what do we really know about linkedIn in georgia?
linkedIn, georgian edition
Earlier this year, Favikon - an AI-based influencer marketing platform – published the first-ever list of Georgia’s top 20 LinkedIn influencers. For most Georgian LinkedIn users, this was the moment they realized such a ranking even existed – and that it could be relevant to us. Questions quickly followed:
Who made it into the list? How were they chosen? And what does it even mean to be a “LinkedIn influencer” in Georgia?
But beyond the curiosity, that list revealed something deeper: LinkedIn in Georgia is evolving into a full-fledged social network – just like Facebook, TikTok, or Instagram – only with a slower rhythm.
It already has opinion leaders and creators; the only difference is how the conversation unfolds.
So why is that?
What’s still missing for LinkedIn to become a truly dynamic ecosystem for both creators and brands?
At what stage of growth is Georgian LinkedIn today – and does it make sense to invest time and resources here?
That’s exactly what we’ll explore in this article.
What We Know About LinkedIn (Globally)
LinkedIn was launched in 2003 and, as of 2024, has surpassed 1 billion members worldwide.
Initially designed as a professional networking platform - a digital résumé to showcase experience and connect with potential employers - it has long outgrown that definition.
Today, LinkedIn is one of the most powerful lead-generation tools in the world, making it a key player in the B2B marketing landscape.
Engagement levels have been steadily rising year over year. According to Buffer (2024), LinkedIn had a 6.5% engagement rate, higher than any other major platform (Facebook, TikTok, YouTube, Threads, Pinterest, X, Instagram). By early 2025, that number reached 8.01%.
The reasons are clear:
- Less content competition: Only about 1% of users post regularly, giving each creator higher visibility.
- Smart algorithms: LinkedIn boosts content based on initial engagement, creating a natural growth effect.
But what does that look like in Georgia?
The Georgian LinkedIn Landscape
According to World Population Review, Georgia currently has 772,000 LinkedIn users – roughly 20% of the population – with the majority between ages 25–34.
In comparison: Facebook counts 3.7 million users, TikTok 2.3 million, and Instagram 1.8 million. Clearly, LinkedIn is still playing catch-up.
We asked several active Georgian LinkedIn users and professionals a simple question:
Why hasn’t LinkedIn become as attractive - for users or for brands - as other platforms?
Why We Don’t Pay Enough Attention to LinkedIn
One marketer told us, “LinkedIn feels like a straight-A student’s room - all certificates, no personality.”
That comment captures a sentiment many share: LinkedIn often comes across as too formal, too polished, and sometimes even a little fake.
So we asked: Is LinkedIn fake?
“LinkedIn is as real as we make it.”
Salome Sulaberidze, Career Mentor – 26.5K followers
“LinkedIn only feels fake when people choose to show achievements without the struggles behind them. The audience here quickly recognizes authenticity. Showing reality isn’t weakness - it’s trust-building.
A few years ago, LinkedIn was more like a digital CV - formal, dry, and corporate.
Today, it’s a living media space where people share opinions, experiences, and emotions.”
“The environment is less sterile now - but we still have work to do.”
Beka Ejibishvili, HR Professional – 33.5K followers
“When I first joined LinkedIn 4–5 years ago, everyone was praising everyone.
I started posting tough opinions about the real issues HR professionals faced – and it wasn’t always well received.
Today, we’ve moved past that overly polite stage, but we still need a balance: authenticity with professionalism.
LinkedIn should remain structured, but not sanitized – it should drive valuable, quality discussions.”
“We made LinkedIn more human.”
Mari Gaikharashvili, Digital Marketer – 17.5K followers
“When I joined five years ago, the platform felt cold and overly formal.
Gradually, people started adding warmth, meaning, and optimism to it.
Now it’s no longer just a space for recruiters and candidates – marketers build audiences, entrepreneurs pitch ideas, consultants attract clients, and freelancers turn visibility into income.”
This shift toward authenticity isn’t unique to Georgia. Globally, users have voiced similar frustrations, calling LinkedIn “too inauthentic” for meaningful interactions.
But that’s changing – in 2022 alone, the amount of original content on LinkedIn grew by 41%. Georgia’s community is simply catching up to this global trajectory.
So Why Isn’t LinkedIn Big in Georgia (Yet)?
According to Geostat, around 47% of Georgia’s population is employed. That means LinkedIn’s 21% user penetration isn’t actually low – but the real issue isn’t registration.
It’s activity and content creation.
“People still see it as a job board.”
Salome Sulaberidze, Career Mentor – 26.5K followers
“LinkedIn is no longer just a recruitment site – it’s a B2B network, a media platform, and a space for personal branding.
Many don’t see its evolution because they don’t use it actively.
Out of all registered users, I’d say less than 1% truly leverage the platform’s potential.”
“We need to build the ecosystem ourselves.”
Beka Ejibishvili, HR Professional – 33.5K followers
“Most people still don’t understand what LinkedIn can offer.
The more we talk about its value – the more we create and share – the faster an ecosystem will form around it.”
Who’s Active on Georgian LinkedIn?
The variety of industries and topics is expanding. Fitness, cocktails, tech innovation – subjects that would have seemed out of place two years ago – now find their audience.
The rule is simple: whoever claims their niche first, wins.
That’s how LinkedIn influencers emerge - not necessarily those with the biggest followings, but those who spark meaningful conversations.
Together with our interviewees, we outlined what defines a LinkedIn influencer:
A LinkedIn influencer is someone who:
- Has expertise and shares valuable insights consistently;
- Creates discussions, not just broadcasts information;
- Is trusted – even by peers within their industry;
- Inspires, educates, and occasionally entertains.
Why Are Georgian Brands Still Silent on LinkedIn?
For brands, every new platform means more investment — time, people, budget.
That’s why most businesses wait and watch before joining new trends.
Remember YouTube? Most Georgian brands were late to that game.
Same story with TikTok – at first, everyone dismissed it as “not serious enough” for brand image.
Now it’s one of the most competitive marketing spaces in the country.
So the question is – when will brands wake up to LinkedIn?
“LinkedIn is the last clean space left.”
Mari Gaikharashvili, Digital Marketer – 17.5K followers
“Georgian businesses haven’t yet discovered LinkedIn’s potential – and that’s exactly why it’s full of opportunity.
Other platforms are oversaturated; everyone’s shouting, and content gets lost in the noise.
LinkedIn is still a calm, credible space where brands can build trust without overwhelming their audience.
It doesn’t ask you to advertise – it asks you to communicate, honestly and strategically.”
“Once a few brands start, others will follow.”
Beka Ejibishvili, HR Professional – 33.5K followers
“Right now, most management teams don’t see the value, so they don’t invest.
But once a few companies start using LinkedIn actively – with or without influencers – the rest will realize they’re missing out.”
“It’s more than a hiring site – it’s a credibility platform.”
Salome Sulaberidze, Career Mentor – 26.5K followers
“Many local brands still think LinkedIn is only for international networking.
But we’re already seeing a new generation of Georgian opinion leaders shaping business discussions.
The potential is huge – for B2B sales, employer branding, partnerships, and export-oriented companies.
LinkedIn can become Georgia’s strongest professional media space – if we start seeing it not just as a hiring platform, but as a source of trust.”
The Bottom Line
Georgian LinkedIn is at the same stage other social platforms were years ago – a phase of exploration, experimentation, and quiet growth.
It’s evolving from a space of digital résumés into a living ecosystem of voices, insights, and influence.
Real leaders are emerging – shaping tone, content, and expectations.
They’re proving that LinkedIn can be more than a career space: it can become Georgia’s key platform for communication, marketing, and branding.
And for brands, the timing couldn’t be better.
Right now, LinkedIn offers the first-mover advantage – a rare chance to claim presence before competitors and build credibility in a network where the audience has both decision-making power and purchasing potential.
Whoever understands that today – individual or brand – will hold the influence tomorrow.
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Coming next on Minds & Marketing:
- How Georgian brands are (and aren’t) positioning themselves;
- What makes high-engagement LinkedIn content;
- And whether influencer marketing actually works on Georgian LinkedIn.