The Shift from Public Squares to Private Spaces

According to a recent article from The Verge, Bluesky is planning to launch a “communities” feature later this year. The idea is to move away from being a giant public square and toward smaller, more focused groups where people can discuss shared interests.

This change matters because it signals a bigger trend: social media platforms are finally admitting that endless scrolling in a massive feed isn’t good for meaningful conversation. For Australian businesses that rely on these platforms for client engagement, this could change how they connect with customers.

Why This Decentralised Approach Changes the Game

Bluesky’s communities will run on the AT Protocol, which means they exist on the open web, not just inside the app. That is a clever move. It lets community creators build custom homepages and tools outside of Bluesky’s own interface.

For small and mid-sized businesses, this is a double-edged sword. On one hand, you get more control over your community’s look and feel. On the other, you need technical skill to take full advantage of that openness. Most Australian SMBs don’t have a dedicated developer on staff.

Still, the privacy options — public, invite-only, and private — are a welcome change. Businesses that want to run a closed user group or a customer loyalty forum now have a viable alternative to Facebook Groups or Slack.

What This Means for Australian SMBs

Australian small businesses often struggle to stand out on mainstream social media. The algorithm buries their posts, and engagement feels like shouting into a void. Bluesky communities offer a chance to build a loyal audience in a quieter, more focused space.

Think about a local coffee roastery in Melbourne that wants to discuss brewing techniques with regulars. Or a regional accounting firm hosting a private Q&A for clients. Communities let these businesses own the relationship instead of renting it from a platform that keeps changing the rules.

What You Can Do Now

  • Claim your Bluesky handle early. Even if you don’t plan to join immediately, register your business name on Bluesky to prevent impersonation later.
  • Research how the AT Protocol works. Talk to your IT provider about what it means to host a community on the open web and whether you need extra security or compliance support.
  • Define your community’s purpose. Before launching, decide if the group will be public (brand awareness), invite-only (loyalty program), or private (paid support).
  • Start building a small test community with 10–20 trusted customers or staff. Learn the moderation tools and privacy settings before scaling up.
  • Monitor Australian privacy laws. Because communities exist on the open web, data handling becomes your responsibility. Make sure your approach aligns with the Privacy Act.

If you are an Australian small or mid-sized business owner wondering how to make sense of these emerging tools without wasting time or money, MS&VG can help you evaluate the risks and opportunities for your specific industry.