Having an engaging LinkedIn company page is crucial for building your brand and connecting with your target audience on LinkedIn. But what exactly constitutes a “good” engagement rate? Here are some quick answers to help summarize the key factors:
What is considered a good engagement rate?
There is no universal benchmark for a “good” engagement rate on LinkedIn company pages. However, as a general rule of thumb:
- 2-3% engagement rate is considered decent
- 3-5% is considered good
- 5%+ is considered great
The engagement rate is calculated by dividing your total engagements (likes, comments, shares, clicks) by your total impressions (the number of times your content is displayed).
What impacts your engagement rate?
There are several factors that influence your overall engagement rate on LinkedIn:
- Industry – Engagement varies significantly across industries. For example, B2C brands tend to have higher engagement than B2B companies.
- Content type – Certain types of posts, like videos and images, tend to drive more engagement than plain text status updates.
- Post frequency – Posting consistently helps increase overall engagement and reach.
- Follower count – Pages with more followers tend to get higher engagement rates.
- Follower targeting – Tailoring content to your target follower personas leads to higher engagement.
How can you improve your LinkedIn engagement rate?
Here are some tips to help drive up your LinkedIn company page engagement rate:
- Post a mix of content formats – videos, images, links, text, polls, etc.
- Leverage LinkedIn’s algorithm by posting consistently 1-2x per day during high traffic periods.
- Encourage engagement by asking questions, running polls and contests.
- Respond and interact with your followers in the comments section.
- Share content tailored to your audience personas and interests.
- Analyze your best-performing content and make more of that.
- Publish posts natively on LinkedIn rather than sharing links.
- Use relevant hashtags to extend reach and tap into larger conversations.
- Run paid campaigns and sponsored content to expand your follower base.
Ideal post frequency and timing
When it comes to post frequency and timing, research has shown that:
- The ideal post frequency is 1-2 times per day.
- The best times to post are Tuesday – Thursday during typical business hours.
- Avoid posting on weekends and Monday mornings when engagement is lower.
However, it’s important to test different posting schedules to see what works best for your audience and accounts for your time zone. Track engagement data over time to optimize your approach.
Examples of top-performing content
Here are some examples of highly engaging content formats to try on LinkedIn:
- Short 1-minute videos that educate or entertain.
- Eye-catching visuals like infographics, charts, and images.
- Lists and tips formatted as slideshows.
- Quick polls and contests that encourage sharing and tagging.
- Behind-the-scenes photos and videos showing company culture.
- AMA (Ask Me Anything) Q&A sessions.
- Live videos for special events, interviews, etc.
Engagement rate benchmarks by industry
Engagement rates can vary significantly across industries. Here are some typical benchmark ranges:
Industry | Average Engagement Rate |
---|---|
Software | 1.5-3.5% |
Agency / Marketing | 3-5% |
Consumer Products | 2-4% |
Media / Publishing | 2.5-4.5% |
Non-profit | 3-7% |
Higher Ed | 2-5% |
Financial Services | 1.5-3% |
Technology | 2-4% |
Healthcare | 3-5% |
Of course, these ranges are not absolute. Track your own engagement data over time to define benchmarks specific to your company and audience.
Tips to improve B2B engagement rates
B2B companies often have a harder time driving engagement on LinkedIn compared to B2C brands. Here are some tips for boosting engagement as a B2B company:
- Spotlight employees – Develop LinkedIn profiles for subject matter experts to connect with prospects.
- Share useful insights – Post statistics, case studies, reports etc. that provide value.
- Leverage employees for content – Have staff post and share content as well to expand reach.
- Use video – Short video posts can grab attention for B2B brands.
- Go behind the scenes – Give a window into your company culture and team.
- Ask questions – Use AMAs and polls to crowdsource from your audience.
- Partner with influencers – Guest post content and co-create with industry leaders.
- Organize events – Host webinars, conferences and network with attendees online.
- Optimize targeting – Tailor content to key roles and segments.
- Follow relevant pages – Engage with your broader community and stay top of mind.
Engagement rate vs. overall engagement
When evaluating LinkedIn metrics, it’s important to distinguish between your engagement rate and overall engagement volume. If your follower count is growing rapidly, your engagement rate may decrease, but your total post impressions and interactions could still be increasing.
For example, a page with 1,000 followers and 50 engagements has a 5% engagement rate. But a page with 100,000 followers and 1,500 engagements only has a 1.5% rate. However, they’re getting 30x more total engagement!
That’s why it’s important to track both your rate and total volume over time. Growing your follower base while maintaining a healthy rate is ideal for expanding your overall reach and impact.
Using paid campaigns to boost engagement
Running paid LinkedIn campaigns and sponsored content is a powerful way to amplify engagement. Paid tactics like:
- Sponsored content to expand post reach to new targeted audiences.
- Follower targeting to gain new followers in your ideal personas.
- Lead generation campaigns to drive visits to your landing pages and downloads.
- Video views campaigns to increase views on YouTube and LinkedIn.
Paid advertising allows you to proactively increase impressions and expand your follower base. The result is more total interactions and a lower but more sustainable engagement rate.
Tracking engagement over time
To understand what’s working, it’s critical to track your LinkedIn engagement data over time. Monitor how changes to your content strategy impact the following KPIs:
- Follower growth
- Overall post impressions
- Engagement rate
- Engagement volume per post
- Most popular content types
- Top engagement times and days
Use LinkedIn’s Analytics tools or third-party social media analytics software to get clear insights. Set weekly, monthly and quarterly goals and continue optimizing your approach to improve results.
Conclusion
There is no one-size-fits-all “good” LinkedIn engagement rate. Focus on producing quality content consistently, leveraging different formats and tactics, expanding your audience through promotions and paid campaigns, and analyzing data over time. With a thoughtful omnichannel strategy, most companies can achieve a benchmark engagement rate between 2-5% to grow their brand and community on LinkedIn.