency and minimizes algorithm-driven content, enabling a more personalized and less commercialized experience.

Recent analytics highlight that Bluesky has become one of the most downloaded apps in the U.S., marking its best sustained growth phase. Though still trailing X’s 600 million monthly users and Threads’ 275 million, Bluesky’s momentum is evident. For instance, Android daily active users climbed to 1.4 million in November, 17 times higher than earlier this year.

Despite this progress, Bluesky faces challenges in diversifying its demographics. Its user base currently skews toward media professionals and tech-savvy individuals. To sustain growth, the platform is working to attract casual users and younger audiences while maintaining its decentralized and privacy-first principles. Upcoming features, including subscription-based services, aim to further engage and expand its community​

Bluesky’s evolution reflects broader shifts in social media preferences, emphasizing transparency, user control, and ethical data practices. Whether it can maintain its trajectory amid intense competition remains to be seen, but its current trajectory is a promising sign of its growing influence.

Why This Matters Although Bluesky’s user base is significantly smaller than Threads—which recently surpassed 275 million monthly active users—the rapid migration to Bluesky signals a noteworthy shift in social media dynamics. This trend presents a unique opportunity for brands to connect with a tech-savvy, values-driven demographic that values authenticity, transparency, and privacy. Bluesky’s decentralized model allows for more direct interactions between users and brands, reducing algorithmic interference and fostering organic engagement.

Early adopters on Bluesky have the potential to establish themselves as digital innovators, positioning their brands as forward-thinking leaders in an emerging space. As the platform continues to scale and diversify its user base, it offers a less saturated and more community-focused ecosystem. This environment provides brands with a chance to experiment with new engagement strategies, align with evolving consumer expectations, and stay ahead of trends in the shifting social media landscape.

Google Expands “Nearby Offers and Events” Feature to Desktop

The News Amid ongoing speculation about the relevance of Google Posts, Google is advancing its “Nearby offers and events” feature, particularly within the Food & Beverage sector.

Launched in December as a quad pack for mobile search results, this feature broke ground by showcasing Offer and Event Posts outside of their originating Business Profiles, giving businesses new visibility in local search results.

Since its introduction, the feature has transitioned from a quad pack to a carousel format. Positioned beneath the local pack, it includes posts from linked social platforms like Facebook, X (formerly Twitter), and Instagram, alongside Google Posts. This development shows Google’s effort to index content from connected social accounts.

Google is now rolling out this feature to desktop searches, creating additional opportunities for businesses to engage with local audiences. The feature’s name has also changed slightly, from “Nearby events and deals” to “Nearby offers and events.”

Currently focused on the Food & Beverage industry, Google has indicated plans to broaden its scope to other sectors. The slower rollout may stem from limited adoption of Google Posts. To address this, Google appears to supplement the feature with indexed social content to enhance its functionality.

Why This Matters The “Nearby offers and events” feature gives businesses another opportunity to be discovered in search results. Food and beverage establishments that are not utilizing this feature are missing out on a powerful tool to drive traffic—potentially more than the local pack—when consumers are looking for new places to try or seeking deals. It’s an ideal way for restaurants to gain visibility in searches where they might not traditionally rank high in the local pack, allowing them to attract customers who are specifically looking for promotions or events.

By optimizing for this feature, businesses can reach more people, especially those searching for deals or new experiences. It also helps expand a restaurant’s visibility in a crowded market where consumers are increasingly drawn to promotions, discounts, and unique events.