LinkedIn: The Overlooked Rival to Twitter and X in Social Media

LinkedIn Emerges as a Surprising Contender in the Post-Musk Twitter Era

In the wake of Elon Musk’s acquisition of Twitter in late 2022, the social media landscape has witnessed a surge of potential rivals vying for a piece of the pie. From fledgling startups to open-source applications and well-funded ventures like Instagram’s Threads, the competition has been fierce. However, amidst this crowded field, an unexpected player has been quietly gaining ground: LinkedIn.

LinkedIn’s Impressive Growth

According to data from digital intelligence platform Similarweb, LinkedIn’s web traffic experienced a remarkable 10.6% year-over-year growth as of March, in stark contrast to X’s 15.2% decline. When compared to November 2022, just after Musk’s takeover, X’s web traffic has plummeted by 10%, while LinkedIn’s has surged by an impressive 18%.

In terms of unique visitors worldwide, X still maintains a significant lead, attracting 727.6 million in March. However, this figure represents a 7.5% year-over-year decline. Conversely, LinkedIn, despite having a smaller total of 269.2 million unique visitors, witnessed an 11.1% year-over-year growth.

Mobile App Usage Trends

Similarweb’s findings also reveal that LinkedIn’s worldwide Android app usage has increased by 14% since November 2022, while X has experienced a 20% drop. However, data from app analytics firm Appfigures presents a slightly different picture on the mobile front. According to their data, LinkedIn’s monthly downloads have risen by 10% year-over-year, while X’s have decreased by 24%. Appfigures attributes this decline primarily to Twitter’s rebranding to X rather than shifts in consumer behavior.

It’s worth noting that given the nature of work, many professionals likely spend more time on LinkedIn during their workday at their desktops and laptops. This could explain why some of X’s web usage has potentially migrated to LinkedIn in the wake of Twitter’s transition.

LinkedIn’s Strategic Moves

Recognizing the opportunity to capture the attention of users seeking a new networking platform, LinkedIn’s owner, Microsoft, has been introducing features aimed at appealing to a younger demographic. With the recent launch of games and the upcoming introduction of short-form videos, LinkedIn is positioning itself as an attractive alternative for users caught between the worlds of TikTok and Twitter, particularly the Gen Z crowd.

LinkedIn’s Revenue Dominance

Appfigures highlights that LinkedIn’s mobile app is currently generating more revenue than X and Snapchat combined across both iOS and Android platforms. While this comparison may not be entirely equivalent due to the varying subscription prices, it underscores LinkedIn’s strong financial performance.

Image Credits: Appfigures

LinkedIn’s mobile app revenue has been on a remarkable trajectory, soaring from $20 million in Q1 2021 to a record-breaking $119 million in Q1 2024. In contrast, X and Snapchat generated $23 million and $67 million, respectively, in the first quarter, totaling $90 million combined—still falling short of LinkedIn’s impressive figures.

As the social media landscape continues to evolve, LinkedIn’s emergence as a formidable contender in the post-Musk Twitter era is a testament to its strategic moves and ability to adapt to changing user preferences. With its focus on professional networking, coupled with innovative features and strong financial performance, LinkedIn is well-positioned to capitalize on the ongoing shifts in the digital realm.