Linkedin is formed in 2003 by Reid Hoffman, Blue, Eric Ly, Jean-Luc Vaillant, Lee Hower, Konstantin Guericke, Stephen Beitzel, David Eves, Ian McNish, Yan Pujante, Chris Saccheri). However, in 2016, it was acquired by Microsoft. Linkedin can be called a social media platform for professional people and employment-focused online service that started as a website and later, also expanded to mobile apps. It also aids in professional networking, as well as helping job seekers to post their CVs, and helps employers to find out suitable candidates(Callahan, 2019).
Linkedin Ads, ss evident from their names are a form of paid advertisement that is displayed on Linkedin.These ads first appeared in 2005 and grew rapidly ever since. These are three types of ads mainly and can be tailored to the goals and objectives of any company. So in order to be successful with LinkedIn ads, a company needs to have clear goals and objectives regarding their business and LinkedIn ads(Callahan, 2019).
These ads can be very useful not only that they reach the professional audience targeted by the company but they are also a great source of B2B marketing. So it is highly useful for the companies to dedicate some of their marketing budgets to LinkedIn(Callahan, 2019).
Although, the users of LinkedIn are much lower than other social media platforms like Twitter and Facebook, however, the kind of users identified on Linkedin is nearly impossible on other platforms. It is evident from the growing use of LinkedIn ads by the companies that they understand that it is increasingly difficult to be successful without Linkedin ads(“What are LinkedIn Ads? – Cyberclick”, 2021)).
Linkedin is a platform for professional people. That is why only adults use it with the majority of them being male. Then, 28% of its users aged between 18 to 29 years of age. 37% of its users are aged between 30 to 49 years of age. 24% of its users are aged between 50 t0 64 years of age and the rest are 65 years and over. Location wise 33% of its users are urban, 30% suburban and 10% rural while the location of the remaining is not known(Chen, 2020).
Income wise, only 10% of its users earn under $30,000, and nearly half(49%) of its users earn over $75000 per month (Chen, 2020).
Whereas education-wise, only 9% of its users don’t go to college whereas, the rest or either college graduates (51%) or have got some college education (Chen, 2020).
Linkedin says that when the customers sync their contacts or calendars with Linkedin, the company collects the customer’s address book, meeting information, and calendarin order to to keep growing your network by suggesting connections for you and others, and by providing information about events, e.g. times, places, attendees and contacts(“Privacy Policy | LinkedIn”, 2021).
The business world feels that there is a problem with the Linkedin newsfeed because it only has self-serving business content and as a result, its hardcore dedicated Linkedin user suffers because they hardcore care about their networking. Moreover, it is more suitable for B2B business than for the common people.(McCormack, 2018).
Overall, Linkedin advertisement has a positive impact on society because it helps businesses prosper and so the economy improves as well as jobs are created.
References
Callahan, S. (2019). Introducing “A Brief History of Advertising on LinkedIn” (Infographic). Business.linkedin.com. Retrieved 25 January 2021, from https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/introducing-_a-brief-history-of-advertising-on-linkedin–infogra#:~:text=Since%20the%20first%20advertisements%20ran,scale%20%E2%80%94%20has%20undergone%20remarkable%20changes.
Chen, J. (2020). Social media demographics to inform your brand’s strategy in 2020. Sprout Social. Retrieved 25 January 2021, from https://sproutsocial.com/insights/new-social-media-demographics/.
McCormack, P. (2018). The Pointless World of LinkedIn | Hacker Noon. Hackernoon.com. Retrieved 25 January 2021, from https://hackernoon.com/the-pointless-world-of-linkedin-8f9e22d49353.
Privacy Policy | LinkedIn. Linkedin.com. (2021). Retrieved 25 January 2021, from https://www.linkedin.com/legal/privacy-policy.
What are LinkedIn Ads? – Cyberclick. Cyberclick.net. (2021). Retrieved 25 January 2021, from https://www.cyberclick.net/advertising/linkedin-ads#:~:text=LinkedIn%20Ads%2C%20as%20the%20name,any%20company%20objective%20or%20goal.&text=Furthermore%2C%20it%20behooves%20each%20company,medium%20for%20achieving%20their%20goals.
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