LinkedIn stats look a little different than some other social networks. It's not the largest social network or the one with the greatest reach. Some of the numbers are smaller. At first glance, they don't seem that impressive to marketers looking to make a big impression.
However, the following 38 LinkedIn statistics prove that theory is wrong. They show that this business-oriented network is a must for marketers of B2B and B2C products and services.
Understanding how both LinkedIn members and other brands use this network will provide insights on how to better integrate LinkedIn into your social marketing plan for 2021.
Bonus: Download a free guide This shows the 11 tactics the Hootsuite social media team used to grow their LinkedIn audience from 0 to 278,000 followers.
General LinkedIn statistics
1. LinkedIn will turn 18 in 2021
The network was officially launched on May 5, 2003: nine months before Facebook launched at Harvard. LinkedIn is the oldest of the major social networks still in use today.
2. LinkedIn has 33 offices and 15,800 employees
These offices are located in more than 30 cities worldwide, including nine in the United States.
3. LinkedIn is available in 24 languages
This allows many global users to access the network in their native language.
4. Remote jobs on LinkedIn increased 2.5 times from March to October 2020
And 15% of all applications in the US were for remote jobs in November 2020. These LinkedIn statistics show how the way we work changed in 2020.
With more decision makers and potential hires working from home, online connections will become increasingly important for businesses this year.
5. LinkedIn is the most trusted social network in the US.
73% of social media users at least somewhat agree that LinkedIn protects their privacy and data. Compare that to just 53% for Facebook.
LinkedIn user statistics
6. LinkedIn has 722 million members
To put that number in context: Instagram currently has 1 billion users and Facebook 2.74 billion. It's not the largest of the social networks, but with a certain business focus, it's a remarkable audience.
7. 57% of LinkedIn users are men and 43% are women
Overall, men are significantly more numerous than women on LinkedIn, but you need to do some research to understand the makeup of your specific LinkedIn audience.
Note that LinkedIn does not report any gender other than men or women.
8. 76% of LinkedIn users are outside of the United States.
While the US is LinkedIn's largest market with 174 million users, the network has grown in importance worldwide.
LinkedIn members live in more than 200 countries. This includes 163 million users in Europe (including the UK), 196 million in Asia Pacific, and 107 million in Latin America.
9. 27.1% of all Internet users in Canada use LinkedIn every month
And 44% of all internet users in Canada have an account on this social platform. This is lower than on Facebook (83%) and Instagram (51%), but higher than on Twitter (42%) and Pinterest (40%).
LinkedIn reports a total of 17 million users in Canada.
10. 59.9% of LinkedIn users are between 25 and 34 years old
It's no surprise that more than half of LinkedIn users are in the age group that is starting and expanding their careers. After all, it's a professional network.
Source: Hootsuite & We Are Social
This is an important group for brands: 41% of older millennials, ages 26-35, have decision-making responsibilities.
11. 40% of LinkedIn users change their job, company or industry every 4 years
The potential market for your product is constantly changing. Ad targeting is good, but targeting your ads too tight means you're missing out on potential future decision makers.
12. Bill Gates wrote 50% of the 10 most interesting LinkedIn articles in November 2020
In fact, Gates appears frequently in the list of Most Interesting Articles published monthly in the LinkedIn Water Cooler Series. Yes, it benefits from name recognition. But he is also known for dealing with the topics that are currently important to people.
Why Should Marketers Care About Bill Gates' Success On LinkedIn? This is a great opportunity to model success. Check out some of his content to see what you can learn from his approach.
LinkedIn usage statistics
13. 40 million people use LinkedIn to search for jobs every week
If your company is hiring, your LinkedIn Page can be an important resource for potential new employees.
When hiring managers can't personally review potential hires, tools like LinkedIn are even more important. And 81% of talent pros say virtual recruiting will continue after the pandemic is over.
14. 3 people are hired per minute via LinkedIn
If this last LinkedIn statistic didn't convince you that it is worth having a solid presence on this network, it should be. Any company looking to hire new employees in 2021 needs a polished LinkedIn Page.
15. LinkedIn saw conversations between connections increase 55% in 2020
This is an annual calculation for the first quarter of fiscal 2021. Since connections are unable to meet in person, more than ever they are sending each other messages on this business social network.
16. Content creation on LinkedIn increased 60% in 2020
Companies and individual LinkedIn members have expanded their LinkedIn content to keep in touch with professional contacts and colleagues in this unprecedented year.
(Phew, we made it to stat 16 before we said "unprecedented.")
17.Linkedin Live Streams Up 437% in 2020
This is an annual calculation for October 2020.
LinkedIn Live launched in February 2019 but has really caught on this year to find alternative ways to connect. The number of LinkedIn live streams increased by 89% from March to June alone.
18. 57% of LinkedIn traffic is mobile
This percentage has not changed since 2018. So take it with a grain of salt.
However, it makes sense that LinkedIn's user base would be more likely to use the network from a computer as they might be browsing during work hours or for work purposes.
19. LinkedIn has 15x more content impressions than job postings
Nine billion content impressions, to be precise.
LinkedIn has developed from a "pure" recruiting platform to a professional network in which people can learn, get information and get to know other companies in their industry.
20. 30% of a company's engagement on LinkedIn comes from employees
This makes a lot of sense: your company's people are the people who care most about your brand's success.
Increasing brand awareness through employee representation is a successful strategy for companies developing a comprehensive program.
21. Employees are 14 times more likely to share content from their employers than other types of content on LinkedIn
This reinforces the above LinkedIn status. Your employees are an important part of your LinkedIn marketing strategy.
If you're not sure where to start advocating your employees, check out Hootsuite Amplify.
22. LinkedIn posts with pictures get 2x more engagement
Larger images are even better with 38% higher click rates than other images. LinkedIn recommends 1200 x 627 pixels.
Not sure what types of images to include with your LinkedIn updates? Check out these free photo websites.
23. LinkedIn users are 20 times more likely to re-share a video post
Video is the most widely played form of content on LinkedIn. If you want other LinkedIn members to spread your message for you, video is the way to go.
LinkedIn advertising statistics
24. An ad on LinkedIn can reach 13% of the world's population
That is, 13% of people over 13 years of age. While this is not the highest reach among social networks, LinkedIn does have the advantage of a self-selected user base that takes care of their work.
25. LinkedIn ad reach increased by 25 million people in the fourth quarter of 2020
This is an increase of 3.5% over the third quarter.
26. LinkedIn ads offer more than 200 targeting features
From work experience to education to corporate industry and size to interests, there are numerous ways to ensure your ad is targeting the right audience.
27. Ad presence on LinkedIn can increase purchase intent by 33%
As mentioned earlier, LinkedIn is no longer just about recruiting. Ads can increase purchase intent and lead to more sales later.
LinkedIn business statistics
28. 4 out of 5 people on LinkedIn "drive business decisions"
The platform's main selling point for marketers is its ability to target an audience through their job, not just their demographics.
This enables B2B marketers in particular to reach the people who make the buying decisions.
29. There are 61 million senior level influencers on LinkedIn
These are not influencers in the sense of influencer marketing. Instead, they are top decision makers or decision makers within organizations.
30. 55 million companies are on LinkedIn
No wonder, because brands can reach both consumers and B2B prospects as well as new hires via this network.
31. LinkedIn has more than 10,000 B2B software product pages
Product Pages are a new LinkedIn feature for 2020. Use them to highlight specific products with ratings and reviews, generate leads, and incorporate custom call-to-action buttons.
32. 96% of B2B content marketers use LinkedIn for organic social marketing
This makes LinkedIn the top network for B2B content marketers, followed by Twitter and Facebook (82% each).
This is not surprising as LinkedIn provides a context in which people expect and seek business-related content.
Source: Content Marketing Institute
33. 80% of B2B content marketers use LinkedIn ads
It's no shock that the best organic social network for B2B marketers is also the highest-paying social network. Facebook is next with 67%, followed by Twitter with 27%.
If you're new to using paid features on LinkedIn, we've got a complete guide on LinkedIn Ads to get you started.
34. 33% of B2B decision-makers use LinkedIn to research purchases
LinkedIn is behind Facebook and Instagram in B2B purchase research, but ahead of Twitter and Pinterest.
However, keep in mind the LinkedIn stats above that LinkedIn reaches some of the best decision makers, so those who use it for purchase research make a very valuable audience.
35. Brands get 7x more reactions and 24x more comments on LinkedIn live streams than regular videos
We've already seen that LinkedIn video posts get more engagement than regular posts. However, live video goes a step further and offers an impressively high level of engagement, especially for commentary.
This high comment rate shows that during the live video stream, people are busy waiting to interact with attendees.
36. Companies that post on LinkedIn weekly see engagement rates twice as high
Don't think that you can just leave your LinkedIn Company Page idle. You need to exchange updates regularly if you want to maintain a high engagement rate on LinkedIn. The good news is that you only need to post once a week to get that higher level of engagement.
Our research shows that the best day to post on LinkedIn is Wednesday for B2B brands or Monday and Wednesday for B2C brands.
37. Companies with a full, active LinkedIn Page see 5x more page views
You also get 7x more impressions per follower and 11x more clicks per follower. Like the LinkedIn Company Page stats above, this shows the value of keeping your LinkedIn Page up to date and active.
38. More than half of US marketers will use LinkedIn in 2021
EMarketer estimates that this will be the first year LinkedIn has reached the 50% milestone.
Note that this specifically excludes companies that use LinkedIn for recruiting purposes only. This represents marketing efforts on LinkedIn. If you don't market on this network you will be in the minority by the end of this year.
Easily manage your LinkedIn Page along with your other social channels with Hootsuite. From a single platform, you can schedule and share content – including video -, engage your network, and grow content with the best performing. Try it out today.
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