LinkedIn for B2B Marketing: How COVID Boosted This Platform’s Numbers
LinkedIn is a social media platform that allows users to connect with other professionals. It can be used for networking, job searching, and marketing purposes—and currently has over 700 million users worldwide. Additionally, this platform allows businesses to connect with other businesses, share content, and find potential customers. But like almost everything, LinkedIn has been impacted by the COVID-19 pandemic.
COVID has caused many people to stay home and work remotely, which has led to a record increase in LinkedIn usage. In fact, the platform has reported a 31% increase in engagement Q2 vs. Q1 of 2021. At the same time as LinkedIn seeing the most users ever, ad revenue is reportedly down—meaning now is the perfect time for companies to use LinkedIn for B2B marketing.
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How LinkedIn B2B Ad Revenue Has Shifted
During the depths of the COVID-19 pandemic, there was a massive surge in engagement with online content, as people were eager to learn, better, and improve themselves during a time of uncertainty. As a result, LinkedIn experienced a massive increase in engagement by providing an immersive learning experience that is both informative and engaging.
Many would then think, with online engagement at an all-time high, wouldn’t ad revenue increase as well? The answer is surprisingly no.
Although the platform is seeing increased usage, creating more opportunities for advertisers, this doesn’t necessarily equate to increased revenue. People spending more time on LinkedIn during the quarantine doesn’t necessarily mean they are engaging with ads. Socialbakers reported that social media users engage less with paid content than before. In fact, during 2020, LinkedIn engagements rose by 26%, but ad revenue only increased by 21%. When compared to 2019, we see that engagement rose by 24% while ad revenue grew by 27%.
Capturing relevant information about customers, fans, followers, and friends enable us to create more personalized interactions.
How to Advertise on LinkedIn
LinkedIn’s Campaign Manager is an all-in-one advertising platform that creates ads seamlessly. For a more strategic approach, consider working with a social advertising agency, like Kraus Marketing, to configure ads, run campaigns, and monitor progress through curated sponsored content, sponsored InMail, and text ads that appear on different pages throughout a user’s LinkedIn session.
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At Kraus Marketing, we specialize in crafting successful social media marketing campaigns across all valuable platforms to help your brand grow. Contact us today to take your business to the next level.