So what’s better: X/Twitter or LinkedIn?
I’m not a social media expert, but we ended last year with about the same views (40,000,000) and followers (250,000) on both.
So at least I can share a few learnings:
#1. X and LinkedIn perform about the same for us in terms of driving traffic to SaaStr.com itself
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. Friday is the worst day though by ~20%.
Near as I can tell, it doesn’t really matter when you post to X or LinkedIn, at least not that much — other than Fridays. That’s always down -20% or so. But beyond that, I’m not sure it matters. In both platforms and YouTube, a subset of your base either quickly engages or they don’t, and the algo pushes it out if they do. 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 than SaaStr.
#6. Adding an image, short vs. long posts, “hooks”, etc., none of it seems to matter — for us
Or if it does matter, it doesn’t seem to matter predictably enough. An image doesn’t seem to magically change anything on LinkedIn. Short videos with captions do seem to work better on X/Twitter, but our very top Tweets … don’t have video.
#7. For B2B at least, the conversations are 10x better on LinkedIn
This at least is clear. 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. But 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.
#10. If the content isn’t strong, maybe don’t bother
This is more clear to see from our YouTube and Spotify data than LinkedIn and X/Twitter. But the trend is the same. You can’t fully predict what will be popular and take off. But you can predict what will bomb. If you don’t think the content is strong and appealing, maybe just don’t publish it. When we publish a YouTube that isn’t bad, but we know isn’t great — it bombs 100% of the time. It always lands with a thud at the bottom of the most recent posts. Always. There’s just so much great content out there now. You’re competing with all of it.
Our Twitter data, YTD, for @jasonlk. (@saastr is much smaller, at 1.3m views for year)
And LinkedIn for Jason Lemkin:
And SaaStr LinkedIn company page (so, so much smaller than personal page):
This article was originally published by a www.saastr.com . Read the Original article here. .