Business experts

Expert advice: Ten useful things to know about LinkedIn in 2021

Written by Fiona Scott on .

Fiona Scott


LinkedIn is easily the largest professional network in the world – and a great opportunity for businesses to connect and promote themselves locally and globally, as media relations consultant Fiona Scott explains.

Let’s face it, it can be easy to ignore your LinkedIn profile. Okay, so you add people you meet at networking events as contacts and accept requests as they come in, but everything else gets put to the bottom of the to-do list.

Yet did you know that at the moment, this platform has the best organic reach going? It has increased massively during lockdown. With more than 700 million users worldwide, LinkedIn is easily the largest professional network in the world.

If you're serious about business and professional development, you need a profile that's optimised and current. It’s your chance to get your name and face in front of hundreds of professionals in your chosen industry.

Ten things that are good to know about this platform:

1. There were 700 million active users in 2020 – these users are in more than 200 countries and territories worldwide. With that kind of reach, you can’t afford not to take your LinkedIn profile seriously.

2. Businesses have voted it as the most trusted social media network.

3. LinkedIn ‘Lives’ have increased by 158 percent since February 2020 – this is a huge increase that started just before the global pandemic lockdown, and is still as popular in 2021

4. 57 percent of global users are male – this is the only other social media platform outside Twitter where the male users outweigh the number of females.

6. A good profile picture is important – wearing sunglasses, hats, using your holiday snaps or a selfie are not considered professional and don’t use an image that’s ten or 20 years old. If you don't have a professional headshot to use, it's worth the investment.

7. The average number of connections is 930 – this may seem high to some, but this platform is great at suggesting relevant people in your industry or finding people you want to connect with.

8. Conversion rates - LinkedIn's lead conversion rates are three times higher than other major ad platforms, including Google Ads. These are some great odds to ponder.

9. Only three million users share content weekly – that’s an opportunity to be better. Once a week isn’t hard to beat, schedule in two posts per week and you are already ahead of the game.

10. Long-form content gets the most shares – use up the 1,300 word count on posts so that readers have to click ‘see more’ this increases ‘dwell time’ and LinkedIn loves that.

And here are a couple of extra tips:

‘How To….’ and ‘Lists’ perform the best on this platform, so why not write down some ideas of content you can create around these headings?

Avoid adding in links that take the reader out of LinkedIn to somewhere else, as this will downgrade your post and it will be seen by fewer people. LinkedIn wants people to stay on the site for as long as possible.

Fiona Scott is a public and media relations consultant. Find her on LinkedIn at