73 LinkedIn Statistics Every Marketer Needs to Know in 2021
You’ve heard about successful marketers using LinkedIn for their campaigns, but you want to know some LinkedIn statistics before you jump into anything new.
To start, you’ll be happy to know that LinkedIn is the top-rated social network for lead generation.
LinkedIn is also the world’s largest professional network.
Not convinced yet?
Good. Because there’s so much more to tell you!
By the time you’ve finished reading, you’ll be armed with an arsenal of LinkedIn statistics to send your marketing into the stratosphere.
Let’s get started.
General LinkedIn Statistics
LinkedIn’s been around a long time. It began in co-founder Reid Hoffman's living room nearly two decades ago. (Yes, it’s older than YouTube, Facebook, and Twitter.)
And since then, LinkedIn has successfully sustained itself as a platform for professionals, continues to grow its membership, expand its services, and remains popular today.
Check out these simple LinkedIn facts:
- LinkedIn turned 18 years old on May 5, 2021. Launched in 2003, LinkedIn remains the oldest social network still popular today.
- LinkedIn is currently available in 24 languages to support global users.
- LinkedIn has over 16,000 employees and 33 offices and is located in 33 cities — nine in the U.S. and 24 international.
- LinkedIn's revenue increased 25% year-over-year in Q3 of the 2021 fiscal year.
- LinkedIn made more than $8 billion in revenue during the 2020 fiscal year.
- In 2020, LinkedIn ranked as the most trusted digital platform out of nine major social platforms.
What a great opportunity to market within this platform that has the most trust. This immediately boosts buyers’ confidence in your client's offers!
LinkedIn User & Demographic Statistics
If you’re looking to add LinkedIn to your marketing strategy, it helps to first understand LinkedIn’s users and demographics.
In the LinkedIn statistics below, you’ll learn the ages, gender, education, and income levels of LinkedIn users, as well as the percentages of people using LinkedIn inside and outside the U.S.
- LinkedIn has 756 million members in 200 countries and regions.
- More than 176 million workers in the U.S. have a LinkedIn profile.
- Every second, nearly three professionals sign up to join LinkedIn.
- 60% of LinkedIn users are between the ages of 25 and 34. The 18 to 24 age group follows at 19%.
- In the U.S. alone, 36% of LinkedIn users are between 30 and 49 years old, while 33% are between 50 and 64, and 30% are between 18 and 29.
- Statista reports that 57% of LinkedIn users are male users, and 43% are women.
- 54% of the U.S. population has a LinkedIn account, and according to Pew Research Center, 28% of adults in the U.S. say they are active users on LinkedIn.
- In the U.S., 33% of adult internet users who live in suburban areas use LinkedIn, while 30% live in urban areas and 15% in rural areas.
- 74% of LinkedIn members are outside the U.S.
- LinkedIn reports 18 million members in Canada, roughly 47% of the population.
- LinkedIn’s biggest market is currently the Asia-Pacific, with 27% of its membership.
- 51% of U.S. adults with a college degree or higher use LinkedIn.
- In the U.S., 50% of adult internet users who earn an annual income of more than $75,000 use LinkedIn, while 21% earn between $30,000 and $74,999 annually.
- 40% of LinkedIn users change their jobs, company, or industry every four years.
- Melinda Gates was listed as the top U.S. influencer in LinkedIn’s Top Voices 2020. And, in November 2020, Bill Gates wrote five of the ten most engaging LinkedIn articles.
If you have not previously worked with clients outside the U.S., these LinkedIn demographics may be the reason for you to expand internationally.
LinkedIn Usage Statistics
Understanding how LinkedIn users and other marketers utilize this network helps you gain insights into how LinkedIn can improve your social media marketing plan.
Not only are marketers using this platform for professional networking, but they are also taking advantage of the educational content provided through LinkedIn posts, conversations, videos, events, and LinkedIn Learning.
Job seekers also continue to benefit from the resources and job postings available on LinkedIn.
- More than 97,000 companies in the U.S. use LinkedIn to recruit workers.
- Each week, 40 million job seekers search for jobs on LinkedIn.
- Every minute, three people are hired through LinkedIn.
- Remote job postings on LinkedIn increased 6X from March to December 2020, and more than 300,000 remote jobs were posted in the U.S.
- More than 15 million open jobs are listed on LinkedIn Jobs.
- 57% of LinkedIn’s traffic is from mobile users. Therefore, your content should be optimized for mobile use.
- Approximately 6% of LinkedIn app users in the U.S. are considered heavy users who access the app more than two or three times each month.
- Content creation increased by 60% on LinkedIn in 2020, and content shared was up 29% in Q3 of the 2021 fiscal year.
- In Q3 of the 2021 fiscal year, LinkedIn conversations increased 43% between connected members.
- LinkedIn Live video streams have increased 89% since March 2020.
- Hours spent on LinkedIn Learning content increased 80% in Q3 of the 2021 fiscal year.
- Six million members attended virtual events on LinkedIn in 2020.
If your client is expanding their workforce, isn’t it great to know that there are so many job seekers on LinkedIn? As a marketing recruiter, this makes it a perfect use case for you to set up and run LinkedIn campaigns to attract their next top talent.
LinkedIn Advertising Statistics
LinkedIn continues to expand its advertising reach and opportunities, and it is now one of the most important B2B marketing channels. LinkedIn statistics for advertising include audiences reached, targeting characteristics, information on buyers, and how LinkedIn InMails/Message Ads can help you advertise.
- 80% of B2B content marketers use LinkedIn advertising.
- An ad on LinkedIn can reach 13% of the world’s population aged 18 and over.
- We Are Social, and Hootsuite reported that 727 million people can be reached through LinkedIn advertising.
- The highest LinkedIn audience ad reach by country is American Samoa at 103%. Bermuda follows at 100% and Iceland at 91%.
- The U.S. ranked eighth highest LinkedIn audience ad reach at nearly 66%.
- A LinkedIn ad offers more than 200 targeting characteristics to help narrow down your target audience.
- Ad exposure on LinkedIn can increase purchase intent by 33%.
- Four out of five LinkedIn members drive business decisions at their companies, and LinkedIn’s audience has 2X the buying power of the average web audience.
- 52% of buyers surveyed said that LinkedIn had the biggest impact during their research.
- LinkedIn has more than 10,000 B2B software Product Pages.
- Short InMails/Message Ads perform better than long ones. LinkedIn reports that InMails of 201 to 400 characters are 16% more likely to receive a response than average-length InMails. And overall, shorter InMails performed 41% better than longer InMails with more than 1,400 characters.
- LinkedIn found that personalized InMails/Message Ads perform about 20% better than those sent through mass email blasts.
- Over the past year, LinkedIn’s advertising business has surpassed $3 billion in revenue, and it’s growing almost 3X faster than the B2B digital advertising market overall.
Do you tend to write long and compelling ad copy? Now you know not to when using LinkedIn InMails. Keep it short and personal for the best results. Plus, you’re now aware that key decision-makers are on the platform, and they have double the resources of users in other web spaces.
LinkedIn Business & Marketing Statistics
If you're a B2B marketer, LinkedIn can help you reach your business and marketing goals. When you use LinkedIn, you’re connected to professionals and customers who are ready to do business.
These LinkedIn statistics will show you how many influencers and decision-makers are on LinkedIn, how other marketers are using LinkedIn, how to get the best lead generation and conversion rates, and how to receive the most engagement on your posts.
- LinkedIn has more than 57 million businesses listed.
- 94% of the Fortune 500 CEOs on a social media platform are on LinkedIn.
- 180 million of LinkedIn users are senior-level influencers (nearly 25% of its total user base).
- LinkedIn members include 63 million decision-makers and 10 million C-level executives.
- 96% of B2B content marketers use LinkedIn for organic social media marketing.
- 94% of B2B marketers use LinkedIn to distribute content.
- According to Wyzowl, 63% of video marketers plan to include LinkedIn in their 2021 video marketing strategy.
- eMarketer reports that 50% of U.S. marketers will use LinkedIn in 2021.
- According to a State of B2B Marketing Report from Wpromote, 89% of B2B marketers use LinkedIn for lead generation.
- 62% of B2B companies say LinkedIn generates leads for them.
- 43% of B2B websites have attributed their sales to LinkedIn.
- 46% of social traffic to B2B sites comes from LinkedIn.
- Regular videos get 5x more engagement than other types of content on LinkedIn.
- LinkedIn Live videos receive, on average, 7X more reactions and 24X more comments than regular videos.
- A LinkedIn member is 20X more likely to share a LinkedIn video than other types of posts.
- LinkedIn posts with images typically receive 2X higher comment rates than those without images.
- LinkedIn has 15X more content impressions than job postings. (That’s nine billion content impressions!)
- Companies that post content weekly on LinkedIn see 2X higher engagement with their content marketing.
- OkDork found that long-form content between 1,900 and 2,000 words performs well and gains the greatest number of post views, likes, comments, and shares on LinkedIn.
- Employees are 14X more likely to share their company’s content than other content, and they are 60% more likely to engage with posts from co-workers. Using the “My Company” tab on your organization’s LinkedIn Page allows employees to become brand advocates.
- 30% of a company’s engagement on LinkedIn comes from their employees.
- Companies with complete LinkedIn Page information receive 30% more weekly views.
- Data shows that the best times to post on LinkedIn for the most engagement are Tuesdays through Thursdays from 9 a.m. to 12 p.m. The best days to post are Tuesdays and Wednesdays.
- Hubspot conducted a study of 5,000 businesses, wherein they found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%.
- LinkedIn's lead conversion rates are 3X higher than other major ad platforms, like Twitter and Facebook.
- Using LinkedIn Sales Navigator leads to +17% higher win rates when saving leads, +42% larger deals when connecting with decision-makers, and +15% more pipeline to find customers.
- LinkedIn Marketing Solutions’ revenue increased more than 60% year-over-year as more advertisers are turning to the platform as a way to reach professionals.
Here is where your long-form copy talents will shine. Providing 2,000-word posts for yourself or your potential clients is bound to get more attention. If your ideal target is Fortune 500 CEOs, there’s no better place to be seen.
Ready to Use These LinkedIn Statistics to Drive Your Marketing Success?
So now that you’ve found what you were looking for — LinkedIn stats, that is — what will you do with this new information?
For one, you can confidently answer others when they ask, “Is LinkedIn still relevant?”
But most importantly, you can use these LinkedIn statistics to your advantage to help clients reach their business goals and take your marketing agency to new levels.
Are you ready to become part of the world’s largest professional network?
It’s time to take the leap.
Start planning your LinkedIn marketing strategy today.
Joanna Kneller is a freelance writer, editor, and certified content marketer, who helps businesses and authors create engaging content that inspires readers. She also enjoys traveling and misses the adventures of life on the road while living in an RV. Connect with her on LinkedIn or see more of her work at writer.me.