For the first time since 2018, Microsoft has not reported "record levels" of engagement on LinkedIn, which may indicate a new direction for the professional platform. However, LinkedIn CEO Ryan Roslansky does share notable growth figures that are of interest to companies.
Significant increase in responses and video content
LinkedIn reports a 24% increase in interactions this year. This growth stems from improved feed algorithms that show users more relevant content, although some point to increased bot activity as a possible cause.
Video uploads have shown double growth for three consecutive quarters. Earlier, LinkedIn reported that video watch time increased by 36% in 2024, with short videos growing twice as fast as other content formats. Video posts are shared 20 times more often than other content, highlighting the power of this medium.
Microsoft reported a 10% revenue growth for LinkedIn, driven by Marketing Solutions. However, the Talent Solutions division is facing headwinds due to weakness in the labor market.
Consequences for companies and organizations
The growth in engagement presents opportunities for companies to expand their reach. Video content proves to be particularly effective for organic growth and engagement. LinkedIn's AI Hiring Assistant shows promising results among large companies, with significantly higher InMail acceptance rates. The platform is taking a stand against fake engagement and engagement pods. LinkedIn automatically blocks suspicious patterns and limits the reach of artificially boosted content. Between July and December 2024, over 80.6 million fake accounts were rejected.
Practical recommendations for companies
Companies can benefit from LinkedIn's video trend by producing short, professional content. The increase in engagement suggests that active community-building pays off. LinkedIn's enhanced AI tools provide recruiters with opportunities for more efficient hiring, despite market conditions.
The platform is also tightening privacy regulations around AI training with user data, allowing members to opt out. For companies, this means more transparent data processing. LinkedIn's unique professional dataset remains valuable for AI development and market insights. Although Microsoft remains silent about record figures, the concrete growth numbers indicate that the platform is performing solidly. For marketers and recruiters, LinkedIn continues to be a significant investment, especially due to its strong video performance and increased user interaction.