Microsoft has released its newest performance results, which include LinkedIn data for the fiscal quarter ending June 30, 2024.
And, guess what? LinkedIn saw “record engagement” once more over the period.
LinkedIn’s Q4 results
As shown in this overview, LinkedIn revenue jumped 10% in the most recent quarter, with strong success across all business units, while LinkedIn sessions increased 13%, indicating “record engagement.”
Which LinkedIn consistently reports. It’s difficult to understand how the platform reaches “record” levels of interaction in every reporting quarter, as it appears to have done since 2018.
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However, this is what LinkedIn has reported.
LinkedIn reports that it currently has over a billion “members” worldwide.
LinkedIn Member Map
However, it is crucial to remember that “members” and “users” are not synonymous, and LinkedIn does not publish active user counts. Which is somewhat misleading, because I can assure you that LinkedIn does not have a billion active users.
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According to EU user numbers given to the DSA, approximately 40% of LinkedIn’s users are active. This means that LinkedIn currently has roughly 400 million monthly active users, which is a nice amount but definitely not something LinkedIn wants to promote.
I all, a billion sounds more appealing than 400 million, right?
In terms of usage statistics, LinkedIn reports that 1.5 million pieces of material are shared on the app every minute, with video being the fastest-growing content type. LinkedIn estimates that video uploads have increased 34% year on year, and the company is now attempting to capitalize on this with features such as its full-screen video stream.
LinkedIn Video Tab
Does this imply that you should be aiming to share more video on LinkedIn?
I mean, LinkedIn is seeking to increase its focus on video content, so it makes sense to align with that wherever possible. It might be worth trying at least once.
Also worth noting: LinkedIn Premium sign-ups have surged by 51% this fiscal year.
Why?
At a guess, the advent of Premium Company Pages, which provide businesses more methods to showcase themselves in the app, has been a major driver of adoption.
LinkedIn Premium Company Pages
Premium Company Pages also gain access to AI writing assistant tools, which LinkedIn has been pushing as it seeks to capitalize on the AI wave with the support of Microsoft.
I’m not certain that AI messaging and post writing tools are beneficial, but there appears to be some interest in utilizing AI to improve people’s LinkedIn profiles.
To summarize, LinkedIn appears to be doing well, but there are few facts on what the headline statements signify. But we do know that video is popular, and that more LinkedIn users are engaging with video content, while AI appears to be another driver of interest.
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