28 LinkedIn statistics that marketers must know in 2025

When it comes to reaching professionals and B2B buyers, LinkedIn is where it’s at. Because the platform is designed for professional use and networking, you may not be treating it like a traditional social network. In fact, it’s one of the few platforms where text performs better than visuals, according to the 2024 Social Media Content Strategy Report.

This is why it’s crucial to get a good understanding of LinkedIn statistics to know what strategies to apply on the network.

In this post, we’ve put together 28 key social media statistics related to LinkedIn so you can get the most out of the platform.

Top LinkedIn statistics you should know

• LinkedIn has 1.2 billion members.
• In February 2025, LinkedIn.com saw 1.77 billion monthly visits.
• The platform is most popular with users aged 25 to 34.
• LinkedIn is more popular among male users, with this demographic making up 56.9% of the platform’s user base.
• A quarter of users interact with brand content daily.

LinkedIn usage statistics

1. LinkedIn now has 1.2 billion members

As LinkedIn remains a popular platform for professional networking, it continues to see steady user growth. The latest data from DataReportal shows that there are now 1.2 billion LinkedIn members. This aligns with the company’s own claim of having over 1 billion members, which makes it the largest professional network.

With such a massive reach, a solid LinkedIn marketing strategy can help you attract B2B audiences and potential connections and thought leaders.

2. The LinkedIn website sees 1.77 billion monthly visits

The platform also sees plenty of visits each month, suggesting that these members are highly active. Semrush reports that there were 1.77 billion visits during February 2025.

3. 43% of consumers have a LinkedIn profile

Although LinkedIn’s focus is mostly on professional networking, it still sees plenty of usage among consumers. According to the 2025 Sprout Social Index™, 43% of consumers have a profile on the platform. This puts it at the seventh spot among the top social networks that consumers use.

4. A quarter of users interact with brand content daily

LinkedIn users are fairly active on the platform. DataReportal shows that users clock in an average of 48 hours per month using the platform via mobile. Although these numbers aren’t too high, many users are active enough to use it daily.

The 2024 Social Media Content Strategy Report found that one-quarter of users interact with brand content on LinkedIn on a daily basis. The remaining half use LinkedIn casually, logging in a few times per week or once every other week.

LinkedIn user and demographics statistics

5. LinkedIn is most popular with users aged 25-34

With the platform’s professional focus, it’s no surprise that LinkedIn is most popular among young professionals. Over 47% of LinkedIn users are between the ages of 25 and 34. The second most popular age group is between 18 and 24, making up nearly 29% of its user base. Meanwhile, slightly over 20% of the platform’s users are aged between 35 and 54.

Source: Statista

This closely aligns with findings from the 2024 Social Media Content Strategy Report. According to the report, LinkedIn is most popular with Gen X and Millennials. These two generations make up the majority of the workforce, so it makes sense they are the highest user groups of the network.

But as the Statista report shows, we’re also witnessing a growing shift toward a younger user base. This coincides with Gen Z populations starting to graduate and entering the workforce.

6. More men use LinkedIn than women

Worldwide, men tend to use LinkedIn more than women. As of February 2025, 56.9% of users were male and 43.1% were female.

Note: Sprout Social acknowledges gender beyond male and female; we are presenting the stats as reported by the source. Statista limits its gender reporting to male and female.

7. There are more than 234 million members in the US alone

As a country, the United States clearly represents the most members on LinkedIn. However, as a region, Asia Pacific (APAC) has the most members at 326 million. North America, or NAM, is next with 260 million members.

8. More than half of LinkedIn’s members’ households earn over $100,000

LinkedIn is popular with high-income groups. A Pew Research Center study found that 53% of the platform’s users come from households earning more than $100,000.

Meanwhile, 34% of its members come from households earning more than $70,000.

9. More than half of LinkedIn’s members have at least a bachelor’s degree

These LinkedIn stats on income are not surprising when we consider the platform’s education statistics. In February 2025, one-third of LinkedIn members had a bachelor’s degree or its equivalent and another 18% held a master’s degree or its equivalent.

10. LinkedIn is favored by suburban and urban dwellers

The Pew Research Center study cited above determined that 32% of LinkedIn users lived in urban centers. Meanwhile, it’s most popular within suburban communities, with 39% living in the suburbs. Only 19% lived in rural areas.

LinkedIn advertising and marketing statistics

11. LinkedIn is the most important platform for B2B marketers

LinkedIn is the number one platform for B2B marketing. In a global survey, 44% of B2B professionals ranked it the most important social media platform.

Part of the reason why it’s in this position is that LinkedIn helps you reach decision-makers. According to the platform, four out of five members drive business decisions. On top of this, LinkedIn’s audience has twice the buying power of the average web audience.

So it’s no surprise that 57% of marketers are planning to increase their organic marketing efforts on LinkedIn.

12. It’s the most popular platform for B2B marketing

In line with the above numbers, the platform also sees an overwhelming usage in B2B marketing. Statista reports that 86% of B2B marketers use LinkedIn. This puts it at the top spot among the most used social media platforms among B2B marketers.

13. Ads on LinkedIn do especially well

Ads on LinkedIn garner a 33% increase in purchase intent for brands. When they advertise on LinkedIn, brands can see a 2–3x lift in their brand attributes. Marketers experience a conversion rate up to 2x higher on LinkedIn. And audiences that have been exposed to brand and acquisition messages on the platform are 6x more likely to convert. All of this contributes to a successful LinkedIn advertisement campaign.

14. It’s a highly effective channel for lead generation

According to the company, 40% of B2B marketers rate LinkedIn as the most effective channel for driving high-quality leads. In fact, 89% of B2B marketers use LinkedIn for lead generation and 62% say it produces leads for them. It only makes matters better that LinkedIn’s cost per lead is 28% lower than Google AdWords.

With all that LinkedIn has to offer marketers, it’s no surprise that 97% of B2B marketers use LinkedIn for content marketing.

15. LinkedIn users want brands to share educational information

Marketing on LinkedIn is more than just promoting your products and services. Rather, users want brands to share educational information on the platform, whether it’s about your product or industry.

The 2024 Social Media Content Strategy Report found that this is the top way that users want brands to show up on LinkedIn. Consider creating informative LinkedIn carousels and videos to educate your audience.

Additionally, users also expect brands to foster community and provide customer support.

LinkedIn engagement statistics

16. A completed LinkedIn page gets more views

Pages with complete information get 30% more weekly views. LinkedIn best practice is to fill in all the information that people might need to learn more about your business. Beyond your logo and cover image, fill out all the details of your company overview.

Don’t forget, members can search you by keywords, so the more complete and relevant your page is, the better.

17. Text posts reign supreme on the platform

It may be the age of visuals and video across most platforms. But it’s a different story on LinkedIn, as highlighted in the 2024 Social Media Content Strategy Report. When interacting with brands on the platform, users are most likely to interact with text posts.

Static images come next, indicating that video isn’t necessarily the best way to engage LinkedIn users. If you’re using them, make sure they’re always the perfect size with our handy image size guide.

That said, videos aren’t completely out of the picture. But if you’re using them, try to keep them short (ideally less than 15 seconds long) to drive more engagement.

18. Tuesdays through Thursdays are the best days to post

When it comes to ranking content, the LinkedIn algorithm works like most social platforms. It considers factors like engagement to decide which posts to show to each user.

And if you’re looking to drum up engagement on your posts, timing is key. If you post content at a time when your followers are active, they’re more likely to see and engage with it.

According to the 2024 Social Media Content Strategy Report, Tuesdays through Thursdays are the best days to post. As for timing, mornings are typically ideal. Our study on the best times to post on LinkedIn found that the most engagements happen around 10 a.m.

But don’t rely on these findings alone. Use the insights from your LinkedIn analytics to see what works for your business specifically. Our best times to post suggestions can serve as an outset for you to experiment with different timings.

LinkedIn video statistics

19. Shorter videos are more engaging than longer ones

We’re living in the age of short-form video, with a growing consumer preference for bite-sized video content. And the shorter, the better.

This trend also extends to platforms like LinkedIn, as highlighted in the 2024 Social Media Content Strategy Report. LinkedIn users are more likely to engage with videos shorter than 15 seconds compared to short-form video that’s 15-30 seconds long.

20. Video is the most shared content type

According to a Socialinsider study, video gets the most shares on LinkedIn. And the more shares you get, the more people you’ll reach. So even if people are more likely to engage with branded text posts, videos can be just as impactful.

21. Users are creating 2x more videos than other content

Owing to the powerful impact of videos, it’s no wonder that LinkedIn users are ramping up their video creation. The platform reports that video creation is growing at 2x the rate of other content formats.

LinkedIn recruiting and job statistics

22.  Job search is the number one reason for using LinkedIn

With millions of companies using LinkedIn for recruitment, it’s no surprise that job search is the number one reason for using the platform. The 2024 Social Media Content Strategy Report found that users are most likely to turn to LinkedIn to search for jobs. Additionally, users are also looking for networking and professional development opportunities.

23. 11,000+ members apply for jobs every minute

In line with the above findings, members are also actively applying for jobs on the platform. According to the company, more than 11,000 members apply for jobs every minute.

24. Hiring rates are stabilizing

Economic disruptions and unsteady job markets have impacted the hiring landscape on LinkedIn. Hiring rate on the platform started to decline in 2022. Yet the March 2025 LinkedIn Workforce Report shows signs of a stabilizing labor market.

Hiring rates across industries remained virtually unchanged between January to February (+0.3%). This is the second month in a row showing the smallest hiring declines since 2022.

25. Job posts without degree requirements are increasing

There’s a growing trend among employers to focus on what employees can do and not just where they’ve been. In fact, 26% of paid LinkedIn jobs in 2023 didn’t require a degree. This marks a 16% increase since 2020.

This allows employers to expand their access to talent. It also increases alignment between candidates and roles. As a result, employers can get more quality hires and see long-term hiring success.

LinkedIn company statistics

26. LinkedIn has offices in 38 cities around the world

LinkedIn has offices in 38 cities around the world. This includes 10+ offices in the U.S. and 20+ offices spread across major cities like Amsterdam, Beijing, London, Milan and Tokyo.

27.  LinkedIn is available in 36 languages

LinkedIn continues to expand its accessibility across nations. It’s now available in 36 languages, including Bangla, Czech, Malay, Persian, Telugu and Thai.

28. Premium subscription is growing

With access to vital networking tools, LinkedIn Premium is seeing increased adoption. The company reports a 50% increase in Premium subscribers over the past two years. Owing to this, Premium surpassed $2 billion in annual revenue in Q2 of 2025.

Improve your LinkedIn marketing strategy in 2025

As the above LinkedIn stats show, marketing on the platform is more than just sharing thought leadership posts. People want to see educational content and brands engaging their community.

Now you can use these insights to build an impactful strategy that reaches key decision-makers. Download our free LinkedIn strategy worksheet to get started.

The post 28 LinkedIn statistics that marketers must know in 2025 appeared first on Sprout Social.