A buzzword of sorts, stickiness is really a synonym for user engagement. LinkedIn generally has far less impressive engagement statistics than competitors like Facebook (NASDAQ:FB) and Twitter (NYSE:TWTR). Alexa, one source of industry data, reports the average LinkedIn user spends a little over seven minutes on the site each day. That's about one-fourth as impressive as Facebook, and nearly two minutes less than Twitter's average. Statista estimates the gap may be even bigger.
Given that LinkedIn allows brands to create content, its publishing service could very well reel in more ad dollars. But the grand vision is broader than that.
The valuable Influencer posts and the wide range of professional content from millions of publishers that we currently aggregate on LinkedIn are powerful, but only the tip of the iceberg. Combined, our members have extremely valuable and varied experiences; however, their knowledge and expertise has not yet been captured and shared.
LinkedIn isn't the only tech platform with its eye on the publishing industry, though. On Re/code earlier this year, Sulia CEO Jonathan Glick termed the movement the "rise of the platishers." In addition to LinkedIn, sites including Medium, Gawker, BuzzFeed, Vox Media, and Digg are examples of hybrid platform-publishers. One can argue that even Forbes, which allows brands to sponsor content, also fits in this category.
Of course, it's possible some platishers will fail. If a platform publishes too many low-quality, user-generated pieces, readers will turn to another, more reliable source of news. There's also a risk some platishers will rely too heavily on sponsored content -- another turn-off.