Is LinkedIn the Company’s Flagship?
“You’re on LinkedIn, what a good start – but why so late?”
To be honest, it’s not just a good start, it’s an indispensable step. It’s like a little moon landing for companies. Not the best metaphor, but know.
According to several studies by Hubspot and Adobe, LinkedIn is still considered the top social media platform for lead generation. Of course, this is a bit exaggerated, as target audiences and messaging need to be tailored to each industry. However, LinkedIn continues to be THE business network.
It’s no surprise that almost all companies today consider LinkedIn a must-have, with user numbers steadily increasing. With around 850 million users in 200 countries, LinkedIn covers almost the entire business world and gives every company another big platform in the business environment.
Currently, only 14 million people in Germany have a LinkedIn account. Interestingly, in Germany, more people still have a Xing account than a LinkedIn account. Xing is focused on the DACH region and needs to be viewed in a slightly different light. That makes it even more successful and exciting for Germany.
We want numbers!
And you will get them. For comparison, here are some:
- Facebook dominates as expected with 2.9 billion users worldwide, so every second German now has a Facebook profile.
The country with the most active users is India with a number of 448 million users, followed by USA with 258 million and Indonesia and Brazil with 188 million and 165 million active users. - Instagram has 1.5 billion users, with about 32 million in Germany alone. India tops this list ranking by country with 229.6 million active users followed by the USA with 143 million users.
- Although Xing has slipped to only 21 million users worldwide, it still ranks high with 17 million users in Germany. Austria and Switzerland share the other percentages of users quite evenly here.
- Pinterest has 433 million users worldwide and ranks fourth in Germany with about 16 million users. The USA leads this ranking with a number of 84 million active users, Brazil goes second with 28 million and Mexico gets the third place with 19.4 million sharply ahead of Germany as fourth.
What does this mean for you and your company?
To maintain general awareness, LinkedIn is a network that you should definitely occupy. No, you have to.
LinkedIn is a must-have for networking purposes, so that not only your company can have a large, growing network, but your employees can also expand their network continuously through their own accounts.
Through their accounts, your company’s network can expand as well, leading to more impressions, direct clicks, connections, and ultimately, new leads and customers.
Despite LinkedIn, every company should also consider other platforms such as Instagram, Facebook, and Pinterest. Maybe even TikTok and other platforms.
However, due to the different target groups on each platform, a profound marketing concept needs to be developed for both, B2B and B2C approaches.
Instagram has different user groups than LinkedIn and Pinterest. So, the more precisely you identify the personas and target groups, the more effective your approach will be.
To promote products and services, Instagram and Pinterest are much more exciting platforms for end consumers and the associated B2C processes.
You can also count TikTok or other similar platforms to this section.
If you’re looking for suitable partners, systems and experiences for e-commerce, LinkedIn may in those cases be the better choice for building a midterm B2B relationship.
It’s not stupid if it works
We surely all agree, creativity has no limits here. You can try everything on every platform, just switch on your mind referring the content.
All channels can be effective, if properly developed and used. However, this is often where companies fail.
Simply signing up and adding contacts is not enough to be successful. It requires marketing concepts, content, experience reports, SEO, and regular updates.
Do you have any questions about how to approach these topics? We’re happy to help.
