Experimenting with User Acquisition: Testing X vs. LinkedIn for Startup Growth

(This article was initially posted on Medium in December 2024)

Elon Musk recently took a swipe at LinkedIn, calling it out as an uninspiring platform. It got me thinking: what if I put his theory to the test? Can X (formerly Twitter) really outperform LinkedIn for growing a startup? To find out, I launched a head-to-head experiment for my startup, OneCV.ai — a one-click resume tool that helps job seekers stand out in seconds.

This isn’t just a platform comparison; it’s a battle between two distinct approaches to growth. Here’s how I set the stage:

Why LinkedIn Had a Head Start

LinkedIn gave me a running start. My years in recruitment built an impressive network of over 6,500 connections across Europe and the US. That organic reach meant that, even without ads, my initial campaign drove 500 unique visitors to OneCV.ai in just two weeks. On LinkedIn you can find me here: Simona Chitu | LinkedIn

X: The Underdog with Potential

X, on the other hand, is where I’m starting almost from scratch. Despite being a member since 2011, I’ve never actively built my presence there. With only 450 followers — mostly for keeping up with tech news and Elon — it’s an underdog in this experiment. But every underdog has its day, and I’m determined to give it one. On X you can find me here: @SimonaKitzu

Growth Strategies: A Tale of Two Platforms

To keep things fair, I designed distinct growth strategies for each platform, leveraging AI tools like ChatGPT and Grok to fine-tune my approach.

X Growth Strategy: Inspired by Elon’s Playbook

• Engage Directly with Users: Build a community around OneCV.ai, engaging with followers personally.
• Turn Users into Advocates: Encourage users to share OneCV.ai within their networks, driving organic growth.
• Encourage User-Generated Content: Highlight user stories and success cases to boost trust and credibility.
• Gain Influencer Attention: Catch the eye of thought leaders and secure endorsements.
• Paid Ads ($250): Use ads sparingly, relying primarily on organic growth for long-term impact.

This strategy leans heavily on Musk’s own tactics: prioritizing direct engagement and maximizing X’s conversational dynamics.

LinkedIn Growth Strategy: Playing to Professional Strengths

• Highlight Features: Share videos and posts showcasing how OneCV.ai saves time and delivers results.
• Offer Free Resources: Attract users with templates, tips, and guides that naturally lead them to the platform.
• Be an Expert: Share insights and advice to position OneCV.ai as a leader in career growth tools.
• Paid Ads ($250): Invest in highly targeted campaigns to reach job seekers, recruiters, and HR professionals.

This approach emphasizes professionalism, trust, and delivering value — the foundation of LinkedIn’s appeal.

How I’ll Measure Success

To assess which platform drives growth more effectively, I’ll track results over the next three weeks. Each week, I’ll measure two key metrics:

1. Website Traffic: Number of unique visitors from each platform.
2. Conversion Rate: Percentage of visitors who sign up for OneCV.ai.

Other metrics like engagement rates, cost-per-acquisition, and ad performance will also play a supporting role in shaping insights.

Why This Experiment Matters

Building a startup is a blend of excitement and uncertainty, especially when figuring out how to acquire users. Here’s why I’m diving into this experiment:

• Finding the Best Platform: Determine whether LinkedIn or X delivers better results for user acquisition.
• Sharpening My Strategies: Learn what works and refine my messaging for maximum impact.
• Embracing Experimentation: Test, learn, and adapt — key principles for any startup founder.
• Tapping Collective Wisdom: Share my journey to spark discussions, gain advice, and inspire collaboration

What’s Next

I’ll be sharing weekly updates on this experiment, diving into what’s working, what’s not, and what’s surprising me along the way.

Now, over to you: Have you had success with X or LinkedIn for growing your business? What strategies worked for you? Drop your thoughts — I’d love to make this a shared learning experience.

Let’s wait and see if Musk’s new ideas outpace LinkedIn’s classic style. Stay tuned for the outcome!