Nearly ** percent of business-to-business (B2B) marketers surveyed worldwide in 2022 considered LinkedIn "extremely" or "very effective" in reaching marketing goals. For another ** percent of respondents, the platform was "somewhat effective" for marketing purposes. LinkedIn was considered the social media where marketers get the best results from paid content.

A comprehensive dataset of over 120 LinkedIn statistics, covering demographics, video engagement, marketing, advertising, freelancing, AI trends, and revenue performance.

Introduction

LinkedIn Statistics: LinkedIn is important for B2B marketers, providing numerous opportunities for lead generation, networking, and content marketing. With more than 1 billion users in 200 countries, it serves as the primary platform for professionals and businesses. Its importance in career advancement and networking makes it an invaluable resource for engaging motivated audiences.

In this article, we will analyse important LinkedIn statistics for 2025, including user trends and marketing insights, allowing you to align your strategy and effectively reach your target audience. LinkedIn facilitates connections among business professionals across diverse industries. In addition to its professional networking features, LinkedIn is also a robust tool for companies aiming to generate new leads. Indeed, 82% of global B2B marketers have reported achieving their most significant marketing successes on LinkedIn.

In 2024, LinkedIn's business-to-business (B2B) display advertising revenue in the United States was forecast to reach roughly **** billion U.S. dollars, up from the **** billion dollars in the previous year.

During an early 2023 survey among business-to-business (B2B) marketing professionals worldwide, ** percent of respondents reported using LinkedIn for B2B marketing in the past year. YouTube ranked second, mentioned by nearly two-thirds (or ** percent) of responding marketers.

During a 2024 global survey, approximately ** percent of responding business-to-consumer (B2C) marketers said Facebook was the most important social media platform. Among business-to-business (B2B) professionals, LinkedIn ranked first, selected by ** percent. According to the same study, YouTube and LinkedIn were the social media in which most global marketers planned to increase their investments throughout that year.

In 2022, business-to-business (B2B) mobile advertising spending in the United States was forecast to reach roughly 6.8 billion U.S. dollars. This represented an increase of 18.2 percent compared to 2021. That year, B2B mobile ad expenditures amounted to 5.39 billion dollars.

During a July 2022 survey among B2B marketers who used social media platforms for paid content promotion worldwide, ** percent of respondents stated that they made use of LinkedIn over the previous 12 months. Facebook was ranked second with ** percent of respondents, which was a drop of ** percentage points, compared to 2021, when ** percent stated using it.

During a 2024 survey of business-to-business (B2B) marketing leaders worldwide, paid media and creative development and production were the leading categories for budget allocation, cited by ** and ** percent of respondents, respectively. Events and sponsorships was the third leading category, cited by ** percent of respondents.

As of early 2025, LinkedIn had an audience reach of *** million users in the *************. The country was by far the leading market of the professional job networking service, with runner-up India having an audience of *** million. LinkedIn: the company Launched in 2003, LinkedIn is a professional networking service where jobseekers can post their CVs, and employers or recruiters can post job ads and search for prospective candidates. In December 2016, Microsoft acquired LinkedIn, making it a wholly owned subsidiary. In 2020, the platform generated over ***** billion U.S. dollars in revenue. Despite its great success, the company has not always seen positive numbers only, and in 2018, LinkedIn reported an operating loss of *** million U.S. dollars. LinkedIn marketing Greater exposure, lead generation and increased thought leadership are all key benefits of social media marketing, and LinkedIn is a popular marketing tool in the B2B segment. Whereas the company predominantly generates revenue by selling access to member information to professional parties, LinkedIn is the second-most popular social media platform used by B2B marketers, ranking only behind Facebook.

During a 2024 survey of business-to-business (B2B) marketing leaders worldwide, ** percent of respondents expected to increase their use of social media in the future. Another ** percent stated they plan to increase their use of connected TV (CTV). Email newsletter use was expected to stay the same, according to ** percent of respondents.

During a global 2024 survey, growing a high-quality lead pipeline was the leading organizational challenge cited among of business-to-business (B2B) marketing leaders, as stated by ** percent of respondents. Another ** percent of respondents stated implementing artificial intelligence (AI) technology was one of their top challenges in the coming year.

During a global 2024 survey, growing a high-quality lead pipeline was the leading organizational priority cited among of business-to-business (B2B) marketing leaders, as stated by ** percent of respondents. Another ** percent of respondents stated implementing artificial intelligence (AI) technology was one of their top priorities in the coming year.

During a global 2025 survey, approximately ** percent of responding business-to-consumer (B2C) marketers reported using Facebook for marketing purposes, making it the most used social media platform within that segment. Among responding business-to-business (B2B) marketers, LinkedIn ranked first, mentioned by ** percent. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

During a 2024 survey among business-to-business (B2B) marketers worldwide (but predominantly based in North America), approximately ** percent reported having a documented content strategy. A year earlier, the share stood at ** percent. According to the same study, LinkedIn and Facebook ranked among the most valuable social media platforms for B2B content marketers.

During a 2025 survey among marketers worldwide, around 83 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 78 and 69 percent of the respondents. The global social media marketing segment According to the same study, 60 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2025. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram, both run by Meta, Inc., due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

During a 2025 global survey, approximately 48 percent of responding business-to-consumer (B2C) marketers said Facebook was the most important social media platform. Among business-to-business (B2B) professionals, LinkedIn ranked first, selected by 53 percent. According to the same study, YouTube and LinkedIn were the social media in which most global marketers planned to increase their investments throughout that year.

In the past 12 months, LinkedIn generated around 16 billion U.S. dollars in revenue. Overall, seven billion U.S. dollars were made through Talent, which includes the selling of solutions to help companies hire or train people. Over five million U.S. dollars were generated via advertising and return on investment (ROI) from B2B customers, and one million USD was generated via Sales Navigator, which allows people to better understand the LinkedIn network, potential customers, and existing clients. Additionally, two million USD were generated through subscriptions to LinkedIn Premium.

During a 2023 survey among business-to-business (B2B) content marketers worldwide, approximately ** percent reported using generative artificial intelligence (AI) tools. Among respondents at enterprises with at least one thousand employees, the share stood at ** percent. According to the same study, LinkedIn was the social media platform delivering the best value for enterprise B2B marketers worldwide.

During a 2025 survey among marketers worldwide, approximately ** percent said Facebook was the most important social media platform. LinkedIn and Instagram followed, respectively mentioned by ** and ** percent of respondents. Why marketers use social media as a branding channel According to the same study, the leading benefits of social media marketing were increased exposure and traffic. In other words, mastering a brand's presence on such platforms can make a company's products and services known across multiple demographics as well as generate traffic for its online sales. Marketers' favorite social media platforms The survey also revealed that business-to-consumer (B2C) and business-to-business (B2B) marketers' top social media can vary. While B2C professionals bet on Facebook and its still massive usage rate, B2B strategists focus on LinkedIn, where companies can see and be seen. However, the social media video platforms in which marketers wanted to invest more were YouTube and Instagram.