Bluesky’s Long-Term Goals, Each Platform's Stance on Third-Party Links and the Growing Impact of B2B Influencers

Welcome to Prosek’s Digital Download: where industry-leading insights in financial services and digital marketing collide.

The holidays are almost here, and we’ve got some digital marketing updates that will be the perfect present to help you wrap up the year.

In this edition, we’ll unbox Bluesky’s plans for sustaining long term usership, which platforms actually downrank content with external links and new LinkedIn research into the growing impact of B2B influencers.

Enjoy.

- Steve Dresner

3 Can’t-Miss Digital Updates

Social Media and Advertising

Bluesky Has More Than 21 Million Users. Where Does It Go from Here?

• What’s happening: By now, many are likely familiar with the rising popularity of Bluesky. While the platform may seem like a replacement for X (Twitter), Bluesky aims to provide an entirely new social experience by relying on open-sourced principles and rejecting traditional data monetization models. This has been labeled as a "democratic-republic" platform that prioritizes user control over native engagement with features that allow users to transfer their data if they choose to leave, among others. While there are no current plans to support advertising, Bluesky has stated that any future implementation would be interest-based to ensure the user experience isn’t interrupted. Until then, brands shouldn’t be deterred from joining the platform. If this unprecedented approach proves to be valuable, Bluesky will start to set itself apart from legacy platforms.?
• Why it matters: In a world where the major social platforms have shifted from social-based interactions to interest-driven algorithms, BlueSky’s emphasis on a user-first, social experience stands out. Despite the lack of paid targeting, there may be an opportunity for brands to establish communities through organic strategies. It’ll be worth keeping an eye on how Bluesky evolves as the platform continues to gain momentum. We recommend taking a measured approach for brands that have determined this to be a viable channel as part of their larger social strategy.?

Where Each of the Big Social Platform Stands on External Links

• What’s happening: In today’s attention-driven digital landscape, social platforms place a priority on native user engagement within their ecosystems and this focus has sparked debates about whether major platforms actively downrank posts with outbound links. Whether through algorithmic adjustments or shifts in user behavior, it appears that many platforms do deprioritize external links and, in some cases, have altered features to discourage producing content with external links. We’ve outlined the main takeaways from three major platforms below:

X (formerly Twitter): The platform has been found in the past to throttle posts including links to certain publications, and Musk has admitted that the algorithm deprioritizes posts including links due to the reduced time users spend on posts compared to text- or video-based posts.?

Meta (Facebook): While it’s not confirmed that the platform punishes posts with links, these posts have become less prevalent over time and due to the shift are seeing less engagement and reach.?

LinkedIn: The platform supports external links but favors native content in its algorithm, meaning posts with links may experience slightly reduced visibility, which external studies have shown to be the case.

• Why it matters: It’s essential to understand how each individual algorithm impacts your posts to craft strategies that maximize engagement and reach. By focusing on creating ‘social-first’ content that features native information directly within users’ feeds, you can better leverage platform best practices to maximize value and drive stronger engagement.

LinkedIn Shares Research Into the Impact of B2B Influencers

• What’s happening: The effectiveness of influencer marketing for B2C brands has led to increased adoption among B2B brands. Recognizing this trend, LinkedIn conducted a survey of 1,700 tech buyers to showcase the growing role of B2B influencers in influencing buying decisions. The findings show that these B2B influencers play a crucial role during the awareness and consideration stages of a campaign - 53% during awareness/discovery, 65% during consideration and 48% during selection/purchase.?
• Why it matters: This shift represents an evolution in B2B marketing tactics, emphasizing trust and expertise to meet the changing needs of modern audiences. By adopting a more humanized approach, brands can better connect with decision-makers, fostering stronger relationships and delivering value in ways that align with the priorities of today’s B2B landscape. For the most effective strategies, brands should thoughtfully select influencers who align with their values, ensuring the content remains authentic and the messaging resonates with the target audience.

Good Reads

• Can BlueSky Raise Enough Funding to Compete??

• Walmart, NBCU Beef Up Shoppable Ads, Measurement Ahead of Retail Spree
• Meta Shares Threads Growth Stats to Counter Reports of Bluesky’s Growth

Marketing Inspiration?

Blue Owl utilized several images to showcase its sponsorship of the Barron's Advisor Women Summit 2024, along with event highlights. This approach provided users with engaging visuals that emphasized key moments from the event.

Blackstone promoted its Blackstone University survey using a timely meme to highlight key aspects of their report and capture users' attention. This demonstrates how B2B companies are increasingly incorporating internet trends and culture on LinkedIn to engage their audience.

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BlackRock highlighted key findings from its 2025 Outlook Report with a GIF that visualized the data in an easily digestible format. This effectively demonstrates how using visual aids like charts and animations can simplify complex topics and engage users.