Who uses LinkedIn?
Knowing who LinkedIn users are is synonymous with understanding who your potential audience is, and how to craft compelling yet effective campaigns for them — regardless of if you’re looking for qualified leads, an avenue to share great content, or reaching a new audience altogether.
User Profiles
🤝 B2B marketers
Business owners nowadays prefer LinkedIn to reach more customers and improving their connections. The platform proves to be the most effective place for B2B marketers to engage with decision-makers, influencers, and leaders all at the same time.
💡 Marketing executives
91% of marketing executives say that the top place to find relevant and high-quality content would be LinkedIn — that’s an impressive statistic! And just more proof that the platform is promising for both business and career opportunities.
✒️ Publishers & Content Marketers
With Facebook deprioritizing content shared by publishers, they have started exploring other content-forward platforms like LinkedIn. As far as the algorithm goes, native posts published through LinkedIn seem to get more love than external links. This provides both the publisher and its audience with an even greater opportunity.
💼 High-level decision-makers (directors, VPs, AVPs, and managers)
It’s no secret, some of LinkedIn’s users are high-level decision-makers. LinkedIn is the place to be if you’re aiming to attract leaders, influencers, and decision-makers for your brand or your campaign.
User Demographics
Age demographics
Taking into consideration the main purpose of the platform in connecting business professionals, it’s no surprise that its main users belong to older age groups — although there’s also no denying that millennials are rapidly growing in number. Here’s a detailed breakdownof LinkedIn users from the US:
- 15-25 years old at 16%
- 26-35 years old at 27%
- 36-45 years old at 34%
- 46-55 years old at 37%
- 56 years old and up at 29%
Gender demographics
According to a third-quarter 2020 survey, 36% of male internet users and 28% of female internet users based in the United States use LinkedIn specifically to strengthen their professional network.
Unfortunately, there isn’t currently a more detailed breakdown than male to female ratios if you’re looking for more in-depth data because most of the research provided by LinkedIn is presented in the gender binary.
Location demographics
LinkedIn users are residing in over 200 countries and territories all over the world. With a massive user base of 701 million users, LinkedIn is currently available in 24 languages — which, honestly, is perfect if you you're a global brand.
30 percent of LinkedIn users are in the United States alone, and roughly 70 percent of the platform’s users are outside of the United States, the majority of which are in China, India, Great Britain, and France.
Pro Tip: You have to consider the vast size, reach, and diversity of the global workforce when targeting LinkedIn users.
