LinkedIn stats: A handy reference (2024 update)
Last updated: April 2024
I know from personal experience that — particularly for LinkedIn — finding helpful stats can be a very tedious task.
I got a tad sick of hunting around aimlessly, so I’ve compiled the 100+ stats you’ll find below.
I invite you to bookmark this page if LinkedIn is one of the social channels your line of work regularly touches too.
I’ve also split the stats into categories to make finding what you need, easy - all sourced directly from various materials issued by LinkedIn.
1. General usage stats
On LinkedIn, there are over 1 billion people and 57 million companies represented across the globe. (March 2024)
LinkedIn is the social platform audiences trust most: two-thirds of members (67%) say they trust the platform not to misuse their information, exceeding all other major social and streaming platforms. (March 2024)
Two-thirds of LinkedIn users (66%) say time on LinkedIn is an ‘investment of time’, more than other platforms. (Feb 2024)
Nearly twice as many members find industry news content valuable on LinkedIn, as on other sites (41% vs 25%). (Feb 2024)
Companies who post weekly can see a 5x lift in followers. (2024)
100 million members visit LinkedIn monthly. (Feb 2022)
LinkedIn has over 774 million members in over 200 countries and territories, representing more than 55 million companies. (Sept 2021)
There are 31 million members in the UK. (Aug 2021)
Comments, likes and shares are up 30%. (Feb 2022)
Compared to other social channels, 82% of B2B marketers realise their greatest success with LinkedIn. (Aug 2021)
There were 55% more conversations between connected members between March 2019 and March 2020. (Jan 2021)
Professionals are signing up to join LinkedIn at a rate of nearly 3 new members per second. (March 2021)
More than 90% of B2B marketers leverage LinkedIn over all other platforms. (March 2021)
4 out of 5 LinkedIn members drive business decisions. (Aug 2021)
97% of B2B marketers use LinkedIn for their content marketing efforts. (March 2021)
About 45% of LinkedIn articles are read by those in ‘Manager’, ‘VP’, ‘Director’, or C-Suite positions. (Feb 2022)
More than 45% of all social media traffic to a company’s homepage comes from LinkedIn. (March 2021)
Members are 2-3 times more likely to feel positive and purposeful after visiting LinkedIn, compared to other platforms. (Aug 2021)
40% of LinkedIn members are reading the news more frequently (May 2020)
Companies who post weekly see a 2 x lift in engagement with their content. (Nov 2020)
Companies that are engaged on social media are 40% more likely to be perceived as competitive, compared to those who are not. (2020)
There are more than 63m LinkedIn members who are decision-makers in the purchases of tech products and services - with 6m being IT decision-makers. (March 2020)
Compared to other social channels, 82% of B2B marketers realise their greatest success with LinkedIn. (Nov 2020)
89% of B2B marketers use LinkedIn for lead generation. (June 2020)
2. Live video and LinkedIn Events
The number of professionals viewing events on LinkedIn grew 34% in the last year. (April 2024)
Live Video generates 24x more engagement. (Dec 2023)
Organic Event leads and Event Ads can drive higher CTRs up to 3x and convert at a higher rate when targeted in later campaigns. (Jan 2022)
In 2020, 6.3 million members attended virtual events on LinkedIn. (March 2021)
LinkedIn Live streams have increased by 89% since March 2020. (March 2021)
3. Content
Nearly 60% of B2B leaders named ‘video’ the leading technique for brand building. (April 2024)
Custom collages of 3-4 images in posts perform especially well for organisations. (2024)
LinkedIn found that around 79% of videos are watched with the sound off. (March 2024)
LinkedIn members are more receptive to brand content than users of other platforms: 66% are receptive to company videos, 73% to posts by company representatives and thought leaders, and 48% to banner ads. (March 2024)
On LinkedIn, videos are shared at 20x the rate of any other type of post. (April 2024)
LinkedIn posts that include images see twice as many comments compared to those that are text only. (Feb 2024)
LinkedIn research shows that creative content can generate as much as 20x more sales than other types of content. (Feb 2024)
36% of LinkedIn members report that seeing a company committed to sustainability influences their purchase decision. (April 2022)
Companies that appear active on sustainability (on LinkedIn) attract 8x more new followers than those that don’t. (April 2022)
To capture ‘mindshare’, organisations should post daily (once or twice a day). (Feb 2022)
LinkedIn say that video content encourages 5x more engagement versus any other type of media. (Feb 2022)
LinkedIn recommend organic video is between 1 to 3 minutes in length. (Feb 2022)
77% of B2B creative fails to register emotionally or create long-term impact. (June 2021)
75% of LinkedIn members say agree that the platform makes them more receptive to content. (June 2021)
The most successful LinkedIn campaigns have an audience range of 60k - 400k. (May 2021)
68% of B2B decision-makers say high-quality thought leadership increases their perception of an organisation’s capability - and increases their trust in that organisation. (June 2021)
59% of B2B decision-makers say that thought leadership is a more trustworthy way to assess capability than other marketing materials. (June 2021)
In 2020, 96% of B2B marketers used LinkedIn to distribute their content. (Jan 2021)
4. Company Pages
LinkedIn has more than 58 million registered Company Pages. (Dec 2023)
Companies with complete Page information see 30% more weekly views. (Feb 2024)
Companies that post weekly see a 2x lift in engagement with their content. (2023)
Once a Page gains 150 followers, its opportunity for growth becomes exponential. (2023)
When LinkedIn Page followers are exposed to both organic and paid content, they become 61% more likely to convert compared to those who only received the paid content. (Jan 2022)
LinkedIn members interact with Company Pages more than 1 billion times each month. (March 2021)
5. Social selling
Research from LinkedIn and Edelman found that 90% of B2B decision-makers say referrals from people they know and respect are effective in earning their attention and purchase consideration. (March 2024)
LinkedIn research showed that exposure on LinkedIn is associated with as much as a 50% increase in down-funnel rates across all channels. (Dec 2023)
Audiences exposed to marketing messages on LinkedIn are 25% more likely to respond to a Sales Navigator InMail. (April 2022)
40 million LinkedIn members are working in decision-making positions. (Feb 2022)
61 million LinkedIn members are senior-level influencers. (Feb 2022)
LinkedIn’s B2B Institute found that 95% of B2B buyers are not in the market for your products. (Oct 2021)
Audiences exposed to both brand and acquisition messages on LinkedIn are 6x more likely to convert. (Aug 2021)
LinkedIn’s audience has twice the buying power of the average web audience. (Aug 2021)
56% of professionals state that a business executive's presence on social media positively influences their purchase decision. (April 2021)
66% of professionals say they would be more likely to recommend a company or brand if they followed a company executive on social media. (April 2021)
Y-o-Y, there’s been a 23% increase in messages sent between members on LinkedIn. (Jan 2021)
71% of people use information from LinkedIn to inform business decisions. (May 2020)
Personal introductions (via direct message) still yield the highest success rates - 500% higher than an unsolicited approach (i.e. sending an InMail or a DM without an intro). (Sept 2020)
Sales professionals are leveraging 40% more warm outreach methods - compared to last year’s Ad-related stats. (May 2020)
Sales Navigator: Connecting with leads on SN increases win rate by 17% on average - and by 24% when connecting with decision-makers. (Sept 2020)
78% of salespeople engaged in social selling are outselling their peers who are not. (2020)
36% of buyers “strongly agree” that an informative LinkedIn profile is important for salespeople to have. (2020)
Social selling leaders are 51% more likely to reach quota. (2020)
Salespeople active on social media report 45% more sales opportunities. (2020)
6. InMails
(Please note: The below stats refer to the 2020 ‘incarnation’ of InMails and not what is now called ‘Message Ads’.)
More than 50% of prospects will open an InMail. (Sept 2020)
Best days to send an InMail: Tuesdays and Wednesdays. (Sept 2020)
LinkedIn members who are connected to a brand's employees are 27% more likely to respond to an InMail. (Oct 2020)
Keeping subject lines to three words or less increases your chances of getting a response by 14%. (Sept 2020)
7. Employee advocacy
Employees average 10x more connections than their company has followers on LinkedIn. (March 2024)
75% of job seekers consider an employer’s brand before even applying for a job. (March 2024)
On average, employees have a network on LinkedIn that is 10 times larger than your company’s follower base. As a result, jobs shared by employees yield 30% more job applications. (Oct 2020)
8. LinkedIn Groups
There are 2.9 million groups on LinkedIn. (March 2021)
9. LinkedIn advertising
Internal LinkedIn research shows a 61% higher likelihood of paid conversion after organic engagement, a 14% potential lift when using an organic and paid strategy vs. a paid-only strategy, and a 12% reduction in cost-per-conversion when investing in organic and paid. (2024)
77% of LinkedIn users would click on an ad on LinkedIn if it was relevant, six percentage points higher than the closest search or social rival. (Feb 2024)
LinkedIn members are more receptive to brand content than users of other platforms: 66% are receptive to company videos, 73% to posts by company representatives and thought leaders, and 48% to banner ads. (Feb 2024)
77% would click on an ad on LinkedIn if it was relevant, six percentage points higher than the closest search or social rival. (Feb 2024)
Creative campaigns can ultimately lead to 20x more sales than traditional marketing efforts. (Dec 2023)
LinkedIn makes up the largest share of US B2B display ad spending in 2021. (Nov 2021)
Marketers are 2x more likely to produce rational ads vs. emotional ads, 2x regardless of objective. (Aug 2021)
77% of B2B adverts create no sales whatsoever because too many organisations neglect the key principles that drive engagement and make a brand memorable. (Nov 2021)
LinkedIn makes up the largest share of US B2B display ad spend in 2021. (Aug 2021)
Brands see a 33% increase in purchase intent resulting from ad exposure on LinkedIn. (Nov 2020)
The most successful LinkedIn campaigns have an audience range of between 60k and 400k. (June 2021)
In financial services, LinkedIn generates 7x more incremental customer sign-ups than Display advertising. (March 2021)
In technology, LinkedIn generates 2-5x more Return on Ad Spend (ROAS) compared to other social media platforms. (March 2021)
In education, LinkedIn was 2-4x as effective as other display media. (March 2021)
Member senders show stronger results than messages sent by a Company Page: 16% more opens and a 10% higher CTR and conversion rate. (March 2021)
10. Sponsored content
Early adopters saw a 3x higher CTR with Sponsored Articles compared to traditional Single Image Ads. (March 2024)
80% of Sponsored Content engagement comes from mobile devices. (June 2021)
11. Single image ads
Larger images on single image ads (1200x627px) can result in a 38% higher CTR. (Nov 2020)
12. Video ads
LinkedIn found that around 79% of videos are watched with the sound off. (March 2024)
Ads with an offer, promotion or deal drive 1.2x the average video (watching) completion rate. (March 2021)
Ads with an offer in the headline text achieve an 8% higher video (watching) completion rate. (March 2021)
Ads with motion graphics are attracting a 3% increase on CTR compared to LinkedIn’s own CTR benchmarks for video ads. (March 2021)
Videos with 4 to 5 lines of intro text suffer worse performance than shorter copy - engagement can also reduce by 7%. (March 2021)
Video ads earn 30% more comments per impression than non-video ads in feeds. (May 2020)
13. Lead generation forms
Lead Gen Forms drive 5 x higher conversions than landing pages (lead gen conversion rate: 13% vs landing page rate of: 2.35%). (Jan 2022)
53% of marketers running an ad with a Lead Gen Form use a marketing partner. (Jan 2022)
Lead Gen Forms can reduce cost-per-lead by 40%. (Jan 2022)
Adding a Lead Gen Form to your ad can drive up to 4 x more leads. (Nov 2020)
Adding even one extra custom question can lead to a 3-4% drop in lead submission rate. (June 2020)
14. Message Ads
Sponsored messaging drives 2x higher open rates and 2x engagement compared to traditional email. (March 2021)
Candidates are 29% more likely to accept a Message Ad from a recruiter if they’ve been exposed to consumer brand messaging in the previous 30 days. (Feb 2022)
Candidates are 44% more likely to accept a Message Ad from a recruiter if they’ve been exposed to corporate brand messaging. (Feb 2022)
89% of consumers would like to use messaging with businesses, but only 48% of businesses are using messaging to engage with their customers. (Sept 2020)
Advertisers gained 37% higher Message Ad click-through rates when running Sponsored Content to the same audience on the same day. (Dec 2019)
CTA buttons with 1 OR 3 words have 13% higher CTRs. (Dec 2019)
Body text under 500 characters has a 46% higher CTR. (Dec 2019)
Adding more hyperlinks to body text can lift CTR by up to 21%. (Dec 2019)
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