Two weeks ago, TechCrunch broke the news that LinkedIn was venturing into the realm of games, aiming to enhance user engagement through puzzle-based interactions. And most recently, TechCrunch reported that the Microsoft-owned social network was testing the waters with short-form videos.
It seems like LinkedIn is appealing to a new demographic — one that finds itself somewhere between two established social networks.
The word game Wordle gained viral popularity on Twitter, leading to The New York Times reportedly paying a hefty sum for the game. On the other hand, TikTok has surpassed a billion users and became the first non-game app to reach $10 billion in consumer spending, primarily for short-form video content.
Splintering of Audiences
Since Elon Musk acquired Twitter in 2022 and rebranded as X, the platform’s user base in the U.S. has dwindled significantly. Federated alternatives like Mastodon and Bluesky have tried to attract former X users, while Meta has introduced Threads to compete. This fragmentation has left many users divided among various social networks, unsure of where to connect.
TikTok can be seen as a modern version of Twitter, featuring short-form content, influencers, hashtags, and trending topics. While it may seem like a logical choice for some, it’s still unfamiliar territory for many loyal Twitter users.
Similar to other successful social networks, Twitter grew organically through the right combination of people, timing, backers, and technology. Moving that community seamlessly to a new platform isn’t feasible, leading to the audience fragmentation witnessed after Musk’s takeover.
LinkedIn’s Role
LinkedIn is stepping into the void left by Twitter’s decline. Despite the mockery of being a “professional social network,” many individuals have turned to LinkedIn for job searches and networking. Now, as Twitter struggles, LinkedIn is becoming a prominent alternative.
Microsoft’s acquisition of LinkedIn for over $26 billion seven years ago has largely been silent on its performance until recently. The platform generated $15 billion in revenue for the 2023 fiscal year, with a significant portion from corporate recruitment software. Premium subscriptions also contributed $1.7 billion in revenue last year, surpassing the numbers at X.
LinkedIn’s latest efforts reflect its attempt to evolve with the changing landscape. While it can’t completely shed its business-focused image, the platform is expanding beyond its reputation as simply a job-seeking network.
LinkedIn may not attract a surge of Gen Z users seeking quick entertainment like Twitter or TikTok, but it can leverage elements from these platforms to appeal to a broader audience.
As other social networks move away from news coverage, and X loses its previous influence in global events, LinkedIn has been investing more in this area. With the addition of games and short-form videos, LinkedIn is aiming to capture a larger share of the social media market.
