Microsoft has released its latest performance figures, which include LinkedIn data for the fiscal Q4 period ending June 30, 2024. 

And the results? LinkedIn recorded “record engagement” once again during this period.

LinkedIn's revenue increased by 10% in the most recent quarter, showcasing strong performance across all business units, while the number of LinkedIn sessions rose by 13%, accompanied by “record engagement.”

However, it’s puzzling how the platform consistently reports “record” levels of engagement every single reporting period, a trend it has apparently maintained since 2018.

Nonetheless, that’s the information LinkedIn provides.

In terms of its user base, LinkedIn states that it now boasts over one billion members globally.

It’s essential to clarify that “members” and “users” are not the same, and LinkedIn does not disclose active user numbers, which can be somewhat misleading. It's likely that LinkedIn does not have a billion active users.

Estimates indicate that approximately 40% of LinkedIn's user base is active, based on EU user counts aligned with the Digital Services Act (DSA). This suggests that LinkedIn probably has around 400 million monthly active users, a solid figure but clearly not something LinkedIn is eager to highlight.

After all, “a billion” sounds much more impressive than “400 million,” right?

In terms of usage trends, LinkedIn reports that 1.5 million pieces of content are shared every minute on the platform, with video emerging as the fastest-growing content type. Video uploads have increased by 34% year-over-year, prompting LinkedIn to focus more on this format with features like its full-screen video feed.

Should you be considering sharing more video content on LinkedIn? 

Given LinkedIn’s increasing emphasis on video, it makes sense to align your strategy accordingly. Experimenting with video could be beneficial, at the very least.

Additionally, it’s noteworthy that LinkedIn Premium sign-ups have surged by 51% this fiscal year.

What’s driving this growth? 

One likely factor is the introduction of Premium Company Pages, which offer businesses enhanced opportunities to showcase themselves within the app. This feature likely plays a significant role in attracting more users to upgrade to Premium.

Premium Company Pages also gain access to AI writing assistant features, as LinkedIn aims to leverage the AI trend with support from Microsoft.

While I’m not entirely convinced that AI messaging and post-writing tools are genuinely beneficial, there appears to be interest in using AI to enhance users' LinkedIn presence.

In summary, LinkedIn seems to be performing well, although there aren’t many specifics clarifying what the headline figures truly signify. However, it’s clear that video is gaining popularity, with more LinkedIn users embracing video content, while AI tools are emerging as another point of interest.