So what’s better: X/Twitter or LinkedIn?
I’m not a social media expert, but we will end the year with about the same views (40,000,000) and followers (250,000-300,000) on both
So at least I can share a few learnings:
#1. X and LinkedIn perform about the same in terms of driving traffic
It used to be different, but in 2024, they both drive about the same amount of traffic to SaaStr.com (about 15% total) and about the same amount of attendees to events
#2. Yes, you can re-use content across both, and they perform differently
The audiences are distinct enough that there appears to be little downside to cross-posting to X and LinkedIn. Posts that take off on one often do not take off on the other. But a post that is not popular on one rarely is popular on the other.
#3. Time of Day doesn’t seem to really matter
Near as I can tell, it doesn’t really matter when you post to X or LinkedIn, at least not that much. Either a subset of your base quickly engages or they don’t, and the algo pushes it out. Now for our newsletters, where there is no algo push, time and day do make a huge difference. Evenings and Fridays way underperform there.
#4. X and LinkedIn are both equally as terrible is supporting links to your own site, either in the comments or the post itself
The best practice of putting the link in the comments on LI, or a second tweet on X, does work in the sense that you aren’t penalized for doing so. But we get almost no traffic from those “link in comments”. They are barely worth it at all. Both platforms are now terrible for driving traffic to your own sites. It is what it is.
#5. Company pages on LinkedIn perform terribly
A lot of folks have written this, but we have 65k on our company page and 280k that follow me — a 4x difference. But the engagement is 100x higher on my Jason LI than SaaStr LI page. 100x.
#6. Adding an image, short vs. long posts, “hooks”, etc., none of it seems to matter
Or if it does matter, it doesn’t seem to matter predictably enough.
#7. For B2B at least, the conversations are 10x better on LinkedIn
I think this is likely a combination of both audiences and how the platforms encourage comments and debate. LinkedIn is a much better place to engage with B2B conversations with B2B professionals. But …
#8. CEO-level engagement is much, much higher on X than LinkedIn
At least for me/us, LinkedIn does not seem to be anywhere near as strong a place to engage with CEOs and founders.
#9. You really do need to own your own list, somehow
LinkedIn, X, YouTube, Spotify, etc. are all great. We now have to invest much more in all of them than just a few years ago. But they also are all in the end terrible for driving folks to your own sites and platform. They are all walled gardens. I don’t think a crappy list has much value at all. But a list of 10,000+ superfans that you can email directly? Gold.