The social platform for business shows no signs of slowing down
Social media comes in many different forms and tailors to many different audiences. You’ve got Instagram and Twitter: the preferred platforms for younger and older millennials; TikTok: the Gen Z dance platform that’s taking the world’s teens by storm; and Facebook, which is increasingly becoming a platform for the older generations.
And within this heady brew is LinkedIn, which has always managed to carve a successful niche for itself as the platform for professionals and businesses.
Founded back in 2002 and launched 2003, LinkedIn has always pushed itself as a platform for professional networking, job seeking and brand insider content. Users are encouraged to creating a profile and seek out connections that can act as real-world professional relationships.
The aim of LinkedIn has changed little in that time, despite the roster of services which have been added to its platform over the years. But while some social platforms are beginning to show signs of saturation and stagnation with users, LinkedIn continues to go strong.
In fact, Microsoft reports that LinkedIn’s revenue grew 24% in Q2 2020. Whether you’re in B2B marketing or are using the platform for work or professional use, there are plenty of reasons to stick with the platform. And if you still aren’t sure that LinkedIn is a necessary social platform for your business, perhaps these stats – courtesy of Hootsuite – will help sway you.
The LinkedIn Stats you need to know in 2020:
- LinkedIn has 675 million monthly active users, an increase of 14% since the end of 2018
- 27% of all US adults use LinkedIn, making it the fifth most popular social platform
- 51% of college-educated adults use LinkedIn, which is useful for B2C brands
- The US might be the biggest single LinkedIn market with 167 million users, but 211 million users reside in Europe and 28 million live in the UK
- LinkedIn operates in 24 languages
- 61% of LinkedIn users are between the ages of 25 and 34, and nearly half of all adults aged 25-29 are on the platform
- 57% of LinkedIn’s traffic is mobile, which is low compared to Facebook’s 98%, so you don’t necessarily need to optimize all your content for mobile
- LinkedIn has 15x more content impressions than job postings, so it’s not just for recruitment
- Engagement on LinkedIn has increased 50%, year over year
- Users are 60% more likely to engage with a co-worker than any other connection, making inter-business connectivity one of LinkedIn’s primary selling points
- 30% of the average company’s engagement comes from employees
- Employees are 14x more likely to share posts from their employers than any other kind of content on the platform
- 4 out of 5 people on LinkedIn describe “drive business decisions” according to the skills people have endorsed
- A LinkedIn ad has the ability to reach 12% of the world’s population, due to the presence of a self-selected user base that cares about their work
- 30 million companies are on LinkedIn right now
- A whopping 94% of B2B marketers already use LinkedIn for content marketing, and the platform is 3x more reliable for delivering worthwhile content compared to other social platforms
- 89% of B2B marketers use the platform for lead generation
- 59% of sales professionals rely on social platforms to help with selling, and the ratio of sales on LinkedIn is higher than that of Facebook
- InMail, the platform’s email marketing tool, has a 52% open rate, which is more than double the average for email marketing overall
- Cost per lead on LinkedIn is 28% lower than those on Google Adwords