Bluesky, the open social network gaining in popularity, has rolled out a new feature that lets users prevent their posts from appearing in the algorithmic Discover feed. For businesses active on the platform, this raises questions about reach and visibility.
Control over visibility
The new feature gives users the ability to shield their posts from the algorithmic Discover feed. By default, this feed can surface any public post on the Bluesky network. With the opt-out enabled, posts remain visible to existing followers but are no longer automatically shown to a wider audience. Important to note: this is not a privacy feature, as posts remain publicly accessible. Bluesky is still working on support for private data at the protocol level; the current change only makes content less discoverable to people outside a user's direct network. The setting can be found under Privacy and Security in the app, and changes can take up to an hour to fully take effect.
Technical implementation
Notably, Bluesky doesn't store the preference only within its own app. The setting is recorded at the account level, meaning it also applies in other apps built on the AT Protocol. Other applications have access to this information but can decide for themselves whether to respect the choice.
Consequences for businesses
For organizations using Bluesky as a marketing channel, this development has direct consequences. When potential customers or contacts activate the opt-out, brand messages no longer reach them via the Discover feed, limiting organic growth through the algorithm. At the same time, the feature also creates opportunities: businesses that deliberately choose to build a smaller, engaged community can use the opt-out to focus on existing followers without unwanted viral attention. For accounts sharing sensitive business information, the setting reduces the risk of broad distribution.
Practical recommendations
Organizations should reconsider their Bluesky strategy. Those relying on algorithmic reach should leave the opt-out disabled and keep investing in content that drives interaction. Businesses that prefer serving a defined audience can use the feature to communicate more precisely. It's also worth monitoring which apps on the AT Protocol actually respect the setting, since not all platforms are required to follow it, which can affect the consistency of your reach across the broader protocol ecosystem.