LinkedIn Marketing 2024

The B2B Social Platform Is Gaining B2C Interest

Report by Minda Smiley  | May 6, 2024
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Executive Summary
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Table of Contents
Executive Summary
LinkedIn is having a moment
LinkedIn now looks more like a typical social network
Brands are more interested in LinkedIn
Influencer marketing has come to LinkedIn
Takeaways for B2C marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn’s appeal among both B2B and B2C marketers is growing.
Topics
Social Media Usage
Influencer Marketing
B2B Marketing
US
Table of Contents
Executive Summary
LinkedIn is having a moment
LinkedIn now looks more like a typical social network
Brands are more interested in LinkedIn
Influencer marketing has come to LinkedIn
Takeaways for B2C marketers
EMARKETER Interviews
Sources
Media Gallery

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?

Confidence Level of Marketers Worldwide That Social Media Platforms Deliver a Positive Return on Investment (ROI) for Their Company, Aug 2023 (% of respondents)
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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

    Charts in This Report

    Confidence Level of Marketers Worldwide That Social Media Platforms Deliver a Positive Return on Investment (ROI) for Their Company, Aug 2023 (% of respondents)LinkedIn Captures a Small Portion of the Social Network Ad Market
    Gen Z Is the Fastest-Growing Age Demographic on LinkedInLinkedIn's Ad Revenue Will See Double-Digit Growth Over Next Three Years
    Sponsored Content Spend Is Continuing Its Double-Digit Growth

    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
    Razorfish
    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
    Known
    Vice President, Head of Social and Digital Creative
    Interviewed February 12, 2024
    Neil Waller
    Whalar
    Co-Founder
    Interviewed February 23, 2024

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    authors

    Minda Smiley

    Contributors

    Jasmine Enberg
    Vice President and Principal Analyst
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst