Key stat: 80% of B2B marketers worldwide say they use LinkedIn, more than they use any other social platform, according to LinkedIn and Ipsos.
What’s happening? Active user figures are falling on both X (the platform formerly known as Twitter) and Meta’s Threads, which started strong but has stumbled recently, with more than 80% of users logging off. Their loss could be LinkedIn’s gain, as Gen Z use of the platform and B2B ad spend there increase.
New features: LinkedIn is courting creators with several new features, a smart move as B2B professionals’ social media activity increases.
An uptick in activity won’t change LinkedIn’s ad focus: Even as X users and creators turn to LinkedIn, advertisers should still treat it as a B2B mainstay. Over 90% of ads on LinkedIn are B2B-oriented, per our estimates.
But that doesn’t mean B2B social media ads can’t be creative. Millennials and Gen Zers will make up 61.6% of total US users in 2023, per our forecast, and those users expect to be entertained on social media.
Marketers can combine a B2B focus with playfulness in ads and influencer content. “Our goal was never about being cool,” wrote Tomer Cohen, chief product officer at LinkedIn, in a recent post. “It was about helping create economic opportunity for professionals worldwide. ...That said, I’ll take cool along the way.”
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