How to Promote Your Book on Bluesky

The world of book promotion has always been tied closely to the latest trends in social media. In 2025, authors are grappling with major changes in the digital landscape, forcing them to rethink how they connect with readers, and how to convince those readers that their words are worth reading, their labors of love worth the scant price of a paperback. With ongoing controversies surrounding X (formerly Twitter) and the potential banning of TikTok in the United States, many authors are searching for reliable alternatives.

One rising star in this evolving space is Bluesky, a decentralized social platform that has captured the attention of writers and readers alike. For authors concerned about the sustainability of promoting their work on platforms like X and TikTok, Bluesky offers an exciting opportunity to build authentic connections in a more stable, creator-friendly environment.

The Bluesky/X/TikTok Dilemma

The Bluesky Boom

Bluesky was born as a decentralized alternative to X. Although its development began under the leadership of Jack Dorsey while he was still CEO of Twitter, Bluesky quickly gained traction after separating itself from X, particularly during Elon Musk’s controversial tenure. By 2025, it’s become a vibrant community where creators can thrive without the unpredictability often associated with X.

The key difference? Bluesky is built on the AT Protocol, which empowers users with greater control over their experience. The platform emphasizes collaboration, connection, and a spam-free environment – qualities that have attracted a growing audience of authors, readers, and other creatives.

The Exodus from X

Meanwhile, X continues to face challenges. Under Musk’s ownership, the platform has struggled with content moderation issues, declining trust, and a less predictable algorithm. For authors attempting to promote their work, these issues have made X a less dependable place to engage with potential readers. Algorithms change on a whim, conversations are drowned in a deluge of advertisements, and authors can find their efforts to connect with readers swallowed by chaos.

The rise in subscription fees for verified accounts and features has also caused frustration, especially for indie authors operating on tight budgets. For the struggling author, it feels like paying to scream into the void. In contrast, Bluesky’s more transparent and accessible ecosystem is helping it become a preferred destination for book promotion. Its algorithms, unlike the ideological leanings of X, are guided by a greater degree of clarity.

The BookTok Collapse?

Adding to the disruption is the potential ban of TikTok in the U.S. amid ongoing privacy concerns. TikTok’s influence on the book industry through the #BookTok community has been unparalleled, with authors experiencing viral success overnight thanks to short, engaging videos. However, if TikTok disappears, many writers are left wondering where to turn next.

Bluesky is emerging as a natural alternative for authors who have relied heavily on #BookTok. While it lacks the video-first focus of TikTok, Bluesky offers a more community-driven approach to promotion, enabling authors to build long-term relationships with readers, offering the kind of authenticity authors have long craved but rarely found.

Why Bluesky is the Better Option in 2025

For authors deciding where to focus their marketing efforts, Bluesky has become an increasingly attractive option. It is not merely a tactical decision, but a philosophical one—a wager on the possibility of meaningful connection in an age of endless noise. Here’s why:

1. A More Engaged Community

Unlike X, Bluesky has cultivated a smaller but more engaged user base. On Bluesky, interactions feel more meaningful, and the platform’s decentralized nature ensures that creators’ content isn’t buried by algorithm changes or paid promotions; an author’s words are not drowned in a sea of hashtags and memes.

Readers on Bluesky actively seek out conversations about books, making it an ideal platform for authors to share excerpts, discuss their writing process, and connect with potential fans. It is a place where authors may converse with readers directly, not as mere brands shouting into the abyss, but as human beings with stories to share.

2. Freedom from Paywalls

Bluesky’s emphasis on an open structure ensures that authors aren’t forced to pay for visibility. While X has increasingly leaned into monetization, Bluesky provides tools that allow creators to reach their audience organically.

For indie authors, this can be a game-changer. Promoting a book shouldn’t require an enormous marketing budget, and Bluesky offers an alternative where creativity and genuine connection matter more than financial investment.

3. Decentralization = Stability

One of the major appeals of Bluesky is its decentralized model – unlike X, which is subject to the whims of a single owner, Bluesky gives users more control over their content and communities. This makes it a safer bet for authors who want to invest time in building a lasting presence.

With its emphasis on collaboration and connection, Bluesky recalls the literary salons of old, where writers and thinkers gathered to share ideas, critique one another’s work, and forge lasting bonds. For the modern author, it is a reminder that the act of writing is, at its heart, a deeply communal endeavor.

Tips for Promoting Your Book on Bluesky

To make the most of Bluesky’s potential, authors should focus on strategies that align with the platform’s strengths:

1. Create a Dedicated Author Hub

Bluesky allows users to curate their profiles with a personal touch. Take advantage of this by creating a hub for your author persona. Share:

Your author bio
Links to your books
Updates on your writing process or upcoming releases
A mix of engaging posts that invite readers into your world

On Bluesky, honesty is your greatest ally, rather than the snark that can populate many other platforms.

2. Engage with Reader Communities

Bluesky thrives on conversations. Search for groups and threads related to your genre or niche, and join the discussion. Authentic engagement can help you find your audience more effectively than overtly promotional posts. Every interaction is an opportunity to build trust and connection.

#BookSky is the main hashtag for book news and promotion, but there are many others as well. Like X, there are numerous hashtags, but as Bluesky is relatively new, and there are fewer hashtags clouding the ecosystem, it can be easier to reach people. It’s common to add “Sky” to a hashtag, but standard genre hashtags can also be used: #sciencefiction, #romance, or #sciencefictionbooks, #romancebooks, and so on.

Likewise, you can add “sky” to certain genre hashtags. For instance, a popular genre hashtag is #fantasybooksky. However, #sciencefictionbooksky or #sciencefictionsky don’t have the same number of users, so it’s possible to create communities of your own, which has its advantages and disadvantages. The audience may not be as big yet on Bluesky, but the potential for immediate connection is stronger.

Other hashtags of note:

Other hashtags like #amreading and #amwriting have also transferred over to Bluesky. You can see a list of the most popular hashtags on Bluesky here, and it’s telling that #writingcommunity is #12.

3. Share Excerpts and Behind-the-Scenes Content

Readers crave more than just a book – they crave the story of the author who wrote it, they love to feel connected to authors. Share snippets from your book, post about your creative process, the struggles and triumphs that shaped your work, or reveal fun trivia about your characters. On Bluesky, authenticity goes a long way in building trust and loyalty among your audience. In other words, don’t just post a link to your book and leave.

4. Run Bluesky-Specific Promotions

Host giveaways, Q&A sessions, or live chats directly on Bluesky with a unique hashtag. By creating unique experiences for your Bluesky followers, you can foster a sense of exclusivity and reward readers for their engagement.

5. Collaborate with Other Authors

Bluesky’s collaborative culture makes it an excellent place to team up with fellow writers – under “Chat” you can contact other users directly. Cross-promote each other’s work, co-host events, or share writing tips to amplify your reach and build a supportive network. In this spirit, the success of one writer is a victory for all.

The Road Ahead for Authors

As the digital landscape continues to shift, authors must stay adaptable. Bluesky represents a promising new frontier for book promotion, especially as platforms like X and TikTok face uncertain futures. Its decentralized structure, engaged community, and creator-friendly approach make it a standout option in 2025.

And while, yes, there is a kind of left/right divide on X and Bluesky, there are few authors who want to limit their readership to one political persuasion. Authors who embrace Bluesky early can position themselves at the forefront of this new wave, building meaningful connections with readers in a space designed for creativity and collaboration.

While the challenges of navigating social media may feel daunting, Bluesky offers huge potential for writers determined to share their stories with the world.