LinkedIn has come a great distance from being simply “the profession community.” In 2025, it’s the place professionals construct private manufacturers, manufacturers discover their audiences, and creators develop by means of connection.
Whether or not you are hiring, creating content material, or planning a advertising marketing campaign, understanding how folks use LinkedIn — and the way the platform is evolving — may give you a critical edge.
We’ve pulled collectively key LinkedIn stats from trusted business sources and Buffer’s personal information that will help you make extra strategic selections this 12 months.
Let’s get into the numbers.
LinkedIn by the numbers: How large is the platform?
Earlier than we dive into technique, let’s check out who’s really utilizing LinkedIn in 2025 — and the way large the platform actually is.
LinkedIn has over 1 billion members
LinkedIn now has greater than 1 billion members throughout 200+ international locations and areas, making it the most important skilled community on the planet. DataReportal) places the determine nearer to 1.2 billion, displaying constant year-over-year development. And that quantity is simply anticipated to develop, with Statista forecasting a rise of twenty-two.3% between 2024 and 2028.
LinkedIn’s customers are unfold far and huge, with the best focus within the U.S.
The USA leads with 239 million members, adopted by India with 155 million, collectively making up a substantial portion of LinkedIn’s international neighborhood.
However the platform’s attain stretches far past North America. Europe and Asia mixed account for over half of LinkedIn’s customers.
Europe accounts for about 314 million usersAsia-Pacific contributes roughly 343 million usersLatin America makes up about 196 million usersAfrica and the Center East mixed contribute round 74 million members, with Africa itself including a notable chunk by way of international locations like Nigeria (~10 million) and South Africa (~15 million)
In case your viewers spans markets exterior the U.S., you’re tapping into an enormous, various skilled viewers. Europe and Asia alone account for over half of LinkedIn’s customers. Africa’s numbers could appear smaller by comparability, however they’re rising and symbolize main alternatives in rising markets.
LinkedIn sees 1.4 billion web site visits per 30 days
Based on Semrush, LinkedIn.com obtained 1.4 billion visits in Could 2025 alone. Regardless that LinkedIn has a extra centered function than platforms like Instagram or TikTok, its regular stream of site visitors proves one factor: professionals are spending time right here, and that point provides up.
56.9% of LinkedIn customers establish as male; 43.1% as feminine
Statista studies that 56.9% of customers establish as male, whereas 43.1% establish as feminine. Gender parity is regularly enhancing, however males nonetheless function extra prominently on the platform.
💡
Word: The information solely included binary gender choices (female and male). No further gender identities have been captured or reported.
Millennials and Gen Z make up the core of the platform’s age distribution
Professionals aged 25–34 make up over 47% of LinkedIn’s customers — the most important age group on the platform. The following largest cohort is eighteen–24 year-olds at 29%, with the remainder break up amongst customers aged 35–54.
Now that we all know who’s on LinkedIn, let’s take a look at what they’re really doing as soon as they log in.
How persons are utilizing LinkedIn
Because of its clear focus as knowledgeable community, it’s protected to say that almost all LinkedIn customers are logging in with clear intent.
Right here’s what the newest information tells us about how folks really use LinkedIn in 2025.
LinkedIn customers clock in a mean of 51 minutes per 30 days
LinkedIn customers are pretty energetic on the platform. DataReportal reveals that customers clock in a mean of 51 minutes per 30 days utilizing the platform by way of cell. This may appear modest in comparison with platforms like Instagram or TikTok, however keep in mind, the typical session on LinkedIn is purposeful. Customers present as much as do one thing: replace their profile, touch upon an business publish, seek for a job, or comply with up on a connection.
49 million folks seek for jobs on LinkedIn each week
LinkedIn’s roots as a profession platform stay robust. The platform sees 49 million job seekers each week, with customers rating job search as their primary motive for logging in. That’s excellent news for each recruiters and companies attempting to draw expertise by means of natural content material. So take this as your signal to maintain your organization web page up to date and energetic — job seekers will examine it.
40% of LinkedIn guests have interaction with a web page each week
Natural engagement is alive and properly on LinkedIn. Based on information from the platform, 40% of holiday makers have interaction with an organization web page weekly, whether or not that’s following the web page, liking a publish, or clicking by means of to study extra. That degree of natural interplay is more and more uncommon on social platforms, and an enormous motive LinkedIn nonetheless stands out for model development.
LinkedIn Premium is rising quick
LinkedIn’s paid providing can be seeing momentum. As of the third quarter of 2025, there are 175 million Premium customers, up from 154 million in 2022, and that quantity retains climbing.
For particular person creators and companies alike, this indicators growing funding within the platform — persons are keen to pay for extra entry, higher instruments, and better visibility.
However it’s not simply people utilizing LinkedIn. Manufacturers are displaying up in an enormous method — and the numbers show it.
How manufacturers and entrepreneurs are utilizing LinkedIn
Whereas LinkedIn may need began as a software for job seekers, it’s turn into probably the most highly effective platforms for brand-building, particularly for B2B firms, solo creators, and in-house advertising groups.
Right here’s what the info reveals about how manufacturers are displaying up and getting outcomes on the platform in 2025.
Greater than 69 million firms are listed on LinkedIn
With 69 million+ firms on the platform, it’s clearly now anticipated — not elective — for a enterprise to be discoverable on LinkedIn. These pages act because the homepage in your employer model, content material technique, and job postings. And it’s not only for large firms — solo creators and freelancers are constructing credibility by means of LinkedIn pages too.
Look no additional than Sophie Miller, founding father of Fairly Little Marketer, who grew her firm web page to 310,000+ followers and private account to 213,000+ followers
40% of customers have interaction with enterprise pages weekly
LinkedIn studies that 40% of customers work together with enterprise pages each week — a uncommon stat within the age of declining natural attain. That would imply following a web page, liking a publish, or clicking by means of to a web site. For manufacturers attempting to remain top-of-mind, this degree of normal engagement is gold.
Pages that publish weekly see 5.6x extra follower development
LinkedIn’s personal information reveals that pages that publish weekly get 5.6x extra follower development. However even for particular person creators, frequency issues. Consistency indicators relevance to the algorithm and your viewers.
How content material performs on LinkedIn
It’s one factor to publish on LinkedIn — it’s one other to publish strategically. What will get attain, clicks, and feedback on this platform isn’t all the time what works on TikTok, Instagram, and even X.
Based mostly on latest information (and Buffer’s personal experiments), right here’s what’s performing properly on LinkedIn in 2025.
1.3 million feed updates are considered each minute
Based on LinkedIn, customers view over 1.3 million feed updates each minute, displaying simply how a lot content material flows by means of the platform. However right here’s the twist: solely a small share of customers contribute, which implies more room for individuals who do. It’s straightforward to get eyes in your content material so long as you’re persistently sharing useful, related content material.
LinkedIn has the best engagement fee of any main social platform
Buffer’s 2025 engagement information reveals that LinkedIn leads all main platforms in common engagement fee — clocking in at 6.50%.
Much more notably, engagement on LinkedIn is steadily rising. In January 2024, the platform had a median engagement fee of 6.00%. By January 2025, that quantity had grown to eight.01%.
In case you’ve been questioning whether or not LinkedIn is “too crowded” to develop on, the numbers inform a unique story. There’s nonetheless loads of alternative — particularly for constant, useful content material that encourages dialog.
Weekdays are one of the best day to publish on LinkedIn
On the subject of rating content material, the LinkedIn algorithm works like most social platforms. It considers components like engagement to determine which posts to indicate to every person.
In case you’re attempting to maximise engagement, timing issues — and Buffer’s information reveals that Tuesdays by means of Thursdays round 10–11 a.m. are the candy spot for many accounts.
That mentioned, all the time examine your LinkedIn analytics to seek out your viewers’s habits — no “greatest time” applies to everybody.
Carousels are one of the best content material format to publish on LinkedIn
Carousels are in a league of their very own — incomes 278% extra engagement than video, 303% greater than photographs, and 596% greater than text-only posts. Video ranks second, outperforming picture posts by 7% and textual content by 84%.
Video viewership is up 36% year-over-year
That mentioned, video is gaining momentum. LinkedIn studies that whole video views elevated 36% year-over-year, and video views rose 6x quarter-over-quarter in early 2025. Quick-form clips underneath 15 seconds are inclined to carry out greatest, particularly when paired with captions.
Movies are additionally probably the most shared content material kind on the platform — so if attain is your aim, video’s price experimenting with.
Customers are creating 2x extra movies than different content material
It’s no shock, then, that creators are leaning into video. LinkedIn says customers publish video content material at twice the speed of different codecs.
Thought management drives 6x extra engagement than job posts
Not all content material sorts are created equal. Based on LinkedIn, thought management posts generate 6x extra engagement than job-related content material. That features behind-the-scenes breakdowns, distinctive takes on business developments, or classes from your individual expertise.
Organizations trying to get probably the most engagement from their posts ought to embody a picture with every publish on LinkedIn. Customized picture collages (3-4 photographs in a single publish) carry out particularly properly — with 2x greater remark charges — giving customers extra visible context and can assist broaden your attain.
Reside video drives main engagement
Reside content material is particularly efficient. LinkedIn Reside movies generate 7x extra reactions and 24x extra feedback than common movies. It’s the most effective instruments for manufacturers or creators trying to construct belief and encourage real-time dialog.
The place the cash goes on LinkedIn
LinkedIn has turn into the go-to platform for entrepreneurs who care about outcomes, not simply attain. It’s the place budgets transfer with intention — from lead gen and B2B development to content material methods that join with precise decision-makers.
Right here’s how the cash is flowing in 2025 — and what meaning in your technique.
Members on LinkedIn have higher-than-average shopping for energy
LinkedIn isn’t simply one other place to construct consciousness — it’s the place high-value patrons spend their time. Based on LinkedIn, members have 2x the shopping for energy of the typical on-line viewers, making it a sensible selection for firms trying to drive significant conversions.
4 out of 5 folks on LinkedIn drive enterprise selections
That is what units LinkedIn aside: you’re not simply reaching audiences — you’re reaching decision-makers. LinkedIn studies that 80% of customers are concerned in enterprise selections, which implies your content material, adverts, and creator campaigns are touchdown in entrance of the individuals who really transfer budgets.
B2B decision-makers are turning to creators for readability
In a loud panorama, creators have turn into the trusted voices B2B patrons look to for perception.
59% of B2B decision-makers desire creator content material on LinkedIn over different platforms82% say this content material influences their buying decisions79% have interaction with creator content material a minimum of as soon as a month
That affect stretches throughout the customer journey — from early discovery to last approval. Patrons use creator posts to validate what they’ve heard, store round for pricing, and even provoke conversations with gross sales groups.
What this implies in your LinkedIn technique in 2025
In case you solely take away one factor from all of this information, let or not it’s this: LinkedIn is not only a skilled networking web site — it’s a dwelling, evolving ecosystem the place belief, consideration, and decision-making converge.
In 2025, the manufacturers and creators seeing probably the most affect on LinkedIn aren’t the loudest — they’re probably the most intentional. They’re displaying up persistently, experimenting with new content material codecs, constructing relationships within the feedback, and talking on to the individuals who really form outcomes.
Whether or not you’re main social for a B2B startup or constructing a private model as a subject-matter skilled, the chance on LinkedIn is obvious:
The platform rewards credibility. It rewards consistency. And it’s nonetheless rising.
Let the info information the place you present up, the way you present up, and who you present up for.
