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LinkedIn or X ?

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Hello Product Hunt!

I've been testing distribution across LinkedIn and X for a few launches now, mostly just to see what's the best channel.

LinkedIn's is slower to warm up, but when it does, it's the right people showing up, founders, engineers, folks who'd genuinely use the thing. And the comments feel like real conversations, not just noise.

But X is still slow to start when you don't have a good followers base but you can be viral really quickly.

I'm curious how you all think about this, if you had to pick just one platform to build in public on, which would it be?

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the thing that made this legible for me was less which platform and more what the post is allowed to contain. on x, buffer looked at 18.8 million posts across 71 thousand accounts and found link posts from free accounts sitting at roughly zero median engagement since march 2025. the channel is fine, the link is the thing getting punished. so the link goes in a reply or nowhere. linkedin runs the other way on one specific mechanic. theres a peer reviewed result from last year, usera and durham, putting tagging at about 15 percent more reactions and 8 percent more comments per person tagged. so what buys reach there is naming actual humans, which is probably also why the comments feel like conversation rather than noise. the other thing worth knowing on x is that reply ranking changed in july to surface mutuals more prominently, so cold replies from strangers sort lower than they used to. reply first still works, you just have to build a small reciprocal circle before you fan out.

 
That’s a really interesting point about the link getting punished on X. I hadn’t thought about separating the content from the actual link like that.

And yeah, the mutuals thing probably explains why X feels much harder when you’re starting from a smaller audience. Thanks for the insights!

 the practical version is boring: substance in the post, link in the first reply, and if it has to live in the post, put it low enough that the preview card isnt the first thing anyone sees. worth saying plainly that i dont have a controlled test of my own on this. its from watching rather than measuring, so treat it as a hunch with a mechanism attached rather than a finding. the mutuals part is the bit id actually bet on. early reach on x seems to depend on whether the first handful of people who see it have some relationship to you, which is why a small account with real mutuals often outruns a bigger one with none.

 This is a really useful way to think about it. I was focusing too much on which platform to post on, but the format and mechanics inside each platform probably matter more.

X.
idk why linkedin exists

For job folks

for us the answer ended up being LinkedIn, but not because of reach - because the audience already has budget authority baked in. on X we got more likes but the replies were mostly other founders being supportive, not actual prospects. on LinkedIn a comment from someone with a real title attached tends to be worth following up on directly. slower to warm up like you said, but the signal-to-noise on who's actually in the room is just better for anything B2B.

 

That makes a lot of sense. We’ve had a similar feeling with Murmell, on X, you can get attention from a lot of founders, but LinkedIn seems to bring people who are actually closer to the problem we’re solving.

The “budget authority” point is especially interesting for B2B.