54 of the Most Important LinkedIn Stats for 2022

Have you started planning your 2022 social media marketing strategy yet? Are you wondering if LinkedIn should be a part of your strategy? LinkedIn is not just a professional networking platform; it has now grown to become a place to find valuable content. Today's marketers use it not only to build professional connections, but they also use it to look for content that helps them upgrade their marketing tactics. LinkedIn, therefore, should be a part of your marketing strategy.

If you are still not convinced, these 54 statistics will definitely motivate you to start using LinkedIn as a marketing platform.


54 of the Most Important LinkedIn Stats for 2022:


LinkedIn Usage Statistics

1. There Are Nearly 800 Million Members on LinkedIn

Nearly 800 million users are on the professional network in more than 200 countries. The platform is also home to over 57 million companies. According to LinkedIn, their growth rate is at two new members joining per second.

Many LinkedIn Users Are in Europe

Among the 800 million LinkedIn members, EMEA (Europe, Middle East / Africa) has over 206 million users. NAMER (the North AMErican Region) has over 202 million, with the United States having over 180 million, while the remaining members are from other countries and territories. The platform is available in 24 languages.

2. LinkedIn Operates 33 Offices Worldwide

LinkedIn operates nine offices in the USA. It has a further 24 offices globally, from Amsterdam to Toronto to Sydney.

3. LinkedIn Has 16,000 Employees

LinkedIn has more than 16,000 full-time employees based in its offices across 33 cities worldwide.

4. LinkedIn Traffic Distribution

LinkedIn gets the most traffic, about 31.98%, from the US. The United Kingdom follows at 6.65% and India at 6.42%.

5. LinkedIn Audience Reach

The highest LinkedIn audience ad reach by country is American Samoa at 103.1%. Clearly, some businesses must have accounts, and some people may operate two or more accounts. Bermuda follows at 102.8% and Iceland at 94.6%. The United States ranks seventh, with a 69.3% reach.

6. LinkedIn Can Accelerate Your Career

Once you join LinkedIn, each connection made introduces you to an average of 400 new people. You also get access to more than 100 new companies looking for your talent or skills and connections to 500+ jobs, on average.

7. LinkedIn User Growth Continues among the Working Population

Your brand has a better chance of reaching and connecting with working professionals on LinkedIn. Advertisers can now reach nearly 800 million users on LinkedIn.

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 56.6% male and 43.4% female. 

9. LinkedIn is a Great Place to Find Decision Makers

As of late 2021, the platform could claim to reach 65 million decision-makers

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. 55% of Decision-Makers Use LinkedIn Content to Vet Organisations

Post engaging and informative content on LinkedIn. 55% of decision-makers use this content to determine which organization to work with. 1 in 5 investors says it's the best platform when you want to learn about a topic.

11. Half of US Marketers Use LinkedIn

Marketers are increasingly viewing LinkedIn as a valuable marketing channel. The share of US marketers using LinkedIn increases slowly each year, blipping over the 50% level in 2021.

12. LinkedIn Goes Beyond Job Hunting and Listings

You can easily set up a LinkedIn page for your business. Each business also now 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. Employees are 60% more likely to engage with posts from co-workers and 14x  more likely to share their organization's Page content.

13. Socially Engaged Employees Help Drive Key Business Outcomes

LinkedIn internal data has discovered that engaged employees influence 8x more Company Page views, 4x more Company Page followers, 7x more job views, and 4x more job applications.

14. LinkedIn Is a Business-Oriented Social Site

LinkedIn is the number one platform for Inc. 500 companies, according to research by the University of Massachusetts, Dartmouth. They found that 87% of the Inc 500 companies use LinkedIn to tell their stories, recruit, and network. Although this is down from LinkedIn's 2016 peak, it is still higher than any other social network.

15. Average Time Spent on LinkedIn

According to SimilarWeb, LinkedIn received a total of 4.1 billion visits from September to November 2021. This consisted of 1.4 billion visits in September and October and 1.3 billion visits in November 2021. The average LinkedIn user spent 7 minutes and 12 seconds on the platform, visiting 6.40 pages per visit.

16. LinkedIn Traffic Sources

LinkedIn gets 71.33% direct traffic and 23.49% from search. They get 99.45% traffic from organic search. 

17. 0.87% of LinkedIn Traffic is from Social Platforms

LinkedIn gets the most social media traffic from YouTube at 33.33%. Other social sites directing traffic to LinkedIn include Facebook (27.89%), Twitter (13.58%), and WhatsApp (6.62%).

18. 88% of LinkedIn Users Have a Facebook Account

We Are Social (GWI) found that most people have multiple social media accounts. Indeed, only 0.3% of LinkedIn users have that as their only platform.  88.4% of LinkedIn users use Facebook. 78.3% use YouTube, while 82.5% use Instagram.

If your audience is on LinkedIn, then they most likely are on these other sites as well. However, your social media strategy should only include platforms where your audience is frequently active. 

19. Mobile Users Constitute Over Half of LinkedIn Traffic

57% of LinkedIn users access the platform from their mobile devices. You should, therefore, optimize your content on the platform for mobile. Ensure that your images and videos are also optimized and can open without having to leave the platform.

20. LinkedIn is a Great Recruitment Tool

There are more than 180 million US workers with profiles on LinkedIn. Ninety-seven thousand companies use it to recruit. LinkedIn also allows its members to select from over 38,000 skills to showcase what they can do.

21. LinkedIn Informs Career Decisions

75% of people who change jobs use LinkedIn to inform this decision. If you get an employee through LinkedIn, they are 40% less likely to leave within the first six months. 

22. When Should You Post on LinkedIn?

CoSchedule found that the best time to reach people on LinkedIn is when your target audience is on a break during a workday. Those in B2C should post around noon, while B2B should post at 8 am, 10 am to noon, and 6 pm. The best day to post on LinkedIn, according to CoSchedule, is on Wednesday.

OkDork has a different view regarding the best LinkedIn posting day. Their research found Thursday to be the day most likely to generate views for your LinkedIn posts. Surprisingly, Wednesday was one of the worst days, and the weekend was reasonably popular. This is one situation where you should experiment on your own audience to discover which days they prefer for your posts.

Source: okdork.com


LinkedIn Demographics

23. US LinkedIn Usage by Demographic 

Pew Research found that 28% of adults in the US use LinkedIn. 

24. Global LinkedIn Demographics by Age

The largest age group using LinkedIn worldwide is adults aged between 25 - 34 at 59.2%. The 18 to 24 age group follows at 20.3%.

25. Global LinkedIn Demographics by Gender 

A Statista survey of global LinkedIn audiences by gender found that as of 2021, 56.6% of LinkedIn audiences were males while 43.4% were females.

26. US LinkedIn Demographics by Urbanity

Communications agency, We are Flint, sorted the number of LinkedIn users by urbanity and found that 44% of internet users living in urban areas use LinkedIn. Those living in rural areas were at 27%.

27. US LinkedIn Demographics by Household Income

When sorted by income, the highest number of United States LinkedIn users are those with an income of $100k and more at 60%. Those with a household income of between $80k to $100k follow at 50%.

28. US LinkedIn Demographics by Employment Type

Edison Research found that 72% of full-time employees in the US use LinkedIn compared to 10% of those employed part-time. Students were at 5%, while other users were at 13%.

29. US LinkedIn Demographics by Race

Edison also found that 64% of whites in the US use LinkedIn more than 16% of Hispanics. African Americans were at 6%, while others were at 14%.

30. LinkedIn Demographics by Companies

LinkedIn has 57 million company profiles on the platform. The platform is popular among both job seekers and companies. 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.

31. Distribution of the LinkedIn App Users in the US by Frequency

Only 5.7% of LinkedIn app users in the US are heavy users. They access the app two or three times a month. 51.5% are inactive users. 


LinkedIn Marketing Statistics

32. B2B Marketers Consider LinkedIn Effective for Content Marketing

B2B marketers use LinkedIn to forge relationships with professionals in their target market. You can reach quality leads for your business and grow your professional network. It also becomes easy to engage them with valuable content. 82% consider LinkedIn to be the most effective channel for achieving content marketing objectives.

33. The Vast Majority of B2B Marketers Use LinkedIn for Content Marketing

According to the Content Marketing Institute, 97% of B2B marketers use LinkedIn as part of their content marketing efforts. This compares to Twitter (87%), Facebook (86%), YouTube (60%), and Instagram (30%).

34. LinkedIn is the Preferred Content Distribution Channel for B2B Marketers

For 94% of B2B marketers, LinkedIn is the first channel they use when they want to distribute content to various social media sites.

35. LinkedIn is the Number One Choice for Professionals to Gather to Stay Connected and Informed

LinkedIn is where, by far, the largest number of professionals gather to stay connected and informed, advance their careers, and work smarter. LinkedIn has:

  • 46 million B2B decision-makers
  • 17 million opinion leaders
  • 6 million IT decision-makers
  • 40 million mass affluent
  • 10 million C-level execs

36. B2B Blogs and Websites Receive Most of Their Social Media Traffic from LinkedIn

B2B blogs and websites get 90% of their social traffic from Facebook, LinkedIn, and Twitter. And LinkedIn drives half of this traffic.

37. Get 2X Buying Power from the LinkedIn Audience

LinkedIn offers quality leads as 4 out of 5 members on the platform are in charge of making business decisions. Compared to the average web audience, LinkedIn users have 2X buying power.

38. LinkedIn is a Primary Market Growth Driver

Approximately a fifth of the B2B digital ad spending in the US goes to LinkedIn, according to eMarketer. The platform also has a mobile market share that's on par with that of desktop. It's, therefore, a great platform to reach mobile buyers.

39. LinkedIn Sales Navigator Leads to a +7% Higher Win Rate When Closing Deals

The LinkedIn sales navigator helps marketers target the right buyers, personalize their outreach, and understand key insights. It helps them get close to the right people by finding the right leads. Marketers who use it get +18% more pipeline when finding customers. They also get a +7% higher win rate when closing deals. 

40. LinkedIn is the Top Choice for B2B Paid Content Marketing

B2B marketers prefer LinkedIn for their paid content marketing. Most consider LinkedIn as the platform with the best content marketing results.

41. Long-Form Content Performs Well on LinkedIn

OkDork found that the longer your posts are on LinkedIn, the better the results. Posts with word counts between 1900 and 2000 words performed better and got more engagement.

42. Titles with Between 40 and 49 Characters Perform Best

Another finding of OKDork's research is that 40–49-character length titles receive the greatest number of post views overall.

43. The Optimal Number of Images in a LinkedIn Post is 8

Perhaps surprisingly, posts with eight images receive the most views on LinkedIn by a considerable margin. You can't underestimate the power of a good picture. For whatever reason, posts with eight images receive considerably more views than those with seven or nine (more than double) and nearly four times as many views as posts with a single image. 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.

Source: okdork.com

44. Don't Bother Embedding Multimedia in Your Posts

As much as LinkedIn's image likes 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 data indicates that the inclusion of multimedia assets results in fewer post views than just including static images. Not all statistics agree on this point, however.

45. More Post Likes Lead to More Engagement

OkDork also found a correlation between the number of views and other LinkedIn metrics. According to the correlation data, more views equal more likes, shares, and comments.

Image Source: OkDork

46. B2B Marketers Use LinkedIn to Generate Revenue

B2B marketers have seen revenue increases by using LinkedIn. 43% attributed their sales to LinkedIn, Facebook followed at 24%, and Twitter at 20%.

47. LinkedIn is a Great Channel for Brand Awareness and Sales

HubSpot found that social media is now the channel most used for marketing, ahead of websites, email marketing, content marketing, paid social, and indeed every other channel. Unfortunately, this year HubSpot hasn't separated the social media networks out in their analysis. However, in 2018 they found LinkedIn to be one of the best channels for sales representatives who want to connect with prospects.

However, companies only saw LinkedIn as the social media channel with the third-highest ROI in the latest HubSpot report, after Facebook and Instagram.

48. LinkedIn Contributes a Lot to the Buyer's Journey

According to Demandbase, social media, peer reviews, and ads influence a buyer's decision-making journey. 52% of those surveyed said that LinkedIn had the biggest impact during research. They use it to browse existing discussions on products and ask for recommendations. They also use it to connect with individual leaders to get their opinion on products.

49. Posting on LinkedIn Increases Engagement

Use LinkedIn to post content since organizations that post weekly on LinkedIn can increase engagement by 2X. Reshare posts when others mention your organization on the platform to drive more engagement. You should also use hashtags to reach a wider audience. 

50. Including Images in LinkedIn Posts Increases Engagement

Using images in your LinkedIn posts increases engagement too. Images typically result in a 2x higher comment rate. Custom image collages (3-4 images in one post) perform especially well for organizations. As we saw in an earlier point, use up to eight images in a post you share on LinkedIn.

51. LinkedIn Offers a 10%-25% Response Rate for InMail

According to LinkedIn, senders get a 300% response rate from InMails compared to other email or messaging platforms. You have a 10%-25% response chance if you send messages to your prospects. 

InMail offers exclusivity, and the prospect can click on your profile to learn more about you. They can also learn about your products, solutions, connections, and recommendations.

52. Top 10 Topics on LinkedIn

The last quarter of 2019 saw Technology top the list of the top 10 topics engaging members on the platform. According to LinkedIn, the reason technology topped the list could be because business and their managers consider grappling with technology's pace a major priority.  

Source: linkedin.com

53. LinkedIn Videos Are Effective

Wyzowl found that 63% of video marketers planned to include LinkedIn in their 2021 video marketing strategy. This was down slightly from 2020.

54. Richard Branson is the 2020 Top Influencer on LinkedIn

LinkedIn compiled a list of their 2021 top influencers, depending on the engagement they get on their content (comments, shares, and likes). They also considered posting cadence and follower growth over time as parameters. Other major influencers included Emmanuel Macron, Christine Lagarde, and Mohamed El-Erian.


Conclusion

These LinkedIn statistics can help you understand the platform and how most marketers use it. The insights can help you plan an effective LinkedIn marketing strategy. If you are yet to start using it, now is the time. 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 800 million users in more than 200 countries. In addition to these individual users, there are also more than 57 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 57,000 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 50,000 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%.

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