LinkedIn vs Twitter: Why LinkedIn is Dominating the Creator Economy

Social media is constantly evolving, and the platforms that win are those that adapt to the needs of their audiences. But in the battle between LinkedIn and X (formerly Twitter), the dust has already settled, and the winner is clear: LinkedIn. Ryan Roslansky, LinkedIn’s CEO, has built a platform that appeals to the core groups that drive value: brands, CEOs & tech leaders, and B2B creators. Meanwhile, Elon Musk’s X has doubled down on virality, controversy, and spectacle—driving away these same groups.

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Let’s explore how LinkedIn has quietly become the dominant platform for professionals and why X is struggling to stay relevant.

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Brands: Why Twitter Is a Lost Cause

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Brands were among the first to leave Twitter, and their reasons are simple: trust and safety. Advertising on X now comes with risks that many brands aren’t willing to take.

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The Decline of Brand Safety

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Brand safety has always been a critical concern for advertisers. Companies want to ensure their ads aren’t displayed alongside harmful or inappropriate content. Under Musk’s leadership, Twitter has struggled to maintain the trust of advertisers. High-profile controversies, inconsistent moderation policies, and Musk’s unpredictable behavior have made brands wary of associating with the platform.

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As a result, many brands have shifted their focus to LinkedIn, where the environment is far more controlled and professional. On LinkedIn, brands can safely showcase their values, connect with their audiences, and generate meaningful engagement without the fear of reputational damage.

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The “Shame Factor” of Advertising on X

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Advertising on X has now become something of a reputational risk. It’s no longer just about ROI—it’s about perception. Associating with X can signal to consumers that a brand is willing to overlook controversy and instability. In today’s era of value-driven consumers, that’s a dealbreaker for many companies.

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CEOs & Tech Leaders: The Great Migration to LinkedIn

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While brands left Twitter quickly, CEOs and tech leaders held out longer. However, the rise of LinkedIn as a content creation platform has made the shift inevitable.

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Why LinkedIn Works for Leaders

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LinkedIn offers CEOs and tech leaders exactly what they need: a professional space to share insights, build their personal brands, and engage with peers. Unlike X, LinkedIn encourages meaningful discussions and thought leadership, without the noise of virality and controversy.

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Consider these key benefits LinkedIn provides for leaders:

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- Professional Credibility: Posts on LinkedIn reach an audience of professionals and decision-makers, enhancing a leader’s reputation.

- Focused Discussions: Content on LinkedIn fosters in-depth conversations around industry trends, innovation, and leadership.

- Network Growth: LinkedIn’s algorithm prioritizes connection-building, helping leaders expand their professional circles.

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Sundar Pichai: A Case Study

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Take Sundar Pichai, CEO of Google, as an example of this trend:

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- Despite having 30x more followers on X, his LinkedIn posts average 8.4K engagements, compared to just 6.9K on X.

- In the last month, Pichai gained 30K new followers on LinkedIn, compared to only 3K on X.

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These numbers highlight a simple truth: LinkedIn is where professional audiences are paying attention.

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Creators: Why LinkedIn Is a Goldmine

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Creators are leaving X for LinkedIn, and the reasons are clear: better conversations and better monetization opportunities.

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Conversations That Matter

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Meaningful conversations don’t happen on X anymore. The platform’s algorithm heavily favors viral content, which often means creators must sacrifice nuance to gain visibility. Instead of engaging with thoughtful audiences, creators are met with bots, trolls, and shallow interactions.

LinkedIn offers a stark contrast. The platform rewards thoughtful, high-value content, creating an environment where creators can build meaningful connections with their audience.

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Monetization Opportunities

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LinkedIn has become a lead-generation powerhouse for creators, particularly in the B2B space. Many creators report a significant increase in high-quality leads after making the switch. Charles Miller, for example, recently moved to LinkedIn and was amazed by the difference in lead quality compared to X.

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On LinkedIn, creators can connect with decision-makers, showcase their expertise, and monetize through partnerships, consulting, and direct outreach. X, meanwhile, offers little in the way of meaningful monetization for B2B creators.

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Bluesky: A New Competitor Emerges

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While LinkedIn dominates the professional space, another competitor is rising as an alternative to X: Bluesky. Initially dismissed as a niche platform, Bluesky is now gaining traction among those who value meaningful discussions but dislike LinkedIn’s corporate tone.

Bluesky’s appeal lies in its simplicity and focus on user control. While it’s still in its early stages, it has the potential to capture users who feel disillusioned with both X and LinkedIn.

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Exceptions: Twitter’s Remaining Niches

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It’s important to note that not all creators and industries have left X. Certain niches, like build-in-public and finance, remain active on the platform.

Some creators, like Levelsio, continue to thrive on X, but largely because their content aligns with the platform’s current focus on viral, political, and controversial topics.

However, these niches aren’t enough to sustain X as a competitor to LinkedIn.

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LinkedIn vs. Twitter: The Final Verdict

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Here’s the bottom line: X isn’t dead, but it’s no longer LinkedIn’s competitor.

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LinkedIn has become the go-to platform for:

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- Meaningful content: Posts with depth and value thrive on LinkedIn.

- Professional connections: LinkedIn excels at fostering networking and collaboration.

- Real engagement: Unlike X, LinkedIn offers genuine, thoughtful interactions.

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X, on the other hand, has leaned into virality and controversy—alienating the very audiences it once needed to thrive.

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Ryan Roslansky’s LinkedIn is now miles ahead of Elon Musk’s X in the battle for professionals, brands, and creators. If you’re serious about meaningful engagement, professional growth, or monetizing your expertise, the choice is clear: LinkedIn is the place to be.

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