Spotify wants you to listen to music for as long as possible. And so what they do is they create playlists based on your listening history to try to understand the kind of songs you would want to hear at that time or kind of songs you might like to explore. In terms of ROI, the personalization results in increased session length, which results in dependency on Spotify, which results in subscription or ad revenue.
Unlike Spotify, LinkedIn is more so invested in ensuring you return to their platform as opposed to staying there long. They will do this by sending out a lot of emails and notifications for different job suggestions, profile insights, feed recommendations, connection recommendations, etc. and love when users are active on the platform for consistent periods of time. LinkedIn drives their revenue from inhouse data, so by increasing the frequency people engage on the platform increases the profiles they engage with/updates they make which increases the data LinkedIn gathers which is helpful for increasing their feed/job matching accuracy and increasing the productivity of their Recruiting tools. In terms of ROI, increasing frequency of engagement increases data collection driving accuracy/success in their profit driving recruitment tools.
The infamous TikTok For You Page is known for aggressively understanding what content could keep the user engaged for the duration of the video and motivated to scroll over to the next video. Everything on the platform is a HOOK, looking to deepen the user engagement. In terms of ROI, engagement results in increased targeted ads and ad conversions which increases their marketability to advertisers willing to pay more for accurate ad placement.
