Which network are you focusing on in 2024? Facebook? Instagram? Maybe even TikTok?
What about taking your strategy for LinkedIn to the next level?
In this article, we’re going to share with you key statistics and facts that you can use as a guide for your LinkedIn marketing efforts in 2024.
They will help you decide which strategies to invest in this year.
We have divided the LinkedIn statistics into 4 main areas:
- Users – Who actually uses LinkedIn?
- Content marketing – is it worth the effort?
- Posts & Articles – Which Works Best?
- B2B Sales – Is LinkedIn a Reliable Lead Source?
(You will find a summary of the most important numbers at the end if you are in a hurry. But you will definitely be able to learn more if you look at all areas. Even if you just scroll through and only look closer at the statistics that come to your mind eye-catching, you will be able to take away a lot of valuable impulses)
Let’s get started.
LinkedIn Statistics 2023 – An Overview
The truth about LinkedIn:
It’s a gold mine for B2B…
This is where decision-makers and executives spend their free time – whether you are self-employed or work for a Fortune 500 company.
And the best thing is…
…mostly these decision makers are actively scrolling through the news feed looking for valuable and interesting content to read.
LinkedIn is not Facebook. Here, you don’t have to fight your way through memes, cat videos, and wedding photos. On LinkedIn, you usually get high-quality content. These decision-makers are looking for content that can transform the way you do business.
Just as you are reading this article here, the decision-makers in your target group are also looking for content that captures their interest and is relevant to their needs.
However, if you haven’t spent a lot of time on LinkedIn and don’t really understand how this platform works – LinkedIn can be quite tiring!
To give you a boost, I have compiled the most important LinkedIn statistics for every B2B entrepreneur. I’ll show you key results from studies done by HubSpot, Business Insider, Buzzsumo, and many others.
You can use this post as a go-to resource for anything related to LinkedIn.
LinkedIn User Statistics
1) LinkedIn has over 690+ million members
LinkedIn has passed the half-billion-user mark. The company has grown year after year since it was founded in 2002, and the acquisition by Microsoft led to more growth.
2) Almost 45% of members are also monthly active
According to Hootsuite and other sources, LinkedIn’s Monthly Active Users (MAU) are estimated at around 310 million. This means that almost 44% of the members are active every month.
3) 40% of the MAUs are even logged in daily.
This means that over 100 million users interact with the platform every day. Business people use LinkedIn primarily to find relevant content and to make contacts (more on that later …)
4) LinkedIn’s goal: 3 billion users
Jeff Weiner (CEO of LinkedIn) said in an interview with Wired that he would like to create a platform for all “working professionals” with LinkedIn. A central point of contact for all companies and entrepreneurs worldwide. According to current estimates, the global workforce amounts to 3 billion people, so we can definitely expect more user growth on this platform.
5) High-level influencers and decision-makers
An article published by LinkedIn stated that there are 61 million high-level influencers and 40 million decision-makers on LinkedIn. In the last 4 years, the number will surely have increased even further.
6) LinkedIn is the most widely used social media platform among the Fortune 500.
Another statistic from Marketing Solutions blog shows this interesting fact about LinkedIn.
7) Of the approximately 2 billion millennials worldwide, 87 million are on LinkedIn
According to an article by Adweek , approximately 87 million millennials are on LinkedIn. Millennials [born in the 80s or 90s] are the decision-makers of the future (and in many cases they are today). So you don’t have to understand Instagram or Snapchat in B2B marketing to reach this age group.
8) 57% of LinkedIn users come to the platform from their smartphones.
While 98% of Facebook is consumed on mobile phones, LinkedIn users are still active on desktop. Nonetheless, you should start focusing your marketing strategy on mobile users, because the mobile share is increasing steadily.
9) LinkedIn profiles with a photo get 21x more visitors and 36x more messages
In the early days of LinkedIn, people didn’t even bother to add a profile photo, this is no longer an option in 2020. A profile with a professional photo gets significantly more visitors and messages than a faceless profile.
10) 57% of LinkedIn users worldwide are male – 43% are female
LinkedIn is a platform for everyone – no matter who you want to reach in the business world, LinkedIn is the place to go.
11) LinkedIn was visited over 967 times between November 2019 and April 2020
According to statistics from SimilarWeb , LinkedIn was visited over 967 times in 6 months and the visitors spent an average of over 7 minutes on the platform.
LinkedIn Content Statistics
12) 94% of B2B marketers use LinkedIn for Content Marketing
94% – this is an impressive number, but it is not surprising when you consider that content on LinkedIn compared to other social networks is 3 times more trustworthy.
13) LinkedIn has 9 billion impressions in the news feed
Every week, content on LinkedIn is viewed 9 billion times. That’s about 36 billion impressions per month and 468 billion impressions per year. The probability of being noticed on LinkedIn is therefore very high if you regularly share content.
14) Only 3 million users share weekly content on LinkedIn
From over 690 million users and around 310 million monthly active users, only 3 million share content weekly. That is less than 1% of the monthly active users who collect 9 billion impressions every week.
15) LinkedIn is responsible for more than 50% of social traffic on B2B websites & blogs
50% of the social traffic on B2B websites and blogs comes from LinkedIn. Taken together, Facebook, Twitter, and LinkedIn account for 90% of social traffic, with more than half coming from LinkedIn. Facebook and Twitter have more active users every month, but LinkedIn shows why it is the go-to platform for B2B content.
16) 92% of the B2B marketers surveyed use LinkedIn in their marketing mix.
If you want to align yourself with the leading B2B marketing experts – leave room for LinkedIn in your content marketing strategy. When it comes to content marketing, 92% of those surveyed use LinkedIn, 76% Facebook, 67% YouTube, and Instagram 15%.
LinkedIn Posts & Article Statistics
17) Only 1 million users published an article on LinkedIn
Over half a billion users and less than 0.2% published an article on LinkedIn. This means you can republish or repurpose existing content from your own blog on LinkedIn and greatly benefit from it As for the LinkedIn algorithm , native posts posted through this platform seem to get more exposure than external links, making this an even bigger opportunity for your content.
18) 45% of LinkedIn Articles Readers Are in High-Level Positions
What makes LinkedIn Articles even more attractive is the fact that most readers are high-level decision makers . Not only can you give your content a boost by posting it on LinkedIn, but you can also reach the right people in your target audience at the same time.
19) Longer content is shared more often on LinkedIn than short content
OkDork.com has analyzed viral content on LinkedIn to find out what content works best on the platform. These results should lay the foundation for your content. The evaluations show that articles with approx. 1900 words are shared the most often. So try to write 1700 to 2100-word articles to give your content another boost. But keep in mind that you have to deliver qualitative content at this length.
20) “Like you …” and list posts work best on LinkedIn!
OkDork has also found that “How-To” or list posts get almost twice as many views as questions that are posted. So if you want to get more views on your content on LinkedIn, focus on content that teaches the reader something.
12 Reasons for …
Like You …
21) Content that is divided into 5, 7 or 9 sections performs best
It has long been believed that people are subconsciously drawn to odd numbers. OkDork’s results support this assumption. Regardless of whether you make a post in list form or not, limit it to 5, 7, or 9 headings.
22) 30 of the 500 most shared LinkedIn posts were lists
LinkedIn users seem to really like lists. The Content Marketing Institute found that 30 of the 500 most shared posts on LinkedIn were lists of 5-10 items. We’re breaking the rule with this article, but sometimes it’s just hard to be brief. Whenever possible, try to keep your lists short and try to use odd numbers.
23) Only 6% of the 10,000 most-shared articles on LinkedIn came from influencers.
Proof that you don’t have to be an influencer on LinkedIn, nor do you need a large number of followers to make content go viral. Only 669 of the 10,000 top posts since 2012 were written by LinkedIn influencers.
24) LinkedIn articles with exactly 8 images far surpass the rest!
When creating an article for LinkedIn, use exactly 8 images. As you use more or less, your potential views will drop significantly. The argument for this is difficult. Perhaps the LinkedIn algorithm prefers posts with exactly 8 images the most. Perhaps readers simply subconsciously prefer to share an article if it has exactly 8 images. Either way, this result is pretty straightforward.
LinkedIn B2B Sales Statistics
25) 97% of B2B marketers use LinkedIn
According to a study, 97% of B2B marketers use LinkedIn for content marketing. As such, LinkedIn is a key tool for many companies and is an intrinsic part of their marketing strategy and campaigns.
26) 80% of B2B leads come from LinkedIn (vs. 13% Twitter & 7% Facebook)
This one statistic alone should be enough to convince you that you should invest your time in LinkedIn. Of all B2B leads that come from social media, LinkedIn is responsible for 80%. That’s 4 out of 5 leads that come from LinkedIn. All other platforms make up less than 20% including Facebook & Twitter.
27) 79% of B2B marketers value LinkedIn as an abundant source of leads
Considering that 80% of B2B leads come from LinkedIn, that number is probably a bit low. Nonetheless, the majority of B2B marketers see LinkedIn as an abundant source to generate qualified leads for their company. You should too!
28) 59% of B2B marketers generate leads on LinkedIn
Of the surveyed marketers, 59% could say with confidence that LinkedIn is a source of leads for them. That number would probably be even higher if you were to split up the 33% who don’t know exactly where their leads are from 🤦♂️. Regardless, LinkedIn is still twice as effective as Facebook and Twitter.
29) 38% of B2B marketers also generate sales through LinkedIn Marketing
More than 1 in 3 B2B marketers say that LinkedIn is a source of sales for their company. That’s 3 times more than Twitter, 4 times more than Facebook, and 19 times more than Instagram. While the majority are unable to see where the revenue is coming from, LinkedIn is clearly the leader among those who can!
30) 71% of B2B marketers use LinkedIn for their advertising strategies
This is related to the number of decision-makers who use LinkedIn. When it comes to B2B, LinkedIn is the platform of choice. While Facebook has a larger user base, the fact that LinkedIn users are more willing to do business on the platform than they would be on Facebook drives that number up.
31) A SaaS company had 11x better response rates with sponsored Inmails compared to email.
The SaaS company Replicon used sponsored InMail to target decision-makers. That doesn’t mean email marketing is dying out. But it shows thatdirectly addressing decision makerson LinkedIn can be effective. Senior executives most likely have an email inbox full of emails they won’t even see, let alone read. Inmail, sponsored by LinkedIn, offers a unique channel to get your message across to decision-makers in your target group.
32) 46% of Company Page Social Traffic Comes from LinkedIn
LinkedIn is the leader in bringing people to company sites. If you already use content marketing to push traffic to the website and ultimately sales, you have to share it on LinkedIn too!
33) 90% of B2B marketers reduce their cost per lead with LinkedIn lead forms
LinkedIn lead forms are a variant of the advertisements that can be placed on LinkedIn. Advertisingon LinkedIn has proved to be profitable for the majority of B2B marketers. Again, this depends on the number of decision makers who use the platform on a daily basis.
34) LinkedIn generates 3x more conversions than Twitter & Facebook
A study by HubSpot showed that LinkedIn has the highest visitor-to-lead conversion with 2.74%. That is almost 3 times higher than Twitter with 0.69% and Facebook with 0.77%. With LinkedIn, not only do more potential leads land on your website, they are also more qualified and interested in your offer.
35) LinkedIn has 15x more content impressions than job ads
. Over the years, LinkedIn has evolved from a recruiting platform to a professional network platform that people visit to get information and learn. That makes LinkedIn a valuable platform for B2B marketing!
36) The cost of a lead is up to 28% cheaper on LinkedIn
Thanks to accurate targeting on LinkedIn, you can generate more leads on LinkedIn at a lower cost. According to Hubspot, advertisers generate leads with LinkedIn Ads up to 28% cheaper than with Google Ads.
Are you missing numbers for an important question? Let me know in the comments and I’ll try to find a statistic for your LinkedIn question! 🙂
LinkedIn in a nutshell – The most important figures
You’re in a hurry – no problem! Here are the top 7 stats everyone on LinkedIn should know:
- LinkedIn has over 690 million members.
- Only 3 million users share content on LinkedIn every week, generating 9 billion impressions per week.
- 80% of B2B leads come from LinkedIn (vs. 13% Twitter & 7% Facebook).
- LinkedIn generates 3x more conversions than Twitter & Facebook
- LinkedIn beats Google Ads by up to 28% on CPC.
LinkedIn is without a doubt the right place for B2B entrepreneurs.
In your opinion, which statistics make LinkedIn so special? Write us your thoughts in the comments – I would be happy!
