LinkedIn has overtaken X (formerly Twitter) as the most valuable social media platform for public relations professionals
Key Insights:
- Platform Shift: Historically, Twitter was a crucial tool for journalists and PR pros, but its usability has been questioned since Elon Musk’s 2022 takeover.
- Survey Data: From April 4 to May 10, 2024, Muck Rack surveyed 1,116 PR professionals. The majority now favour LinkedIn over X, Instagram, Facebook, and TikTok combined.
- 61% plan to increase LinkedIn use, while only 15% will focus more on X and 11% on Facebook.
- Usage Trends: X, once the second most popular platform for pitching reporters (behind email), is now used by only 10% of PR pros for outreach, trailing even phone calls and texts.
Broader Trends:
- Short-Form Video: With TikTok’s uncertain future, other platforms are adopting short-form video features.
- LinkedIn is testing a TikTok-style video feature to attract younger creators.
- TikTok’s Growth: Despite challenges, TikTok’s importance in PR has increased by 8% year-over-year.
- Facebook has enhanced its professional mode and Reels feature, facilitating easier video sharing via direct messaging.
Gregory Galant, co-founder and CEO of Muck Rack, stated, “Our research shows that communicators are leveraging social listening tools and prioritizing platforms like LinkedIn and Instagram to develop comprehensive PR strategies. To build trust and reach audiences, integrating social media with earned media is essential. Whether sharing news, thought leadership, or managing a crisis, we must view them as interconnected channels requiring cohesive strategies.”
