LinkedIn Marketing 2024

The B2B Social Platform Is Gaining B2C Interest

LinkedIn is gaining momentum as users flock to it for news, conversation, and insights related to their fields. The company is rolling out new ad formats that are attracting attention, while creators find sponsored content opportunities on the platform. Both B2B and B2C marketers are taking notice.

Key Question: Why is LinkedIn seeing an uptick in users and increased interest from B2C advertisers?

Key Stat: 70% of marketers thought LinkedIn provided a positive ROI for their company, per an August 2023 Hootsuite survey.

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    Table of Contents

    1. Executive Summary
    2. LinkedIn is having a moment
    3. LinkedIn now looks more like a typical social network
    1. Brands are more interested in LinkedIn
    2. Influencer marketing has come to LinkedIn
    3. Takeaways for B2C marketers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Colleen Fielder
    Basis Technologies
    Group Vice President, Social and Partner Marketing Solutions
    Interviewed February 13, 2024
    Brendan Gahan
    Creator Authority
    Co-Founder and CEO
    Interviewed February 12, 2024
    Cristina Lawrence
    Executive Vice President, Marketing Strategy—Consumer and Content Experience and Razorfish North America Social Discipline Lead
    Interviewed February 13, 2024
    Joe Schlesinger
    Gupta Media
    Group Account Director
    Interviewed February 15, 2024
    Jordan Schultz
    Vice President, Head of Social and Digital Creative
    Interviewed February 12, 2024
    Neil Waller
    Interviewed February 23, 2024

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    First Published on May 6, 2024


    Minda Smiley


    Jasmine Enberg
    Principal Analyst
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst

    "Behind the Numbers" Podcast