LinkedIn Statistics to Know in 2020: Uncover Insights and Trends for Strategic Business Networking

What channels are you focusing on the most in 2020?

Facebook may be the largest social networking site in the world today, but LinkedIn has been supporting its users for a longer period. And more importantly for those looking to network and develop business connections, LinkedIn users know the platform as the “professional social networking site.”

You’re investing plenty of time into Facebook, curating content on Twitter, making eye-catching content for Instagram but the one missing piece of the puzzle is this:


And in this post, we’re going to share LinkedIn stats you can use to guide your 2020 marketing strategy and help you decide which tactics are worth investing in this year.

2020 LinkedIn Statistics Overview

It’s a B2B gold mine…

It’s where most Fortune 500 decision-makers and executives like to spend their spare time.

The best part?

More often than not, they’re scrolling through actively looking for valuable content to read. There isn’t the same barrier you need to break down like on other social platforms like Facebook. They’re not there to find Buzzfeed quizzes, wedding photos, or memes. They’re looking for content that can change the way they do business, which is most definitely music to the ears of a B2B marketer.

If you’re still nowhere to be found on LinkedIn, then start building up your profile and read on to find top LinkedIn statistics.

  •  LinkedIn now has over 500 million members.

Since being founded in 2002, LinkedIn only continued to grow its user base year after year.


LinkedIn registered users


  •  40% of monthly active users use LinkedIn daily.

Of those using the platform monthly, up to 40% are said to accessing it daily. If that is the case, that’s over 100 million professionals you could be targeting every single day. To make that even more excited, LinkedIn users typically use the platform to find relevant content, meaning they’ll be much more willing to check out what you’re sharing. We’ll dig into that one soon though…

  •  LinkedIn’s reported user goal is 3 billion.

If you think 500 million is enough for LinkedIn to sit back and celebrate, you couldn’t be more wrong. LinkedIn CEO Jeff Weiner has said he wants LinkedIn to be the home of all working professional across the world, and be the central hub for every job posting across the estimated 70 million companies worldwide. As of right now, that number works out to around 3 billion people. 

LinkedIn Content Marketing Statistics

  • LinkedIn is the #1 channel B2B marketers use to distribute content at 94%.

According to LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B marketers use LinkedIn as a content distribution channel, compared to Twitter at 89%, Facebook and YouTube both at 77%, and Google+ 61%. If you have content to distribute (which you definitely should), LinkedIn should be your first stop. It’s where most B2B marketers go first.

  • There are 9 billion content impressions in the LinkedIn feed every week.

Every single week, content in the LinkedIn feed is seen 9 billion times. That’s about 36 billion impressions per month and 468 billion per year. The opportunity to be seen most definitely exists if you share content consistently.

As an example, our CEO of Vindicta Digital – James, has received nearly 2 million views and over 60 thousand impressions under his LinkedIn post.


James’s Post has reached nearly 2 million views on LinkedIn.

With its power of engagement, you can gain organic reach and direct the organic traffic right to your website.

By linking Vindicta Digital website link in the bottom of his post, James has opened a gate for organic traffic to flow directly to our website and by this only, we were able to gain new business enquires over the next few days past this post.

  •  LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs.

Yes, more than half of all social traffic to B2B sites comes from LinkedIn. Collectively, LinkedIn, Facebook & Twitter drive 90% of social traffic to B2B sites & blogs, with more than half of that traffic comes straight from LinkedIn.

Facebook and Twitter may have more monthly active users, but LinkedIn separates itself as the go-to for B2B content distribution.

It might be because LinkedIn is a group of like-minded individuals driven by success and building up their career.

  •  91% of marketing executives list LinkedIn as the top place to find quality content.

When marketing executives were asked where the top places to find relevant, high-quality content was, the results weren’t even close.

A massive 91% said LinkedIn, while only 29% said Twitter and 27% said Facebook. LinkedIn is the place decision-makers go to find valuable content. As a B2B marketer creating content, LinkedIn is the place to be.

  •  92% of B2B marketers include LinkedIn in their digital marketing mix.

If you’re looking to follow what expert B2B marketers are doing, start with LinkedIn. In terms of what channels are included in their content marketing mix, 92% of B2B marketers listed LinkedIn. Twitter was next at 87%, then Facebook at 76%, YouTube at 67%, and Instagram at just 15%. The best B2B marketers have bought into LinkedIn’s potential.

LinkedIn Revenue: The Financial Facts

  •  Microsoft, recognizing the value of LinkedIn, acquired the company for $26.2 billion in 2016.

However, unlike many other social media platforms, which rely on advertisements, LinkedIn’s services are something for which users are willing to pay.

A total of 39% of LinkedIn users pay for LinkedIn Premium, which has four price tiers:

  • Premium Career: from £24.98 a month.

  • Premium Business: from £39.99 a month.

  • Sales Navigator Pro: from £49.99 a month.

  • Recruiter Lite (Hiring): from £79.99 a month.


LinkedIn Plans


Premium Career is the best choice, for those looking for jobs.

It can give you access to five InMail messages per month and in-demand videos, as well as the ability to see who viewed your profile, how many searches you’ve appeared in, and additional information on posted jobs (including salary).

The other tiers include essentially the same basic features but then go a step or two further. Premium Business gives you additional information about businesses and unlimited people searches;

Sales Navigator Pro gives you advanced search filters, access to different sales tools, and the ability to make notes on user profiles;


Recruiter Lite gives you guided search smart suggestions and more recruiter-focused tools.

LinkedIn B2B Focused Statistics

  • 80% of B2B leads come from LinkedIn vs. 13% on Twitter & 7% on Facebook.

This one stat alone should be enough to convince you to start investing your time in LinkedIn as a B2B marketer. Of all B2B leads coming from social media, LinkedIn is responsible for 80%. That’s 4 out of every 5 leads coming from LinkedIn.

  • 46% of social traffic to corporate websites comes from LinkedIn.

LinkedIn is the leader in driving traffic back to your business’ website and blog. If you’re using content to drive traffic, conversions, and sales, you need to be sharing it on LinkedIn.

  • 65% of B2B companies have acquired a customer through LinkedIn.

With LinkedIn users more likely to do business with someone they encounter on the platform, the fact that 65% of B2B companies have acquired a customer through LinkedIn should not come as a surprise. It’s the place to go for B2B marketers looking to generate more leads and build up their customer or client list.

Like mentioned above, after James’s post hast hit over 1 million views, and LinkedIn users were getting aware of the Vindicta’s website link in the very bottom, we were getting organic traffic to our website, where initially we have received a few new business enquiries.

Final Thoughts

LinkedIn will only continue to grow and expand.

It’s about the time that businesses realize it’s true potential in producing organic reach.

After all, it is great not only for hunting your dream job or looking for the perfect candidate to work at your company, but also taking your business to the new heights and building new connections.

If you decide to join LinkedIn, make it worthwhile and research into what sort of posts perform the best (maybe that’s even the next article idea for our blog) share something accordingly good on your profile and start networking!



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