Bluesky will soon launch its own photo and video-sharing app, Flashes.

The social network has offered refuge to users fleeing X as a result of viral incidents of misinformation, hate speech and anti-Semitism on the platform, and now, with the new app, it aims to be the go-to option for those leaving Instagram for similar reasons. Flashes also come as users are looking to exit Meta platforms (including Instagram), following the cutback of its third-party data verification program.

Like Bluesky, Flashes will support photo posts of up to four images and videos up to one minute in length. Users who post on the app will see their posts on Bluesky, as well as the comments they receive for the publications. Flashes will also support Bluesky’s direct messages. The app, which will be released next week in beta, will be free to use without a subscription.

According to TechCrunch, Flashes builds on developer Sebastian Vogelsang’s previous app, Skeets, which was his initial foray into developing consumer-facing apps for Bluesky. Vogelsang told the media outlet that the platform might help attract potential new Bluesky users who haven’t yet joined the social network because they never considered themselves a “Twitter person.” And while the user interface is similar to Meta’s Instagram, he said Flashes is not intended to be an Instagram clone and will not include the same features.

With over 27.5 million users, Bluesky has grown exponentially over the past few months following major events such as the U.S. presidential election. Although it currently operates without advertising – focusing instead on sustainable development through grants and other options such as subscriptions – the platform represents a good opportunity for brands and advertisers, according to media buyers. Bluesky could be a promising opportunity for brands here in Canada (global or local), especially with its user base that includes early adopters and tech enthusiasts who may be a good fit. The eventual adoption of advertising is also an opportunity for marketers, as it is an interesting space for brands to diversify their social presence and connect directly with consumers in the environments where they are most comfortable. However, buyers agree that the app is still in development and the opportunity remains limited due to the lack of audience scale.