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LinkedIn Posts Record Full-Year Revenue Result, Continues to See Strong Growth in Active Sessions

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LinkedIn has seen another quarter of ‘record engagement‘ while it’s also surpassed $10 billion in annual revenue for the first time, according to the latest data from parent company Microsoft.

LinkedIn Q2 update

As you can see here, LinkedIn continues to see both active sessions and in-app engagement numbers rise, while its revenue performance is increasing in line with that actiivity:

As per Microsoft::

“LinkedIn revenue increased 46% (up 42% in constant currency) driven by Marketing Solutions growth of 97% (up 91% in constant currency)”

With more people turning to the platform as the US economy looks to get back on track, with the vaccine roll out opening up more areas, that’s seen more brands seeking to connect with decision-makers via LinkedIn’s ad tools, boosting Marketing Solutions performance, while it’s also benefited from the shift to online events in place of physical meet-ups.

LinkedIn has also been making a more concerted effort to connect with relevant brands, and showcase its reach capacity, which is clearly paying off, based on these numbers. 

Additionally, LinkedIn has also surpassed another significant milestone, with platform revenue now exceeding $10 billion for the first time in the fiscal year, up 27%.

As per Microsoft CEO Satya Nadella:

“Our results show that when we execute well and meet customers’ needs in differentiated ways in large and growing markets, we generate growth, as we’ve seen in our commercial cloud – and in new franchises we’ve built, including gaming, security, and LinkedIn, all of which surpassed $10 billion in annual revenue over the past three years.”

Overall, Microsoft revenue increased by 21% year-on-year for the quarter, rising to $46.2 billion, while Microsoft’s full fiscal year revenue was $168.1 billion, up 18%, underlining the ongoing strength of the tech giant. 

With more businesses becoming more reliant on digital connectivity, especially during the pandemic, all of the major tech players have benefited, and Microsoft’s various divisions are generating strong results, with LinkedIn now becoming a key contributor to that growth.

Which wasn’t always the case. Back in 2016, when Microsoft acquired LinkedIn for $26.2 billion, the professional social network was on track to generate $3.7 billion for the full year. At that time, LinkedIn had around 430 million members, which it’s now increased to 774 million, while it’s continued to report ‘record levels of engagement’ virtually every quarter since the Microsoft merger.

That’s helped boost overall ad exposure, while the platform has also developed a range of new ad tools, particularly in terms of video content (according to LinkedIn, its users are 20x more likely to share a video on the platform than any other type of post), which has increased brand opportunities to use the platform to connect with relevant audiences. 

Ideally, of course, LinkedIn would provide more specific data on active user accounts, as ‘members’ is not representative of the amount of people that are logging in and scrolling through the app each day. But still, the data available does suggest that LinkedIn is on the right track in terms of improving user engagement and boosting membership, which may be worth considering in your process.

You can check out LinkedIn’s full Q3 2021 performance update here.

Socialmediatoday.com

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TikTok Announces Updated CAP University Marketing Education Course

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TikTok Announces Updated CAP University Marketing Education Course

Looking to gear up your TikTok marketing game as we head into the new year?

This could help – this week, TikTok has announced the Fall Semester curriculum of its Creative Agency Partnerships (CAP) University program, which aims to ‘teach agency creatives how to show up on the platform’.

As outlined in the video clip, CAP University aims to provide in-depth training and insight for marketing and ad partners, to help them maximize their use of the platform for their clients’ promotions.

The initiative was first launched back in April, with an initial course run, but now, TikTok has updated its lesson plan for the next phase.

The most significant new addition is ‘Content to Cart’, which explores the potential of eCommerce in the app, via its evolving set of product and shopping showcase tools.

That’s a key focus for TikTok, which has already seen big success with in-stream shopping elements in the Chinese version of the app. TikTok’s hoping to further integrate the same over the next year, as part of a bigger push to expand user behaviors, and maximize revenue and creator monetization opportunities.

As such, it could be a valuable addition to the CAP University curriculum, both for TikTok and participants. If TikTok can get more brands considering their commerce opportunities, that could help to guide more action and interest, which may be another lever to drive shopping interest.

It’s not open to everyone, but for agency personnel looking to up their TikTok knowledge, it could be a worthy consideration.

You can learn more about CAP University’s Fall Semester curriculum here.

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