LinkedIn has announced it has surpassed 1.2 billion members globally, reinforcing its position as the leading social platform for professional audiences. The company also reports record levels of user engagement, driven in part by a growing emphasis on video content.
The platform’s latest data reveals that video posts are now 20 times more likely to be shared than other content types on LinkedIn, and generate 1.4 times more engagement on average. This shift reflects a broader trend in B2B content consumption, where dynamic, short-form formats are increasingly preferred.
Ad reach and sales enablement potential
With more B2B decision-makers active on the platform than ever before, LinkedIn continues to position itself as a key channel for brand awareness, thought leadership and product promotion. The new figures are accompanied by a breakdown of the platform’s advertising potential, including regional reach, format performance, and audience demographics.
The company has released an infographic summarising these data points to help marketers assess LinkedIn’s role within their broader social media strategies.
LinkedIn: Implications for B2B marketers
LinkedIn’s steady growth and improving content performance metrics underscore its value as a media channel for reaching high-intent, professional audiences. Marketers focusing on social selling, account-based marketing, or brand-building initiatives may find increased value in prioritising video and experimenting with platform-native ad formats.
For those re-evaluating their channel mix, LinkedIn’s continued expansion suggests it should remain central to B2B content and advertising strategies heading into 2026.
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