As LinkedIn's continued to evolve by adding new features, like LinkedIn Stories, it's steadily grown its user base. While the LinkedIn audience still skews towards career-minded professionals, the industries, interests, and demographics represented on the platform have become much broader since its launch.
Aside from LinkedIn's user growth, it's also continued to expand on advertising opportunities, which has helped make it one of the most important channels for B2B marketing.
Today, it's becoming quite clear that LinkedIn isn't just for people in executive corporate roles. With millions of company pages and individual members, there's a discussion, post, or professional network for almost anyone on this channel.
But, despite LinkedIn's growth and advertising opportunities, many marketers or brands still worry that the platform is still too formal or corporate for their audiences.
The truth is -- LinkedIn could very well be one of your most underrated marketing channels.
If LinkedIn's growth has caught your attention and you want to determine if its audiences and ad offerings are right for you, it's important to do some research before devoting more time and resources to this network.
To get you started on your LinkedIn research, here are some need-to-know stats about the platform's audience, growth, and most common marketing tactics.
LinkedIn Stats to Know in 2021
General LinkedIn Stats
In Q1 of 2021, LinkedIn revenue increased 23 percent year-over-year (LinkedIn)
In 2020, LinkedIn made $181 billion in revenue. (LinkedIn)
LinkedIn has more than 740 million active users. (LinkedIn)
In Q3 of 2020, the amount of content shared on LinkedIn increased by 50 percent. (LinkedIn)
Marketing Solutions is growing 40 percent year-over-year in Q4 2020. (LinkedIn)
Nearly 40 million people searched for jobs on LinkedIn each week in Q4 2020 (LinkedIn)
As of January 2020, 663.3 million users have been reached by LinkedIn Ads. (We Are Social)
Data shows that the most engaging LinkedIn posts are published on Wednesdays between 8 a.m. to 10 a.m. and noon, Thursday at 9 a.m. and 1 p.m. to 2 p.m., and Friday at 9 a.m. (Sprout Social)
LinkedIn's lead conversion rates are 3X higher than other major ad platforms, including Google Ads. (LinkedIn)
Roughly 15% of marketers are creating content for LinkedIn. (HubSpot)
Only 10% of marketers say they're investing in LinkedIn. (HubSpot)
In a study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost three times or 277% higher than both Twitter (.69%) and Facebook (.77%). (HubSpot)
LinkedIn User Statistics
40 million people look to LinkedIn for job opportunities every week. (LinkedIn)
Three people are hired each minute on LinkedIn. (LinkedIn)
There are more than 55 million companies listed on LinkedIn and there are 14 million open jobs on the platform. (LinkedIn)
For companies who are active on LinkedIn, 30% of their engagement comes from their own employees. They’re 14x more likely to share their employers’ content on the platform compared to other types of content. (LinkedIn)
LinkedIn Advertising Statistics
LinkedIn Ads accounted for more than a third of LinkedIn’s total revenue in Q4 2020. (LinkedIn).
Marketing Solutions increased 50%. LinkedIn predicts the jump was caused by advertisers choosing the platform as the trusted way to source warm leads. (LinkedIn)
Hootsuite and We Are Social report that 727 million people can be reached through LinkedIn advertising. (DataReportal)
Quarter-over-quarter in 2020, LinkedIn’s advertising reach has increased 3.5%. (DataReportal)
Because LinkedIn has a slightly different audience from other major platforms like Facebook, Twitter, or Instagram, you'll want to understand whether your consumers are engaging there before investing time or resources into a campaign or advertisement. Be sure to keep the stats above, as well as emerging research about the platform and its audiences, in mind as you prepare your next social media strategy.
Editor's note: This post was originally published in May 2020 and has been updated for comprehensiveness.
Originally published Mar 22, 2021 7:00:00 AM, updated March 22 2021