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LinkedIn Engagement Continues to Grow, Ad Revenue Rising Amid Economic Recovery

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linkedin engagement continues to grow ad revenue rising amid economic recovery

LinkedIn continues to see ‘record levels’ of engagement, with user sessions up 19% in the most recent quarter, as reported by parent company Microsoft.

Microsoft Q1 22 update

As you can see in this slide from Microsoft’s Q1 2022 earnings report, LinkedIn engagement once again grew, while the platform’s ad revenue also increased 42% YoY “driven by strong advertising demand and an improving job market”.

LinkedIn is well-placed to capitalize on the resurgence in business activity as the COVID vaccine roll-out continues. With more people seeking new jobs, and businesses looking to re-shape their processes, many to accommodate new approaches to hybrid participation, the platform will be a key connector, linking B2B organizations, in particular, to new opportunity.

LinkedIn has continued to thrive under Microsoft, which purchased the platform back in 2016 – though it has had a significant hiccup of late, with the app essentially forced out of China due to rising government regulation in the region.

At last count, LinkedIn was up to 774 million total members, but the loss of China will remove some 54 million from that stat.

LinkedIn members worldwide

Of course, as we’ve noted previously, ‘members’ and ‘active users’ are not the same thing, but the usage data does show that overall LinkedIn engagement continues to rise, even without a specific number on how many people, exactly, use the platform every month.

LinkedIn has continued to add new tools to help advertisers tap into rising audience engagement, including the option to boost posts with paid reach, long form posting tools for company pages, and a new Learning Hub to facilitate professional development.

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LinkedIn’s also looking to tap into the rising interest in digital events, which will lessen somewhat as COVID restrictions ease, but LinkedIn still sees significant opportunity in hosting virtual functions on its platform, enabling brands to maximize reach and exposure through the app.

LinkedIn’s also seeking to tap into the creator economy, with its own creator tools and funding initiatives, designed to provide more incentive for thought leaders to maximize their LinkedIn presence.

Which seems like it would be less appealing, in general, than similar programs on more creative platforms like TikTok or Instagram, but many business professionals are also looking to establish their presence via LinkedIn, and the more good, engaging content that LinkedIn can add to its platform, the better.

Clearly, the numbers suggest that it’s on the right track, though how much of that is driven by LinkedIn posts and how much is driven by broader workforce trends is impossible to say.

Either way, some more usage data to consider in your LinkedIn marketing approach.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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