LinkedIn has been a way for professionals to connect and build relationships with each other since 2003. In 2024, it’s grown exponentially, giving us a look into the trends and behaviours of working professionals today.
For further insight, we’ve gathered 23 statistics regarding LinkedIn growth, advertising and marketing practices on LinkedIn (source), as well as user insights. All of which demonstrate its impact as a social, yet professional platform.
Read on to find out more…
LinkedIn growth statistics
1) Worldwide, there are over 1 billion registered users on LinkedIn
There are 1 billion registered users on LinkedIn (source). The Asia-Pacific region leads the way with over 310 million users but is closely followed by Europe at over 287 million, and then North America with over 250 million. The Latin American and Middle East/African regions are not to be underestimated, with over 177 million users and 68 million users respectively.
2) LinkedIn has 38 offices around the world
LinkedIn has 38 offices and its employees work worldwide (source). These are located in various cities across America, such as New York, Washington, and San Francisco. But it also has various offices in European cities such as London, Madrid and Berlin.
3) LinkedIn averages 310 million monthly users across the world.
Each month, LinkedIn averages 310 million users across the world (source). Nearly 50% of users visit LinkedIn monthly, whilst 3x fewer people use the app on a daily basis.
4) The platform’s engagement has increased by 22% since 2022 as it continues to grow, and more professionals engage.
The growth of the platform has increased steadily over the last two decades, and since 2022, LinkedIn’s engagement rate has increased by 22% (source) – showcasing the need for a professional network in the twenty-first century.
5) LinkedIn grew from $2.271 billion to $15.14 billion between 2017 and 2023.
Even in the span of six years from 2017-2023, LinkedIn grew in revenue from approximately 2 billion dollars to 15 billion dollars (source). This is thought to be a result of an acquisition from Microsoft; a deal that was completed in December of 2016.
6) Every second, there are three new registrations on LinkedIn
According to the social media platform, there are three new registrations on LinkedIn every second (source). By 2025, the platform expects to have a user population of 1 billion – putting it in the same league as other social media platforms such as Instagram and X.
7) In the first quarter of 2024, LinkedIn saw a significant increase in premium subscription sign-ups, with a growth rate of 55% year-over-year
At the beginning of 2024, LinkedIn saw a significant increase in the amount of premium subscription sign-ups, with a growth rate of 55% YoY (source). These numbers reflect the value that LinkedIn is bringing to its users and businesses, contributing to its growth over the years. The enormous number of users on LinkedIn makes it the perfect place to market your business and get in front of the eyes of the decision makers.
8) LinkedIn is available in 26 languages
LinkedIn is available in 26 different languages (source), showcasing the demand for the platform all over the world. Language barriers can often hinder professional connections, but LinkedIn makes it easier for you to reach people you would never normally be able to interact with.
LinkedIn user statistics
1) Companies on LinkedIn cover over 400 Industries
The Medical Practices and Retail industries boast the highest volume of companies, with over 3 million each (source). For lead generation, the top-performing industries are Professional Services, Manufacturing and Technology, Information and Media.
StraightIn’s key takeaway: No matter what industry you’re in, you’re likely missing out if you’re not utilising LinkedIn and shaping your marketing strategy around the platform.
2) Age Demographics for LinkedIn users
49.4% of LinkedIn members are between the ages of 25-34 (source), followed by 25.7% at 18-24, 21.2% at 34-54 and 3.6% are 55 or older.
StraightIn’s key takeaway: Being aware of which target age group is most likely to be using LinkedIn is paramount to crafting and executing an effective marketing strategy.
3) Education Levels on LinkedIn
As of September 2023, 33% of users hold a bachelor’s degree or equivalent (source). Meanwhile, 26% of users hold a master’s degree, and 6% have a doctoral degree, the total number of members who hold a master’s degree or higher sits at 65%.
StraightIn’s key takeaway: Most users on LinkedIn are highly educated, so ensure you shape your brand’s LinkedIn tone of voice around this.
4) LinkedIn Seniority Levels
Out of the over 1 billion users, 180 million are senior-level Individuals (source) who are able to influence decision makers. 63 million are decision makers themselves, followed by 10 million C-suite executives.
StraightIn’s key takeaway: Linkedin makes it easier for you to interact with key players in your industry. Therefore, you shouldn’t underestimate the power of a simple message or connection request. Ensure you have staff dedicated to monitoring conversation management.
5) Gender Demographics and Pronouns on LinkedIn
As of January 2024, Statista reports that 56.4% of LinkedIn members in the United States are male, while 43.6% are female (source). After pronouns He/Him, She/Her and They/Them, the most prominently used pronouns are She/They, He/They.
StraightIn’s key takeaway: Use gender-neutral language as much as possible on LinkedIn to ensure that your strategy and content are inclusive.
6) LinkedIn Traffic by Device
Per Semrush, 72.64% of traffic coming through on LinkedIn in 2024 are users who are using desktop computers, and 27.36% are users on mobile devices (source).
StraightIn’s key takeaway: When creating content or performing outreach it’s important to take into consideration what platform or device your target audience prefers to use.
7) Advertising and Lead Generation on LinkedIn
When advertising on LinkedIn, brands see a 33% increase in buying intent (source). LinkedIn was also rated the #1 platform for B2B lead generation, with Marketers seeing up to 2x higher conversion rates.
StraightIn’s key takeaway: If you’re a B2B business owner, you must utilise LinkedIn. Not only will it get your brand in front of key industry leaders, but it will also make it easier to prospect and create a relevant list of high-quality prospects for lead generation.
LinkedIn marketing statistics
1) Posts with Images Get 2x More Engagement (businesses that post at least weekly)
Visual content is king on LinkedIn. Posts that include images receive twice as much engagement compared to those without (source), highlighting the importance of including visuals in any LinkedIn marketing strategy.
StraightIn’s key takeaway: Aim to post images in most of the content you write. It’s better if these images are ones you might have taken either professionally or by yourself. Either way, it adds a layer of credibility that stock photos cannot.
2) LinkedIn Users Spend an Average of 7 Minutes Per Session
Studies have shown that LinkedIn users spend an average of 7 minutes on the platform per session (source), whilst Facebook’s average visit duration is 10 minutes, and Pinterest is 5 minutes and 30 seconds. As social networks go, this is a long time to spend and showcases that users are finding valuable and engaging content there.
StraightIn’s key takeaway: Put simply, without an effective content marketing strategy it will be difficult for your business to succeed on LinkedIn, as you’ll fail to craft worthwhile, informative content that your audience is seeking.
Find more about how to perfect your LinkedIn marketing strategy here.
3) LinkedIn has 2x higher conversion rates
Research has revealed from various brands that conversion rates have doubled through LinkedIn’s marketing and sales channels (source) – with users who visit a business’ page of content on their platform are 6x more likely to purchase from that company.
StraightIn’s key takeaway: A lot of social media platforms are there to entertain the user, but LinkedIn can be a prime opportunity to actually sell your products/services. To make it easier for users to convert, create clear CTAs on your business’s LinkedIn profile.
4) LinkedIn ads can reach over 12% of the global population of business decision-makers.
LinkedIn ads can reach over 12% of the worldwide population’s key industry players (source). This further suggests the importance of having a LinkedIn advertising strategy in place for your business.
StraightIn’s key takeaway: When creating your LinkedIn advertising strategy, ensure you define your objectives first so you can monitor your progress. For example, are you aiming to increase brand awareness, encourage conversions, or grow traffic?
5) Video ads on LinkedIn are shared 20 times more often than other content types.
Video ads are now being shared 20x more than other content types according to LinkedIn (source). Whilst written content that informs your connections is valuable, this research shows that digestible content in the form of a video is becoming increasingly popular with connections.
StraightIn’s key takeaway: If you decide to create video ads for LinkedIn, ensure you grab the attention of the viewer in the first few seconds. These days, we all have low attention spans – so the sooner you interest your lead, the better.
6) Employees of companies that share content regularly on LinkedIn receive 4x more profile views
Employees who share their company’s content regularly receive more profile views than those who don’t (source), highlighting the value of employee advocacy in boosting visibility on the platform.
StraightIn’s key takeaway: Create an internal communications channel for your brand specifically centred around your social media presence. Every time you post, send it to the channel and ask your staff to share it with their network. You never know who it might reach.
7) Employees are 14x more likely to share content from their employers than any other content on LinkedIn.
It appears employees are eager to share across social media platforms, especially LinkedIn when it comes to company news and work they’re proud of. In fact, your staff are 14x more likely to share content from their employers than from any other page or brand on LinkedIn (source).
StraightIn’s key takeaway: Make internal content creation a collaborative effort amongst your employees. You never know who could offer a fresh perspective and something valuable that increases engagement in your LinkedIn network.
8) Only 3 million users share content weekly
Of the 500 million total LinkedIn users and 250 million monthly active users, only 3 million share content on a weekly basis (source) – just a touch over 1% of monthly users, meaning 3 million users are getting 9 billion impressions each week – showing the importance of why you should share content on LinkedIn each and every week.
StraightIn’s key takeaway: If you’re paying close attention to who shares the content you put out on LinkedIn, it might be time to refocus your goals. This research shows us that sharing isn’t a common trend on the platform, so focus on other metrics such as conversions or traffic instead.
Take advantage of LinkedIn’s ever-growing platform with a strategy from StraightIn
After reading the above 24 statistics, it’s clear that LinkedIn is a platform that has gone from strength to strength. And if you’re a B2B business owner, you should absolutely be leveraging the platform as a way to generate leads, grow traffic, and build relationships with key industry players.
If you’re looking to get started in creating your own LinkedIn strategy, get in touch with the experts at StraightIn today. We know your time is valuable, and that’s why we’ll craft a strategy that suits you – so you can take advantage of having more time on hand to grow your business. Our services include Outreach Marketing, LinkedIn Advertising, Content Marketing, and Personal Branding. Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.
