LinkedIn has evolved into much more than just a professional networking platform. For example, it has now grown to become a place to find valuable content. Today's marketers and brands use it not only to build professional connections and post vacancies, but they also use it to look for content that helps them upgrade their marketing tactics and stay up to speed with the latest industry trends. If you want to distinguish yourself as a thought leader in your niche, LinkedIn should definitely be a part of your B2B marketing strategy.
If you’re still not completely convinced yet, these statistics will definitely motivate you to start using LinkedIn as a marketing platform. Plus, we’ve also made sure to include a few statistics that will help you to make the most of the platform. What works for Instagram and TikTok will not get you the same engagement here.
- 1. There Are More Than 930 Million Members on LinkedIn
- 2. North America Accounts for Its Biggest Share of Users
- 3. LinkedIn Operates 36 Offices Worldwide
- 4. LinkedIn Has 20,000 Employees
- 5. Most Traffic Comes From the US
- 6. Bermuda Has the Highest Ad Reach Rate
- 7. Marketers Can Reach More Than 900 Million
- 8. Advertisers Can Reach More Men than Women on LinkedIn
- 9. LinkedIn Is a Great Place to Find Decision Makers
- 10. Decision Makers Use LinkedIn Content to Vet Organizations
- 11. LinkedIn Goes Beyond Job Hunting and Listings
- 12. Users Spent Nearly Eight Minutes Per Visit
- 13. It Received About 1.7 Billion Visits On Average During the Past Three Months
- 14. It Mostly Gets Direct Traffic
- 15. Less than 1% of LinkedIn Traffic is from Social Platforms
- 16. click.appcast.io Is Its Leading Traffic Referrer
- 17. Most Users Also Use Other Social Media Platforms
- 18. LinkedIn is a Powerful Recruitment Tool in the U.S and Beyond
- 19. Mornings are the Best Times to Post on LinkedIn
- 20. LinkedIn is Most Popular Among People in Their Late 20s and Early 30s
- 21. It’s More Popular Among Men
- 22. A Majority of Users Come from High-Income Households
- 23. It’s Used by More Than 63 Million Companies
- 24. The App Isn’t That Popular
- 25. LinkedIn Remains the Preferred Content Distribution Channel for B2B Marketers
- 26. Long-form Content Performs Well on LinkedIn
- 27. How-to Posts Perform Best
- 28. The Optimal Number of Images in a LinkedIn Post is 8
- 29. More Post Likes Lead to More Engagement
- 30. Aim to Post Weekly
- 31. LinkedIn is the Second Most Effective Video Marketing Platform
- 32. Live Video Sees a Ton of Engagement
- 33. PDFs and PowerPoints Can Also Be Effective
- 34. Aim for at Least 150 Page Followers
- 35. Amazon is the Company Account with the Most Followers
- 36. Bill Gates has the Most Followers
- Frequently Asked Questions
1. There Are More Than 930 Million Members on LinkedIn
As of June 2023, LinkedIn had more than 930 million members across 200+ countries and territories worldwide, according to the company’s official statistics. There’s been a significant increase since 2022, when the platform had about 870 million members. That means it added about 60 million new members within a year.
The United States tops the list in terms of country-wise membership with more than 202 million members. India comes next with more than 105 members, followed by Brazil with 65 million members.
2. North America Accounts for Its Biggest Share of Users
While the Asia-Pacific region once dominated the LinkedIn market, North America now holds that title. According to the official statistics reported above, the region accounts for LinkedIn’s biggest share of members with more than 224 million users. This is followed by Europe, which contributes to 242 million members, and Asia-Pacific with 202 million members.
This is good news for businesses that majorly focus on the North American market as it signals the increasing popularity of LinkedIn in this region. It means that there’s growth in their potential reach.
3. LinkedIn Operates 36 Offices Worldwide
According to the same official statistics, LinkedIn operates 10 offices in the USA. It has a further 26 offices across the globe that include places like Amsterdam, Bangalore, Sydney, and Toronto.
4. LinkedIn Has 20,000 Employees
The company has added several thousand employees in the past year and now has 20,000 employees worldwide. These employees work full-time from its 36 offices around the world.
5. Most Traffic Comes From the US
LinkedIn gets the most traffic, about 30.9%, from the United States. India is its second biggest source of traffic with just over 7% followed by the United Kingdom at nearly 6%.
This, however, is only for desktop traffic as of May 2022.
6. Bermuda Has the Highest Ad Reach Rate
As of January 2023, Bermuda is the country with the highest LinkedIn audience ad reach rate at 102.4%. Clearly, some businesses must have accounts, and some people may operate two or more accounts. The Cayman Islands follows in the second spot at 97% and Iceland in the third spot at 89.2%. The United States features only in seventh place, with a 75.4% reach.
Keep in mind, however, that the percentages don’t tell the whole story. According to the Digital 2023: Global Overview Report, this 75.4% translates to roughly 200 million total reach. Meanwhile, the 102.4% for Bermuda is equal to about 54,000 total reach.
7. Marketers Can Reach More Than 900 Million
The Digital 2023 report found that the potential audience that marketers can reach with ads on LinkedIn is estimated at just over 900 million. It’s a year-on-year increase of more than 11%.
With regards to ad revenue, the platform generated $5 billion in revenue through its Marketing Solutions in 2022. During the same year, LinkedIn saw a 26% year-over-year increase in its revenue.
8. Advertisers Can Reach More Men than Women on LinkedIn
Advertisers have a slightly higher chance of reaching more men than women on LinkedIn. The ad audience distribution is 56.3% male and 44.7% female, according to the Digital 2023 report from above.
9. LinkedIn Is a Great Place to Find Decision Makers
As of June 2023, the platform could claim to reach more than 65 million business decision makers, according to their own official statistics.
The platform allows you to reach and engage your prospects at the right time and in the right context. You can easily find customers through searching by either their name, position, or company. LinkedIn also suggests other potential customers that you can target.
10. Decision Makers Use LinkedIn Content to Vet Organizations
It’s key that you post engaging and informative content on LinkedIn decision makers use thought leadership to determine which organization to work with. According to a study on B2B Thought Leadership Impact, 65% of respondents were able to positively change their perception of a company as a result of thought leadership.
Additionally, 64% of respondents also consider thought leadership to be a reliable way to assess the capabilities and competency of a vendor. For these respondents, thought leadership content is much more impactful than marketing materials and product sheets.
11. LinkedIn Goes Beyond Job Hunting and Listings
If you thought that LinkedIn is only good for posting jobs and finding suitable candidates, you would be very much mistaken. It can also be a source of connecting with potential customers and engaging your existing employees.
You can easily set up a LinkedIn page for your business to help generate more brand awareness. Each business also has a "My Company" tab that offers every organization on LinkedIn a trusted, employee-only space to help them join the conversations that matter most.
12. Users Spent Nearly Eight Minutes Per Visit
According to data shared by Similarweb, the average time a LinkedIn user spends is 7 minutes and 38 seconds on the platform per visit. On average, they also visit about seven pages per visit.
To put this into perspective, the average visit duration for Facebook is about 10 minutes, while for Pinterest it’s a little over 5 minutes. So, it’s about right there in the middle.
13. It Received About 1.7 Billion Visits On Average During the Past Three Months
According to a traffic analysis by Similarweb, LinkedIn received a total of 5.1 billion visits from March 2023 to May 2023. This consisted of 1.8 billion visits in March, 1.6 billion visits in April, and 1.7 billion visits in June. This works out to an average of about 1.7 billion views per month.
14. It Mostly Gets Direct Traffic
The same Similarweb analysis found that 73.9% of LinkedIn traffic is direct and 20.42% comes from search. The top organic keywords that drive traffic to its website are LinkedIn (14.8 million), linked in (958.1k), linkedin login (688.2k), and linkedin learning (374.3k).
15. Less than 1% of LinkedIn Traffic is from Social Platforms
Similarweb also found that other social media platforms only contribute to a small portion of LinkedIn’s traffic, 0.89% to be precise. LinkedIn gets the most social media traffic from YouTube at 36.19%. Facebook comes next with 22.59% of social traffic to LinkedIn coming from the platform. Other social sites directing traffic to LinkedIn include Twitter (12.96%), WhatsApp (10.78%), and Instagram (6.35%).
16. click.appcast.io Is Its Leading Traffic Referrer
As of May 2022, click.appcast.io was its top traffic referrer and accounted for more than 11.1% of referral traffic to its website. Github.com was in second spot and linktr.ee in third place.
17. Most Users Also Use Other Social Media Platforms
The Digital 2023 report also found that most people have multiple social media accounts. In fact, only 0.2% of LinkedIn users exclusively use the platform. More than 80% of LinkedIn users also use Facebook (86.6%), WhatsApp (80.4%), and Instagram (82.6%). Other popular social media platforms among LinkedIn users include YouTube, Twitter, Telegram, and TikTok.
So, if your audience is on LinkedIn, your social media strategy should focus on including these platforms too. Consider having a comprehensive cross-platform strategy to reach an even bigger audience.
18. LinkedIn is a Powerful Recruitment Tool in the U.S and Beyond
As mentioned earlier, more than 202 million people in the U.S have a profile on LinkedIn. Additionally, 61 million people use the platform to search for jobs every week. This makes it a powerful candidate sourcing tool for companies.
Similarly, it could prove to be a valuable platform for job searchers as well. According to the company’s official statistics, more than 700,000 companies use LinkedIn to source candidates and hire employees. Moreover, almost 5 million talent professionals are actively using the platform, which explains why eight people are hired every minute on LinkedIn.
LinkedIn also allows its members to select from over 40,000 skills to showcase what they can do. And this feature is proving popular among companies as well. According to official LinkedIn statistics, 45% of companies on LinkedIn use the skills feature to identify suitable job candidates.
19. Mornings are the Best Times to Post on LinkedIn
According to several studies, the best time to post on LinkedIn is at the start of a typical workday. The platform’s users seem to be the most active around 8-10 AM on Wednesdays and 9 AM on Thursdays and Fridays. Additionally, 1-2 PM on Thursdays also generates good results.
Keep in mind, however, that the ideal timing depends on various factors such as country, time zone, city, and so on. Use our free calculator to calculate the best time to post based on the time zones of your most active followers. Then experiment to see which post timings work best at engaging your unique audience.
20. LinkedIn is Most Popular Among People in Their Late 20s and Early 30s
The largest age group using LinkedIn worldwide, as of January 2023, is adults aged between 25 and 34. About 60% of its users fall within this age bracket. Somewhat surprisingly, the second most popular age group comprises those in their early 20s. Users older than 55 only accounted for 2.9% of the platform’s audience.
21. It’s More Popular Among Men
Considering that its ad audience is mostly men, it makes complete sense that it’s mostly used by men. A Statista survey of global LinkedIn audiences by gender found that as of the beginning of 2023, 56.3% of LinkedIn audiences were men while 43.7% were women.
22. A Majority of Users Come from High-Income Households
Most LinkedIn users (53%) in the United States have a high monthly household income. Twenty-nine percent belong to middle-income households whereas only 17% come from low-income households.
23. It’s Used by More Than 63 Million Companies
The company’s official statistics report that there are more than 63 million companies listed on the platform. According to LinkedIn, however, some of these company profiles result from LinkedIn automatically creating company pages. They do this when a member adds an organization not on LinkedIn as part of their experience on their profile.
24. The App Isn’t That Popular
If you don’t have the app on your phone or didn’t even know that it existed, you’re not in the minority. According to data shared by Statista, as of March 2021, only 5.7% of LinkedIn app users are regarded as heavy users (in other words, users that access the app two or three times a month). What’s more, according to data shared by App Ape, the majority of US LinkedIn users that use Android devices are regarded as inactive.
25. LinkedIn Remains the Preferred Content Distribution Channel for B2B Marketers
According to data from the 13th Annual B2B Content Marketing survey conducted by The Content Marketing Institute, LinkedIn is the top social media platform among B2B marketers for sharing organic content. A whopping 96% of B2B marketers used it in the last year.
Moreover, at least 93% found LinkedIn content marketing to be at least somewhat effective. About 6% considered it to be not very effective while just 1% said that it was not effective at all.
To put this popularity into perspective, Facebook takes second place with less than 76% indicating that they’ve used it in the past year. Twitter comes next with 70% of B2B marketers having used it. While Instagram is popular among B2C brands, only 57% of B2B content marketers used it in the last 12 months.
LinkedIn was also the most popular social media platform for paid campaigns with 78% of B2B content marketers using it in the last 12 months.
It’s also rated the number one platform for B2B lead generation, according to their own data. Forty percent of B2B marketers surveyed shared that the platform was the most effective channel for driving high-quality leads.
26. Long-form Content Performs Well on LinkedIn
According to OkDork’s findings, the longer the post that you share on LinkedIn, the better results you can expect. Longer posts perform generally very well on the platform. The ideal word count is between 1,900 and 2,000 words. When you post this length of post, you can expect more post views, likes, comments, as well as shares.
That being said, it shouldn’t be at the expense of readability. You might be targeting educated exces (one-third of LinkedIn users have a bachelor degree or equivalent), but they suggest the language usage should be aimed at an 11-year-old. To help you make your post easier to read, they suggest you should divide your post into five subheadings.
It’s also important to keep the tone positive. However, keep it balanced. Neutral language posts that focus on stating the facts get the most shares and likes.
27. How-to Posts Perform Best
Still on the topic of content, OkDork has also found that how-to posts got the best results across the board. If this isn’t really your style, you can also try writing and sharing a listicle. These types of posts also perform well and get slightly more shares, views, likes, and comments than other types of posts. Whatever you do, avoid writing your headline as a question. These posts perform poorly.
With regards to headlines, OkDork's research suggests that it should be limited to between 40 and 49 characters. Titles of this length receive the greatest number of post views overall.
28. The Optimal Number of Images in a LinkedIn Post is 8
You can't underestimate the power of a good picture even on a mostly professional network such as LinkedIn. Posts with eight images receive considerably more views than those with seven or nine and nearly four times as many views as posts with a single image. This indicates that LinkedIn users are just like other social media users in that they appreciate and respond well to visuals.
If you do feel like you want to add more than eight, you should aim for 11 then. The OkDork study also found that posts with 11 images perform the second best. And don't even consider uploading a post to LinkedIn without any pictures, as very few people spend the time to view picture-less posts. For optimal effect, ensure that at least one of your pictures appears at the top of the post.
Though, if you think that video and other types of multimedia assets will get you better results, you would be very much mistaken. As much as LinkedIn users like images in the posts they read, they have little time for videos or other multimedia assets.
While including multimedia is better than having no images, the OkDork study reveals that multimedia assets lead to fewer post views than just including static images. However, not all statistics agree with this finding (case in point at number 31).
29. More Post Likes Lead to More Engagement
OkDork also found a correlation between the number of likes and other LinkedIn metrics. According to the correlation data, more likes equals more views, shares, and comments.
To help you gain more likes, they suggest that you add a call to action at the beginning or end of your post and promote it on other social networks. If you’re planning to share it on other platforms, they suggest that you start with Twitter. According to their data, tweets have the highest correlation to LinkedIn success metrics.
30. Aim to Post Weekly
Organizations that post weekly on LinkedIn can generate twice the lift in engagement, according to stats shared by LinkedIn. What’s more, adding to what OkDork found, their data suggest that images generally result in twice the comment rate. You can, for example, create a custom collage with a few images. Reshare posts when others mention your organization on the platform to drive more engagement. You should also use hashtags to reach a wider audience.
31. LinkedIn is the Second Most Effective Video Marketing Platform
According to Wyzowl, LinkedIn is second to YouTube in terms of video marketing performance. Sixty-nine percent of video marketers say that it’s the most effective video marketing channel.
So it’s no surprise that it’s also among the top three most widely used video channel. The same study found that 79% of companies have used LinkedIn for video marketing, putting it right behind Facebook (86%) and YouTube (90%).
32. Live Video Sees a Ton of Engagement
It’s not just regular in-feed videos that perform well on LinkedIn. Although video gets five times more engagement, according to the company’s own data, live video gets even more. You can expect to see a whopping 24 times more engagement than a regular post when you share a live broadcast on LinkedIn. So don’t hold back on those interviews and Q&A sessions as they give you the opportunity to drive real-time engagement.
33. PDFs and PowerPoints Can Also Be Effective
If videos or articles aren’t your thing, LinkedIn suggests that you can try uploading a PowerPoint or PDF. They’ve found that their members enjoy behind-the-scenes content that focuses on a brand’s unique values and culture. Another suggestion is to create a PowerPoint that places the spotlight on an employee.
34. Aim for at Least 150 Page Followers
Gaining traction after the initial few months of starting your company’s LinkedIn page may be a challenge. But according to data shared by LinkedIn, once a page has 150 followers, their opportunity for growth becomes exponential. So you should focus on gaining those first 150 followers to make an impact on the platform.
Pro Tip: Consider inviting your existing profile connections to follow your LinkedIn company page. This could get your page in front of a relevant audience and help you gain more followers.
35. Amazon is the Company Account with the Most Followers
Amazon, Google, LinkedIn, and TED Conferences are the company accounts with the most followers, according to the Digital 2023 report. Amazon has 29 million, Google has 27.3 million, LinkedIn has 24.2 million, and TED Conferences has 23.1 million followers.
Other organizations that have made the Top 10 include Microsoft, Forbes, Unilever, IBM, and Harvard Business Review. While it might be the sheer clout of these companies that’s helping them to draw in all those followers, it doesn’t hurt to look at their existing LinkedIn marketing strategies. This could help you draw inspiration on how to attract more followers and grow your reach on the platform.
36. Bill Gates has the Most Followers
According to the same Digital 2023 report, the LinkedIn personal accounts with the most followers are Bill Gates (about 36.1 million followers), Richard Branson (nearly 20 million followers), and Jeff Weiner (almost 11 million followers).
Other individuals that made the Top 10 list include Arianna Huffington, Tony Robbins, and Simon Sinek. A look at these numbers suggests that people on the platform look up to thought leaders and entrepreneurs.
Wrapping Things Up
These LinkedIn statistics can help you understand the platform and how most marketers use it. Use these insights to plan an effective LinkedIn marketing strategy and make informed choices to improve your existing strategy.
If you’re yet to start using it, now is the time, in particular, if you operate in the B2B industry. Your competitors are on it, and you need to be where your target audience and clients spend their time.
Frequently Asked Questions
Is LinkedIn popular?
LinkedIn is very popular. It boasts about 930 million users in more than 200 countries. In addition to these individual users, there are also more than 63 million companies that have a profile on LinkedIn. What is even more impressive is that according to LinkedIn, every second, about two new members sign up to the platform.
Can you use LinkedIn for recruitment?
LinkedIn is an excellent recruitment tool. There are about 97,000 companies that use the platform to recruit, and more than 3 million jobs are posted monthly. What also makes it a great tool for recruitment is that LinkedIn lets its members pick from more than 40,000 skills to showcase what they can do.
When is the best time to post on LinkedIn?
According to CoSchedule, the best time to reach people on LinkedIn is when your target audience is enjoying a break during a workday. For example, businesses in the B2C industry should post around noon, while those in B2B can also post at 8 am and 6 pm in addition to noon. With regards to the best day of the week to post on this platform, CoSchedule found that posting on Wednesdays, although OkDork prefers Thursdays.
How long should your post on LinkedIn be?
The posts that perform the best on LinkedIn and get more engagement are between 1900 and 2000 words long. You can also increase engagement further by including images and (possibly) videos in your LinkedIn posts.
Is InMail effective?
According to LinkedIn, senders can get a 300% response rate from InMails compared to other email or messaging platforms. If you send messages to your prospects, you have a response chance of 10-25%.