Almost a year ago LinkedIn Ads offered its users the ability to create the ad campaigns on LinkedIn not only in English but also in other languages. Earlier this year, the language filter has been integrated to the entry page for ad campaign setup. Now you can talk to members of the largest professional network in the world in nearly two dozen different languages. Do you know who they are? Who to target in what language?
English is the most frequent language on LinkedIn and it is spoken by vast majority of users of this social network. If we put their number in proportion to the number of English native speakers, it would be more than half (55.6%). When we include also those who use English as their second language, it would be almost one fifth (18.0%). In the first and second case it is a respectable performance.
Another important group consists of four Roman languages – Spanish, Portuguese, French and Italian. In these languages communicates in total 50.4 million LinkedIn members, half of them in Spanish. Compared with English used by 200 million members, it is a mere quarter. The one-per-cent border then cross only German with 2.4 million members. In 13 other languages speaks in total 8.7 million members.
LinkedIn offer overall includes 6 of the 10 most widely used languages. Mandarin and Hindustani absent completely, although being the first and third most spoken languages in the world. Nevertheless, LinkedIn still has a significant number of English speaking members in Asia (see chart below), not to mention the members using the local languages such as Japanese, Korean, Malay or Indonesian.
The six most frequent languages on LinkedIn – English, Spanish, Portuguese, French, Italian and German – differ not only in absolute numbers. The percentage distribution in each category also shows interesting differences, especially by age (see data on Portuguese and Italian members), job function (see e.g. differences in administrative and business by Portuguese) and industry (see Portuguese representation in corporate sector).
These details need to be taken into account in the planning and realization of ad campaigns on LinkedIn. At the same time remember that their design is not only about segmentation and size of the ad budget, but also the form and content of campaign implementation. And maybe even a touch of humor – interesting and funny idea can be understood in any language.