Invest Time in Reviewing LinkedIn Statistics From 2022

Did You Know the Following Statistics About LinkedIn?

LinkedIn has more than 850 million users in over 200 countries. Its growth rate for June 2022 was 2.56%. The highest that it’s been in 2022 so far was in May (4.22%).

May is one of the busiest months for business growth. Hint hint!

Most of LinkedIn’s members come from Asia-Pacific (APAC). According to their most recent official stats, over 237 million members are from this region. In the second spot, it’s EMEA (Europe, the Middle East, and Africa) with over 222 million, while North America is in third place with more than 211 million. 

• Only about 47 million members come from MENA (the Middle East and North Africa). 
• The potential audience that marketers can reach with ads on LinkedIn is estimated at just over 808 million. It’s a year-on-year increase of 11.1%.
• LinkedIn gets the most traffic, about 31.28%, from desktop devices within the United States.

When targeting ads on LinkedIn, bid more on desktop devices in the U.S.A. 

• The platform is currently available in 26 languages.
• India is its second biggest source of desktop traffic with just over 7% followed by the United Kingdom at nearly 6%.
• The United States has the seventh ad reach at 72.8%.
• Advertisers have a slightly higher chance of reaching more men than women on LinkedIn. LinkedIn ad audience distribution is 57.2% male and 42.8% female, according to the Digital 2022: Global Overview Report. 
• More than 80% of  LinkedIn users also use Facebook (87.8%), WhatsApp (82.6%), and Instagram (83.3%).

Find a way to create a lookalike audience on Facebook by utilizing the LinkedIn ad data. In a future blog, we will be writing on ways to do ‘lookalike audiences’ in other channels such as ‘Facebook’

Is LinkedIn a profitable channel?

LinkedIn itself experienced a revenue growth increase of 26.2% in 2022 to $14.5 billion, its highest percentage growth in three years. Since the main goal of the digital-first professionals (or those who try to be) that join LinkedIn is to build a professional identity and develop useful contacts for their own business interests and/or KPIs, the greatest benefit they could gain is the convenience followed by the reach. One can simply connect to the internet log on to LinkedIn and join the conversation.

• The average time a LinkedIn user spends is 7 minutes and 38 seconds on the platform per visit. 
• On average, LinkedIn users also visit seven pages per visit.
• LinkedIn’s data reveals that video gets five times more engagement. 
• LinkedIn found that its members enjoy behind-the-scenes content that focuses on a brand’s unique values and culture. 

LinkedIn has acquired a great number of complementary firms to strengthen its supply chain and distribution network. In 2008 LinkedIn launched LinkedIn DirectAds as a form of sponsored advertising. On July 23, 2013, LinkedIn announced its Sponsored Updates ad service. LinkedIn launched its carousel ads feature in 2018 and with LinkedIn carousel ads, LinkedIn business accounts can showcase their products or services through a series of swipeable cards, each with its unique image, headline, and description. They can be used for various marketing objectives, such as promoting a new product launch, driving website traffic, generating leads, or building brand awareness.

There are multiple ways to advertise on LinkedIn whether opting for small-budget carousel ads or high-volume, big-budget direct ads targeting a wider audience.

LinkedIn Document Ads are delivered to a member’s newsfeed where they can easily view and quickly read your Document without needing to leave LinkedIn. Document Ads could be utilized for eBooks, guides & tip sheets, case studies, data sheets & analyst reports, guides, reports, infographics and how-to guides, etc.

LinkedIn members could be served Document Ads in the newsfeed where they can read the entire document without having to leave LinkedIn or provide additional information. Users can download the businesses’ advertised documents directly to their desktop or mobile device.

Breaking Down the Advertising Metrics

The global average CTR for sponsored content is between 0.44% – 0.65%. To increase the chances of surpassing the average CTR, businesses can consider running multiple variations of ads to test different headlines, visuals, or ad formats. Continuously analyze the performance of these variations to identify the highest-performing elements and optimize the campaign accordingly. Now this varies drastically based on countries or regions. Developing countries tend to have higher CTR averages as compared to the developed nations. 

Within each ad format, there’s a slight difference in Click-through rate (CTR).

• Sponsored Content (Single Image): 0.56%
• Sponsored Content (Carousel): 0.40%
• Sponsored Content (Video): 0.44%
• Message Ads: 3% with open rates at 30%
• Dynamic Ads Standard: 0.06%
• Dynamic Ads Dynamic: 0.08%
• Text Ads: 0.02%

Here’s also a breakdown of the CTRs from different regions. 

• NAMER: 0.5%
• APAC: 0.8%
• EMEA: 0.6%
• LATAM: 0.7%

CTR is the best way to get a pulse on an ad’s creative performance. If you have a low CTR, it means that your ads are not resonating with your target audience. For example, a startup that’s making real estate software designed specifically with small businesses in mind could exclude 501-1000, 1001-500, 5001-10,000, and 10,001+ from their targeting. This ensures members who are on LinkedIn and work for an organization that has yet to create a LinkedIn Page are captured.  

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