LinkedIn Report: Record engagement? But is it really?
Essentially, Microsoft, the parent company of LinkedIn, released a report detailing the performance of each platform quarterly, including LinkedIn.
And surprisingly, since 2018, LinkedIn has been experiencing higher and higher engagement in every quarter. Except one time.
Record Engagement:
It definitely sounds great, but is it really possible to grow every quarter, no matter if it’s Christmas time or lost 54 million users from China in 2021?
So it sounds great, but definitely sounds susss as well!
Still here, we will discuss what Microsoft shared in the report:
- LinkedIn have 9% of revenue growth.
- User sessions grew by 7%.
- And yes, they mentioned the record engagement again.
So when we talk about growth, we need to know where, so that we don’t have any idea where it’s a little confusing for all of us.
But as per Microsoft, they shared that there are:
- Comments are up by 30%.
- Video uploaded by over 20%.
- Videos posted are 20% more likely to be shared and have 1.4x more engagement than other types of posts.
So clearly, videos are doing great on LinkedIn.
This social media platform also claims that they have 1.2 billion users, but the users count as signups, not active users.
Which was 1 billion last time.
If we go for active users, then it will be near 400 million audience.
As a platform, it is saying that record engagement, which means it’s growing, but as they haven’t provided the actual statistics.
It will be easy to say that the record may be there, or they are providing a rosier picture for all of us.
Some audiences actually saw fake engagement? Yes, like some cases where we saw the comments are not related to the post, and this can be possible when you automate your comment section with the help of AI.
Just because they don’t have the proper gist of the content, they get triggered with the word which you have set, so the comment is totally different from the post content.
Also, we have seen there are some cases where some creators are using some bots to increase their engagement, like, like, comment, share, etc.
And this behavior is showing because of many people suggesting actively engaging with other creators. But that doesn’t mean that we will do ti by automation.
LinkedIn already told that they are aware of such a problem and they are trying to minimise or remove it, like:
- Detecting or limiting the fake comments.
- Educate the creators to avoid this kind of tactic.
- And maybe they can take the help of legally for such agencies that provide this kind of pods.
As the AI is groing it will be extremely difficult for everyone to findout what is real or what not.
Also, LinkedIn is highly investing in their AI features, which will include:
- An AI agent who will help in hiring and sales.
- AI generate posts and profiles.
After these kinds of features, it will be more difficult for all to notice what is real and what is not. But LinkedIn providing great features to increase Newsletter or Article’s CTR. If you want to check what it it then please read this article. The feature is actually cool.
Let’s wrap up with a conclusion:
LinkedIn is growing, and video is doing great on LinkedIn. AI is expanding fast, so it might become too difficult for all to know what is genuine or not.
And the record engagement is going to be questionable as well.
Even after all this, LinkedIn is going to be the best social media platform for all professionals for multiple reasons. Just remember that not everything you see is genuine.