How Popular is LinkedIn

How Popular is LinkedIn in 2024?

Published on: October 11, 2023
Last Updated: October 11, 2023

How Popular is LinkedIn in 2024?

Published on: October 11, 2023
Last Updated: October 11, 2023

LinkedIn has become a popular online job board site worldwide.

Millions of companies and professionals built their profiles on the platform with the purpose of finding the right niche suitable to their interests and professional goals.

In this article, you will find out how popular is LinkedIn and noteworthy facts about the site.

Read until the end to see the list of popular personalities to follow on LinkedIn.

How Popular is LinkedIn in 2024?

Its frequent appearance on jobseeking discussions makes us question how popular is LinkedIn. The site’s 810 million users speak a lot about its popularity.

But beyond this parameter, its appeal to marketers and content creators alike should also be accounted for. 

Today, LinkedIn is famous not only as a job-hunting hub but also as a content marketing haven for advertisers.

Businesses see positive sales converts upon posting advertisements on the platform.

LinkedIn Sessions Traffic

LinkedIn sessions managed to record a 25% year over year in 2019. There are nearly 500 billion feed updates viewership count during the year.

This impressive result came despite a low percentage of users sharing content every week.

LinkedIn for Content Marketing

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Nowadays, marketers could not turn their heads away from LinkedIn as they used to in the past years.

The site, thanks to its credible write-ups and quality content, is now known for its high engagement levels and high lead generation conversion rate.

This comes as more users appreciate reading good quality content online. 

LinkedIn directs 46% of social traffic to business-to-business sites which led to 98% of content marketers using the platform for B2B content marketing.

LinkedIn’s Advertising Popularity

LinkedIn advertising has a high reach percentage of 13%. This means ads posted on the site have the potential to reach 13% of the world’s population.

In the fourth quarter of the fiscal year 2021, LinkedIn’s ads reached 22 million across the 200 countries and territories it supports.

This number is nearly 3.0% higher compared to where it was in the previous quarter.

Similarly, brands reported a 33% increase in their customers’ purchase intent since they started running marketing collaterals on LinkedIn.

This is a win-win situation for businesses and the company which now relies big on its ads revenue,

Most Popular Content on LinkedIn

Studies show that “how-to” articles and listicles get the most number of reads and views on LinkedIn.

Similarly, long posts of up to 2,000 words with 40 to 49 characters on the title and eight images are more preferred by users. 

LinkedIn as an Effective Platform for Select Video Marketing

Video marketing is increasingly becoming popular across all social media platforms, including LinkedIn.

Here is a list of social media sites and their respective percentage of effectiveness for Select Video Marketing:

1. YouTube – 78.8%

2. Facebook – 58.5%

3. Instagram – 32.3%

4. LinkedIn – 28.1%

5. Twitter – 27.6%

LinkedIn secured the fourth spot among mainstream social networking platforms with the highest score on video marketing after generating a 28.1% approval score.

It outnumbered Twitter’s 27.6% which came at the fifth spot.

LinkedIn as a Lead Generation Platform

LinkedIn scored the highest on lead generation performance compared to Facebook and Twitter.

Lead generation is defined as the platform’s ability to identify and generate potential customers for an enterprise’s products and services.

  • LinkedIn – 2.74%
  • Facebook – 0.69%
  • Twitter – 0.77%

Clearly, the number of a platform’s followers does not necessarily reflect its efficacy to generate more leads for businesses.

LinkedIn has an inferior user base compared to Facebook but is more effective in this aspect, let alone cheaper.

The platform’s cost per lead is 28% lower than Google ads.

World’s Most Followed LinkedIn Pages in 2022

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Given how popular is LinkedIn today, more and more pages from different sectors are growing millions of followers on the site.

Here are the most-followed LinkedIn Pages in 2022:

  • Amazon Inc – 25.54 million followers
  • Google – 24.76 million followers
  • TED Conferences – 22.68 million followers
  • LinkedIn – 22.30 million
  • Unilever – 17.37 million followers
  • Microsoft – 16.87 million followers 
  • IBM – 13.89 million followers
  • Nestle – 13.38 million followers
  • Accenture – 8.70 million followers
  • Meta (formerly Facebook) – 8.50 million followers 

These companies came from various industries namely technology, e-commerce, and retail, among others.

This means many professionals worldwide are interested to find and score employment posts in one of these sectors.

Most Followed LinkedIn Personalities in 2022

In general, professionals are interested to know how everything turned out positively for the most successful leaders of the world’s biggest companies.

The majority of LinkedIn personalities with the highest number of followers today come from the business sector.

  • Bill Gates (Co-founder of Microsoft) – 35.58 million followers
  • Richard Brandson (Founder of Virgin Group) – 19.73 million followers 
  • Jeff Weiner (Executive Chairman of LinkedIn) – 10.69 million followers
  • Ariana Huffington (Founder of Huffington Post and Thrive Global) – 10.12 million followers
  • Satya Nadella (Chairman and CEO of Microsoft) – 9.81 million followers

Other notable personalities who generated the highest number of followers are Jack Welch of General Electric, billionaire Mark Cuban, Deepak Chopra, Melinda Gates, and Canadian Prime Minister Justin Trudeau.

LinkedIn’s Popularity Among Millennials

Studies found that LinkedIn is popular among millennials, with 60% of the site’s total user audience occupied by users aged 26 to 35 years old.

There are two billion people in this generation and 87 million of them regularly access the app for their employment needs.

Most of them are found in decision-making and sales positions.

This means millennials dominate sectors involved in prospecting, hiring, marketing, and advertising which are core competencies in-demand in the highly-digitized world we live in today.


LinkedIn’s popularity is evident all across the board.

Be it in employment search, advertising, and business-to-business networking, the company is winning the trust of millions due to its high-quality content and the presence of famous personalities like Bill Gates and Satya Nadella to support.

We hope you enjoyed learning about how popular LinkedIn is, including the site’s influence on lead generation and video marketing.

Given that 60% of millennials trust LinkedIn, it is time for your to check for yourself whether it is suitable for your career-related needs.


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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.