LinkedIn B2B Marketing Stats

LinkedIn is hands-down one of the best professional social platforms with a huge user base and millions of daily (and monthly) active users. This makes it a total powerhouse for B2B marketers, provided they know how to take advantage of the platform and understand the best practices for your B2B marketing strategy.

To fully understand how to leverage LinkedIn for marketing, you first need to familiarise yourself with some of the most important and relevant LinkedIn marketing statistics. That way, you’ll be able to dissect exactly what you need to find success among a sea of other marketers.

So, let’s take a closer look at the key figures and get a better understanding of what they mean for marketers like you, who want to hit the ground running on LinkedIn.

Key Statistics

• There are over 1 billion LinkedIn users across the globe.
• The Asia-Pacific region has the most users, with a combined 289 million individuals on LinkedIn.
• In 2023, LinkedIn had 175.5 million Premium users who paid for the platform’s additional features.
• Almost half (48.5%) of LinkedIn’s user base is comprised of monthly active users.
• CTRs for posts that include images are 38% higher.
• LinkedIn Live Videos generate 7 times more reactions and 24 times more comments than native videos.
• LinkedIn is ranked #1 for lead generation.
• Brand and acquisition messages on LinkedIn are 6 times more likely to lead to conversions.
• More than half of LinkedIn’s users are between the ages of 25 and 34.
• Just over half of LinkedIn’s user base is male (56.4%), while 43.6% of users identify as female.

LinkedIn User And Growth Statistics

As the leading professional social network platform on the web, LinkedIn is an invaluable tool for B2B marketers. However, understanding its user and growth trends is essential for taking advantage of the platform’s full potential. So, let’s take an in-depth look at LinkedIn’s impressive user statistics and growth trajectory.

LinkedIn user statistics overview

Global user base

Source: LinkedIn

• There are over 1 billion global users, which means there is a massive LinkedIn audience for B2B marketers.
• Since the start of 2024, the platform has already grown by 70 million users, since it ended 2023 with 930 million. This number is staggering considering that from the start of 2022 to the end of 2023, LinkedIn only grew by 100 million users.
• LinkedIn users are spread across more than 200 countries and regions, creating even more opportunities for marketers to tap into their desired audience.
• The majority of LinkedIn members are based in Asia-Pacific and Europe, where there are over 298 million and 278 million individuals respectively who use the platform.
• The United States comes in as a close third with more than 244 million users.

• In 2023, there were an estimated 175.5 million premium users on LinkedIn compared to 154.4 million in 2022. This means there was roughly a 13.76% increase in Premium LinkedIn users
• Using the same trajectory, the platform could reach 199.5 million Premium users by the end of 2024.

LinkedIn Usage Statistics

LinkedIn’s massive user base is highly active on the platform, providing ample opportunity to reach your target audience. And, with more information on how users interact with LinkedIn, you can tweak your marketing strategy to make it more effective and bring in a higher return on investment.

• Around 16.2% of LinkedIn’s user base is active daily, which translates to over 162 million active users.
• Out of these daily active users, only 65 million use the platform to search for jobs, meaning over 100 million users are actively looking at or interacting with their LinkedIn feed.
• When it comes to monthly active users, almost half (48.5%) of LinkedIn’s user base logs onto the platform every month. This means more than 485 million people use the platform at least once a month.
• There are over 67 million companies on LinkedIn that use the platform for branding, recruitment, and marketing efforts.
• On average, users spend around 7 minutes on LinkedIn and visit around 8 pages while they’re online.
• In the last month alone, LinkedIn had 1.9 billion site visits from mobile and desktop users.
• In the United States, LinkedIn ranks as the 16th most popular of all the social media platforms.
• Globally, LinkedIn ranks as #17 among other social media platforms.

According to Buffer and their traffic data, the most popular times to post on LinkedIn (for maximum engagement) are:

• Monday, Tuesday & Thursday: Around 4 p.m.
• Wednesday: 2 p.m.
• Friday: 1 p.m.
• Saturday: 10 p.m.
• Sunday: 7 p.m., 12 p.m., 5 p.m.

LinkedIn Content Performance

Creating and sharing content on LinkedIn is crucial for engaging with your audience and driving meaningful interactions. That’s why I put together some of the most interesting LinkedIn statistics regarding different types of content and how well it performs on the platform.

You may just be surprised at what brings in the most engagement (and by how much)!

• LinkedIn content with larger images or visuals has a click-through rate that is 38% higher than those with standard thumbnails. This makes them particularly effective for driving engagement with your desired audience.
• LinkedIn posts that include images get 2x more comments than those without.
• Video posts are gaining a lot of popularity on LinkedIn, with native videos being 5x more likely to spark a conversation than any other type of content.
• LinkedIn Live Videos get up to 7x more reactions than standard video content, and 24x more comments.
• Up to 80% of LinkedIn videos are watched with the sound off, meaning your content needs to be understood and easy to consume without sound as well.
• The ideal time for B2B videos is between 30 seconds and 2 minutes long.
• LinkedIn users are more likely to watch video content related to their job (86%) or their industry (76%).
• Companies that post at least twice a week usually see an increase in their overall engagement by 2x.

LinkedIn Advertising Stats

LinkedIn is an absolute goldmine for B2B marketers when it comes to advertising, bringing in significant returns, and getting high-quality leads. In fact, according to these LinkedIn stats, if you aren’t advertising on LinkedIn, you may be losing out on a huge opportunity.

• The return on investment for B2B marketers on LinkedIn has increased by 20-30% year-over-year.
• According to LinkedIn, 73% of B2B marketers say that video content marketing significantly impacts their return on investment (ROI).
• LinkedIn was ranked #1 by B2B marketers for lead generation, opening up new opportunities with specific demographics.
• 40% of B2B marketers also say that LinkedIn is the most effective platform for high-quality leads, making it an important social media network for them to target.
• When using LinkedIn, brands see a boost of up to 3 times for their brand attributes, including brand awareness, favorability, recall, and loyalty.
• Brands that use LinkedIn ads and marketing strategies also reported a 33% increase in purchase intent from their target audience.
• The conversion rate for marketing efforts on LinkedIn is 2 times higher than other paid social media platforms.
• Users who see brand and acquisition messages on their LinkedIn page are 6 times more likely to convert.

LinkedIn Demographic Statistics

Want to tweak your marketing strategy to fit the audience better? Then you need to know more about LinkedIn’s demographic stats and how they could potentially affect the effectiveness of your campaigns. It can also help to refine your audience targeting since you’ll be able to identify exactly which demographic segments fit in with your desired audience.

Age

18 to 24

• Around 24.5% of LinkedIn users are young adults aged between 18 and 24.
• Generally, this age group consists of students and recent graduates looking for entry-level jobs and internships.

25 and 34

• Millenials form the majority of LinkedIn’s user base, with a whopping 50.6% of their total users falling between the ages of 25 and 34.
• This demographic segment is crucial for marketers whose target audience includes young professionals and early-stage decision-makers.

35 to 54

• Around 21.2% of LinkedIn users are middle-aged professionals between the ages of 35 and 54.
• This age group mostly comprises mid-career professionals and seasoned experts within specific fields, making the audience of industry leaders much smaller than its younger counterparts.

55+

• LinkedIn users who are 55 and older make up the smallest percentage of LinkedIn members, contributing to only 3.8% of the total user base.
• This demographic usually consists of industry leaders, business owners, and higher-ups if they are still in the job market.

Gender

• LinkedIn boasts a pretty evenly distributed user base, with 56.4% of its users being male. This means just over half of its users are men.
• Women make up the minority of LinkedIn’s user base, with 43.6% of all users identifying as female.

FAQs

How does LinkedIn’s user engagement compare to other platforms?

LinkedIn’s user engagement is super high – especially for a professional networking platform. There are also millions of daily and monthly users, meaning that the user base collectively spends a lot of time browsing through the site. This translates to even more opportunities for marketers to get their ads out there and in front of their target audience (with the right strategy, of course).

The best part about LinkedIn marketing is that you don’t have to be a professional to get conversions. Instead, you can use a service like We Are Incognito to take some of the hard work of B2B content marketing off your shoulders. 

What factors have contributed to LinkedIn’s user growth over the years?

There are tons of factors that have made LinkedIn what it is today – an industry giant and a platform that has stood the test of time. But what has really changed the game is that the platform has capitalised on the increasing need for global professional networking, job searching, and, of course, recruitment.

Plus, it is constantly adding new features like LinkedIn Learning, LinkedIn Live, and advanced analytics for users to tap into. This means it’s staying ahead of the curve to stay relevant and the number one choice for professionals all over the world.

How does LinkedIn’s ad targeting work?

LinkedIn has great ad targeting capabilities to help marketers reach a highly specific audience. In fact, you can target users based on age, gender, and location, as well as direct ads to employees of specific companies or industries.

There are so many more nuanced demographic options to choose from like job titles or skill sets that can help you really get the most out of your strategy and ensure your efforts are reaching the right people!

Final Thoughts

LinkedIn’s impressive growth, active user base, and amazing content performance make it one of the best platforms for effective B2B marketing strategies. And with LinkedIn growing more and more every year, it’s time to take your marketing efforts to the next level with LinkedIn ads.

With careful planning and some strategic moves, you could start seeing major results with your marketing in no time at all. And if you’re not sure where to start? Then be sure to book a strategy call with me to optimise your marketing efforts and see real results. 

If you found this article helpful, be sure to check out my post on Reddit statistics and discover how leveraging this platform can significantly enhance your marketing efforts.