LinkedIn Marketing & Advertising Statistics 2024

With a reach that encompasses 62% of the US and a network that boasts more than 720 million users worldwide, LinkedIn is a goldmine for job seekers and companies alike – but it’s also a great tool for marketers.

As an agency of paid media and digital marketing experts, we’re here to help you hone your LinkedIn advertising strategy – and we’ll start by giving you the latest statistics about LinkedIn.

LinkedIn Basics

LinkedIn has grown to become one of the most pervasive professional networking platforms on social media. For jobseekers and marketers alike, LinkedIn offers tremendous opportunities to put your best professional foot forward.

  • LinkedIn was voted the most-trusted social media platform, outranking Pinterest, Instagram, Snapchat, and Twitter, YouTube, and Facebook.
  • LinkedIn has 1 billion active users in 200 countries worldwide.
  • LinkedIn has 303 million active monthly users, 40% of whom visit the site daily.
  • LinkedIn revenue supassed $15 billion in 2023
  • LinkedIn received over 1.9 billion visits in December 2023, and each visit lasted an average of 7 minutes and 43 seconds.
  • The average LinkedIn user spends 17 minutes on the site each month, but job seekers average about 30 minutes a day.
  • A third of LinkedIn’s total traffic (32%) comes from the US, far more than the UK (7%), India (6%), France (5%), and Canada (4%).
  • 58% of the population is aware of LinkedIn.

Who is on LinkedIn?

Millions of internet users around the world have become LinkedIn members. Between individuals promoting professional achievements and capitalizing on networking, and businesses sharing content on their company pages, the world of LinkedIn’s total audience is growing.

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What is LinkedIn’s Reach?

LinkedIn is the nation’s leading social platform for professional purposes and with its global reach, advertisers can reach millions of relevant users.

  • 663.3 million people can be targeted with LinkedIn ads.
  • The US has an eligible LinkedIn ad reach rate of 62% of the population (160 million people), the highest worldwide.
  • Half of college graduates and those who live in high-income households use LinkedIn.
  • 46% of a B2B company’s social media traffic stems from LinkedIn.

How People Use LinkedIn

Within the spectrum of LinkedIn advertising stats, is the all-important data about how LinkedIn’s audience uses the platform. While more and more internet users turn to their LinkedIn app on their smartphones, others keep it open on their desktops. How users interact with LinkedIn as a tool can influence how B2B marketers use LinkedIn, produce content, and ultimately shape their marketing strategies within organic and sponsored LinkedIn posts.

  • 41% of users visit via mobile.
  • 50% of B2B buyers rely on LinkedIn for purchase decisions.
  • InMail messages can have up to 200 characters in the subject line and up to 2,000 characters in the body.
  • A company’s follower is 81% more likely to open InMail than a non-follower.

LinkedIn Job Hunting Statistics

  • 40 million people use LinkedIn to search for jobs each week on LinkedIn.
  • 55 job applications are submitted each second on LinkedIn.
  • 3 people are hired every minute on LinkedIn.
  • 7 in 10 professionals describe LinkedIn as a trustworthy source of professional content.
  • The top three industries using LinkedIn are, based on the number of members, IT, Financial Services, and Higher Education.

How Marketers Use LinkedIn

With LinkedIn’s steady growth over the past few years, more and more marketers are using the platform to reach their target audience.

  • 49% of US marketers are using LinkedIn.
  • 92% of B2B marketers prefer LinkedIn to other social networks.
  • LinkedIn is both the top organic and paid social media platform for B2B marketers.
  • 95% of B2B content marketers use LinkedIn for organic content marketing.
  • 76% of B2B content marketers use LinkedIn for paid social media marketing.
  • Marketers can reach 12% of the world’s population (18 and over) with ads on LinkedIn.
  • 91% of marketing executives call LinkedIn the top place to find good content.
  • 89% of B2B marketers include LinkedIn in their digital marketing mix.
  • LinkedIn is the #1 social media platform B2B marketers use, followed by YouTube and Facebook.
  • Just over 10% of marketers are creating content for LinkedIn.
  • The average length of a posts that converts is about 248 characters, or 40 words.
  • Posts with a link receive 200% more engagement by LinkedIn users than those without.

LinkedIn Advertising Statistics

When it comes to LinkedIn advertising, marketers have a few options:

  • There are two types of LinkedIn Ads: Self-serve ads (create and publish ads yourself with the LinkedIn Campaign Manager) and partner solutions (partner with a LinkedIn expert for premium display advertising).
  • LinkedIn ads include Carousel Ads, Conversation Ads, Dynamic Ads, Job Ads, Lead Gen Forms, Message Ads, Single Image Ads, Single Job Ads, Text Ads, and Video Ads.
  • Advertiser demand in LinkedIn Marketing Solutions is up 40% YoY.
  • 1 in 3 LinkedIn group posts that converted included a question mark in the subject line.
  • LinkedIn’s lead generation is 227% more effective than other networks.

How Much Does LinkedIn Advertising Cost?

  • LinkedIn’s advertising revenue topped $15 billion in 2023
  • The minimum cost of self-service ads are $10 daily budget per campaign, $10 total budget per campaign (for Sponsored Content), and $2 minimum bid for CPC or CPM.
  • Managed ad campaigns (with a Marketing Solution salesperson) requires a quarterly marketing budget of at least $5,000.
  • 90% of B2B marketers were able to reduce their cost per lead (CPL) by using LinkedIn Lead Gen forms.

Effectiveness of LinkedIn Marketing

If your target audience aligns with LinkedIn’s user base (generally professionals and businesses) and your ad content is relevant and engaging, LinkedIn ads can be highly effective. The social platform also offers targeting options that allow marketers to reach users based on their job title, industry, company size, and more, providing a level of precision not always found on other platforms.

State of LinkedIn in 2024

  • Education saw the biggest increase in views-per-job (32%), followed by hardware and networking (26%), fitness (26%), entertainment (23%), and legal (23%) industries.
  • The nonprofit sector saw the biggest decrease in views per job (38%), followed by travel (32%), public administration (27%), health care (23%), and public safety (22%).
  • 15% of posts on LinkedIn mentioned working from home in March 2020.
  • LinkedIn saw record levels of engagement in 2020 and a 26% rise in sessions in Q3.
  • LinkedIn job post views doubled during Covid-19.

Deciding whether LinkedIn is the right social platform for you to advertise on can be a difficult decision. Check out our other paid social media advertising options and connect with us today with any questions you may have!

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Lyndsey Maddox

Chief Executive Officer

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