LinkedIn recently reported that it has 47.9 million monthly active users in the EU, according to the new EU Digital Services Act (D.S.A.). This regulation requires large online platforms to provide regular updates on their user counts to ensure transparency. The latest report shows an increase in European users compared to the previous report from six months ago, indicating growth for LinkedIn. However, this number only represents a portion of LinkedIn’s overall member count, which currently stands at a billion total members as reported in Microsoft’s latest performance update.
While LinkedIn boasts a billion total members, this statistic does not provide a clear picture of the platform’s performance. The focus should be on active users rather than total members, as demonstrated by X (formerly Twitter) having over 1.5 billion dormant profiles. In order to gauge the platform’s popularity and relevance to advertisers, it is important to consider the number of active users. Using the EU user stats, LinkedIn’s active user count is estimated to be around 400 million monthly users, which is decent for a niche social media network but falls behind other social apps in terms of usage.
LinkedIn’s preference for highlighting its total member count and “record levels” of engagement without qualification may distract from the platform’s actual active usage. While this approach may work for now, it is unlikely that other social platforms could get away with such vague reporting. By focusing on active users rather than total members, a more accurate assessment of LinkedIn’s performance and relevance can be made. These figures provide an indication of LinkedIn’s actual active usage and offer insight into the platform’s standing in the social media landscape.
In the context of the new EU Digital Services Act, LinkedIn’s reporting of its EU user counts sheds light on its performance and growth in the region. The increase in European users over the past six months reflects a positive trend for the platform. However, the discrepancy between total members and active users underscores the importance of considering active usage in evaluating a platform’s success. LinkedIn’s reported active user count paints a more accurate picture of its popularity and engagement levels, which may be more relevant for advertisers and users seeking insights into the platform’s performance.
Overall, LinkedIn’s focus on total members and engagement levels may not provide a comprehensive view of its performance. By emphasizing active users and providing more transparent reporting on user counts, LinkedIn can offer a clearer picture of its relevance and popularity in the social media landscape. The platform’s growth in European users indicates a positive trend, but understanding the active user base is crucial for assessing its true impact and reach. Ultimately, transparency and accuracy in reporting user counts will help LinkedIn and other social platforms provide meaningful data for advertisers and users alike.