Everything you need to know about LinkedIn in 2024

LinkedIn is having a bit of a moment. Previously seen as the corporate competitor of Facebook, a place where your CV would live digitally and only B2B marketing was acceptable. Let’s talk about LinkedIn taking centre stage for a moment. No longer seen as ‘the other platform’, LinkedIn deserves credit in its own right. For some, it’s an industry news source (Famous Campaigns deserves a shoutout for constantly returning us to the greats), for others it’s an educational hub or place to connect with that one colleague you worked with back in your first job. Sliding into the DMs on Insta would feel a bit off for this demographic but line it up on LinkedIn and you’ve got a perfectly acceptable conversation starter. Let’s dive into all the LinkedIn features we think you should be In on.

There’s a whole lot of people registered on LinkedIn 

In New Zealand alone, LinkedIn has 2.8 million members (as of the beginning of 2024) and counting. If you look at the stats on a global level, there are 1 billion members across more than 200 countries and regions. Not bad for a professional platform. Although we know people are on the platform, it’s not the platform where people spend the most time. What does this tell us? Your audience is here so don’t ignore it in your marketing strategy. However, ensure that your message grabs people’s attention because people are here for a good time, not a long time. 

It’s a hub for upskilling 

From free trials to enticing intro offers starting from NZ $14.99 a month, LinkedIn Learning gives you access to heaps of learning opportunities – over 21,000 to be precise. The platform also offers business packages so you can upskill your team at a fraction of the cost of other learning and development packages.

It’s more than just a job-searching platform 

Historically every recruiter’s dream, a place to headhunt talent or for people to search for a job, LinkedIn is a lot more than the obvious. It’s bigger than ever when it comes to thought-leadership and career development. Bill Gates currently holds the title for the most followers at over 36 million, notably with the platform being owned by Microsoft that’s probably not too surprising. From psychology to marketing, finance to sports, the platform is growing with influential figures so whatever industry you’re in, you can certainly find a voice to relate to. It’s first-hand access to interesting information and insights.

Video is on the rise but long-form content is here to stay

Stats show videos are on the rise. In July 2024, LinkedIn announced video was its fastest growing format on the platform with uploads up by 34%. Reasons for the popularity? Like anything, of course video keeps you on the platform for longer, but it’s also an opportunity to offer some realness. While video is highly shareable, there is no judgment when it comes to long-form posts. Written posts have high reach so if you’ve got something to say, let it out!

Hashtags are still strong 

Last year, the most followed hashtag on LinkedIn was #Innovation, with over 38 million followers, while #DigitalMarketing, #Technology, and #Creativity all made the top ten. This highlights the kinds of conversations people are having and if you’re in this space, it’s important to be a part of it. Using hashtags elevates your chances of being seen and allows you to be part of the already existing conversation.

It’s not just about people, brands have a big place    

Google has over 34 million followers on LinkedIn, while Amazon has over 33 million. Of course, these are big players in the tech space and with innovation being a trending hashtag, there is no doubt we are sensing a theme. However, crucially brands are having conversations, sharing insights, and connecting with their communities regularly. However big your organisation is, you should be doing the same.

LinkedIn, but make it fun

Just because it’s a professional place, it doesn’t mean you can’t be human. Meme culture is growing on the platform, attracting a more varied audience demographic. From a brand perspective, don’t limit yourself to just corporate jargon. People are looking for connection over anything. If it’s funny and relatable, there is just as much space for this content in your strategy, as there is for company announcements. 

So there you have it, our take on LinkedIn in 2024. It’s all grown up and we’re here for it. With 2025 just around the corner, we expect to see even more progression in this space. Interested in more of what we have to say? We’ll be on LinkedIn waiting for you…