LinkedIn company pages allow businesses to establish a presence, connect with customers, share content, and attract talent. One key feature of LinkedIn company pages is the ability to publish posts that appear in the feeds of people who follow the page.
Who can see posts published on a LinkedIn company page?
There are several categories of people who can view and interact with posts published on a LinkedIn company page:
- Followers – Any LinkedIn member who follows the company page will see posts in their feed. Followers choose to subscribe to page updates.
- Employees – Employees who are connected to the company page as admins or editors can see posts. They often play a role in creating content.
- Visitors – When people visit the company page, they will see any posts even if they don’t follow the page. Visitors represent passive viewers.
- Paid Reach – Companies can pay to boost the reach of a post beyond their organic follower base. Boosted posts may appear in the feeds of targeted LinkedIn members who do not already follow the page.
- Shareholders – When followers share company page posts, the posts can become visible to their own networks and followers. Viral sharing can expand the reach.
- Featured Posts – LinkedIn also selects some company page posts to showcase as Featured Posts in certain locations on the platform, increasing their visibility.
In summary, company page posts can reach followers, visitors, paid audiences, viral viewers through sharing, employees managing the page, and other LinkedIn members through Featured Posts.
How many LinkedIn members can see company page posts?
The potential reach of a company page post depends on the current follower count and engagement levels. Here are some example follower thresholds:
- 100 followers – Posts may reach 100+ people
- 1,000 followers – Posts may reach 1,000+ people
- 10,000 followers – Posts may reach 10,000+ people
- 100,000 followers – Posts may reach 100,000+ people
- 500,000+ followers – Posts may reach 500,000+ people
However, actual visibility can vary significantly based on engagement. Well-performing posts may only reach 20-30% of followers based on how many interact with the content in their feed. Poorly-performing posts may reach less than 10% of followers.
Paid promotion, viral sharing, search visibility, and LinkedIn’s algorithms that recommend content can also expand reach beyond direct followers. Some successful posts from major brands can exceed 1 million views.
What impacts potential reach on LinkedIn company pages?
There are several key factors that impact the potential reach of company page posts on LinkedIn:
- Follower Count – Pages with more followers have a wider starting audience.
- Follower Engagement – Pages with highly engaged followers see better reach and interaction rates.
- Post Quality – High-quality posts resonate more with the target audience.
- Post Topic – Certain post topics tend to attract more interest in general.
- Call-to-Action – Posts with clear calls to action encourage engagement.
- Multimedia – Posts with images, videos, polls, etc. can boost visibility.
- Paid Promotion – Paying to boost posts to a broader audience increases reach.
- Shareability – Posts that get frequently shared organically expand to new audiences.
- Keyword Usage – Leveraging trending keywords and hashtags boosts discoverability.
- Follower Demographics – Pages with followers in high-demand niches and segments often see more reach.
Understanding these factors and fine-tuning company page content and promotion strategies can help maximize the potential audience for published posts on LinkedIn.
How to estimate the reach of a LinkedIn company page post
Here are some tips to estimate the potential reach of a post on a LinkedIn company page:
- Look at follower count – The total current followers provides a starting point.
- Review recent post analytics – The reach of recent posts will indicate current performance.
- Factor in engagement rate – On average, posts reach 20-30% of followers based on engagement.
- Consider promotions – Will you pay to boost the post’s reach? What target audience and budget?
- Assess shareability – Do you expect a high volume of shares based on interest levels?
- Search for relevant keywords – More keyword usage equals more discoverability.
- Compare multimedia usage – Posts with images/videos tend to reach more people.
- Evaluate follower segments – Look at which follower groups are most engaged.
Using these factors, you can develop a reasonable estimate for potential reach. Track the actual performance after publishing to refine your process. Aim to improve reach over time by analyzing top and low-performing posts.
Tips for increasing the reach of LinkedIn company page posts
Here are some proven tips to help increase the reach of company page posts on LinkedIn:
- Boost engaging posts – Paying to promote quality content to a wider audience can be high ROI.
- Cross-promote across channels – Share your post links on other social media accounts to drive visitors.
- Optimize for SEO – Use relevant keywords, meta descriptions, alt text for images to improve search visibility.
- Encourage social sharing – Ask followers to share posts with their own networks for viral reach.
- Tag influencers – Mentioning industry influencers in your posts can expand visibility.
- Publish consistently – Staying active with regular posting helps keep engagement high.
- Analyze competitors – Look at what posting strategies are working well for leading competitors.
- Test different post formats – Play with different content types like links, images, videos, live videos.
- Monitor analytics – Track reach data over time and double down on what performs.
Driving reach on LinkedIn takes consistency over time. Optimize both organizational publishing strategies and individual post content using data-driven insights.
Common LinkedIn company page post reach benchmarks
Below are some average LinkedIn company page post reach benchmarks by follower count:
| Follower Count | Average Post Reach |
|---|---|
| 100 followers | 50-100 reach |
| 500 followers | 100-250 reach |
| 1,000 followers | 250-500 reach |
| 5,000 followers | 750-1,500 reach |
| 10,000 followers | 2,000-4,000 reach |
| 50,000 followers | 10,000-20,000 reach |
| 100,000 followers | 20,000-40,000 reach |
| 500,000+ followers | 100,000-250,000+ reach |
These benchmarks provide general guidance on potential organic reach. However, actual results vary widely based on engagement, promotion tactics, and individual post quality. Top-performing content can exceed benchmarks significantly.
How does post reach compare between LinkedIn personal profiles and company pages?
In general, company pages see much higher post reach compared to personal profiles on LinkedIn. Here are some of the key differences:
- Followers – Company pages build dedicated followings in the thousands+ while personal profiles tend to have 500 connections or less.
- Content Focus – Company pages publish business-focused updates while profiles share personal news.
- Frequency – Companies post more actively and consistently than individual users.
- Promotion – Companies pay to boost posts more often to expand reach.
- Search – Pages optimize posts for search visibility and discovery.
- Mission – Pages aim to engage professional audiences while profiles connect personally.
For these reasons, the post reach potential for LinkedIn company pages far exceeds personal profiles in most cases. Company pages play a distinct role in distributing B2B content and enabling brands to connect with target audiences in the LinkedIn ecosystem.
LinkedIn Company Page vs. Personal Profile Post Benchmarks
| Profile Type | Average Followers | Avg. Post Reach |
|---|---|---|
| Company Page | 10,000+ | 1,000+ |
| Personal Profile | 500 | 100-200 |
These benchmarks illustrate the significant advantage in reach that company pages have compared to profiles. For businesses, focusing efforts on the company page as the main publishing platform is critical for success on LinkedIn.
Key takeaways on maximizing LinkedIn company page reach
Here are the main takeaways for businesses and marketers aiming to maximize the reach of their company page posts on LinkedIn:
- Build your follower base – Aim for at least 10,000+ engaged followers.
- Publish high-quality content consistently – Well-crafted posts drive organic reach.
- Promote selectively – Pay to boost top-performing posts with relevant targeting.
- Encourage shares and engagement – This expands reach exponentially.
- Leverage multimedia – Posts with visuals tend to gain more traction.
- Monitor performance data – Identify what content resonates to inform future posting.
- Optimize for all types of discovery – SEO, hashtags, keywords, influencers and more.
- Analyze competitors – Model what engagement tactics are working well in your industry.
- Experiment across formats – Try different post layouts and styles.
With a strategic approach and testing different options, LinkedIn company page owners can progressively increase their post reach over time. This allows brands to engage wider professional audiences and achieve key business objectives through content marketing.
Conclusion
LinkedIn company pages represent a vital platform for B2B brands to distribute content, build relationships, and engage professional communities. While personal profiles have limited reach, company pages make it possible to achieve thousands to millions of impressions on each post.
Businesses must gain followers, craft compelling content, encourage engagement, strategically promote, and analyze performance data to maximize reach. With the right approach, company pages provide unmatched opportunities to connect with target audiences and advance organizational goals through thought leadership.