LinkedIn, the professional network, increasingly relies on artificial intelligence and games to drive growth and enhance user engagement with the platform. This comes against the backdrop of stagnant revenue increases and strong competition in the social media landscape.

The Microsoft subsidiary recently introduced daily puzzles and AI-based articles aimed at providing career advice to employees. These measures are part of a comprehensive overhaul of the platform traditionally used for professional development, which is less frequently visited than entertainment-oriented networks like Facebook or TikTok.

The slower revenue growth has alarmed analysts and highlighted the need to diversify LinkedIn's business model and tap into new revenue streams. "It's about creating a daily habit," Editor-in-Chief Daniel Roth told the Financial Times. "Once you're on LinkedIn, you should share your knowledge, receive information, and consume content.

LinkedIn recorded "record-breaking engagement numbers" in June with 1.5 million content interactions per minute. However, exact user numbers were not disclosed. Data from the analytics company Similarweb show that visits to the platform, which reached 1.8 billion last month, have increased in recent years but stagnated since the beginning of 2024. The annual growth of page views slowed to 5 percent in June, less than half the growth rate of 2021 and 2022.

To continue growing, they need to make the platform 'stickier,'" explained Kelsey Chickering, media analyst at Forrester. "Just being a place for jobs and applications might not be enough to capture users' attention and time.

The daily games introduced in May are intended to engage users by tracking "streaks" of completed puzzles and showing which of their connections have played. Users can share their results and view leaderboards comparing different industries, companies, and universities. Roth emphasized that the games serve as conversation starters and are designed to be completed quickly to align with LinkedIn's professional focus. "You shouldn't spend much time on them," he said.

Here is the translated heading in English:

"Last year, LinkedIn introduced an AI feature that generates career advice questions and prompts relevant specialists to add comments and contributions. These are compiled into 'collaborative articles.'

Some analysts warn that LinkedIn risks alienating existing users if efforts to increase engagement do not align with the platform's professional and trustworthy reputation. "Practical advice and tools are the best way to expand usage: back to the core mission of why people use LinkedIn, rather than competing in areas where it's unnecessary," said Rebecca McGrath, technology analyst at Mintel.

With these new strategies, LinkedIn hopes to strengthen its market position and improve the user experience to ensure long-term growth.