The Content Marketing Institute claims that LinkedIn Corp (NYSE:LNKD) is Australia’s most popular and most effective social media platform with regards to content marketing.
According to the CMI’s trend reports and the budget benchmarks for Australia in 2016, 86% of the marketers used LinkedIn as their preferred channel for content distribution. 60% of the marketers who used the social network rated its efficiency above 57%. Twitter Inc (NYSE:TWTR) had 80% of the marketers issuing a 53% efficiency while Facebook Inc (NASDAQ:FB) has 76% marketers who rated its efficiency above 58%.
YouTube has grown by 5% as a distribution channel, leading to an efficiency of 75% as marketers take advantage of the video platform. The number of marketers who use paid advertising averages 70% while 66% use social ads. The number of promoted posts rose from 50% to 64%. The number of advertisers who prefer traditional offline means such as print is 63% while 55% of the advertisers use traditional online banners.
While most of the other platforms appeal to all categories of people, LinkedIn is more oriented towards a professional audience. Ad targeting, therefore, becomes easier and because most of them are ads that most users can relate to, they end up becoming more effective. This means the company or the social network can attract more marketers as well as raking in quite a good amount of ad revenue though other firms such as Facebook excel when it comes to ad revenue.
LinkedIn has also been engaging in more activities. The company’s co-founder Reid Hoffman joined the heads of other major firms in a joint venture where they invested in the launch of Breakthrough Energy Coalition. It is a clean energy research project designed to help migrate clean energy solutions from the lab and into the market. The criteria for the project is clean, carbon-free, affordable and reliable energy.
Some of the other major figures involved in the project include Mark Zuckerberg, the founder of Facebook, Jack Ma, the founder of Alibaba Group Holding Ltd (NYSE:BABA), Mark Benioff, founder of salesforce.com, inc. (NYSE:CRM) among others.