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LinkedIn. MarketingProfs. Meltwater. Pipeline360. TopRank Marketing.

The LinkedIn user base is getting younger. On this top B2B network, millennials and Gen Zers will make up 61.6% of total US users in 2023, per our forecast. User growth this year will be most notable in Gen Z, rising 20.0% YoY. B2B buyers use social media to reach sellers and to share experiences.

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.

But one of the things that I wanted to make sure to mention is that they have an impressive amount of LinkedIn usage. I know Millennials are the largest population on the platform, but I don't think Millennials leverage LinkedIn the same way that Gen X'ers leverage LinkedIn.

But LinkedIn is also increasingly becoming a more news-oriented platform. That makes it a strong alternative to those Twitter users, particularly journalists, who are leaving the platform. What to Watch. Reddit and LinkedIn will capitalize on their heightened usage.

LinkedIn tests TikTok-like video feed: The strategic move would improve discovery and engagement with B2B short-form content.

On today's podcast episode, we discuss how Snapchat+ is getting on, how much of a focus AR will be for the company going forward, and why user growth is doing just fine ... but revenue growth is not. "In Other News," we talk about the differences between the terms "influencer" and "creator" and what to make of LinkedIn's significant 1-billionth-member milestone. Tune in to the discussion with our analyst Jasmine Enberg.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 social trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss search becoming the next battleground for social commerce and why LinkedIn is about to get its day in the sun. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.

LinkedIn Premium is the company鈥檚 AI proving ground: After making $1.7 billion in subscription revenues thanks to AI, the company looks to expand the tech elsewhere.

Usage on mainstream platforms trails the rest of Canada鈥攅xcept for Facebook Messenger usage. There鈥檚 a sizable gap between Quebec and the rest of Canada. Instagram, LinkedIn, Twitter, Snapchat, WhatsApp, and Reddit accounts aren鈥檛 as common in the province, according to an August 2022 Leger and Ressac poll. But Quebec is ahead of English Canada in Messenger adoption.

Pinterest was seen as the safest social media platform in the US last year, though the percentage of users who held that view declined from 2020 (51% versus 41%), according to our 鈥淯S Digital Trust Benchmark 2022鈥� report. Meanwhile, Facebook was where the lowest percentage of users felt safe, down to just 26% in 2022.

Nearly three-quarters of US TikTok users will also use Instagram this year, making it the most popular alternative to the social video app, per our forecast. That鈥檚 good news for Instagram Reels, which is positioning itself as a viable successor in the event of a US TikTok ban.

TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it鈥檚 facing more competition from Instagram and YouTube.

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.