"As a quick recap, we used to get in-depth performance data from LinkedIn within its own quarterly updates, which outlined user numbers, ad revenue, etc. But after Microsoft purchased LinkedIn in 2016, the professional social network became a line item in Microsoft's company-wide quarterly reports, which means we now get very little insight into LinkedIn's actual performance, and in almost every update, it says exactly the same thing:"
"Oh, that's different. No "record engagement" on LinkedIn, just a note about the app's ad sales performance, which continues to rise steadily, with the platform reaching $5 billion in quarterly revenue for the first time. LinkedIn has also emerged as a key reference point for AI chatbots, which could be another lure for brands, as posting on LinkedIn could increase brand exposure and awareness via evolving search and discovery processes."
LinkedIn previously released in-depth quarterly performance data that outlined user counts and ad revenue. After Microsoft acquired LinkedIn in 2016, reporting moved into Microsoft's company-wide quarterly statements, reducing insight into LinkedIn's separate performance. Microsoft has largely reiterated the same phrasing about LinkedIn every quarter since 2018. Recent updates emphasized steadily rising ad sales, with LinkedIn reaching $5 billion in quarterly revenue for the first time, rather than claiming "record engagement." LinkedIn is also becoming a reference point for AI chatbots, and posting on the platform could boost brand exposure and awareness through changing search and discovery.
Read at Social Media Today
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