LinkedIn continues to lead social platforms in engagement, with an average engagement rate of 6.50% in 2025 – outperforming Facebook, TikTok, and Instagram. Industry-specific benchmarks reveal significant differences, with Retail posts averaging 3.9%, B2B Tech at 3.6%, and Professional Services at 3.2%. Smaller LinkedIn pages (1,000–5,000 followers) often see higher engagement (4–8%) compared to larger pages (1–3%).
Key insights:
- Top-performing content formats: Multi-image posts (6.60%), native documents (6.10%), and videos (5.60%).
- Content trends: Employee-shared posts outperform brand posts by 5–10x. Authentic, story-driven posts resonate most.
- Engagement calculation: Use impressions-based or follower-based formulas to measure performance effectively.
- Industry variations: Healthcare averages 3.3%, Education ranges 3.0–4.0%, and Financial Services sees 3.2%.
Focus on creating relatable, high-quality content tailored to your audience and industry. Smaller pages and personal connections drive higher engagement, while timing and format optimization play a critical role.
LinkedIn Engagement Rate Benchmarks by Industry 2025
The Shocking TRUTH About Engagement Rates | This Is How You Should Measure Them Instead
What Are LinkedIn Engagement Rates?
LinkedIn engagement rate is a way to measure how well your content connects with your audience by tracking likes, comments, shares, and clicks [1]. It’s a key indicator of whether your content grabs attention in a crowded feed.
There are two main ways to calculate engagement rates, each offering unique insights. Engagement by impressions is calculated as:
(Total Interactions / Total Impressions) × 100.
This measures how effectively your content captures attention and is the standard formula used in LinkedIn’s native analytics. It’s great for evaluating if your content has enough "stopping power" to make users pause and engage [2].
Engagement by followers, on the other hand, is calculated as:
(Total Interactions / Total Followers) × 100.
This focuses on how well your content resonates with your existing audience [1]. For context, the median engagement rate per follower is approximately 0.41% [9]. Together, these methods provide a balanced view of your content’s performance.
Industry Benchmarks and Insights
Benchmarks for LinkedIn engagement rates come from analyzing 1 million posts across 9,000 business pages in 2024 [2]. Additional insights are drawn from aggregated data, including 3 billion messages and 1 million social profiles [4]. This segmentation by industry highlights how engagement rates can vary significantly.
For example:
- Retail posts average around 3.9% engagement, while recruiting posts hover at 3.8% [6].
- B2B Tech and SaaS companies typically see 3.6%.
- Professional Services average about 3.2%.
- Healthcare posts land at roughly 3.3% [6].
The size of your LinkedIn page also matters. Pages with 1,000 to 5,000 followers often achieve engagement rates between 4% and 8%. In contrast, larger pages with over 50,000 followers generally see lower rates, around 1% to 3% [3]. These benchmarks focus solely on organic content performance and don’t include paid campaigns.
How to Calculate Engagement Rates
The two calculation methods serve different goals:
- Engagement by impressions – (Total Interactions / Total Impressions) × 100 – helps evaluate content quality and whether your post grabs attention [2].
- Engagement by followers – (Total Interactions / Total Followers) × 100 – adjusts for audience size and measures how well your content resonates with your existing followers [1].
Both methods provide valuable insights, depending on whether you’re focused on broad reach or audience loyalty.
Data Sources and Categories
The 2025 benchmarks are based on an analysis of 1 million LinkedIn posts from 9,000 active business pages in 2024 [2]. This dataset offers a detailed look into organic content performance across various industries. Additional insights come from anonymized real-time data collected from thousands of companies participating in benchmark groups [8].
Engagement expectations differ by industry. For example, retail posts often perform better than professional services or healthcare content. These benchmarks apply exclusively to organic posts, offering a clear view of non-sponsored content performance.
Data Limitations
It’s important to recognize the limits of this data. Regional differences can significantly impact performance. For instance, brands in North America average 9.5 posts per day, while APAC brands post closer to 20 times daily [4].
Company size also plays a role. Pages with 1,000 to 5,000 followers often achieve engagement rates around 6% by impression, while pages with over 50,000 followers usually see rates closer to 3% [3].
Additionally, some interactions – like direct messages, bookmarks, or off-platform clicks – aren’t captured in these metrics [7]. There’s also the risk of artificially inflated metrics from coordinated "Engagement Pods" [1]. Lastly, global benchmarks might not perfectly reflect trends in the U.S., where networking and content consumption habits can differ from other regions. Understanding these nuances is crucial for applying benchmarks effectively to your strategy.
LinkedIn Engagement Trends in 2025
Average Engagement Rates on LinkedIn
By 2025, LinkedIn’s average engagement rate by impressions climbed to 5.20%, with some reports showing rates as high as 6.50% [3,8]. This represents a 30% increase compared to 2024 [11].
The growth wasn’t evenly distributed across pages of all sizes. Pages with over 1,000 followers saw a 13.75% rise in engagement, while smaller pages with 1,000 to 5,000 followers grew their audiences by over 40% year-over-year [3,13]. Meanwhile, creators experienced a significant boost, with median engagement rates rising from 6.00% in January 2024 to 8.01% by January 2025 [7].
Engagement rates also varied throughout the year, with seasonal trends highlighting the importance of timing campaigns strategically. These fluctuations provide insight into how different content strategies can drive higher engagement.
Top-Performing Content Formats
Not all content performs equally on LinkedIn. Multi-image posts led the way with an average engagement rate of 6.60%, followed by native documents (like PDF carousels) at 6.10% [2]. Video content also showed impressive growth, reaching 5.60%, a notable jump from previous years [2].
| Content Format | Avg. Engagement Rate | Key Strengths |
|---|---|---|
| Multi-image | 6.60% | Strong visuals and storytelling |
| Native Document | 6.10% | Informative and easy to save |
| Video | 5.60% | Highly shareable, builds connection |
| Standard Image | 4.85% | Reliable and adaptable |
| Poll | 4.40% | Expands reach and impressions |
| Text-only | 4.00% | Personal stories and bold opinions |
Polls, while ranking lower in engagement at 4.40%, generated 206% more reach than average posts, making them a great tool for visibility [11]. Videos also saw a surge, with impressions increasing by 73% and views up by 52% [11]. Native LinkedIn videos outperformed embedded videos from other platforms by about 30%, further emphasizing the importance of platform-specific content [3].
User Behavior Changes
LinkedIn users in 2025 are more active participants, moving away from passive scrolling. Michael Brito, Global Head of Data + Intelligence at Zeno Group, described LinkedIn as a dynamic platform where success depends on precision, speed, and strategic content choices [11].
Authenticity is now a key driver of engagement. Users are drawn to raw, behind-the-scenes content over polished corporate posts. The algorithm also favors posts that generate interactions within the first hour, further pushing brands to focus on timing and relevance [3,13].
In response to these shifts, brands increased their use of polls by 55% and video content by 8% compared to 2024 [2]. Despite LinkedIn’s growing activity, over 90% of users still rarely post, making the "1,000-follower tipping point" a crucial milestone where engagement begins to scale significantly [11].
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Engagement Rate Benchmarks by Industry
Technology and Software
In 2025, B2B tech and SaaS companies reported an average engagement rate of 3.6%, with median impressions per post reaching 4,240 [6]. This falls short of the platform’s overall average engagement rate of 5.20% [12]. The lower engagement in this sector has been attributed to heavy reliance on automation and cold outreach strategies [5].
Content formats like carousels, customer success stories, and founder perspectives tend to perform better compared to standard posts in this industry [6]. Posts by technical founders gain traction when visuals are used to break down complex ideas into simpler terms. Multi-image posts and native document carousels, in particular, show higher engagement rates.
The software and SaaS sectors also experience the lowest outreach reply rates, averaging just 4.77% [5]. This makes it crucial for companies in this space to focus on creating authentic, educational content rather than purely promotional material. For instance, repurposing blog content into visually engaging carousels can help maintain audience interest.
These engagement patterns in the tech sector stand in contrast to industries like financial services, where trust-building plays a more central role.
Financial Services and Fintech
Financial services, including fintech, averaged a 3.2% engagement rate, with median post impressions of 3,530 [6][8]. This industry emphasizes trust-building, and audiences respond well to expert commentary and concise carousel posts [6].
"Trust is everything here [Professional Services]. Value-first content performs better than cleverness." – Johnson Ishola, Content Strategist [6]
Professional services, which include finance and legal sectors, excel in outreach, achieving reply rates of 10.42% – more than double the average seen in the tech sector [5]. This highlights the importance of direct communication that delivers genuine value to the audience.
Healthcare and Education
Healthcare and education industries, both rooted in service and trust, show unique engagement trends. Healthcare companies achieved an average engagement rate of 3.3%, with median post impressions of 2,800. Meanwhile, the education sector saw engagement rates ranging from 3.0% to 4.0%, with impressions averaging around 4,800 [6][8]. Healthcare content often leverages educational carousels and behind-the-scenes posts to connect with audiences [6].
In education, consistency and authentic storytelling play a key role. Audiences in this sector actively seek regular updates, as reflected by the high impression benchmark of 4,800 [6][8]. Additionally, healthcare outreach performs strongly, with reply rates reaching 9.25%, second only to the legal and professional services sectors [5].
Both industries excel by simplifying complex topics through clear storytelling and mission-driven messaging. This approach helps them stand out in a competitive content landscape, especially compared to the more saturated tech and marketing sectors [6].
Using Industry Benchmarks in Closely
To maximize your LinkedIn performance, use the 2025 benchmarks as a guide and implement these strategies within Closely. By aligning your efforts with these industry benchmarks, you can make your outreach and content more effective.
Setting Engagement Rate Goals
Rather than relying on platform-wide averages, compare your performance to benchmarks specific to your industry. For example, B2B Tech should aim for a 3.6% engagement rate, Professional Services for 3.2%, and Healthcare for 3.3%. Break these benchmarks down further by content type – multi-image posts often hit around 6.60% engagement, while native documents typically achieve about 6.10%. Start with a baseline of 2%, but aim for engagement rates above 5% to reach top-tier performance. For outreach campaigns, industries like legal and professional services can see reply rates as high as 10.42%, while software and SaaS companies generally average 4.77%.
Improving Campaigns with Closely’s Tools
Closely’s AI-powered tools can significantly enhance your campaigns. For instance, personalized AI-generated messages yield a 4.19% reply rate, compared to just 2.60% for non-AI messages. Use AI to craft tailored hooks and open-ended questions that resonate with your audience. Data shows that adding a personalized message to connection requests can increase reply rates from 5.44% to 9.36%.
"AI is a valuable tool for achieving this personalization. While AI is not perfect and requires human oversight, it can significantly optimize outreach efforts." – Gerda Vaidotaitė, Strategies Specialist, Expandi
Take it a step further by combining direct messages with profile visits using Closely’s multi-touch sequences. This "warm-up" approach can boost reply rates to as high as 11.87%. Campaigns that include five nurturing actions have a reply rate of 5.26%, compared to just 1.07% for those using a single action. Timing also matters – schedule your outreach for Mondays or Tuesdays, when reply rates peak at 6.85% and 6.90%, respectively.
Testing and Refining Content
Once you’ve optimized your campaigns with AI personalization, keep refining them through testing. Use Closely’s campaign analytics to run A/B tests on different formats. For instance, converting link posts into multi-image carousels or native documents can help you achieve higher engagement rates. Track at least 30 posts to ensure your results are statistically meaningful. Additionally, experiment with timing and the depth of personalization in your messages using the unified inbox to identify what works best for your audience.
Conclusion
The LinkedIn benchmarks for 2025 highlight how success relies on using the right content formats, tailoring messages to individuals, and implementing multi-touch nurturing strategies. Reply rates vary significantly across industries – Legal and Professional Services lead with an impressive 10.42%, while Software and SaaS companies see a more modest 4.77% [5]. These differences are crucial to consider when shaping your outreach strategy.
Personalization, especially when powered by AI, plays a pivotal role. Campaigns featuring AI-generated first messages achieve a 4.19% reply rate, compared to just 2.60% for non-personalized outreach. Adding a personalized message to connection requests can elevate reply rates from 5.44% to 9.36%, and combining this with profile visits pushes reply rates even higher, to 11.87% [5]. These numbers offer clear guidance for crafting effective strategies.
Closely takes these insights and transforms them into actionable results with scalable, human-like automation. Its multi-touch sequences follow a proven five-step nurturing process, achieving reply rates of 5.26%. Timing also matters – scheduling outreach for optimal days, like Tuesday (with a 6.90% reply rate), can significantly boost engagement [5]. The platform’s unified inbox streamlines response tracking, making it easier to measure success and refine your approach.
The data makes one thing clear: generic, high-volume outreach is no longer effective. Instead, targeted, personalized campaigns built on industry-specific benchmarks consistently deliver better results. Whether you’re in Healthcare aiming for a 9.25% reply rate [5] or in Technology targeting a 3.6% engagement rate [10], Closely equips you with the tools to scale your efforts while maintaining a personal touch.
FAQs
What are the LinkedIn engagement rate benchmarks by industry for 2025?
LinkedIn engagement rates in 2025 show noticeable differences depending on the industry. For example, fields such as technology and professional services often enjoy engagement rates above the platform’s average of 5.2%, while sectors like manufacturing and finance typically experience lower levels of interaction.
Knowing these benchmarks gives professionals a clearer picture of how to adjust their LinkedIn strategies. By aligning content and outreach efforts with trends specific to their industry, businesses can create more effective campaigns and see improved outcomes on the platform.
What types of content drive the most engagement on LinkedIn in 2025?
In 2025, the content that grabs the most attention on LinkedIn is visual-heavy and tailored for the platform. Posts featuring multi-image formats, like carousels or slide shows, top the charts with an impressive 6.6% average engagement rate. Close behind are native documents, such as PDFs and slide decks, at 5.85%, while video uploads maintain a strong showing at 5.60%. Polls also perform well, drawing interaction thanks to their quick and simple participation format.
If you’re looking to step up your LinkedIn game, consider leveraging carousel images, uploading documents directly into your posts, or creating short, engaging videos and polls. These formats not only drive higher engagement but also boost your content’s visibility and organic reach – making them a smart choice for sales professionals, marketers, and recruiters refining their LinkedIn strategies.
What are the best strategies for smaller LinkedIn pages to improve engagement?
Smaller LinkedIn pages can boost engagement by setting practical goals aligned with industry benchmarks. As of 2025, organic engagement rates typically fall between 2% and 6%, so consistently landing in the mid-range is already a solid indicator of success. Knowing where you stand within these ranges can help pinpoint areas that need attention and establish realistic targets.
To drive interaction, focus on content formats that perform best. Multi-image carousel posts, native documents, and video posts tend to generate the most engagement. Polls, on the other hand, are great for sparking impressions and encouraging audience participation. Aiming for 2–3 high-quality posts per week is a good rhythm, and timing matters – schedule updates during peak U.S. business hours, like 9 a.m.–11 a.m. EST, to maximize visibility.
Take advantage of AI tools to streamline your process. These tools can help you draft personalized posts, schedule updates, and find the right hashtags, saving time while improving your overall efficiency. Additionally, actively interacting with your audience – whether by liking their comments, replying, or tagging followers – can significantly boost visibility. This kind of engagement not only fosters connections but also signals LinkedIn’s algorithm that your content is relevant, further extending your reach.