LinkedIn currently ranks among the fastest-growing social media platforms in the United States, and is also one of the top social media marketing sites brands use to promote their products.

Though it’s not as frequently used by B2C or D2C businesses as Facebook or Instagram, it’s still a platform that might be worth exploring, depending on your target audience. To better understand its potential, here’s a look at what LinkedIn is used for.

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What is the purpose of Linkedin: Survey results

Purpose of LinkedIn

Percentage of users who list it as a reason they use LinkedIn

1. Keep up to date with news and current events


2. Follow or research brands and products


3. Post or share photos or videos


4. Message friends and family


5. Look for funny or entertaining content


What is LinkedIn used for: top LinkedIn uses

The majority of TikTokers use the social network to entertain themselves, while Facebook users flock to that platform to keep in touch with family and friends. What about LinkedIn? Why do people use LinkedIn?

According to a recent survey of the top uses of LinkedIn, more than one-quarter (28.6%) of its active users say they are on it to keep in touch with the latest news and current events. This makes it the most popular reason people use it.

Second on the list studying what LinkedIn is used for is following or researching brands and products. 24.5% of LinkedIn users cite it as a reason for using it. Recent LinkedIn statistics also show that more than half of the respondents in a survey say it is the most influential social channel over the course of their product research process. 

The third most popular use of LinkedIn is posting or sharing media files like photos and videos—15.5% of users claim it’s why they use LinkedIn. This is followed by messaging friends and family, with 11.9%.

The fifth most popular LinkedIn use is looking for funny and entertaining content—just 10.6% (one in 10) of active users of the professional networking site list it as a reason they use LinkedIn. 

Aside from knowing what LinkedIn is used for, businesses should also learn more about the site’s key user demographics to craft more personalized and effective brand messages. The latest data shows that male users form the majority of its users, accounting for 57% of the platform’s user base. The age demographics of LinkedIn users also shows the site is particularly popular among adults aged 25 to 34, who make up 50.6% of its audience share. In terms of LinkedIn’s reach by country, its penetration is highest in the United Arab Emirates. The United States and the Netherlands follow.

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