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Ryan Heath of Axios was noting 79% of leaders believe their company needs to adopt AI to stay competitive, but about 60% are worried that they aren't effectively quantifying productivity gains from AI according to 2024 Work Trend Index Annual Report from Microsoft and LinkedIn. Any other thoughts there on how companies can best quantify productivity gains from AI? Dan Van Dyke (17:46):.

LinkedIn has the most-educated news consumers (55% hold college degrees). Social鈥檚 growing influence on media: We鈥檙e seeing social media apps increasing their influence as arbiters of news despite the lack of traditional editorial oversight and fact checking that constitute journalistic integrity. There are dangers in relying solely on social media for news.

The trend: Podcasts have become a critical tool in B2B marketing, offering unique advantages that align with business-to-business communication needs. 36% of B2B marketers worldwide plan to incorporate podcasts into their marketing strategies, according to a 2023 LinkedIn/Ipsos study; that report noted that 60% of B2B marketers plan to increase their usage of podcasts, reflecting the medium's growing role

Job insecurity is sending young users to LinkedIn, while tight budgets are keeping B2B advertisers focused on LinkedIn, where they know they can target the right audience. New features: LinkedIn is courting creators with several new features, a smart move as B2B professionals鈥� social media activity increases.

More than one-quarter of US adults now use LinkedIn. To be fair, LinkedIn鈥檚 2023 growth is mainly due to the recent layoffs in tech and other industries as well as economic uncertainty, which have led job seekers to turn to the platform as they look for opportunities and support. But LinkedIn is also increasingly becoming a more news-oriented platform.

LinkedIn ushers in new efficiencies with AI-generated copy suggestions. Closing the loop: A buyer鈥檚 guide to retail media ad types. More Chart of the Day:. 7/18 - Top 10 countries on Threads. 7/17 - $600 billion ad question. 7/14 - AI and market analysis. 7/13 - Don鈥檛 fear the AI. 7/12 - B2B鈥檚 LinkedIn the chain.

Last October, LinkedIn introduced generative AI-powered ad tools that provide campaign optimization recommendations for content, including copy and headlines, and audience targeting. LinkedIn grows as a content hub.

LinkedIn. Marqeta. Mastercard. McKinsey & Company. Modern Treasury. Nacha. Payments Dive. Stripe. The Clearing House. The Motley Fool. United States Senate. Visa.

Short-form social media videos produce the highest ROI, according to a March 2024 LinkedIn survey. Experts said shorter videos are important for initial engagement. B2B marketers also need to create short-form video content for algorithmic visibility on platforms such as YouTube, TikTok, Instagram, and LinkedIn.

What鈥檚 new: Microsoft-owned LinkedIn is boosting creator and AI tools. New AI tools have just been announced for LinkedIn鈥檚 marketing, sales, and job-hunting products. The new marketing product, Accelerate, will help marketers run campaigns directly on LinkedIn without needing extensive technical experience.

More than half (55%) of B2B marketers worldwide agree that short-form social videos produce the highest ROI, per March 2024 data by LinkedIn and Ipsos. This year, video uploads on LinkedIn will increase 45% YoY, which can help boost its connected TV ad platform, launched in April. Use this chart:. Make a case for investments in video production. Explore underutilized channels to reach B2B buyers.

LinkedIn owner Microsoft is a key investor in OpenAI: Given Microsoft鈥檚 heavy focus on AI, it鈥檚 hardly a surprise that LinkedIn has integrated the tech across its platform, including an AI writing tool that automatically generates a text post. LinkedIn has also leveraged its tie to OpenAI to help develop an AI-powered experience for Premium members.

LinkedIn. TrustRadius. Winterberry Group. Wpromote.

Similarly, a drop in job listings and evaporating advertising budgets are taking their toll on job sites like Indeed, LinkedIn, and Glassdoor, which will continue to be a telltale sign of current job and hiring trends. For businesses focused on HR and hiring, economic fallout will likely continue until Big Tech starts hiring again.

The attractive walled garden of LinkedIn: B2B marketers spend a lot of time and money on LinkedIn for good reason. LinkedIn manages the collection of data and ensures GDPR compliance. It also obtains consent from its members to use anonymized contact and firmographic data for marketing. The data stays with LinkedIn, but marketers can use LinkedIn鈥檚 tools to effectively target and market to people.

LinkedIn has become a hub for journalists. The app has become a go-to for sharing articles and engaging with readers. It is catering to those users, by promoting posts and videos in its 鈥淟颈苍办别诲滨苍 News鈥� feed, for example. Still, many journalists can鈥檛 fully quit Twitter, mainly because they鈥檝e spent years building their presence on the platform and there is no exact replacement.

LinkedIn revenues grew 8%. Google's 鈥淪earch and Other鈥� revenues are holding steady (just 1.87% growth)鈥攁lthough YouTube ad sales actually dropped. By comparison, Microsoft鈥檚 search and news advertising revenues (excluding traffic acquisition costs) jumped 10%. Alphabet also announced $70 billion in additional stock buybacks, signaling the company's confidence in its financial health.

Last month, LinkedIn adopted the C2PA standard for labeling content in an effort to increase transparency. LinkedIn joins publishers like the BBC in adopting the standard. The standard is open source, so any publisher can adopt it using documentation available through the C2PA. The standard uses provenance data to capture and record information that demonstrates a photo, video, or audio鈥檚 origin.

This 鈥渆ducated, niche, and discerning鈥� audience could allow Perplexity to differentiate itself from Google entirely, Gareth Cleevely, executive vice president of business strategy at dentsu, wrote on LinkedIn. At the same time, positioning Perplexity ads as a premium alternative to Google could limit scalability and long-term sustainability, Cleevely wrote.

In response, LinkedIn created Thought Leader Ads, which allows advertisers to sponsor content from LinkedIn members, expanding the ways they can reach audiences. Effective B2B influencer marketing isn鈥檛 about celebrity status. In B2B, the focus is on value creation, trust-building, and collaboration.

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.