Twitter/X vs. LinkedIn

Where B2B Content Actually Works Now

If you’re posting B2B content, you’ve probably asked yourself: Should I focus on LinkedIn or Twitter/X?

A few years ago, the answer might have been both. But in 2024, the platforms aren’t playing the same game anymore. One is still a B2B powerhouse, and the other? Well, let’s just say your audience might not be there anymore.

Here’s the breakdown.

LinkedIn: Still the Best Bet for B2B

For all its corporate cringe and engagement-bait, LinkedIn still works for B2B. Why?

• Your buyers are actually there. C-suite, decision-makers, industry experts—LinkedIn is still where professionals hang out.

• Organic reach is still strong. Unlike most platforms, LinkedIn still rewards solid content with distribution.

• Posts have a longer shelf life. A well-performing post can stick around in feeds for days, not minutes.

What Works on LinkedIn:
✅ Original insights (not just recycled blog posts).
✅ Engaging comment sections (real conversations drive reach).
✅ Posting consistently (you can’t just show up once a month).

If you’re in B2B and ignoring LinkedIn, you’re leaving money on the table.

Twitter/X: A Wild Card

Twitter/X used to be a goldmine for startup founders, marketers, and thought leaders. Now? It’s messy.

• The algorithm is unpredictable. Engagement is down unless you pay for visibility.

• Audience quality has shifted. A lot of B2B decision-makers left, and what’s left skews toward solopreneurs, niche tech, and crypto bros.

• Posts disappear fast. The half-life of a tweet is minutes, not days.

What (Might) Work on Twitter/X:
✅ If you’re in tech, AI, or startups—it still has pockets of value.
✅ If you’re a founder building a personal brand—it’s still a networking tool.
✅ If you already have an engaged audience—otherwise, growth is tough.

For most B2B brands, though? It’s no longer the go-to platform.

Final Thought: LinkedIn Wins for B2B, But Twitter/X Still Has Niche Value

If you’re in B2B and have to pick one, go all in on LinkedIn. It’s still where the decision-makers are, and the content has real staying power.

Twitter/X isn’t completely dead—it just works best for specific audiences and personal brands. If you’re starting from scratch, though? Don’t waste your time.

Go where your buyers actually are. Right now, that’s still LinkedIn.