CMI: LinkedIn has a 63% response rate on marketing content

199IT original compilation

LinkedIn is a well-known professional social network, mainly used for professional networking, job hunting, publishing industry content and news, etc. According to a survey by Content Marketing Institute (CMI) and MarketingProfs in August 2014, despite the popularity of emerging social platforms, LinkedIn still has a place in the business world.

94% of North American B2B marketers said they use LinkedIn to publish marketing content, making it the most used social platform, 6 percentage points higher than Twitter, which ranked second. Although Facebook is the most popular social network, it ranks only third in B2B marketing usage, accounting for 84%. LinkedIn is also the most effective platform for publishing marketing content, with a response rate of 63%, compared with 55% for Twitter and 32% for Facebook.

Kapost's survey in August 2014 also reached a similar conclusion that US B2B marketers use LinkedIn to find market news more frequently than other social media. Nearly half of the respondents have been looking for market information on LinkedIn, compared with 30.3% of respondents using Twitter and 15.8% using Facebook. Only 7.4% of B2B marketers have never looked for market information on LinkedIn, the lowest proportion of social platforms and the only platform with a single-digit proportion.

In December 2014, eMarketer predicted that LinkedIn's advertising revenue in the United States will climb 21.1% to $511.8 million in 2015 (mainly from its talent solutions and marketing programs, including new Direct Sponsored Content and Sponsored Updates). Mobile and sponsored update advertising drive the growth of corporate advertising revenue. Social network mobile advertising revenue will grow significantly in 2016, mainly due to its successful mobile monetization and small revenue. By 2016, LinkedIn's mobile advertising revenue will increase from $103.1 million in 2015 to $140.9 million, compared with $48.8 million in 2014 and only $5.4 million in 2013.

Compiled from: eMarketer Translator: Sun Ying