Its business model is also different. Every other social network lives on advertising: Meta, which owns Facebook and Instagram, gets 98 per cent of its revenue from them. LinkedIn sells ads too — $US7b-worth last year, analysts estimate — but makes the largest share of its revenue from its recruitment business. LinkedIn claims that it is the world's biggest, filling a job vacancy every couple of seconds. The company also made $US2b last year from paid subscriptions, a business no other social network has cracked. Every platform is trying to diversify, says Jeremy Goldman of eMarketer, a data company. "LinkedIn solved that before a lot of them did."