LinkedIn Marketing Statistics for 2026: Revenue, Engagement Rates, Content Format Performance, B2B Lead Generation, Ads Benchmarks, and Audience Data

LinkedIn Marketing Statistics

In 2026, LinkedIn operates at a scale and strategic importance that would have been difficult to predict when Microsoft acquired it for USD 26.2 billion in 2016. Total LinkedIn revenue reached USD 17.1 billion in fiscal year 2024, an 8.6% year-over-year increase and its highest percentage growth in four years. The platform passed USD 2 billion in Premium subscription revenue in 2025 alone. Advertising revenue reached USD 6.7 billion in 2024, projected to hit USD 10 billion by 2027. And LinkedIn’s 175 million Premium subscribers as of Q3 2025, up from 154 million in 2022, signal sustained willingness among professionals to pay for access, visibility, and AI-enhanced tools.

The engagement data is equally striking. LinkedIn now leads all major platforms in average engagement rate at 6.50%, according to Buffer’s 2025 platform benchmark data. That figure climbed from 4.48% in January 2024 to a peak of 5.76% in March 2025, a structural improvement driven by algorithmic changes favoring educational and advisory content. The most effective content format is multi-image carousel posts at a 6.60% engagement rate, followed by native documents at 5.85% and video at 5.60%. Engagement on video grew 40% year-over-year. Thought leadership posts generate 6 times more engagement than job-related content. And businesses that post weekly see 2 times the engagement growth of those that do not.

For B2B marketing specifically, the platform’s dominance is undisputed. 97% of B2B marketers use LinkedIn to distribute content, and 77% say it drives the best organic results of any social platform. LinkedIn accounts for 80% of all B2B social media leads. 65 million decision-makers and 10 million C-level executives are reachable through LinkedIn targeting. Lead Gen Forms convert at 13% compared to 2.35% for external landing pages. And LinkedIn delivers 229% ROI over three years for B2B enterprise programs, outperforming every comparable social channel.

This article compiles more than 60 LinkedIn marketing statistics drawn from Microsoft earnings releases, Business of Apps LinkedIn financials, Buffer 2025 platform benchmark data, SocialInsider analysis of 1 million LinkedIn posts from 9,000 business pages (January–December 2024), Sprout Social 2025 LinkedIn statistics and the 2025 Sprout Social Index, Metricool LinkedIn data, First Page Sage 8-year LinkedIn organic ROI benchmarks, HockeyStack 2025 LinkedIn Ads Benchmark Report, NAV43 2025 LinkedIn Ads benchmarks for SaaS and tech, SEO Design Chicago advertising performance benchmarks, Closely HQ engagement rate analysis, and DemandSage LinkedIn statistics, all published within the last two years.

Scope and Methodology

  • Includes only publicly available LinkedIn marketing statistics relevant for 2026.
  • Based on the latest figures published within the last two years.
  • Sources include primary research, first-party platform data, institutional studies, and industry reports.
  • Each statistic is listed separately with its original source and study context.
  • No estimates, forecasts, interpretations, or recommendations are included.

Key LinkedIn Marketing Statistics for 2026

  • LinkedIn generated USD 17.1 billion in total revenue in fiscal year 2024, an 8.6% year-over-year increase and its highest percentage growth rate in four years, based on Business of Apps LinkedIn revenue data published at Business of Apps.
  • LinkedIn’s advertising revenue reached USD 6.7 billion in 2024 and is projected to grow to USD 10 billion by 2027, based on data cited in a 2025 LinkedIn statistics overview by Digital Web Solutions.
  • LinkedIn Premium subscription revenue surpassed USD 2 billion in the 12 months through January 2025, with Premium sign-ups increasing 51% in fiscal year 2024 following the addition of AI-powered tools, based on Microsoft earnings and TechCrunch reporting published at TechCrunch.
  • LinkedIn now leads all major social platforms in average engagement rate at 6.50%, based on Buffer’s 2025 platform benchmark data covering January 2024 through January 2025, published at Buffer.
  • 97% of B2B marketers use LinkedIn to distribute content, and 77% say LinkedIn drives the best organic results of any social platform, based on data cited in a 2026 LinkedIn statistics overview by Wavecnct.
  • LinkedIn accounts for 80% of all B2B social media leads, with 4 out of 5 LinkedIn members driving business decisions in their organizations, based on data cited in a 2025 LinkedIn advertising statistics and performance benchmarks analysis by SEO Design Chicago.
  • LinkedIn Lead Gen Forms convert at 13% compared to 2.35% for external landing pages, a 277% conversion rate advantage that substantially reduces the effective CPA for B2B lead generation campaigns, based on LinkedIn advertising performance data cited at SEO Design Chicago.
  • 65 million decision-makers and 10 million C-level executives are reachable through LinkedIn’s professional targeting, making it the only social platform with verified access to the complete global enterprise buying committee, based on data cited in a 2025 LinkedIn advertising statistics and performance benchmarks analysis by SEO Design Chicago.
  • LinkedIn engagement climbed steadily from 4.48% in January 2024 to a peak of 5.76% in March 2025, then experienced a modest pullback, representing a structural improvement in platform-wide content quality rather than a seasonal effect, based on SocialInsider analysis of 1 million LinkedIn posts from 9,000 active business pages published at SocialInsider.
  • Businesses that post weekly on LinkedIn see 2 times the growth in engagement compared to those that do not post regularly, and businesses with an active LinkedIn Page receive 5 times more page views, 7 times more impressions, and 11 times more clicks per follower, based on LinkedIn platform data cited at DemandSage.
  • LinkedIn has 1.2 billion members globally as of early 2025, with the United States leading at 239 million members, followed by India at 155 million and Brazil at 78 million, based on DataReportal data cited in a 2025 LinkedIn statistics overview by Buffer.
  • LinkedIn received 1.77 billion website visits in February 2025, based on Semrush data cited in a 2025 LinkedIn marketing statistics overview by Sprout Social.

Revenue and Financial Statistics

  • LinkedIn’s total revenue grew from USD 5.26 billion in 2018 to USD 17.1 billion in 2024, a 225% increase over six years, reflecting the compounding value of professional audience data and B2B advertising demand, based on Business of Apps LinkedIn revenue data published at Business of Apps.
  • LinkedIn generated USD 7 billion in Talent Solutions revenue, USD 5.9 billion in advertising revenue, USD 2 billion in Premium subscriptions, and USD 1 billion in Sales Navigator revenue as its four primary business segments in the 12 months through June 2024, based on Microsoft earnings data via Statista cited in a 2025 LinkedIn statistics analysis by Sci-Tech Today.
  • LinkedIn’s revenue increased 9% year-over-year in fiscal year 2024, with Microsoft’s Q1 2025 earnings noting continued growth driven by demand for B2B advertising and talent solutions, based on Microsoft quarterly earnings cited in a 2025 LinkedIn marketing statistics analysis by Digital Web Solutions.
  • LinkedIn Premium subscribers reached 175 million as of Q3 2025, up from 154 million in 2022, with Premium subscriptions representing approximately 12.5% of total LinkedIn revenue, based on Buffer 2025 LinkedIn statistics published at Buffer.
  • LinkedIn’s advertising revenue grew from USD 5.91 billion in 2023 to USD 6.79 billion in 2024, a 14.9% year-over-year increase, and is projected to account for nearly 24.7% of all B2B digital advertising expenditure in the United States, based on data cited in a 2025 LinkedIn statistics analysis by Sci-Tech Today.
  • LinkedIn is available in 36 languages, operates in 200-plus countries, and had 70 million businesses and 160,000 schools with LinkedIn accounts as of 2024, based on Business of Apps LinkedIn data published at Business of Apps.

Engagement Rate and Content Performance Statistics

  • Multi-image carousel posts are the highest-performing content format on LinkedIn with an average engagement rate of 6.60%, followed by native documents (PDF uploads) at 5.85%, and video posts at 5.60%, based on SocialInsider analysis of 1 million LinkedIn posts from 9,000 active business pages between January and December 2024, published at SocialInsider.
  • LinkedIn’s average engagement rate by impressions stood at 5.20% in mid-2025, down 8.3% from a peak of 5.76% in March 2025 but still significantly higher than the 4.56% average recorded in the same period of 2024, based on SocialInsider analysis published at SocialInsider.
  • LinkedIn pages with 1,000 to 5,000 followers achieve engagement rates between 4% and 8%, while pages with over 50,000 followers see lower rates of 1% to 3%, confirming an inverse relationship between audience size and per-post engagement on the platform, based on Closely HQ analysis of 1 million LinkedIn posts from 9,000 business pages published at Closely HQ.
  • Pages with 1,000 to 5,000 followers grew their follower base by over 40% year-over-year in 2024, demonstrating that mid-size accounts are the fastest-growing segment on LinkedIn for organic content strategies, based on SocialInsider analysis published at SocialInsider.
  • Thought leadership posts generate 6 times more engagement than job-related content on LinkedIn, based on LinkedIn platform data cited in a 2025 LinkedIn statistics overview by Buffer.
  • Document posts achieve 278% more engagement than video posts and 596% more than text posts in some benchmarks, while simultaneously representing a substantially under-published format, based on data cited in a 2026 LinkedIn statistics overview by Wavecnct.
  • Video content on LinkedIn saw a 40% year-over-year increase in engagement in 2025, and LinkedIn reports that video creation is growing at 2 times the rate of other content formats on the platform, based on data cited in a 2026 LinkedIn statistics overview by Wavecnct and a 2025 LinkedIn statistics overview by Sprout Social.
  • Custom image collages containing 3 to 4 images in one post achieve 2 times higher comment rates than single-image posts, based on LinkedIn platform data cited in a 2025 LinkedIn statistics overview by Buffer.
  • 40% of LinkedIn visitors organically engage with a company page every week, and LinkedIn members interact with pages more than 2 billion times each month, based on LinkedIn platform data cited in a 2025 LinkedIn statistics compilation by Metricool.
  • Users view over 1.7 million LinkedIn feed updates every minute, while 1 million LinkedIn members publish articles weekly and 3 million users post content weekly, but 39% of users never share content on the platform, based on data cited in a 2025 LinkedIn statistics compilation by Metricool.

B2B Lead Generation Statistics

  • LinkedIn is the top-rated channel for B2B lead quality, with 58% of B2B marketers saying LinkedIn produces the best organic results and 40% rating it the most effective channel for driving high-quality leads, based on data cited in a 2025 LinkedIn statistics analysis by Sci-Tech Today.
  • LinkedIn generates 80% of all B2B social media leads, making it the dominant B2B social acquisition channel by a substantial margin over Facebook, Instagram, and YouTube combined, based on data cited in a 2025 LinkedIn advertising statistics and performance benchmarks analysis by SEO Design Chicago.
  • LinkedIn delivers 229% ROI over three years for B2B enterprise lead generation programs, outperforming Google Search at 98% and Meta at 104% for B2B SaaS specifically, based on data cited in a 2025 enterprise tech social media ROI benchmarks analysis at NAV43.
  • LinkedIn delivers 277% better B2B lead generation than Facebook and typically produces 2 to 3 times higher conversion rates for B2B campaigns, justified by the platform’s professional audience composition, based on data cited in a 2025 LinkedIn advertising statistics and performance benchmarks analysis by SEO Design Chicago.
  • Ads on LinkedIn result in a 33% increase in purchase intent and a 2 to 3 times lift in brand attributes among the audiences exposed to them, based on LinkedIn advertising data cited in a 2025 LinkedIn statistics analysis by Sci-Tech Today.
  • 75% of B2B content marketers use LinkedIn Ads and 79% of content marketers state that LinkedIn Ads deliver the highest results of any paid platform for B2B, based on Content Marketing Institute data cited in a 2025 LinkedIn statistics compilation by DemandSage.
  • Every person hired per minute on LinkedIn means approximately 7 new hires occur on the platform every 60 seconds, contributing to a job discovery ecosystem that generates consistent B2B brand visibility for talent-oriented companies, based on platform data cited in a 2025 LinkedIn statistics compilation at StatsUp.

LinkedIn Ads Performance Statistics

  • LinkedIn Ads median CPC is USD 3.94, median CPM is USD 31 to USD 38, and median CTR is 0.52%, with Q3 achieving the highest average CTR at 0.96% and September the top individual month at 1.05%, based on the HockeyStack 2025 LinkedIn Ads Benchmark Report published at HockeyStack.
  • LinkedIn CTR ranges from 0.44% to 0.65% across all formats, with a 0.5% CTR representing good performance, 1%+ considered excellent, and healthcare and education achieving 1.25% to 1.75% while technology typically sees 0.75% to 1.25%, based on data cited in a 2025 LinkedIn advertising statistics and performance benchmarks analysis by SEO Design Chicago.
  • LinkedIn’s advertising revenue is projected to reach approximately USD 6.7 billion in 2025, based on Microsoft earnings disclosures cited in a 2025 LinkedIn statistics overview by Metricool.
  • LinkedIn Ads using the Conversions API see approximately 20% lower CPA and capture 18% to 22% more touchpoints in the B2B buyer journey compared to campaigns without Conversions API integration, based on 2025 LinkedIn Ads benchmarks published at NAV43.
  • 39% of B2B marketers are increasing LinkedIn Ads spend while reducing investment in other platforms, and LinkedIn’s video ad inventory grew 74% in 2025 with video ads now constituting 28% of all LinkedIn impressions, based on 2025 LinkedIn Ads benchmarks published at NAV43.
  • LinkedIn’s average CPC across the platform is approximately USD 2.50, with sponsored content placements averaging USD 2.00 to USD 3.00 per click, USD 5.01 to USD 8.00 per 1,000 impressions, and USD 0.26 to USD 0.50 per InMail send, based on LinkedIn advertising data cited in a 2025 LinkedIn statistics compilation by Metricool.
  • APAC LinkedIn advertisers achieve the highest regional CTR at 1.04% and the lowest CPC at USD 1.03, offering substantially better cost efficiency than EMEA or North American benchmarks, based on 2025 LinkedIn Ads benchmarks published at Closely HQ.

Audience and Demographic Statistics

  • 47.3% of LinkedIn users are between the ages of 25 and 34, making this cohort the dominant demographic on the platform, followed by 18 to 24 year olds at 24.5% and 35 to 54 year olds at approximately 25%, based on Statista data cited in a 2025 LinkedIn statistics overview by Metricool.
  • 56.9% of LinkedIn users globally are male and 43.1% are female as of February 2025, based on Statista data cited in a 2025 LinkedIn statistics overview by Sprout Social.
  • 43% of consumers have a LinkedIn profile, ranking it seventh among social platforms consumers use in 2025, demonstrating that LinkedIn’s reach extends beyond pure B2B into general consumer discovery behavior, based on the 2025 Sprout Social Index published at Sprout Social.
  • LinkedIn users access the platform from desktop 70% of the time and mobile 30% of the time, a split that differs sharply from most social platforms and has significant implications for ad creative format and copy length, based on data cited in a 2026 LinkedIn statistics overview by Wavecnct.
  • One-quarter of LinkedIn users interact with brand content on the platform on a daily basis, and users clock an average of 48 hours per month on LinkedIn via mobile, based on the 2024 Social Media Content Strategy Report and DataReportal data cited in a 2025 LinkedIn statistics overview by Sprout Social.
  • 60% of LinkedIn users actively seek industry insights, and 48% of B2B marketers consider LinkedIn the most important social media network for professional and marketing purposes, based on data cited in a 2025 LinkedIn statistics compilation by DemandSage and a 2025 LinkedIn statistics analysis at Electroiq.

Regional or Geographic Statistics

  • The United States has the largest LinkedIn user base globally at 239 million members, followed by India at 155 million, Brazil at 78 million, China at 58 million, and the United Kingdom at 43 million, based on DataReportal and LinkedIn data cited in a 2025 LinkedIn statistics overview by Buffer.
  • The Asia-Pacific region holds the highest LinkedIn membership globally, with over 310 million members, and the platform is growing fastest in India, where mobile-first access is increasing LinkedIn’s penetration faster than any other regional market, based on data cited in a 2025 LinkedIn statistics compilation at StatsUp.
  • LinkedIn recently announced it would close operations in China where it had 50 million users, marking its exit from one of its previously growing international markets, based on company announcements cited in a 2026 LinkedIn revenue and statistics overview by Business of Apps.
  • The Netherlands has the highest LinkedIn advertising audience reach in Europe at 83.5%, while the United Kingdom has approximately 42.9 million LinkedIn users, making it LinkedIn’s largest European market by absolute membership, based on data cited in a 2025 LinkedIn statistics compilation at StatsUp.
  • North America accounts for 23% of total LinkedIn members, with the United States representing approximately 35% of all global LinkedIn users and commanding the highest engagement and advertising revenue per user of any national market, based on data cited in a 2025 LinkedIn advertising statistics and performance benchmarks analysis by SEO Design Chicago.
  • LinkedIn is available in 36 languages and is used professionally in 200-plus countries, with the Africa and Middle East region contributing around 74 million members combined, including Nigeria at approximately 10 million and South Africa at 15 million, based on data cited in a 2025 LinkedIn statistics overview by Buffer.

References

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