Under the Radar: LinkedIn’s APAC MD on the role of its algorithm in balancing supply and demand of content, focus on videos and AI

The Evening Runway with Hongbin Jeong, Roshan Gidwani and Chua Tian Tian

Put professional networking and social media together – and there you have it – that’s our guest for today, LinkedIn.

Founded in 2003, LinkedIn connects the world’s professionals to make them more than productive and successful. The firm boasts a diversified range of services ranging from Talent Solutions, Marketing Solutions, Sales Solutions and Premium Subscriptions products.

With over 1 billion members worldwide, including executives from many Fortune 500 companies, the Microsoft-owned company is also the world’s largest professional network.

In the APAC region alone, the social media player has a base of over 310 million individuals, helping them connect with like-minded professionals and remain updated on industry trends.

Why are we speaking to LinkedIn you might ask? Well the social media network is an interesting one to look at given how it saw a boom in creators coming on board the platform amid the pandemic, when people had to work remotely, form connections, and market themselves using the internet.

So how does the firm utilise its algorithm to prevent an overwhelm of content on users, but yet ensure that it remains valuable to the creator community and marketers who are purchasing its B2C subscriptions as well as B2B solutions?

Speaking of algorithms, LinkedIn appears to be rolling out video carousels and prioritising videos on the platform in recent months. But what were the reasons behind the move?

How important are videos in helping LinkedIn better engage and retain users and get businesses to up their advertising spend?

On Under the Radar, The Evening Runway’s finance presenter Chua Tian Tian posed these questions to Feon Ang, APAC Managing Director, LinkedIn.

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