Microsoft has consistently reported “record levels of engagement” on LinkedIn since 2018, with each subsequent update showing an increase in sessions and in-stream interactions. The most recent report in April 2024 revealed an 11% growth in sessions with “record engagement”. This pattern of continuous growth has been observed over the past six years, with LinkedIn sessions showing a significant increase in each quarterly update.
Despite the consistent claim of “record engagement”, there are questions regarding the sustainability of such growth. The increase in overall activity on LinkedIn could be attributed to the addition of new users to the platform. With over a billion members worldwide, LinkedIn has continued to attract new users, contributing to the rise in engagement levels. However, it is important to note the distinction between “members” and “users”, as not all members may actively use the platform on a regular basis.
The closure of LinkedIn’s Chinese business in May 2023 should have resulted in a reduction in the platform’s member count by 60 million. However, LinkedIn’s overall member count did not decrease, raising questions about how the platform calculates its member numbers. It is unclear whether cumulative profiles created but later deleted are included in the reported member count, which may not accurately reflect active user engagement levels.
Despite the lack of specific details provided in Microsoft’s reports, LinkedIn’s overall revenue has seen a 10% increase, driven by growth in all lines of business. The platform’s performance is described as positive, with Microsoft emphasizing the success of LinkedIn without delving into specific metrics or data points to support these claims. The platform’s consistent growth in engagement, coupled with revenue increases, indicates positive performance and continued success for LinkedIn under Microsoft’s ownership.
While questions may remain about the accuracy and sustainability of LinkedIn’s reported engagement levels, Microsoft’s consistent reporting of “record levels” of engagement suggests that the platform is experiencing ongoing growth and success. The platform’s ability to attract new members, coupled with revenue growth in all business areas, indicates a strong performance for LinkedIn. Despite the lack of detailed information provided in Microsoft’s reports, the overall outlook for LinkedIn appears positive based on the continuous increase in user engagement and revenue.