How often do you visit LinkedIn? The platform expects the answer to be “daily.”
To that end, LinkedIn is rolling out games to offer artificial intelligence (AI)-powered career advice to encourage users to visit more frequently and drive growth, the Financial Times reported on Sunday.
The report noted that this is part of a broader overhaul of LinkedIn, whose members tend to visit the site less frequently than visitors to Facebook and entertainment-focused social media platforms like TikTok.
As revenue growth slows, analysts are calling for the Microsoft-owned platform to expand its business, create ways to keep users on its sites and generate revenue streams beyond offering subscriptions.
“This is about getting into a daily habit,” Editor-in-Chief Daniel Roth told the Financial Times. “When you join LinkedIn, it’s time to share knowledge, to gain knowledge, to get information, to get content.”
According to the FT, LinkedIn said it saw “record engagement” in June, with 1.5 million content interactions per minute, but declined to disclose site traffic or active user figures.
Visits to the platform, which hit 1.8 billion in June, have been growing in recent years, but growth has slowed since the beginning of the year, according to data from analytics firm SimilarWeb. Year-over-year growth in site visits in June was 5%, less than half LinkedIn’s average growth rate for 2021 and 2022.
“For continued growth, the platform may need to become more ‘sticky,'” Kelsey Tickeling, a media analyst at Forrester, told the news outlet. “Being simply a place for jobs and applications may not be enough to retain consumers’ attention and time.”
Meanwhile, PYMNTS reported last week that LinkedIn has emerged as a place for retailers to reach and influence consumers, with companies like Amazon and Nike gaining millions of followers on the platform.
“LinkedIn is traditionally known as a professional networking platform and so may not seem like an obvious choice for consumer engagement, but its unique positioning and strong user base provide an attractive avenue for retailers looking to access a more sophisticated and influential audience,” the report states.
According to a PYMNTS Intelligence study, “Tracking the Rise of Digital Payments: Monetizing Social Media,” Gen Z is the platform’s fastest-growing audience, with most consumers (68%) making purchases via social media.
What’s more, social commerce is especially effective for food and beverage companies: According to the PYMNTS Intelligence report, “Connected Dining: Word of Mouth in the Digital Age,” 37% of diners visit a restaurant’s social media page to find information about the restaurant, rising to 42% for Gen Z and 46% for millennials.
Read more about: AI, artificial intelligence, Daniel Roth, Forrester, Kelsey Tickeling, LinkedIn, news, PYMNTS News, SimilarWeb, social commerce, social media, social networks, stickiness, What’s Hot
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