In our increasingly digitized and online world, social media has become a foundational necessity for many businesses and organizations seeking amplification, community, sales, brand recognition, and more. With so many platforms available and limited time and resources, where is the best place for your company to focus its social media efforts?
Aside from the challenge of figuring out your own personal goals, the relevance of these platforms themselves is constantly changing, much like the fashion cycle—what’s popular today might not be tomorrow. Myspace once dominated social media and is now merely a relic. Facebook has evolved into Meta with a focus on the Metaverse and AI. TikTok has revolutionized video content with its short clips and precise algorithm.
Dueling Domains: Where Are Users Landing Now?
In recent years, Twitter (now rebranded as X) and LinkedIn have been considered the go-to platforms for professional-oriented activities, and they’ve both undergone significant changes. Twitter, originally a text-based platform known for its witty commentary, reached its height in popularity as a hub for breaking news and viral trends. It was sold in 2022, leading to backlash and a noticeable exodus of users to platforms like LinkedIn. Following the acquisition announcement, analysts projected 32.7 million users would leave the platform by the end of 2024. Despite some user dissatisfaction, Twitter still maintains a base of approximately 600 million monthly active users globally.
LinkedIn, founded in 2003 as a digital resume and job search platform, has expanded into networking, thought leadership, and multimedia content and boasts over 1 billion users globally. During the pandemic, users began posting more personal content on LinkedIn as work dynamics shifted, contributing to a 40% increase in engagement between 2021 and 2023.
There’s still a significant benefit to maintaining a social presence across multiple platforms and posting specific types of content to each one, but here are our tips and tricks for navigating the Twitter/LinkedIn dilemma.
Pick Your Battle: Twitter/X vs. LinkedIn
Understand the differences between Twitter/X and LinkedIn to meet your goals. Twitter/X is generally more effective for real-time trends with short updates and multimedia, while LinkedIn rewards in-depth, technical content and professional networking. If you want to comment on trends, Twitter/X may be the best platform, but LinkedIn is the best place for meaningful professional connections and B2B marketing. Discover a more detailed comparison chart below.
So, what types of companies would benefit from or have the greatest reach on engagement on Twitter/X compared to LinkedIn? Let’s explore which organizations can maximize their impact on each platform.
Who Significantly Benefits from Twitter/X?
- Media and News Organizations: Ideal for real-time news and updates, allowing quick information dissemination.
- Companies that Sell to Consumers: Businesses targeting consumers can use Twitter/X to engage directly with their audience, promote products, and build brand loyalty through interactive content and campaigns.
- Companies with Significant Policy/Political Goals: Ideal for engaging with legislative audiences and driving policy discussions.
- Companies with Frequent News Coverage: Businesses often in the spotlight can leverage Twitter/X for immediate engagement.
- Companies with High Customer Service Inquiries: Twitter/X allows for quick responses to customer queries and complaints, enhancing customer satisfaction and brand loyalty.
- Tech and Innovation Sectors: Supports dynamic discussions and idea exchanges in technology and startups, including energy, climate, and sustainability organizations.
- Brands with Strong Visual Content: Perfect for fashion, art, and design brands to showcase visual content.
Who Significantly Benefits from LinkedIn?
- B2B Companies: Excellent for businesses selling to other businesses, with tools for lead generation.
- Recruitment and Talent Acquisition: The extensive professional network is useful for companies looking to hire and showcase their team culture.
- Professional Services and Consultants: Facilitates connections and thought leadership in professional circles.
- Professional Individuals: People seeking first-time employment and/or professionals open to new career paths.
What’s the Next Social Media Trend?
Social media will only continue to evolve, and you need to stay savvy. Short-form vertical video is emerging as the next horizon, with platforms like TikTok and Instagram Reels leading the charge with casual users. These formats are incredibly engaging, with short-form videos receiving 2.5 times more engagement than long-form content. TikTok alone has seen users spend an average of 58.4 hours per month on the platform, highlighting its impact and reach.
This trend is now expanding to professional platforms like LinkedIn and Twitter/X. Smart businesses are already capitalizing on vertical video, and those who recognize its potential will gain a competitive edge.
Image by DC Studio on Freepik
At Sun PR, we stay on top of social media trends so that we can shine light on your story in the most effective way. We’ll work with you to determine your overall social media strategy and equip your team with best practices. Learn more about our offerings here.
