Since Elon Musk’s acquisition of Twitter in the fall of 2022, the market for Twitter alternatives has become increasingly crowded, with numerous startups, open source apps, and well-funded efforts like Threads from Instagram vying for attention. However, amidst this competitive landscape, there has been one overlooked alternative that has been growing steadily: LinkedIn. As of March, LinkedIn’s web traffic had increased by 10.6% year-over-year, while Twitter/X had experienced a decline of 15.2%, according to data from digital intelligence platform SimilarWeb. Compared to November 2022, immediately following Musk’s takeover of Twitter, Twitter/X’s web traffic has fallen by 10%, while LinkedIn’s has grown by 18%. In March, Twitter/X recorded 727.6 million unique visitors worldwide, a 7.5% decrease year-over-year. LinkedIn’s total unique visitors were significantly lower at 269.2 million, but this figure represented an impressive 11.1% increase year-over-year. SimilarWeb’s data also revealed that LinkedIn’s Android app usage had increased by 14% since November 2022, while Twitter/X’s had declined by 20%. However, Appfigures, another source of app data, presents a different perspective on mobile usage trends. While LinkedIn’s monthly downloads have increased by 10% year-over-year, Twitter/X’s downloads have decreased by 24%. Appfigures attributes this decline primarily to Twitter’s rebranding as Twitter/X, rather than a shift in consumer behavior. LinkedIn’s average downloads have remained consistent both before and after Musk’s acquisition of Twitter. Given that people primarily use desktops and laptops for work, it is plausible that some business professionals have shifted a portion of their web usage from Twitter/X to LinkedIn as a result of Twitter’s recent transition. LinkedIn’s introduction of new features like games and short-form videos further underscores the platform’s strategy to attract users who once relied on Twitter for networking, particularly younger Gen Z users. The addition of gaming options and short-form videos aligns with LinkedIn’s efforts to capture the attention and interest of former Twitter users. Appfigures has also noted that LinkedIn’s mobile app is generating more revenue than both Twitter/X and Snapchat combined across iOS and Android. This comparison, however, should be viewed with caution, as LinkedIn’s subscriptions are priced significantly higher, ranging from $29.99 to $69.99 per month on app stores. Twitter/X’s monthly subscriptions, in contrast, cost between $4 and $22, with the option for higher-priced annual subscriptions. Snapchat Plus, on the other hand, is available for $3.99 per month or $29.99 per year. In other words, LinkedIn does not need to sell as many subscriptions to achieve revenue growth, and it has consistently outperformed Twitter/X and Snapchat on mobile. Despite this, Appfigures has observed a rapid increase in LinkedIn’s mobile app revenue, from $20 million in Q1 2021 to $119 million in Q1 2024. This represents LinkedIn’s highest-performing quarter ever in terms of app revenue. In comparison, Twitter/X and Snapchat generated $23 million and $67 million, respectively, in the first quarter, totaling $90 million combined, which is below LinkedIn’s revenue. By introducing gaming and short-form video content, LinkedIn aims to extend the time users spend on its platform for networking purposes. This move is part of a broader strategy to attract former Twitter users, especially Gen Z, who are increasingly seeking alternative platforms for professional and social networking.
LinkedIn Outperforms Twitter/X in Usage and Revenue, Attracting Former Twitter Users
