Since Elon Musk acquired Twitter in the fall of 2022, the market for Twitter alternatives has been flooded with would-be competitors. However, one overlooked platform that’s been growing steadily is LinkedIn. As we delve into the data and trends surrounding these platforms, it becomes clear why LinkedIn is a viable alternative to Twitter/X.
LinkedIn’s Growing Popularity
According to traffic analytics data from digital intelligence platform Similarweb, LinkedIn’s web traffic has seen a significant increase in recent months. As of March 2023, LinkedIn’s web traffic was up 10.6% year-over-year compared to a decline of 15.2% for X (formerly Twitter). This trend continues when comparing November 2022 to the present day, with LinkedIn’s growth at an astonishing 18%, while X saw a decline of 10%.
Web Traffic Comparison
| Platform | March 2023 Web Traffic | Change from Nov 2022 |
| — | — | — |
| X (formerly Twitter) | 727.6 million unique visitors | -7.5% year-over-year |
| LinkedIn | 269.2 million unique visitors | +11.1% year-over-year |
Mobile App Usage
The data from Similarweb also reveals that worldwide Android app usage of LinkedIn has seen a significant increase, up by 14% since November 2022. Conversely, X saw a decline of 20%. While this trend is not entirely consistent across all platforms, it highlights the growing interest in LinkedIn as a social media platform.
Alternative Data on Mobile App Downloads
Another source for app data, Appfigures, presents a slightly different picture. According to their data, LinkedIn’s monthly downloads were up by 10% year-over-year, while X saw a decline of 24%. However, Appfigures attributes this decline to the rebranding of Twitter to X rather than changes in consumer behavior.
The Impact of Elon Musk’s Twitter/X Takeover
It is logical that some business professionals may have shifted their web usage from X (formerly Twitter) to LinkedIn as a result of Twitter’s transition under Elon Musk’s ownership. With features like games and short-form videos being introduced on LinkedIn, it is clear that Microsoft, the owner of LinkedIn, aims to capture the attention of those users who used to network via Twitter.
LinkedIn’s Strategy
The strategy appears to be working, with LinkedIn’s mobile app earning more revenue than X and Snapchat combined across both iOS and Android. While this comparison may not be entirely apples-to-apples due to differences in pricing, it highlights LinkedIn’s ability to generate significant revenue.
Revenue Comparison
| Platform | Q1 2024 Revenue |
| — | — |
| LinkedIn | $119 million (app revenue) |
| X (formerly Twitter) | $23 million (combined with Snapchat: $90 million) |
Conclusion
As the market for Twitter alternatives continues to grow, it is essential to acknowledge the rise of LinkedIn as a viable alternative. With its growing web traffic, increasing mobile app usage, and revenue growth, LinkedIn presents an attractive option for those seeking to leverage social media platforms for professional networking.
LinkedIn’s Expansion into Gaming and Video Content
In recent times, LinkedIn has expanded its offerings by introducing games and short-form videos on the platform. This strategic move aims to capture the attention of younger users who are increasingly turning to social media for entertainment purposes. By diversifying its content offerings, LinkedIn positions itself as a more comprehensive platform that can cater to a broader range of user needs.
The Future of Social Media Platforms
As we continue to navigate the ever-changing landscape of social media, it is crucial to recognize the shifting preferences and behaviors of users. With platforms like LinkedIn emerging as viable alternatives to Twitter/X, it will be interesting to see how these trends unfold in the coming months and years.
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