26 LinkedIn Stats to Know for 2025

LinkedIn has come a long way from being just “the career network.” In 2025, it’s where professionals build personal brands, brands find their audiences, and creators grow through connection.

Whether you're hiring, creating content, or planning a marketing campaign, understanding how people use LinkedIn — and how the platform is evolving — can give you a serious edge.

We’ve pulled together key LinkedIn stats from trusted industry sources and Buffer’s own data to help you make more strategic decisions this year.

Let’s get into the numbers.

LinkedIn by the numbers: How big is the platform?

Before we dive into strategy, let’s take a look at who’s actually using LinkedIn in 2025 — and how big the platform really is.

LinkedIn has over 1 billion members

LinkedIn now has more than 1 billion members across 200+ countries and regions, making it the largest professional network in the world. DataReportal) puts the figure closer to 1.2 billion, showing consistent year-over-year growth. And that number is only expected to grow, with Statista forecasting an increase of 22.3% between 2024 and 2028.

LinkedIn’s users are spread far and wide, with the highest concentration in the U.S.

The United States leads with 239 million members, followed by India with 155 million, together making up a considerable portion of LinkedIn’s global community.

But the platform’s reach stretches far beyond North America. Europe and Asia combined account for over half of LinkedIn’s users.

• Europe accounts for about 314 million users
• Asia-Pacific contributes approximately 343 million users
• Latin America makes up about 196 million users
• Africa and the Middle East combined contribute around 74 million members, with Africa itself adding a notable chunk via countries like Nigeria (~10 million) and South Africa (~15 million)

If your audience spans markets outside the U.S., you’re tapping into a massive, diverse professional audience. Europe and Asia alone account for over half of LinkedIn’s users. Africa’s numbers may seem smaller by comparison, but they’re growing and represent major opportunities in emerging markets.

LinkedIn sees 1.4 billion website visits per month

According to Semrush, LinkedIn.com received 1.4 billion visits in May 2025 alone. Even though LinkedIn has a more focused purpose than platforms like Instagram or TikTok, its steady stream of traffic proves one thing: professionals are spending time here, and that time adds up.

56.9% of LinkedIn users identify as male; 43.1% as female

Statista reports that 56.9% of users identify as male, while 43.1% identify as female. Gender parity is gradually improving, but men still feature more prominently on the platform.

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 users — the largest age group on the platform. The next largest cohort is 18–24 year-olds at 29%, with the rest split among users aged 35–54.

Now that we know who’s on LinkedIn, let’s look at what they’re actually doing once they log in.

How people are using LinkedIn

Thanks to its clear focus as a professional network, it’s safe to say that most LinkedIn users are logging in with clear intent.

Here’s what the latest data tells us about how people actually use LinkedIn in 2025.

LinkedIn users clock in an average of 51 minutes per month

LinkedIn users are fairly active on the platform. DataReportal shows that users clock in an average of 51 minutes per month using the platform via mobile. This might seem modest compared to platforms like Instagram or TikTok, but remember, the average session on LinkedIn is purposeful. Users show up to do something: update their profile, comment on an industry post, search for a job, or follow up on a connection.

49 million people search for jobs on LinkedIn every week

LinkedIn’s roots as a career platform remain strong. The platform sees 49 million job seekers every week, with users ranking job search as their number one reason for logging in. That’s good news for both recruiters and businesses trying to attract talent through organic content. So take this as your sign to keep your company page updated and active — job seekers will check it.

40% of LinkedIn visitors engage with a page every week

Organic engagement is alive and well on LinkedIn. According to data from the platform, 40% of visitors engage with a company page weekly, whether that’s following the page, liking a post, or clicking through to learn more. That level of organic interaction is increasingly rare on social platforms, and a big reason LinkedIn still stands out for brand growth.

LinkedIn Premium is growing fast

LinkedIn’s paid offering is also seeing momentum. As of the third quarter of 2025, there are 175 million Premium users, up from 154 million in 2022, and that number keeps climbing.

For individual creators and businesses alike, this signals increasing investment in the platform — people are willing to pay for more access, better tools, and higher visibility.

But it’s not just individuals using LinkedIn. Brands are showing up in a big way — and the numbers prove it.

How brands and marketers are using LinkedIn

While LinkedIn might have started as a tool for job seekers, it’s become one of the most powerful platforms for brand-building, especially for B2B companies, solo creators, and in-house marketing teams.

Here’s what the data shows about how brands are showing up and getting results on the platform in 2025.

More than 69 million companies are listed on LinkedIn

With 69 million+ companies on the platform, it’s clearly now expected — not optional — for a business to be discoverable on LinkedIn. These pages act as the homepage for your employer brand, content strategy, and job postings. And it’s not just for big companies — solo creators and freelancers are building credibility through LinkedIn pages too.

Look no further than Sophie Miller, founder of Pretty Little Marketer, who grew her company page to 310,000+ followers and personal account to 213,000+ followers

40% of users engage with business pages weekly

LinkedIn reports that 40% of users interact with business pages every week — a rare stat in the age of declining organic reach. That could mean following a page, liking a post, or clicking through to a website. For brands trying to stay top-of-mind, this level of regular engagement is gold.

Pages that post weekly see 5.6x more follower growth

LinkedIn’s own data shows that pages that post weekly get 5.6x more follower growth. But even for individual creators, frequency matters. Consistency signals relevance to the algorithm and your audience.

How content performs on LinkedIn

It’s one thing to post on LinkedIn — it’s another to post strategically. What gets reach, clicks, and comments on this platform isn’t always what works on TikTok, Instagram, or even X.

Based on recent data (and Buffer’s own experiments), here’s what’s performing well on LinkedIn in 2025.

1.3 million feed updates are viewed every minute

According to LinkedIn, users view over 1.3 million feed updates every minute, showing just how much content flows through the platform. But here’s the twist: only a small percentage of users contribute, which means more space for those who do. It’s easy to get eyes on your content as long as you’re consistently sharing helpful, relevant content.

LinkedIn has the highest engagement rate of any major social platform

Buffer’s 2025 engagement data shows that LinkedIn leads all major platforms in average engagement rate — clocking in at 6.50%.

Even more notably, engagement on LinkedIn is steadily rising. In January 2024, the platform had a median engagement rate of 6.00%. By January 2025, that number had grown to 8.01%.

If you’ve been wondering whether LinkedIn is “too crowded” to grow on, the numbers tell a different story. There’s still plenty of opportunity — especially for consistent, helpful content that encourages conversation.

Weekdays are the best day to post on LinkedIn

When it comes to ranking content, the LinkedIn algorithm works like most social platforms. It considers factors like engagement to decide which posts to show to each user.

If you're trying to maximize engagement, timing matters — and Buffer’s data shows that Tuesdays through Thursdays around 10–11 a.m. are the sweet spot for most accounts.

That said, always check your LinkedIn analytics to find your audience’s habits — no “best time” applies to everyone.

Carousels are the best content format to post on LinkedIn

Carousels are in a league of their own — earning 278% more engagement than video, 303% more than images, and 596% more than text-only posts. Video ranks second, outperforming image posts by 7% and text by 84%.

Video viewership is up 36% year-over-year

That said, video is gaining momentum. LinkedIn reports that total video views increased 36% year-over-year, and video views rose 6x quarter-over-quarter in early 2025. Short-form clips under 15 seconds tend to perform best, especially when paired with captions.

Videos are also the most shared content type on the platform — so if reach is your goal, video’s worth experimenting with.

Users are creating 2x more videos than other content

It’s no surprise, then, that creators are leaning into video. LinkedIn says users publish video content at twice the rate of other formats.

Thought leadership drives 6x more engagement than job posts

Not all content types are created equal. According to LinkedIn, thought leadership posts generate 6x more engagement than job-related content. That includes behind-the-scenes breakdowns, unique takes on industry trends, or lessons from your own experience.

Image posts see 2x more comments

Organizations looking to get the most engagement from their posts should include an image with each post on LinkedIn. Custom image collages (3-4 images in one post) perform especially well — with 2x higher comment rates — giving users more visual context and can help expand your reach.

Live video drives major engagement

Live content is especially effective. LinkedIn Live videos generate 7x more reactions and 24x more comments than regular videos. It’s one of the best tools for brands or creators looking to build trust and encourage real-time conversation.

Where the money goes on LinkedIn

LinkedIn has become the go-to platform for marketers who care about results, not just reach. It’s where budgets move with intention — from lead gen and B2B growth to content strategies that connect with actual decision-makers.

Here’s how the money is flowing in 2025 — and what that means for your strategy.

Members on LinkedIn have higher-than-average buying power

LinkedIn isn’t just another place to build awareness — it’s where high-value buyers spend their time. According to LinkedIn, members have 2x the buying power of the average online audience, making it a smart choice for companies looking to drive meaningful conversions.

4 out of 5 people on LinkedIn drive business decisions

This is what sets LinkedIn apart: you’re not just reaching audiences — you’re reaching decision-makers. LinkedIn reports that 80% of users are involved in business decisions, which means your content, ads, and creator campaigns are landing in front of the people who actually move budgets.

B2B decision-makers are turning to creators for clarity

In a noisy landscape, creators have become the trusted voices B2B buyers look to for insight.

• 59% of B2B decision-makers prefer creator content on LinkedIn over other platforms
• 82% say this content influences their purchasing decisions
• 79% engage with creator content at least once a month

That influence stretches across the buyer journey — from early discovery to final approval. Buyers use creator posts to validate what they’ve heard, shop around for pricing, and even initiate conversations with sales teams.

What this means for your LinkedIn strategy in 2025

If you only take away one thing from all of this data, let it be this: LinkedIn is no longer just a professional networking site — it’s a living, evolving ecosystem where trust, attention, and decision-making converge.

In 2025, the brands and creators seeing the most impact on LinkedIn aren’t the loudest — they’re the most intentional. They’re showing up consistently, experimenting with new content formats, building relationships in the comments, and speaking directly to the people who actually shape outcomes.

Whether you’re leading social for a B2B startup or building a personal brand as a subject-matter expert, the opportunity on LinkedIn is clear:

The platform rewards credibility. It rewards consistency. And it’s still growing.

Let the data guide where you show up, how you show up, and who you show up for.