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LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

LinkedIn isn't just for job updates. It has evolved into a platform with brand-safe engagement, sophisticated audiences, and a growing range of advertising tools. Here鈥檚 why you should be paying attention to LinkedIn.

On today's podcast episode, we discuss the main ways that LinkedIn has changed, whether TikTok can steal significant Gen Z market share from them, and whether daily games is the right fit for the employment-focused social media platform. "In Other News," we talk about how marketers are preparing themselves for a potential TikTok ban and which of TikTok's new initiatives has the most potential. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.

On today's podcast episode, we discuss why Amazon is pulling back from "Just Walk Out" technology, how the Atlantic magazine turned things around, what will ignite TV shopping, whether LinkedIn testing TikTok-like videos is a good move, what science says about how to be happy, and more. Tune into the discussion with vice president of content Suzy Davidkhanian, analyst Evelyn Mitchell-Wolf, and vice president of Briefings Stephanie Taglianetti.

LinkedIn鈥檚 not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. 鈥淟颈苍办别诲滨苍 is definitely heading into a direction where more direct B2C marketing is going to become prevalent,鈥� said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.

LinkedIn product manager Rohan Rajiv said the job search process is not only about 鈥渓abor market dynamics鈥� but also a lack of transparency, per Engadget. AI鈥檚 weaknesses: While LinkedIn鈥檚 AI tools seek to streamline job applications, lackluster job descriptions could complicate Job Match鈥檚 efficacy.

LinkedIn is one of Gen X鈥檚 top five platforms. Nearly 34% of Gen Xers are on LinkedIn, more than 10 percentage points higher than the general population鈥攁nd they hold a larger share of the platform than Gen Zers. Much like how Facebook helped supplant address books, LinkedIn has replaced the rolodex, and professional Gen Xers learned how to leverage their network connections quickly.

LinkedIn is testing a short-form vertical video tab. It鈥檚 encouraging users to post videos from other platforms to help build it up. Facebook has launched a singular video feed. It combines Reels, long videos, and live videos, similar to TikTok. Snap has redesigned its app. It combines Stories and Spotlight into a unified entertainment feed that is separate from the chat tab and camera.

LinkedIn. Ogilvy. Social Media Examiner. Wistia.

In the second tier, LinkedIn is the disruptor. It鈥檚 well documented that Facebook is shedding younger users. However, the overall Gen Z cohort is set to maintain flat user growth, albeit from a comparatively low base. Facebook鈥檚 biggest issue will be competition from other platforms. LinkedIn, in particular, is set for significant Gen Z user growth.

LinkedIn is the social platform the most marketers worldwide (70%) are confident will deliver a positive ROI, per an August 2023 survey from Hootsuite.

LinkedIn flexes B2B advertising鈥檚 strength. After hitting 1 billion global users thanks to strong growth abroad, LinkedIn looks to video to increase engagement and ad revenues. Sports drove streaming and CTV to a record quarter. The Olympics drove heavy ad spending and viewership for streaming services, which continue to make inroads with users. YouTube gives streamers a run for their money.

The news: Meta, Google, TikTok, YouTube, Snapchat, X, LinkedIn, and others pledged to improve their platforms鈥� content moderation efforts in the EU. The companies signed a revised code to the European Commission鈥檚 Digital Services Act (DSA).

YouTube, Netflix, Sling TV, and LinkedIn added games this year in a bid to increase revenue per user and make their platforms more sticky. Developing and licensing games isn鈥檛 cheap, though, and some companies learned that big-budget titles are better left to devoted game publishers. Netflix closed its AAA gaming division in October, likely due to costs and long-term production timelines.

Gen Z currently makes up 26.2% of US LinkedIn users, and the cohort will surpass Gen X in LinkedIn use next year, according to our May 2024 forecast. Brands investing in creator content should consider LinkedIn, on which they can reach 34.8% of Gen Z social media users. But LinkedIn isn鈥檛 the only place where Gen Z is networking.

LinkedIn. MarketingProfs. Meltwater. Pipeline360. TopRank Marketing.

A 2024 Magna Global and LinkedIn survey found that many marketers believe B2B ads lack humor, emotional appeal, or relatability. In their messaging, B2B marketers should focus more on bold storytelling and less on the functional aspects of a product or service. Disruptive creativity is a hallmark. Innovative strategies and visually striking executions help brands differentiate themselves.

Salesperson was the most in-demand job on LinkedIn in Q3 2024, according to LinkedIn data reported by Search Engine Journal. November 7, 2024. True or false? More than half of LinkedIn鈥檚 total US ad revenues come from mobile. True, mobile ad spend will make up 64.6% of total LinkedIn ad spend in the US this year, per our forecast. November 6, 2024.

Vice President Kamala Harris voters were more likely than Trump voters to be active on Threads, TikTok, Instagram, and LinkedIn, per November 2024 CivicScience data. Trump voters were significantly more active on only one platform, X, putting the app in competition with Trump-owned Truth Social. Feelings about the TikTok ban are also divided on political lines.

LinkedIn. Magna Global. McKinsey & Company.

Other platforms like LinkedIn are also making bets on vertical video to boost engagement and tap into the demand for video ad space. The uncertainty around TikTok鈥檚 ban also opens opportunities for competitors to pounce on its market. However, X鈥檚 user growth is moving in the wrong direction, set to decline 3.8% in the US this year to 51.8 million users.

LinkedIn revenues: Increased 9%, showing stable business demand. Gaming (Xbox content & services): Up 2%, a slower growth area, though positive due to Game Pass. AI impact: CEO Satya Nadella highlighted Microsoft鈥檚 AI business hitting a $13 billion annual run rate, up 175% year-over-year. Why it matters: AI growth continues, but cost concerns and competition are mounting.

And other platforms such as Pinterest, Reddit, and LinkedIn will grow their ad businesses by at least 12% each year through 2026. But Meta will still dominate the social network advertising market with a nearly 75% share in 2024. Index of Benchmarks.