$4.5 Billion In Spend 
Says LinkedIn Works

What’s Inside

• Why are users on LinkedIn and who are they?
• How are users interacting with LinkedIn?
• How are advertisers spending on LinkedIn?

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INTEREST & DEMOGRAPHICS

Why are users on LinkedIn and who are they?

59% of LinkedIn’s audience is male, with similar gender demographics to YouTube and TikTok

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LinkedIn’s largest age group is 25-34, over-indexing relative to other social platforms

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TRAFFIC ON LINKEDIN

How are users interacting with LinkedIn?

LinkedIn does not reach the visiting heights of other social platforms, instead carving a niche platform for its users

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Visit duration by social platform

LinkedIn users utilize short sessions when using the app, prioritize ads on the desktop browser to better target users

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Pages per visit by social platform

LinkedIn users are visiting fewer pages than other major social platforms.

• LinkedIn users require more focused, high-impact content to engage its professional audience in fewer clicks.

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AD SPEND ON LINKEDIN

How are advertisers spending on LinkedIn?

Of the advertisers that spend on LinkedIn, LinkedIn is winning the most ad dollars over other social platforms

• When advertisers choose LinkedIn as its preferred platform, they tend to spend the most on it, diverting less of its budget to other platforms.
• This shows that LinkedIn has carved a niche for itself that advertisers commit to, believing its the optimal platform for their ad dollars.

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Linkedin ad spend by sector

The top sector spending on LinkedIn is the Technology sector, representing 57% ($2.5B) of advertisers on the platform

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The top sector spending on LinkedIn is the Technology sector, representing 57% ($2.5B) of advertisers on the platform

• Microsoft: $183M | $6.86 CPM
• Autodesk: $132M | $6.58 CPM
• Atlassian: $93M | $6.96 CPM
• AuditBoard: $91M | $6.35 CPM
• Deel: $57M | $6.33 CPM

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Linkedin ad spend spotlight technology

Major software and hardware giants are investing heavily with their social ad spend on LinkedIn, tapping into its refined professional audience

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Linkedin ad spend by sector

LinkedIn Learning makes the platform a top choice for education and training advertisers looking to reach professional development audiences

Top Advertisers in Education & Training:

• Target TestPrep: $34M | $6.30 CPM
• Penn State: $28M | $6.27 CPM
• Pluralsight: $18M | $6.42 CPM
• Kornferry: $16M | $6.63 CPM
• Become a Teacher: $14M | $7.15 CPM

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Linkedin ad spend spotlight education & training

Online universities and test preparation businesses are spending most of their budget on LinkedIn to reach highly targeted audiences

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Linkedin ad spend by sector

American Express spends 49% ($111.5M) of its social ad budget on LinkedIn, utilizing its targeting tools to reach its preferred audience

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Top Advertisers in Financial & Legal Services:

• American Express: $111.5M | $7.39 CPM
• State Street Global Advisors: $53M | $6.74 CPM
• Axaxl: $24M | $6.27 CPM
• Miles Mason Family Law Group, PLC: $11M | $6.27 CPM
• Betterment: $6M | $6.30 CPM

Linkedin ad spend spotlight financial & legal services

Investment and insurance providers are committing to spend on LinkedIn to target professionals with deeper pockets

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Want to Dive Deeper Into LinkedIn?

The insights in this report are just the start. We can help you:

• Optimize your B2B ad spend strategy: With $4.5B flowing into LinkedIn ads, it's clear the platform works, especially for brands in tech, finance, and education. We'll help you uncover how and why brands are committing the majority of their budgets here.
• Target high-intent professionals: LinkedIn's audience skews older, more educated, and more senior than other platforms. Learn how to build campaigns that resonate with decision-makers across industries.
• Find your sector's blueprint: Whether you're in SaaS, finance, or e-learning, we break down the best-performing advertiser playbooks, including CPM benchmarks, spend distribution, and ad creative angles.
• Create content that cuts through: With short app sessions and fewer page visits per user, LinkedIn demands focused, high-impact messaging. We'll show you how to craft content that works in a compressed attention window.

Or, tell us your specific goals, we’ll build a data-backed strategy that’s built for LinkedIn and built to win.

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Who is RightMetric?

A strategic insights partner combining audience, content, and channel research to provide mission-critical intelligence to marketing strategists.

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APPENDIX

Our Data Sources.

We’ve partnered with 25+ of the world’s best marketing data sources,some of which are shown to the right.

Why this matters:

To accurately identify and understand trends, we need holistic datasources that cover all relevant channels on the internet.Observation isn’t enough to come to robust conclusions. Empiricaldata must be part of the process.For a deeper dive into our source data—which underpins the findingsof this report— check out RightMetric’s “Our Data” page.

How the Activation Breakdown™ Methodology Works