LinkedIn adds games and AI tools to increase user visits

LinkedIn is introducing AI-powered career advice and interactive games in an effort to encourage daily visits and drive growth. The Financial Times reported that this initiative is part of a broader overhaul aimed at increasing user engagement on the Microsoft-owned platform, which currently lags behind entertainment-focused social media sites like Facebook and TikTok.

With slowing revenue growth, analysts have suggested that LinkedIn must diversify its income streams beyond subscriptions and make the platform more engaging. Editor in Chief Daniel Roth emphasised the goal of building a daily habit for users to share knowledge, get information, and interact with content on the site. The efforts reflect LinkedIn’s push to enhance the user experience, such as unveiling AI-driven job hunting features and detecting fake accounts, as well as disabling targeted ads.

In June, LinkedIn recorded 1.5 million content interactions per minute, though it did not disclose site traffic or active user figures. Data from Similarweb showed that visits reached 1.8 billion in June, but the growth rate has slowed significantly since early 2024. For continued growth, media analyst Kelsey Chickering noted that LinkedIn needs to become ‘stickier’ and offer more than just job listings and applications.

Moreover, LinkedIn is becoming a significant platform for consumer engagement, with companies like Amazon and Nike attracting millions of followers. The platform’s fastest-growing demographic is Generation Z, many of whom shop via social media. The trend highlights LinkedIn’s potential as a robust avenue for retailers to reach a sophisticated and influential audience.