LinkedIn B2B marketing - statistics & facts

LinkedIn is the top-of-mind platform when it comes to professional social media. When businesses plan to advertise to other companies, the same applies. The Microsoft-owned platform celebrated its 20th anniversary in 2023, and during these two decades, it has established its reputation as the preferred platform for business-to-business (B2B) marketing. As per the forecasts, LinkedIn’s revenue from B2B display advertising is expected to surpass 4.5 billion U.S. dollars by 2024.

Ad types and audience

LinkedIn has expanded its advertising portfolio recently by incorporating formats such as Thought Leadership ads that align with its professional audience. In 2023, over 174 million of the half-billion users on the platform were utilizing the upgraded premium account tier. Thought Leadership ads – made by professionals and inside-company individuals, not brands and businesses – found a great niche in this context. The format, released in 2023, not only creates a more human-to-human connection and a feeling of expertise but also solidifies LinkedIn as the go-to expert medium. Looking more closely at the platform’s content, research data, product and service information, and industry news lead the game. For half of the technical audience on LinkedIn, industry polls were sometimes appealing to them as of early 2023.

Marketers’ insights

For B2B marketers LinkedIn pops up way ahead of its social media counterparts - with 84 percent of B2B content marketers stating that it delivers the best value for their purposes. Alongside the thought leadership content, marketers were planning to invest in videos in the B2B sphere, also a category supported by LinkedIn. However, there is still room for improvement, for example, on the ad scheduling side. The platform runs on Coordinated Universal Time (UTC) , which does not always encompass the entire working day for United States East Coast users. Still, as of 2022, LinkedIn was deemed effective for 60 percent of professionals.

A peek into what’s next…

As the fifth social media platform by return on investment (ROI) rate, LinkedIn has introduced generative artificial intelligence (AI) formats and received a surge in its premium ad campaigns due to X’s (formerly Twitter) boycott. With the changing mediascape, LinkedIn’s ad costs for premium campaigns are expected to rise, but so are their ROI rates. Perhaps the online professional network will solidify itself not just as the most effective platform for B2B professionals but also as a thought leadership hub.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Valentina Dencheva, Feb 14, 2024

Key insights

LinkedIn's annual revenue
15.15bn USD
LinkedIn's B2B display ad revenue
3.74bn
LinkedIn's basic subscription users
571.27m
Get more insights

Editor’s Picks Current statistics on this topic

LinkedIn business-to-business (B2B) digital display advertising revenue in the United States from 2020 to 2024 (in billion U.S. dollars)

Online Advertising

LinkedIn B2B display ad revenue in the U.S. 2020-2024

Social media platforms for B2B content marketers worldwide that delivers the best value as of July 2023

Online marketing

Most valuable social media platforms for B2B marketers worldwide 2023

Related topics

Recommended

5

Recommended statistics

Overview

5

Overview

Audience

5

Audience

Marketers' insights

7

Marketers' insights

Effectiveness

4

Effectiveness

Further reportsGet the best reports to understand your industry

Influencer marketing worldwide
Influencer marketing worldwide
Social media marketing in the United States
Social media marketing in the United States
Marketing in the United States
Marketing in the United States
Marketing worldwide
Marketing worldwide
Social media advertising and marketing in Europe
Social media advertising and marketing in Europe

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Sales Manager– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Group Director - LATAM– Contact (Latin America)
Email
latam@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu