Should You Promote Your Brand on LinkedIn?

We’re on LinkedIn. You’re on LinkedIn. Everyone’s on LinkedIn.

Yet LinkedIn is still not as popular among marketers compared to platforms like Instagram, Facebook, or even TikTok. 

There are reasons for that, of course. And you probably know them off the top of your head. But a part of you might think that the platform could be a bit underleveraged. We thought that too.

And we’ve looked for some stats to see whether LinkedIn marketing is viable in 2025. 

Get your suitcase and your smart suit. We’re diving into data.

LinkedIn’s ad revenue has risen each year

But when we say risen, we don’t mean significantly. 

Instead, LinkedIn has seen a steady increase in ad revenue in each of the last few years—and the trend is estimated to continue this year and the next.

Let’s see how it looks mapped out:

Also, according to LinkedIn itself B2B brands see a lot of success on the platform. Take it with a grain of salt, of course.

But the interesting thing? For years, LinkedIn is holding steady at almost a quarter of all digital B2B ad spend—which includes online ads on other platforms like Meta or Google.

So while it doesn’t actually take a larger chunk of ad share, its steady position shows that if you know who you’re targeting—and if your audience is B2B—LinkedIn might be a good bet.

Are brands underutilizing LinkedIn? 

In recent years, we’ve seen various brands experimenting with LinkedIn—and not only B2B.

Jump to LinkedIn now and you’ll see the likes of Gymshark or IKEA posting frequently to maintain brand awareness. 

But looking at other platforms, LinkedIn is still lagging behind when it comes to brand usage:

Look at Facebook (70%) or YouTube (62%), where the majority of brands feel comfortable. Instagram (50%) and TikTok (41%) also seem to be quite brand-friendly. 

Compare them to LinkedIn and there’s a stark difference.

With only 17% of brands on the platform, a question arises: is LinkedIn underused by brands? 

For this, we’ll take a look at another chart:

Apparently, LinkedIn’s organic posts deliver best value for B2B brands compared to any other platform. Look at Facebook (30%) and Instagram (23%) and that’s night and day.

Even YouTube, a platform touted for its organic content success, is in the same bracket.

So why are brands not using LinkedIn as much as other platforms? Many might still see it as a purely professional networking space, not a content-driven engagement platform.

Also, unlike short-form entertainment-based content on TikTok or Instagram, LinkedIn content often needs to be more value-driven, making it harder to produce consistently.

What you can do: You can experiment with LinkedIn posts to gauge engagement levels. 

Keep in mind that LinkedIn’s algorithm favors posts that drive discussion. 

Try to mix text posts, videos, and carousels while encouraging engagement with questions and thought leadership content.

YouTube and LinkedIn go hand in hand

Finding out which platforms bring the best out of each other is like unlocking a superpower.

You can leverage posts on one platform to drive traffic to the other—where you’ll hit them with a different type of content. 

Here’s how it works for LinkedIn:

YouTube is the dominant traffic source for LinkedIn (37.5%). This suggests that LinkedIn benefits significantly from video content and long-form engagement. 

Truth be told, many professionals and brands likely reference LinkedIn profiles, company pages, or discussions in YouTube video descriptions. Plus, YouTube’s algorithm favors links in description, unlike some other platforms.

X’s/Twitter’s (16.5%) audience overlaps with LinkedIn in professional discussions, making it a natural traffic generator. 

However, WhatsApp’s 16.16% is interesting. It can imply that LinkedIn links are frequently shared in private or professional group chats. 

This reinforces the idea that LinkedIn content is seen as valuable enough to circulate in closed networks. Which can also be more exclusive and high-intent. 

What you can do: Think of how you can leverage YouTube to drive traffic to LinkedIn. 

Also, write valuable content that’s likely to be shared in closed groups, as you might find some unexpected benefits there.

Which generations are on LinkedIn?

When we’re talking about the LinkedIn audience, who are we talking about?

Young professionals? Middle-aged decision makers? Let’s check.

Almost half of LinkedIn users are aged 25-34, which tells us one important thing—the platform is populated by millennials.

And if you want your content, organic or paid to succeed, you need to cater to this audience.

Combine it with 28.7% aged 18-24 and you’ll get that the vast majority of all LinkedIn users are young professionals. 

So if possible, your content and ads should talk about growth and development. Educational content and industry insights could also work well.  

Also 20.7% are senior professionals 35-55, most of whom are decision makers in their companies. 

So while you might want to target these types, keep in mind that the pool might not be as big as it seems…

How much do LinkedIn Ads cost?

This is a tough question, as ads cost can depend on various factors. 

But we’ve found some cost benchmarks online:

Given that the sample is probably the most accurate for North America—and it’s also what we’re interested in the most—we’ll shift our focus there.

According to this one report, it takes you £2.6 or the equivalent of $3.4 for a single ad click. On average. Then, there’s a high cost-per-acquisition of $482 on average for the North American market.

Yep, that’s super high. Possibly due to the fact that LinkedIn has a bot problem as we reported last year—making a bunch of those expensive clicks obsolete.

But let’s see engagement metrics:

That’s a pretty low conversion rate for the North American market, with an even lower click-through-rate of 0.58%. 

This shows that LinkedIn Ads might be a tough nut to crack. You can do everything right, but once you serve your ad, you’re faced with high costs, possible bot traffic, and low metrics.

But you should also keep in mind that B2B buyers often require 4-5 touchpoints before they even start considering your product. 

With that in mind, it’s probably best to measure LinkedIn Ads holistically, aligned with your organic posts (that work well) and your other marketing channels. 

Because LinkedIn Ads will rarely convert from the first impression on their own.

The LinkedIn conundrum

If we learned something about LinkedIn marketing—it’s that it offers a unique opportunity for B2B marketing. It has strong organic reach, millennial-heavy user base, and a steady share of B2B ad spend. 

Yet, it is still a bit underused by brands. Maybe due to the perceived professional tone or the higher effort you’d need to create value-driven content. 

And while it’s costly, LinkedIn’s strength lies in long-term brand building and multi-touchpoint engagement. Use it alongside platforms like YouTube and it can become a powerful part of a broader demand generation strategy.