Is LinkedIn the Unlikely Beneficiary of Twitter's Decline?

The decline of Twitter's engagement levels and follower counts has prompted many users, including myself, to look elsewhere for community. While Threads Zuckerberg, were initially considered contenders, it's LinkedIn that seems to have quietly emerged as a potential beneficiary of Twitter's woes. In this short article, I explore the idea that LinkedIn may be capitalising on the shifting social sands.

The Fading Appeal of Twitter: In recent times, Twitter has seen a decline in user engagement and a decrease in follower counts. The Twitterati hardcore have been vocal about this trend and many are tweeting far less frequently. The platform that was once the go-to place for real-time updates, community, and breaking news seems to have lost much of its charm after Musk's meddling.

Threads: An Isolated Experience: In response to Twitter's decline, Threads emerged as a potential fix, especially with those early 'marketing' adopters . However, after a big bang launch, Threads today feels a little like a deserted dance floor on a Saturday night. It has so far failed to recreate the vibrant atmosphere that Twitter was loved for.

LinkedIn's Quiet Rise: LinkedIn, traditionally known as a professional networking platform, has quietly transformed into a more versatile social platform. While it still serves as a hub for job seekers and industry professionals, it has expanded its horizons to encompass a wider range of content. Users on LinkedIn are no longer only posting professional news and provocations; most are now sharing contemplations about life, happiness, and wellness, content previously more likely found on Facebook or Twitter..

The Blue and White Tick: One noticeable shift has been the change in user behaviour when sharing articles. Instead of opting for the familiar blue and white bird, many users appear to be actively choosing the blue and white logo of LinkedIn. This shift in preference reflects the changing sentiment towards these platforms. Twitter's rebrand to "X" has left users bewildered, and other than Musk and (Linda) Yaccarino, few seem prepared to refer to the platform in this way. The thought of "X"ing versus 'tweeting' is a bridge too far for most...

Never since Prince have the words “formerly known as” been so widely used. This has undoubtedly impacted user affinity and may have played a role in users gravitating towards LinkedIn.

While I don't have any concrete data to confirm the extent of LinkedIn's growth at the expense of Twitter (if you do, please share), anecdotal evidence suggests the platform may be benefiting from increased dwell time and potentially even an influx of new users. Many users likely had dormant LinkedIn accounts, and Twitter's decline may have spurred them to revisit and engage with the platform as an alternative.

Conclusion: As Twitter grapples with declining engagement and a rebranding identity crisis, LinkedIn may be quietly maneuvering around Threads and taking the opportunity to evolve into a more comprehensive social platform. While it may not completely replace Twitter's unique appeal, LinkedIn's quiet transformation into a space for networking, content and community means it could be a viable alternative to take the engagement crown. Threads will still claim the volume but if the audience don't come back, the value to users and brands is ephemeral...