TLDR
From where personalization is most important to least important: Tiktok, Spotify, LinkedIn. I would note that I believe Tiktok has a large lead ahead of Spotify, which is shortly followed by LinkedIn.
A Deeper Dive
The reason I ranked Tiktok as first is because high levels of personalization are critical for any success for the platform. This is because the main way in which users engage with the platform is scrolling on the for you page. Because of this, the overwhelming majority of use of the app is entirely based on the quality of the algorithm to give you information that you care about. This is why personalization is extremely important here, having a huge ROI.
The reason I ranked Spotify next is because although it is a social network, it is less common for people to follow each other than say other social networks. The primary feature I identified here is just playing music and creating playlists. Complimentary features to this involve providing song recommendations/blend/etc which require personalization. This is why I ranked this second because although it does not come close to Tiktok, there is a moderate ROI for personalization with users relying on recommendations and buying into features like Spotify Wrapped that provide personalized analytics on a user’s music choice.
Lastly I ranked LinkedIn. The reason for this is that as we discussed in class, LinkedIn is one of those platforms where having an established account to simply respond to user’s is the primary use for many users. These users likely visit the app infrequently – to update their profile if something happens in their career or to answer personal messages. Then there are moderate users who will go on the app to scroll/research/see whats out there. And then there would be people who are actively on the platform (potentially because they are hiring or applying for jobs). Given this range and that many people do not use LinkedIn on such a regular basis relative to Spotify and Tiktok, I ranked it as being least important as far as personalization goes.
