If you want to market to professionals, there’s no better place than LinkedIn. The platform users to connect with like-minded business folk, apply and recruit for jobs, and follow the latest news from organizations and influential people from across the globe.
When you understand how LinkedIn members and brands use the channel, you’ll gain valuable insights into how you can incorporate LinkedIn into your social media strategy.
Here are the most up-to-date LinkedIn statistics to be aware of in 2022 to help you craft exciting campaigns.
Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.
General LinkedIn statistics
1. LinkedIn turns 19 years old in 2022
The network officially launched on May 5th, 2003, just nine months before Facebook launched at Harvard. LinkedIn is the oldest of the major social networks still in use today.
2. LinkedIn has 35 offices and 18,000 employees
Those offices are located in more than 30 cities worldwide, including 10 in the United States.
3. LinkedIn is available in 25 languages
This allows many global users to access the network in their native language.
4. Over 12 million LinkedIn members are signalling their availability to work
Making use of LinkedIn’s #OpenToWork photo frame, over 12 million users are actively indicating their eligibility to prospective hirers.
LinkedIn user stats
5. LinkedIn has 810 million members
To put that number in context, Instagram currently has over 1.2 billion users, and Facebook has almost 3 billion. So LinkedIn may not be the largest of the social networks, but with a specific business focus, it’s an audience worth paying attention to.
6. 57% of LinkedIn users identify as men, with 43% identifying as women
Men significantly outnumber women on LinkedIn overall, but you’ll need to do some research to understand the makeup of your specific LinkedIn audience. Note that LinkedIn does not report any genders other than male or female.
7. Over 77% of LinkedIn users are from outside the US
While the US is LinkedIn’s biggest market with over 185 million users, the network has gained traction around the world.
8. LinkedIn has members in 200 countries and regions worldwide
LinkedIn’s users live in more than 200 hundred countries and regions around the world. This includes over 211 million in Europe, the Middle East, and Africa, 224 million in the Asia Pacific, and 124 million in Latin America.
9. Almost 60% of LinkedIn’s users are between 25 and 34 years old
It’s not a surprise that more than half of LinkedIn users are in the age group that is starting and growing their careers. It’s a professional network, after all.
Source: Hootsuite Digital Trends Report 2022
10. With 23.38 million followers, Google is the most followed organization on LinkedIn
Beating out Amazon, TED Conferences, and LinkedIn themselves, tech giant Google ranks as the most followed company account on the platform.
11. Followed by over 35 million users, Bill Gates is the most followed person on LinkedIn
The Microsoft founder is out on his own as the most followed personal account on the platform, with almost double the amount of followers as Richard Branson behind him in second place. Funny that Microsoft owns LinkedIn, but we’re just speculating here!
12. #India is the most followed hashtag on LinkedIn, with 67.6 million followers
The other most popular hashtags include #Innovation (38.8 million), #Management (36 million), and #HumanResources (33.2 million). The dominance of the #India hashtag suggests to marketers that the nation is not to be overlooked as part of your global campaign strategy.
Source: Hootsuite Digital Trends Report 2022
LinkedIn usage stats
13. 49 million people use LinkedIn to search for jobs each week
If your company is hiring, your LinkedIn Page can be a key source of potential new employees.
When hiring managers can’t screen potential new hires in person, tools like LinkedIn are even more important. And 81% of talent professionals say that virtual recruiting will continue long after the pandemic.
14. 6 people are hired through LinkedIn every minute
If that last LinkedIn stat didn’t convince you it’s worth having a solid presence on this network, this one should. Any company planning to hire new employees in 2022 needs a polished LinkedIn Page to help attract top-tier talent and leverage the channel to recruit candidates.
15. There are 77 job applications submitted every second on LinkedIn
To put this already remarkable figure in perspective, that’s 4,620 applications sent every minute, 277,200 sent every hour, and an incredible 6.65 million job applications sent every day.
Of their 185 million members, LinkedIn’s daily active users (DAU) account for 16.2% of them, working out at around 29.97 million users that log in to the platform daily.
17. 48.5% of users in the US use LinkedIn at least once a month
At roughly 89.73 million monthly active users (MAU), this represents an opportunity for marketers to access an extensive pool of decision-makers across the country.
18. LinkedIn saw 15.4 billion sessions in Q2 FY22
LinkedIn has transitioned from being “just” a recruitment platform to a professional network where people educate themselves and learn about other companies and opportunities in their industry.
19. 30% of a company’s engagement on LinkedIn comes from employees
This makes a lot of sense: your company’s employees are the people who care most about seeing your brand succeed.
Boosting brand reputation via employee advocacy is a winning strategy for companies that develop a comprehensive program.
20. Employees are 14x more likely to share content from their employers than other types of content on LinkedIn
This reinforces the LinkedIn stat above. Your employees are an important part of your LinkedIn marketing strategy.
If you’re not sure where to get started on employee advocacy, check out Hootsuite Amplify.
21. LinkedIn posts with images get 2x higher engagement
Larger images do even better, with 38% higher click-through rates than other images. LinkedIn recommends 1200 x 627 pixels.
Not sure what kinds of images to post with your LinkedIn updates? Check out these free stock photo sites.
LinkedIn advertising statistics
22. An ad on LinkedIn can reach 14.6% of the world’s population
That is, 14.6% of people over the age of eighteen. While this isn’t the highest reach among social networks, LinkedIn has the advantage of a self-selected user base that cares about their work.
23. LinkedIn’s ad reach grew by 22 million people in Q4 2022
That’s a 2.8% increase from Q3.
Source: Hootsuite Digital Trends Report 2022
24. Brands have seen a 33% increase in purchase intent resulting from ad exposure on LinkedIn
Marketers can benefit from LinkedIn’s ability to connect with members early in the marketing funnel through users engaging with brand posts and sharing them on their feed.
25. Marketers see up to 2x higher conversion rates on LinkedIn
LinkedIn’s range of tools for audience targeting means website visits originating from the platform are more likely to increase conversions on B2B sites.
LinkedIn business statistics
26. 4 out of 5 people on LinkedIn “drive business decisions”
The platform’s chief selling point for marketers is its ability to target an audience by their job, not just their demographics.
This allows B2B marketers in particular to reach the people who make the buying decisions.
27. There are 58 million companies on LinkedIn
It’s no wonder, as this powerful network allows brands to reach both consumers and B2B prospects, as well as new hires.
28. LinkedIn saw a 37% year-over-year growth in revenue in Q2 FY22.
With the platform’s popularity ever-increasing, its paid services have followed suit. In addition, users can pick from several premium membership plans to access improved metrics to boost their engagement.
29. LinkedIn saw a 43% year-over-year increase in Marketing Solutions revenue in Q2 FY22
As marketers have gravitated toward LinkedIn’s solutions to fuel their own growth, they’ve also fuelled LinkedIn’s. Surpassing 1 billion USD for the first time in Q3 FY21, the platform’s growth in revenue is no surprise given its growth in user base.
30. 40% of B2B marketers surveyed indicated LinkedIn as the most effective channel for driving high-quality leads.
LinkedIn users can use professional demographic data to target the right people based on their job title, company, industry, and seniority.
31. 93% of B2B content marketers use LinkedIn for organic social marketing
These stats make LinkedIn the top network for B2B content marketers, followed by Facebook and Twitter (80% and 71%, respectively). This isn’t surprising, given that LinkedIn offers a context in which people expect and seek out business-related content.
32. 77% of content marketers say LinkedIn produces the best organic results
As well as boasting the most used platform for organic marketers, LinkedIn ranks as the best network for producing organic results.
Some way behind LinkedIn, Facebook comes in at second with 37%, followed by Instagram with 27% and YouTube with 21%.
33. 75% of B2B content marketers use LinkedIn ads
It’s not a shock that the top organic social network for B2B marketers is also the top paid social network. Facebook comes in next at 69%, followed by Twitter at 30%.
If you’re new to using paid features on LinkedIn, we’ve got a whole guide to LinkedIn ads to get you started.
34. 79% of content marketers say LinkedIn ads produce the best results
Not content with being the strongest social networking platform for organic results, LinkedIn Ads ranks as the best for paid results.
Behind LinkedIn came Facebook (54%), YouTube (36%), and Instagram (33%).
35. Brands get 7x more reactions and 24x more comments on LinkedIn Live streams than regular video
We already saw that LinkedIn video posts get more engagement than regular posts. But Live video takes things up a further notch, with impressively high engagement levels, especially for comments.
That high comment rate shows people are engaged during the live video stream and waiting to interact with the participants.
36. Companies that post weekly on LinkedIn see a 2x higher engagement rate
Don’t think you can just let your LinkedIn Company Page sit there idle. You need to regularly share updates to maintain a high engagement rate on LinkedIn. The good news is you only need to post once a week to achieve that higher engagement level.
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 complete, active LinkedIn Page see 5x more page views
They also get 7x more impressions per follower and 11x more clicks per follower. Like the LinkedIn company page statistic above, this shows the value of keeping your LinkedIn page up-to-date and active.
If you need help ensuring your brand is making the most out of its LinkedIn presence, take a look at our guide to optimizing your LinkedIn company page.
Easily manage your LinkedIn Page alongside your other social channels using Hootsuite. From a single platform you can schedule and share content—including video—engage your network, and boost top-performing content. Start your 30-day trial today.
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