From TikTok to Bluesky: It’s About Impact, Not Being First

In a previous role, I found myself establishing Liverpool City Council as the first council in the UK to launch on TikTok. At the time, I identified it as a key platform to deliver critical outreach goals, and the impact proved substantial. Fast forward a few years, and now at Liverpool School of Tropical Medicine, I find myself more reluctant to suggest a similar position when it comes to Bluesky. For me, it’s not about being first — it’s about delivering real impact and achieving measurable results.

Why TikTok Was the Right Move

TikTok’s meteoric rise was more than a trend; it marked a cultural shift in how younger demographics consume content. By launching Liverpool City Council onto TikTok, we unlocked significant opportunities to:

• Reach New Audiences: TikTok’s young and highly engaged user base allowed us to connect with residents who might have been disengaged through traditional communication channels.
• Foster Authentic Connections: The platform’s emphasis on creativity and relatability enabled us to humanise the council and communicate in a way that resonated.
• Leverage Viral Trends: From challenges to localised storytelling, TikTok amplified our messages and showcased Liverpool as a vibrant, innovative city.

This wasn’t just about being first; it was about meeting people where they are and delivering impact. TikTok offered the perfect conditions for us to achieve that goal.

Bluesky: Challenges and Realities

Bluesky, on the other hand, has felt like a harder sell. While it shows promise as a new platform, the dynamics that currently govern it present challenges:

1. Entrenched Social Capital: Bluesky’s “starter packs” and curator systems heavily favour creators who were already influential on platforms like Twitter. New voices, no matter how talented, face significant barriers to visibility.
2. Discovery Limitations: Unlike TikTok’s algorithm, which promotes fresh content irrespective of follower count, Bluesky’s discovery mechanisms amplify established voices, making it harder for new players to gain traction.

That said, Bluesky has definitely seen an increase in usage among academics. We’re noticing this trend, and we’re watching it closely. This gradual adoption by a specific, engaged demographic suggests that Bluesky is carving out its own niche, and that’s something worth paying attention to.

Why Bluesky Still Has Potential

While Bluesky’s challenges are real, it’s important not to dismiss its potential. Here’s why:

• Quality Over Quantity: Bluesky’s smaller but more engaged user base creates opportunities for deeper, more meaningful conversations.
• A Chance to Shape Culture: As a newer platform, Bluesky is still evolving. This creates room to establish early influence and advocate for better discovery systems that prioritise emerging voices.
• Platform Evolution: Bluesky’s flaws — such as its reliance on entrenched influencers — aren’t permanent. By identifying the gaps and encouraging innovation, organisations can play a role in shaping a more equitable platform.

It’s Not About Being First — It’s About Impact

At Liverpool School of Tropical Medicine, we’re not focused on being first to adopt a platform; we’re focused on impact. TikTok was the right choice for Liverpool City Council because it delivered on its promise to connect, engage, and inspire. Bluesky’s potential lies in its ability to evolve into a platform that prioritises inclusivity and emerging voices — something we should advocate for.

The lesson here? It’s not about jumping onto the next big thing for the sake of it. It’s about understanding the platform’s dynamics, aligning them with your goals, and ensuring you’re delivering real value. TikTok showed us what was possible. Bluesky — with the right adjustments — could be next. But for now, it’s about waiting, observing, and ensuring that when we move, we move with purpose.