Written By 
Reviewed By Paul David
The landscape of social media marketing Platform is constantly evolving, and according to a recent Hootsuite survey conducted in August 2023, LinkedIn is leading the charge. The majority of marketers (70%) believe that LinkedIn delivers a positive return on investment (ROI) for their organizations, surpassing platforms like Instagram, Facebook, and YouTube. This insight was highlighted by Minda Smiley, an analyst, on a recent episode of the “Behind the Numbers” podcast. Let’s delve into why LinkedIn has become such a vital tool for marketers.
The Evolution of LinkedIn
LinkedIn has transitioned from being a platform solely for job updates to one that offers brand-safe engagement, sophisticated audiences, and a wide range of advertising tools. Here are the key reasons why marketers should be paying attention to LinkedIn:
1. Knowledge Sharing
One of the standout features of LinkedIn is its robust environment for public sharing. Unlike other platforms where public sharing is declining, LinkedIn has seen a significant increase. Users shared 41% more content in spring 2023 compared to the same period in 2021, as reported by LinkedIn. Jasmine Enberg, another analyst, emphasized that this growth in content sharing provides ample opportunities for brands, leaders, and influencers to cultivate meaningful audiences.
2. A News-Focused Audience
LinkedIn has distinguished itself with its focus on news, particularly at a time when other platforms like Facebook and X are pivoting away from news content. According to the Pew Research Center, 60% of LinkedIn users regularly get news from the platform. Smiley noted LinkedIn’s sizable editorial team curates news daily, offering users a diverse range of perspectives on current events. Enberg added that the nature of news on LinkedIn elevates discourse, with users sharing their takes and perspectives rather than just hard news.
3. Brand-Safe and On Topic
In an era where online engagements can often become toxic, LinkedIn stands out as a professional and engaging space. Users on LinkedIn are not only more engaged but also more conversational. Smiley mentioned that many marketers find LinkedIn to be a fun platform where users share life updates in a manner reminiscent of early Facebook days. Additionally, the average time spent on LinkedIn per visit among US desktop and mobile users reached nearly 8 minutes in March, an increase of 11% over the last three years. The professional connections users have with their colleagues and bosses contribute to more respectful and meaningful interactions.
4. Expanded Ad Options
LinkedIn’s appeal to advertisers has grown significantly due to its expanded range of ad formats. Smiley highlighted that LinkedIn is introducing new ad formats that make the platform more attractive to advertisers. Among these Thought Leader ads, which allow companies to promote posts from executives or users. Although LinkedIn’s share of US social ad revenues (5.2%) in 2024 is still dwarfed by Meta’s (74.5%), it represents a substantial $4.51 billion. Enberg noted that turmoil at X over the past couple of years has driven many users to LinkedIn, where the platform has successfully captured much of the business and news content that Twitter was known for.
Conclusion
LinkedIn has emerged as a powerhouse in the social media marketing world, offering unique advantages that set it apart from other platforms. From its knowledge-sharing capabilities and news-focused audience to its brand-safe environment and innovative ad options, LinkedIn provides a fertile ground for marketers looking to achieve positive ROI. As the platform continues to evolve and grow, it remains a critical tool for brands seeking to engage with a sophisticated and professional audience.
