Your LinkedIn company page performance depends on understanding key benchmarks. Here’s a quick breakdown of what matters most:
- Follower Growth: Smaller pages (1,000–5,000 followers) average a 40.75% annual growth rate. Growth slows as follower counts rise, with large pages (100,000+ followers) growing at 21.60% annually.
- Engagement Rates: Average engagement is 2.05%, but smaller pages (100–1,000 followers) often hit 4–8%. Polls lead with 6–12% engagement, while videos and carousel posts also perform well.
- Click-Through Rates (CTR): Pages with up to 5,000 followers average a 2.2% CTR. Native content (e.g., documents, carousels) outperforms external links.
- Posting Frequency: Pages posting 3–5 times weekly grow 25% faster. Early engagement (first 24 hours) boosts reach significantly.
- Industry Trends: Automotive and Construction industries report higher CTRs (~7%), while Healthcare and SaaS hover around 3.6–3.8%.
To improve, focus on native content, consistent posting, and employee advocacy. Use analytics to refine strategies and align with LinkedIn’s algorithm, which favors relevance and interaction over external links.
Key Takeaway: Benchmarks like a 40% annual follower growth rate or 6%+ engagement on polls provide clear targets for LinkedIn success. Prioritize quality content, regular posting, and meaningful engagement to outperform competitors.
LinkedIn Company Page Benchmarks: Engagement, Growth, and Performance Metrics by Page Size
Follower Benchmarks: What to Expect
Average Followers by Industry
B2B pages generally attract an average of 3,000 followers [4], though this figure can vary widely depending on the industry. If your company page has around 2,000 followers, you’re aligning with the typical benchmark for small to medium businesses [9].
Looking at industry-specific trends, automotive companies lead the pack with the highest organic impressions, averaging 7,390 impressions monthly. In contrast, Healthcare and Health & Wellness sectors average between 2,800 and 2,850 impressions. Meanwhile, industries like Construction, Education, and Technology fall somewhere in the middle, with monthly impressions ranging from 4,240 to 4,800 [1].
Engagement plays a critical role in follower metrics. Smaller accounts with fewer than 5,000 followers see an average of 16 impressions per 100 followers per post. Larger accounts with more than 100,000 followers, however, experience a sharp drop, averaging just 3 impressions per 100 followers [5]. As Angela Noble from Noble Intent explains:
"On social media, your number of followers is largely a vanity metric… the focus should be on building a community of engaged followers" [4].
These metrics provide a foundation for understanding how follower counts and engagement impact growth trends.
Follower Growth by Company Size
When it comes to follower growth, company size plays a major role. For pages with 1,000 to 5,000 followers, growth rates soared by 40.75% year-over-year in 2024 [3]. However, once a page surpasses 10,000 followers, growth tends to slow down [3].
Here’s how growth rates break down by follower count:
- Pages with 5,000–10,000 followers grew by 35.20% annually.
- Pages with 10,000–50,000 followers saw growth of 22.80% annually.
- Enterprise-level pages (100,000–1 million followers) experienced a 21.60% annual growth rate, with a median monthly growth of at least 1%. Smaller accounts (2,000 to 5,000 followers) often exceed 1.5% monthly growth [3][5].
As follower counts grow, the focus naturally shifts. Smaller pages prioritize visibility and discovery, while larger pages aim to maintain steady momentum and strengthen their overall brand presence [3].
Ultimate Guide to LinkedIn Company Page Analytics for Business Growth
Engagement Benchmarks: How Audiences Interact
Once you’ve reviewed follower benchmarks, the next step is understanding how audiences engage with your content. This includes analyzing engagement rates and click-through rates (CTR) to assess performance.
Engagement Rates by Content Type
On LinkedIn, the average engagement rate for company pages is 2.05% [10]. However, this rate varies depending on content type and company size. For instance, smaller businesses with 100–1,000 followers often achieve engagement rates between 4–8%, while larger companies with over 50,000 followers typically see lower rates, averaging 1–3% [6].
When it comes to specific content formats, polls tend to perform best, with engagement rates ranging from 6–12% [6]. Carousel posts, document posts (PDFs), and native video posts follow closely, with engagement rates of 6.60%, 5.85%, and 5.60%, respectively. Articles, on the other hand, tend to see much lower engagement, averaging only 1–3% [6].
A standout example comes from 2025, when DataInsights Corp used a native document post that maintained steady engagement for six months. This single post reached 15,000 professionals and generated 180 qualified leads [6].
Here’s a quick look at how engagement rates vary across industries:
| Industry | Organic Engagement Rate | Sponsored (Ad) Engagement Rate |
|---|---|---|
| Manufacturing | 2.25% | 0.5% |
| Professional Services | 2.15% | 0.5% |
| Technology & Software | 1.95% | 0.4% |
| Financial Services | 1.75% | 0.5% |
| Healthcare | 1.21% | 0.6% |
| Retail | 1.45% | 0.9% |
Native content designed to keep users on LinkedIn consistently outshines external links. LinkedIn’s 2026 algorithm places greater importance on metrics like "dwell time" and high-value actions such as "Saves" and "Sends" (shares via direct message) [11]. As Lia Haberman, author of the ICYMI Newsletter, puts it:
"Saves tell you that your content is so valuable that people are bookmarking it to revisit later – the ultimate signal of utility" [11].
These insights provide a solid foundation for understanding click-through performance.
Click-Through Rate Benchmarks
CTR benchmarks also vary based on content type and page size. For LinkedIn company pages with up to 5,000 followers, the average CTR is 2.2% [2]. Larger pages often see higher CTRs, ranging from 3.5% to 8.6%, depending on their follower count [2].
Certain content formats significantly outperform others. Native documents generate three times more clicks, while multi-image carousel posts achieve double the CTR compared to single-image posts [2][6]. In contrast, external links have seen a steep decline in performance, with a nearly 30% drop in CTR between 2023 and 2024 [7].
Industry-specific data also highlights disparities. Construction and Automotive industries report higher CTRs, hovering around 6.9%–7.3%, whereas SaaS and Healthcare industries see lower rates of 3.6% and 3.8%, respectively [1]. Across all industries, the median number of organic clicks for LinkedIn pages was 161.5 in late 2023 [1].
To improve CTR, prioritize native content formats. Using three to five relevant hashtags can increase post reach by 15–25%, indirectly boosting clicks [6]. For video content, grab attention with a strong hook in the first three seconds and include captions since many professionals watch without sound [6][13]. If you’re sharing external links, consider repurposing blog content into a native carousel or video, then place the link in the comments to avoid penalties from LinkedIn’s algorithm [13].
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Growth Rate Benchmarks: Tracking Progress Over Time
Tracking your LinkedIn page’s monthly and yearly growth rates provides valuable insight into its performance. Like follower counts and engagement metrics, growth rates often mirror industry trends and the effectiveness of your strategies. Smaller pages tend to grow at a quicker pace compared to well-established accounts. By analyzing these growth metrics alongside follower benchmarks, you can develop a clearer picture of your page’s progress.
Monthly and Annual Growth Rates by Industry
On average, LinkedIn company pages grow by at least 1% per month. However, smaller pages with fewer than 5,000 followers typically experience faster growth, averaging over 1.5% monthly. Larger accounts, particularly those with over 100,000 followers, see a more modest monthly growth rate of about 1.2% [5].
Annual growth rates follow a similar trend. For instance:
- Pages with 5,000–10,000 followers grew by 35.20% annually.
- Mid-sized pages (10,000–50,000 followers) experienced 22.80% growth.
- The largest pages, with 100,000–1 million followers, grew by 21.60% annually [3].
A standout example from 2023 is OLIPOP, which added about 4,500 followers per month through strategic video content and flavor announcements. This approach more than doubled its follower count within a year, showcasing how intentional content strategies can surpass typical growth benchmarks [5].
To calculate your monthly growth rate, subtract the number of followers at the start of the month from the count at the end of the month. Then, divide that figure by the starting follower count [8]. For steady growth, aim for a monthly rate of 2–5% [6].
| Page Size (Followers) | Average Monthly Growth | Average Annual Growth |
|---|---|---|
| 1,000–5,000 | 1.5%+ | 40.75% |
| 5,000–10,000 | – | 35.20% |
| 10,000–50,000 | – | 22.80% |
| 50,000–100,000 | – | 27.60% |
| 100,000–1,000,000 | 1.2% | 21.60% |
While these numbers provide a benchmark, growth rates are influenced by several key factors.
What Affects Growth Rates
Posting frequency is a major driver of growth. Pages that post 3–5 times per week see 25% higher follower growth compared to those that post less consistently [6]. The format of your content also matters. Polls are particularly effective because every vote extends the post’s visibility into the voter’s network. Meanwhile, multi-image carousel posts lead in engagement, achieving an impressive 6.60% engagement rate [3].
Employee advocacy can amplify growth significantly. When employees share company content, it receives 5–10 times more engagement than posts shared directly by the brand. Personal profiles also tend to perform better, with engagement rates between 7–8%, compared to the 1–2% typical for company pages [6]. Social media consultant Jon-Stephen Stansel highlights the importance of encouraging employee participation:
"Remember that employees with strong personal brands are an asset and not a liability. Allow them to be advocates for your brand in a way that is honest, human, and authentic" [3].
Finally, page completeness plays a role in organic growth. Fully completed profiles see 30% more weekly views. Adding 3–5 hashtags to posts can also boost reach by 15–25% [6][12].
How to Improve Your LinkedIn Performance
If you want to boost your LinkedIn results, it’s time to turn insights into action. By tailoring your content strategy, leveraging analytics, and staying aligned with platform updates, you can go beyond average performance and make a real impact.
Creating Content That Gets Engagement
Some content formats consistently outperform others on LinkedIn. For example, multi-image posts, native documents, and videos generate engagement rates of 6.60%, 6.10%, and 5.60%, respectively [13]. These formats are effective because they encourage interaction, which is a key factor in LinkedIn’s algorithm.
In 2026, authenticity is proving to be a game-changer for LinkedIn content. Katie Brown, Founder at Five Social UK, highlights this shift:
"Increasing your brand presence in 2025 on LinkedIn will come down to having a more authentic, human approach to using the platform. Sharing stories and experiences rather than faceless graphics" [13].
Content that features real people, personal stories, and direct, camera-facing videos consistently outshines polished corporate graphics.
Another powerful strategy is employee advocacy. When employees share content, it receives 5-10 times more engagement compared to posts from the company’s official page [6]. Sarah Clay, a Corporate LinkedIn Trainer, underscores the importance of this approach:
"By empowering their teams to use LinkedIn effectively, brands will see a huge uplift in their brand presence… they need to be supporting and training their employees to go out on LinkedIn as their ambassadors" [13].
For video content, keep it short – between 60 and 90 seconds – and always include subtitles. Research shows that 93% of marketers believe video converts as well as, or better than, other content formats [14]. Deliver your main message within the first three seconds to grab attention. Polls are another effective tool, as they generate high impressions. In fact, brands increased their use of polls by 55% to maximize reach [13]. Finally, adding 3-5 relevant hashtags can boost a post’s reach by 15-25% [6].
To refine your strategy, keep an eye on how these content types perform through LinkedIn analytics.
Using Analytics to Improve Your Strategy
Analytics are your guide to understanding what works best on LinkedIn. Instead of evaluating posts individually, focus on performance trends by content format. For example, if videos consistently perform well but you only post them occasionally, it’s time to increase their frequency. Socialinsider puts it this way:
"Use analytics to shape your cadence. Look at your performance per format, not just per post" [13].
It’s also important to track the quality of your followers. Aim for 70-85% alignment with your target audience, and monitor engagement per impression to evaluate content quality [6]. If your audience alignment dips below this range, adjust your hashtags and content focus to attract the right professionals.
Timing plays a critical role in LinkedIn success. About 80% of engagement happens within the first 24 hours of posting [6]. Encourage your team to engage with posts right after they’re published, as early activity signals LinkedIn’s algorithm to expand your reach. Additionally, repurpose high-performing content into multiple formats. For instance, a successful blog post can be transformed into a carousel, a short video, and a poll to maximize its value [13].
As you adjust your strategy based on analytics, staying informed about LinkedIn’s algorithm changes is key to maintaining effectiveness.
Working with LinkedIn’s 2026 Algorithm Changes
LinkedIn’s algorithm has shifted to prioritize relevance over recency. This means high-quality, evergreen content can remain visible in feeds for 2-3 weeks after being published, unlike time-sensitive updates [15]. The platform also rewards posts that demonstrate domain expertise, favoring creators and brands that consistently focus on specific professional topics.
Native content is now a priority. LinkedIn’s algorithm prefers content that keeps users on the platform, such as native documents, text-only posts, and videos uploaded directly to LinkedIn, over posts with external links [15]. Leah M. Dergachev, a Comms + AI Strategy Partner, explains:
"LinkedIn is moving away from vanity metrics like likes and watch time. They want to show content that creates real opportunities like leads, partnerships, job offers" [15].
To work with this shift, avoid placing external links directly in your posts. Instead, include them in the first comment. Stick to the recommended 3-5 hashtags, as using too many can trigger spam filters [15]. Focus on creating content that encourages users to pause and engage, such as multi-image posts or native documents that require swiping. Ending posts with thoughtful, opinion-based questions can also spark professional discussions, which the algorithm favors over simple likes [15].
LinkedIn’s design intentionally limits viral content to keep feeds focused on professional insights. Consistency is key – brands that post at least once a week see a 2x lift in engagement compared to those that post less frequently [15].
Conclusion
Track the performance of your LinkedIn company page with clear, actionable benchmarks. For example, multi-image posts boast an engagement rate of 6.60% – the highest among content types[3]. Smaller pages also tend to grow faster than larger ones, and a striking 80% of engagement happens within the first 24 hours of posting[6]. These insights give you a solid foundation to measure your results and refine your strategy.
The rise of authentic, people-focused content isn’t just a passing trend – it’s at the heart of how LinkedIn operates today. Interestingly, employee advocacy generates 5–10 times more engagement compared to standard company posts[6]. By understanding and applying these benchmarks, you can shift your focus from superficial metrics like follower counts to what truly matters: meaningful engagement and extended reach.
To make your LinkedIn strategy truly effective, rely on data – not guesswork. If your engagement rate is under 5.20% or your follower growth lags behind the 40.75% annual rate common for smaller pages[3], you now have specific targets to aim for. Use these numbers to identify where you’re falling short and take steps to improve.
As we look ahead to LinkedIn success in 2026, three key elements stand out: selecting the right content formats, maintaining a consistent posting schedule, and encouraging your team to share your message. Armed with these benchmarks, you can turn uncertainty into confident, strategic action.
FAQs
How can small LinkedIn company pages maintain strong engagement as they grow?
Small LinkedIn company pages can maintain strong engagement by prioritizing quality content and using effective formats, rather than simply increasing the number of posts. Formats like multi-image carousels, short videos, and PDF documents often perform better on LinkedIn, driving more interactions than external links or single images.
To keep your audience engaged, aim to post consistently during peak times – typically mid-morning or early afternoon in the U.S. Experiment with different formats, including carousels, polls, and videos, to see what resonates best. A well-rounded content mix is key: aim for about 30% images, 30% links, and an increasing share of videos and documents to keep your content fresh and engaging. Encourage employees to share posts and respond quickly to comments to create a sense of community and expand your reach.
Track your page’s performance regularly, comparing your metrics to industry standards. If you notice a drop in engagement, take action – try increasing the use of native content formats, adjusting your posting schedule, or fine-tuning your content to better align with your audience’s interests.
How can I increase click-through rates on my LinkedIn Company Page?
To increase click-through rates (CTR) on your LinkedIn Company Page, start by refining the content you share. Native documents – like PDF slide decks or newsletters – often outperform standard posts, delivering noticeably higher CTRs. Combine these with attention-grabbing headlines and a clear call-to-action that emphasizes the benefits readers will get by clicking.
Try out engaging formats such as multi-image carousels, polls, or short videos, as these tend to attract more interaction. Keep your captions concise and relevant, and include industry-specific hashtags to boost discoverability. Occasionally tagging employees or partners can also add a personal touch and increase relevance. Timing matters too – posting during active hours, such as mid-mornings or early afternoons on weekdays, can help maximize visibility and clicks.
Don’t overlook the importance of a fully optimized Company Page. Make sure your banner, logo, and “About” section are complete and up-to-date. Regularly check your LinkedIn analytics to see which types of content drive the best results. Use this data to fine-tune your strategy, test new formats, and adjust your posting schedule for even better engagement.
How does the LinkedIn algorithm impact the visibility and engagement of posts?
LinkedIn’s algorithm favors content that maintains steady engagement over time rather than posts that experience a brief surge of likes and comments right after being shared. It measures a post’s performance during the first 24 hours and beyond, rewarding updates that continue to draw reactions, comments, and shares over an extended period.
This approach nudges creators to focus on timeless, high-quality content that fuels ongoing discussions. Posts that stay relevant and engaging for longer are more likely to appear in followers’ feeds, while updates that quickly lose traction are less likely to gain further visibility. To extend your reach, aim to craft posts that offer value and inspire meaningful, lasting interactions.