LinkedIn may be the nerdiest social network but its strategy works

The platform has confounded its critics with a boom in new users and increased revenues

In the past three years, LinkedIn has added about 200 million new users and its annual revenues have nearly doubled to US$10 billion. PHOTO: REUTERS
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(FINANCIAL TIMES) It is so easy to make fun of LinkedIn. The professional network is 18 years old - Methuselah by social media standards. Its insistence on adding Instagram-style features can seem cringeworthy. Why would anyone want to put disappearing photos on their LinkedIn page? Who wants to become a LinkedIn influencer anyway?

Undeterred, the company is plotting even more bells and whistles. Last week it announced a US$25 million (S$34 million) "creator fund" to encourage users to post more content. TikTok-like short videos are on their way.

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