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LinkedIn Once Again Reports ‘Record Engagement’ in Latest Performance Update

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LinkedIn Once Again Reports ‘Record Engagement’ in Latest Performance Update

Oh wow, what a surprise, LinkedIn has once again posted ‘record engagement’ as part of parent company Microsoft’s latest earnings report.

That’s good for LinkedIn, with it seeing continued increases in in-app activity – though it is also worth noting that Microsoft has reported ‘record levels’ of engagement growth for the app for now 16 straight quarters, which kind of waters down the meaning a little bit.

Because there are no actual stats here, there’s nothing to quantify what ‘record engagement’ actually means. There is the note that LinkedIn sessions grew 24%, but with LinkedIn also adding more users, you would expect that, right?

LinkedIn performance update

In fact, I have no idea what this map really represents, because LinkedIn was shut down in China last October, due to increasing pressure from the CCP on foreign companies operating in the region. So why LinkedIn claims to still have 57 million users in China, I don’t know – though maybe those are users of its job board app that it launched in replacement of LinkedIn proper?

In any event, it’s kind of difficult to make any real assessment of what LinkedIn’s usage data means, due to a lack of contextual markers that would illustrate its performance.

I mean, even active users would be valuable – as you can see here, the closest we get is total members, which is pretty much meaningless in regards to what sort of audience is actually engaging in the app.

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But this is what we get. LinkedIn revenue is up, based mostly on its Talent Solutions recruitment tools and job ads, while active sessions continue to rise. At record levels.

That may or may not provide you with more impetus to put more focus on the Professional Social Network.

What Microsoft appears to be saying is that LinkedIn is doing well, based on its approach to content trends and engagement, and maximizing usage through various means.

While other apps have moved to align themselves with new habitual trends, with short-form video, in particular, taking precedence, LinkedIn, as per usual, has moved at a slower pace. Which, in some ways, likely lessens its engagement potential – though given LinkedIn’s more professional focus, it also makes sense.

Stories would have never worked on LinkedIn, whether it jumped onto the trend earlier or not, while short-form video also doesn’t fit the platform’s ethos, and it seems wise for LinkedIn to take a more measured approach to such, as opposed to simply launching something like ‘LinkedIn Clips’, and trying to put a professional slant on the trend.

But with engagement rising, LinkedIn is trying to stoke those interactions with more generic, social media-like tools, including stickers, post templates, reactions and more.

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Some of them seem to fit, but others not so much. It’s a bit of a tightrope for LinkedIn to walk, because more users are posting more personal, light updates, which are not related to their professional experience, yet, at the same time, those professional posts are the core of the app.

Leaning too much towards one of the other will be a mistake, so accommodating both is important. It’s just a question of how important each is, and what LinkedIn should be, on a fundamental level, in terms of differentiation and purpose.

Because LinkedIn can’t be Facebook, despite some increasingly trying to make it so, and it shouldn’t try to be TikTok, even if more people are using TikTok as a professional and career platform. No doubt LinkedIn is watching trends like this, especially among younger audiences – but it still seems like LinkedIn needs to stay hitched to its roots to maximize its opportunities in the broader social media marketplace.

But then again, if Twitter starts to fall apart under Elon Musk, and people go looking for alternatives, many professionals may well end up spending more time in the LinkedIn feed – and if that happens, LinkedIn will inevitably start to stray further from its original purpose over time.

Clearly, based on its noted usage stats, LinkedIn has been able to maintain the right balance thus far, for the majority of users. And there may be even more opportunity coming its way.

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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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