LinkedIn engagement rate is an important metric that measures how well your content resonates with your target audience. Calculating it accurately allows you to optimize your LinkedIn strategy for maximum results. In this comprehensive guide, we’ll walk you through exactly how to calculate LinkedIn engagement rate.
What is LinkedIn engagement rate?
LinkedIn engagement rate is the percentage of people who engaged with your content out of your total number of followers or impressions. It shows how captivating and shareable your posts are. A high engagement rate signals your content strikes a chord with your audience.
There are two main types of LinkedIn engagement rates:
- Post engagement rate – Measures engagement on individual posts
- Page engagement rate – Measures engagement on your overall company page
Post engagement rate offers a more granular view of how your followers interact with specific content assets. Page engagement rate gives a big picture view of how engaging your company’s presence and content are as a whole.
Why is LinkedIn engagement rate important?
LinkedIn engagement rate is important for several reasons:
- Shows content effectiveness – High engagement rates indicate your content resonates with your target audience. This helps you create more of that successful content.
- Informs content distribution – Knowing your best performing content types and topics allows you to optimize your content distribution.
- Helps benchmark performance – Engagement rates help you benchmark your performance over time and against competitors.
- LinkedIn algorithm factor – LinkedIn’s algorithm favors highly engaging content. High engagement rates can boost your organic reach and visibility.
In short, LinkedIn engagement rate is a key metric that gives insight into your content and social media performance. Tracking it regularly allows you to refine your strategy to improve results.
How to calculate LinkedIn post engagement rate
Here is a step-by-step guide to calculating LinkedIn post engagement rate:
- Determine the post insights you need:
- Impressions – The number of times your post entered a LinkedIn user’s feed.
- Engagements – The total number of reactions, comments, shares and clicks.
- Collect the data from your LinkedIn Analytics or post.
- Plug the numbers into this formula:
Engagements / Impressions x 100 = Post Engagement Rate % - Example:
- Your post received 500 impressions.
- It had 150 total engagements.
- Calculate:
150 / 500 x 100 = 30% Post Engagement Rate
This shows your post achieved a 30% engagement rate, meaning 30% of the users who saw it interacted with it in some way.
How to calculate LinkedIn company page engagement rate
Here is how to calculate your overall LinkedIn company page engagement rate:
- Determine the page insights you need:
- Page followers – The total number of LinkedIn users following your page.
- Engagements – The total number of reactions, comments, shares and clicks across all your posts in a given time period (typically weekly or monthly).
- Collect the data from your LinkedIn Analytics or posts.
- Plug the numbers into this formula:
Total engagements / Followers x 100 = Page Engagement Rate % - Example:
- You have 10,000 followers.
- Your posts received 5,000 total engagements last month.
- Calculate:
5,000 / 10,000 x 100 = 50% Page Engagement Rate
This shows your LinkedIn company page achieved a 50% engagement rate last month. Half of your followers engaged with your content in some form.
What is a good LinkedIn engagement rate?
So what’s considered a good engagement rate on LinkedIn? Here are some LinkedIn engagement rate benchmarks to aim for:
| LinkedIn Metric | Good Engagement Rate % |
|---|---|
| LinkedIn Post Engagement Rate | 3% – 10% |
| LinkedIn Page Engagement Rate | 10% – 30% |
Anything above 10% for posts and 30% for pages is considered excellent. However, engagement rates vary widely by industry. Companies in more visual industries like photography or design tend to see higher engagement.
It’s best to look at your own engagement rate trends over time, rather than compare to blanket benchmarks. Focus on optimizing your rate month-over-month.
Tips to increase LinkedIn engagement rate
Here are some proven tips to boost engagement on LinkedIn:
Post Visual Content
Visual content like images, infographics and videos garner way more engagement on LinkedIn. Make visuals part of your posting strategy.
Leverage LinkedIn Sponsored Content
Sponsored posts and content recommendations help expand your reach. More impressions means more engagement opportunities.
Encourage Engagement in Post Copy
Ask questions, run polls and otherwise prompt your audience to engage in your posts. Clear calls to action boost response.
Post Consistently
Post high quality content frequently and consistently. Staying top of mind leads to higher engagement over time.
Engage With Your Audience
Like and reply to your followers’ comments and posts. Reciprocate the engagement you want to see.
Analyze and Refine
Track what content and posting styles perform best. Double down on those to optimize your rate.
Tools to Measure LinkedIn Engagement Rate
Here are some top tools to make calculating and tracking LinkedIn engagement rates easy:
- LinkedIn Analytics – LinkedIn’s free built-in analytics provides the core data needed. Access it from your Company Page.
- Social Insider – Robust social media analytics platform with LinkedIn metrics and benchmarks.
- Sprout Social – Social media management platform with analytics to track LinkedIn engagement rates.
- Rival IQ – Social media analytics tool with LinkedIn post performance reporting.
- Hootsuite – Social media management system to manage and analyze LinkedIn pages.
Conclusion
Optimizing your LinkedIn engagement rate is crucial to ensure your content and strategy resonates with your audience. By regularly calculating your post and page engagement rates, and benchmarking versus past performance, you gain valuable insights to act on.
Focus on consistently creating engaging visual content, encouraging your audience to interact, and promoting your best performing posts. With this laser focus on boosting engagement over time, you can build an audience of loyal brand advocates on LinkedIn.
