LinkedIn, the go-to for job hunters and recruiters alike. But have you ever considered incorporating it into your overall marketing strategy?
Over the last two years, LinkedIn has reported record levels of engagement growth, with the pandemic driving even more professionals to engage on the platform through its evolving meeting, posting and ad tools (Source: Social Media Today).
Recently, LinkedIn released an infographic on why ‘B2B Marketers Build on LinkedIn’ to encourage people to turn to their site for marketing solutions. The infographic shares key platform growth stats, which provide some additional insight into where it’s gaining traction, and what users are doing in the app.
In the past year, LinkedIn’s userbase has grown from 740 million to 774 million and LinkedIn sessions grew 30% in the last three months of 2020, while the platform’s total revenue increased 23% in the period. Some main key takeaway from the release include:
- LinkedIn’s advertising business has grown more than 5x over the past five years as they enable marketers to build trusted relationships with buyers.
- LinkedIn is a top-three player in B2B digital advertising.
- LinkedIn’s advertising business surpassed $1 billion in revenue this quarter for the first time, up 97% year over year.
- Advertisers recognise that LinkedIn is viewed as a trusted platform, and now 58 million companies have built their brand communities on LinkedIn.
- 97% of the Fortune 500 are LinkedIn customers, and 96% use more than one of LinkedIn’s enterprise products.
With 92% of B2B marketers now using the platform to distribute their content (and 80% putting spend behind said content), LinkedIn is a place where relationships can be formed and nurtured. This is highlighted in the “55% year-over-year increase in conversations among connections on LinkedIn from March 2019 to March 2020, and a 60% year-over-year increase in content creation over the same span.” (Source: LinkedIn)
The once job exclusive platform has become so much more, especially during the pandemic. With people unable to meet face to face, they needed somewhere to harbour professional, working relationships that weren’t over text message or WhatsApp – and LinkedIn offered just that.
This new need to use the platform drove the number of marketers using the site and/or app, which in turn encouraged the number of people seeing the potential it holds and wanting to advertise their company and brand on it.
With a Nielsen study showing that brands were perceived to be “more professional” (92%), “more intelligent” (74%), “higher quality” (59%), and “more respectable” (59%) when their ad was seen on the LinkedIn platform, it’s no surprise why.
All Response Media viewpoint
With the success of LinkedIn reaching new and exciting heights in recent years, we actively encourage our clients to use the platform effectively. The stats shown prove that marketers are tapping into the potential of LinkedIn and are already driving fantastic results by zeroing in with the right members and resonating via on-point creative.
LinkedIn is an incredibly unique platform, offering content-sharing opportunities similar to that of other popular sites, but with a business-orientated focus. When working with our clients, we always evaluate the opportunities that could be presented to them on a multitude of platforms, with LinkedIn always coming up, it makes sense for you to start evaluating them too.
To see how our LinkedIn-specific services can drive ROI for your brand contact us here.
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