SOCIAL
LinkedIn’s up to 690 Million Members, Reports 26% Growth in User Sessions
As part of its broader Q3 2020 Performance report, Microsoft has reported that LinkedIn has seen ongoing growth in both total members and engagement. But there’s also been a slowdown in ad spend and job listings as the impacts of COVID-19 take effect.
In terms of users, LinkedIn is now up to 690 million total members, increasing from 675 million back in January. Total members, of course, are not active users, the more common stat used to reflect social platform performance, but as an indicative measure, it does show that LinkedIn is continuing to expand, and gain traction in more markets over time.
In regards to active usage, Microsoft says that Linkedin sessions have continued to rise, up 26% for the quarter.
Microsoft has reported ongoing sessions growth on LinkedIn, with the platform seeing “record levels of engagement“.
How you view that number will be relative – some businesses are seeing significantly more referral traffic from LinkedIn, and increased engagement on their posts, while others believe that much of that extra ‘engagement’ is actually being fueled by Facebook-like personal posts and gimmicky updates designed to draw clicks, as opposed to communicating professional information.
Your own experience will inform how you view such, but in overall terms, LinkedIn now has more users than ever before, and those users are more active on the platform than in times past. That could facilitate greater opportunity to connect.
Indeed, during the COVID-19 lockdowns, LinkedIn is seeing even higher levels of engagement
“Professionals watched nearly 4 million hours of content on LinkedIn Learning in March, a nearly fifty percent increase month-over-month. With LinkedIn Live […] streams are up 158% since February.”
Neither is a real surprise, though the increased interest in LinkedIn Live could also be worth noting in your approach to the platform. LinkedIn added LinkedIn Live to company pages back in January.
In terms of revenue, as you can see in the above snapshot, LinkedIn revenue increased 21% for the quarter, but it is seeing slowing demand in both its ads and job listings due to the impacts of COVID-19.
“We expect continued strong engagement on the platform. However, a material mix of revenue is driven by customer hiring needs and advertising, therefore we expect a significant slowdown to mid-single digit revenue growth.”
Given its correlating expansion in overall members and usage, LinkedIn looks set to limit the impacts of the lockdowns on its bottom line. But they will have an impact on performance – and that’ll likely be ongoing, depending on how long the COVID-19 mitigation processes remain in place.
Overall, LinkedIn continues to perform well, and deliver good results for parent company Microsoft. Again, personal experience will dictate your view of the platform, but the data shows that there are more people using the app, and with more tools to connect, like live-streaming and its recently expanded Events feature, it could be worthy of increased focus.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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