How to work with traffic from LinkedIn: source overview

AFFHUB is here! Today we are reviewing a traffic source — LinkedIn.

Many people consider LinkedIn to be a social network purely for job hunting and nothing more. However, after reading this article, you will understand that this is not the case at all.

LinkedIn is a rapidly growing social network. Every year, advertising revenue continues to grow.

So let’s take a look at how it works. 

LinkedIn advertising revenue

The last couple of years have seen active growth in advertising revenue on LinkedIn. 

Since 2022, on LinkedIn:

• 82% of B2B marketers have achieved significant success through advertising on the social network. And don’t forget that LinkedIn accounts for almost a quarter of all B2B business advertising spending.
• Brands have seen a 33% increase in buyer intent to purchase a product thanks to advertising here.

Of course, LinkedIn doesn’t have as much traffic as Facebook. However, it is still not the last among the platforms for promotion. It has fairly stable growth rates in advertising revenue (especially, as we have already mentioned, in B2B). So, maybe it’s time to stop thinking of it as a “job search” site and start working with it more actively.

What is the audience on LinkedIn?

In general, the 25-34 age group predominates here — 47%. It can be said that this platform is more popular among millennials. As for young people aged 18-24, they make up about 28%.

So, you see, it’s better to focus on millennials 😉

These are all young people with lots of ideas and ambitions. They are usually looking for something interesting and new. But still, these two age groups we mentioned above are slightly different from each other. Therefore, it is very important to consider this when creating your content.

In your publications, emphasize:

• growth 
• educational topics 
• life hacks
• interesting industry tips

These things will interest both young people and those who are a little older. Because they are all interested in development and something new.

However, there is also an older segment here — users aged 35-54, who make up 20%.

Advertising brands on LinkedIn

We have already written about how LinkedIn is quite popular among B2B businesses. But for several years now, brands from other industries have been actively experimenting with advertising on this platform. In fact, LinkedIn helps to strengthen brand awareness, increase sales, and boost website traffic.

However, many people are still unaware of this and continue to perceive the social network only as a source of interaction between employers and employees. Although it would be worth considering it more broadly.

Currently, only 16% of brands have “found their place” on LinkedIn.

This is because most prefer other platforms:

• Facebook — 70%
• YouTube — 62%
• Instagram — 50%
• TikTok — 41%

In fact, LinkedIn posts bring significantly more organic traffic to brands that promote themselves in B2B (which is about 79%). Facebook provides only 30% organic traffic, and Instagram — 23%.

So why don’t brands choose LinkedIn for promotion, like other platforms?

• First, as we have repeatedly written, the platform is mostly perceived as a “place to look for a job.”
• Second, advertising here is quite expensive.
• Third, many choose TikTok and Instagram precisely because of the large amount of entertaining content. The format of short, vivid videos is always appealing. This is because they allow you to give free rein to your imagination, present information concisely, interestingly, and quickly, without having to worry too much. LinkedIn, on the other hand, is a platform where content is much more important. That is, it is mainly about text-based ads that encourage users to discuss. Because it is “discussable” content that LinkedIn promotes the most.

YouTube and LinkedIn — why is this a great combination?

In fact, YouTube and LinkedIn have had a friendly relationship for a long time 🤫

These platforms complement each other and can be used to effectively transfer audiences. They represent different content formats (video and text), so they can be combined well.

For example, you can create an announcement for an YouTube interview on LinkedIn. 

Or, experts often refer to specific YouTube videos in their posts.

Or, for example, they leave links to LinkedIn under YouTube videos.

Statistics show that YouTube brings more than 37% of users to LinkedIn. Accordingly, it is considered the main source of traffic for this platform. 

However, users also come to LinkedIn from X (formerly Twitter) and WhatsApp. Even if it’s a small percentage, they still come 😉

Another advantage of LinkedIn is that the social network can receive traffic from closed channels, such as messenger correspondence, etc.

To summarize

So, you can see that LinkedIn is a pretty promising platform for international brands that work in a B2B format. 

While most brands have not yet recognized this and treat the social network as a purely “work” platform for communication between employers and employees, it can offer much more than you think 😉

LinkedIn will help you attract more organic traffic, strengthen brand awareness, and increase user activity in discussions.

The main thing is to know the right approach, taking into account the characteristics of the audience and correctly combining LinkedIn with other platforms.