LinkedIn ad prices up as X plummets

Original Article ↗ Hacker News Discussion ↗

Advertisers are shifting budgets from Elon Musk’s X (formerly Twitter) toward LinkedIn and other platforms, citing poor targeting performance, weak return on ad spend, and brand-safety concerns as ads increasingly appear next to low-quality or extremist content on X. Marketers note that Google Search and Meta still dominate measurable, conversion-driven spend, while X, LinkedIn, Reddit, and others fight over a small “experimental” bucket where choices are driven as much by risk and reputation as by metrics. At the same time, many users see LinkedIn as spammy and driven by “rise and grind” culture, yet acknowledge it remains valuable for recruiting, networking, and reaching professional decision-makers that brands want to influence.

X/Twitter as an Ad Platform

  • Historically described as:
    • More expensive per impression than FB/IG but with higher engagement/CTR (older recollection, not current data).
    • Weak targeting and poor return on ad spend for SMEs compared to Meta and Google; long seen as a distant third.
    • Stronger at brand awareness than direct response; value was being near breaking news and trends.
  • Current issues raised:
    • Major advertisers leaving due to brand-safety concerns (ads near hate speech, controversial accounts).
    • More scammy/low-quality ads (NFTs, dropshipping, get‑rich‑quick offers), perceived as “ad hellscape.”
    • Paying “Premium” users still see many ads; frustration that paid tiers aren’t fully ad‑free.
  • Engagement and user base:
    • Some say “people are leaving in droves” and that valuation collapse reflects platform decline.
    • Others report timelines still active, especially for news and politics, and question where users would have gone.
    • One view: users may still be there, but advertisers and high‑value demographics are leaving, reducing ad appeal.

Debate Over Musk’s Role

  • One side: you cannot analyze X ads without including leadership decisions (mass firings, moderation changes, controversial reinstatements, rebrand), because they drive advertiser exit and brand risk.
  • Other side: it should be possible to discuss current ROI, CPC, etc., without re‑litigating those causes; meta‑discussion about how question framing (“BS”) derails conversations.

LinkedIn’s Position and Experience

  • Many see LinkedIn as a big winner for Microsoft: stable, profitable, attractive to advertisers, especially B2B and “thought leader” audiences.
  • User experience criticisms:
    • Heavy email spam, dark patterns (past address‑book harvesting), FB‑like feed full of grind‑culture posts, cringey “influencer” content, rising politics/conspiracies.
    • Some say it’s deep into “enshittification”: hostile to users but good for advertisers.
  • Usage patterns:
    • Many have accounts but rarely log in; treat it as a passive CV and recruiter inbox.
    • Others report multiple jobs, interviews, and freelance work originating from LinkedIn outreach and networking.
    • Several insist you can avoid most nonsense by unfollowing low‑quality connections and curating the feed.

Ad Budget Allocation and Subscale Platforms

  • Marketers describe three main buckets: (1) Google Search, (2) Meta/YouTube/(maybe TikTok), (3) “Other” (Reddit, Snap, X, Pinterest, LinkedIn, etc.).
  • “Other” platforms are seen as subscale and generally worse-performing, but still funded to reduce dependence on Google/Meta.
  • Some argue a few companies succeed with minimal digital ad spend via strong value and word of mouth, but others call this exceptional.