Spotify:
For Spotify, personalization really just makes people stay on the app way longer. They do this by curating super specific playlists made just for you. They also recommend concerts and merch drops from artists you actually listen to, which makes the app feel more personal than just “here’s some songs.” And if you’re on the free plan, even the ads feel like they’re based on what you listen to. All of this basically keeps people listening and scrolling through the app, which means longer listening time, more ads, and a higher chance of upgrading to premium. That’s the ROI for them.
LinkedIn:
LinkedIn’s version of personalization is all about getting you to come back multiple times a day. Your whole feed feels tailored. The posts, the people they suggest you connect with, and especially the job recommendations. It low-key pays attention to what roles you click on even if you never apply. Their notifications are also super intentional, like “someone viewed your profile” or “you’re a top match for this job,” which instantly makes you check the app. The more often you open LinkedIn, the more opportunities they have to show ads, push premium subscriptions, and keep recruiters paying for access.
TikTok:
TikTok basically lives off personalization. The For You Page is literally shaped around you and your interests and with TikTok Shop integrated into everything, your scrolling habits turn into product recommendations instantly. TikTok tracks what videos you linger on so the ads and Shop items feel way too accurate. The ROI here is huge because better targeting = higher purchases. Creators make money, brands make money, and TikTok gets a cut of all of it.
