When the platform you’re targeting is moving fast, you have to move fast, too. So it comes as little surprise to me that Graze is continuing to push the envelope — and share the metrics — on their Bluesky tooling designed to assist with the creation of custom feeds and enable paid placement of content within those feed. (What does surprise me is how good they are at documenting these activities.)
[W]e’re excited to share results from the first large scale test of our sponsored content platform. For 24 hours starting 9am on January 7th, we ran a sponsored post from our Graze official account on @Aendra.com‘s Verified News feed. During that time, our post would appear randomly interspersed on the first page of results on every requests for that period of time. Contained in that post is a brief note explaining that Graze powers the news feed, and we included a link to our site. We had created the post several weeks prior, and did not promote it anywhere else for several weeks preceding the test with Aendra to establish a baseline clickthrough to a uniquely identifiable URL. We were able to confirm that without promotion, 0 people would visit that URL on a typical day.
During the sponsorship campaign, the post was shown to users 463,704 times to 106,658 unique logged in users. In that window of time, we received 227 visitors who visited 347 pages with an average of 33 seconds on site. These metrics are in line with typical display ad / low-relevance converstion rates according to several measures. During this campaign, Aendra received $100 in turn. Most importantly, after careful review, we found that not a single complaint was registered either at Aendra or at Graze because of the obvious sponsored post. We believe that this effectively proves that not only are sponsored posts possible and efficacious on Bluesky, they are also not received negatively by the community in a categorical way.
For more information on this phase of their development or to stay up to date on all of the things, visit the Graze blog.
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