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1、LinkedIn Benchmark ReportTHE ULTIMATE GUIDE TO LINKEDIN METRICS2023Data set includes COMPRISINGHANDLES372IN 2023 BETWEEN THE MONTHS OF25.1MENGAGEMENTS58KPOSTSJANFEBMARAPRMAYJUNJULAUGSEPTThe Metrics:DefinitionsEngagement Rate by Follower The average number of engagements per follower on a per-post ba
2、sis.Engagement Rate by Impression The average number of engagements per impression.Engagement Total The total number of interactions(likes,comments,shares,and clicks)on posts.Impressions per Follower The average number of impressions per follower on a per-post basis.Monthly Follower Growth Rate The
3、average monthly growth rate over the report period.Posts per Week The average number of posts a brand publishes per week.Video Views per Impression The average number of video views per impression on a per-video basis.Using Rival IQ to supercharge your LinkedIn engagementTrack and measure your Linke
4、dIn performance inside Rival IQ alongside all your other social metrics.GET YOUR FREE TRIALKey FindingsKey Findings and TakeawaysLinkedIn engagement rates are on par with other channels.Median brands are earning an average eng.rate per follower of 0.41%on LinkedIn,which is a little worse than Facebo
5、ok and Instagram,a little better than Twitter,and way behind TikTok.Brands were twice as active on LinkedIn as they were on TikTok.The median brand posted about 3.3 times per week on LinkedIn,which is more than double the posting frequency we saw in our TikTok benchmark report this year.Video matter
6、s.Brands saw monster engagement and view rates with video posts that were tougher to achieve with other post types like articles and status updates.Bigger isnt always better.Accounts with small,engaged followings outperformed their larger counterparts in almost all areas on LinkedIn this year,includ
7、ing impressions per follower and engagement rate by follower.?Posts per Week RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023The average brand in this study publishes about 3.3 posts per week,or about 13 per month.Brands werent afraid to stay active on LinkedIn,with just 6%of bran
8、ds posting less than once per week.Nearly 10%of brands publish more than 10 posts per week.Brands are about twice as active on LinkedIn as they are on TikTok,which isnt too surprising given the production hurdles for producing quality video content.Posts per Week:DistributionThe average number of po
9、sts a brand publishes per week.%OF BRANDS0%6%12%18%24%POSTS PER WEEK+Median is 3.3 posts per week.RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023The larger your account,the more likely you are to publish more frequently.The smallest bin we studied (2K-5K followers)aver
10、aged about 2 posts per week.Accounts with 100K+followers post twice as often at about 5 times per week.We often see a correlation between follower count and posting frequency on social.Having more followers doesnt make you post more,but accounts that consistently post a higher volume of quality cont
11、ent are going to grow their accounts.As they grow,we see the investment in posting grow along with it.Posts per Week:Account SizeThe average number of posts a brand publishes per week by account size.VIDEOS PER WEEK012345FOLLOWER BINS2k-5k5k-10k10k-25k25k-100k100k4.83.63.42.52.2Engagement Rate by Im
12、pressionLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023What is Engagement Rate by Impression?The average number of engagements per impression.This is what a 6%engagement rate per impression looks like.?600 ENGAGEMENTS10,000 IMPRESSIONS10,000 IMPRESSIONS10,000 IMPRESSIONS600 ENGAGEMENTS?RIVAL IQ
13、INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023The average brand in our study earns an engagement rate by impression of 4.73%.Just 5%of brands managed to double the median eng.rate by impression on LinkedIn,so dont feel bad if youre not in the double digits.This engagement rate by impress
14、ion is about on par with what brands are seeing on channels like Instagram and TikTok.In our most recent Instagram report,we noted that brands have been consistently earning a 4.3%engagement per impression,while in our most recent TikTok report,brands rocked a 4.15%engagement rate by view.Engagement
15、 Rate by Impression:DistributionThe average number of engagements per impression.%OF BRANDS0%7.5%15%22.5%30%ENGAGEMENT RATE BY IMPRESSION2%3%4%5%6%7%8%9%10%The median engagement rate by view is 4.73%.RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023The bigger your following,the sma
16、ller your engagement rate on LinkedIn.Brands with more than 100K followers have an average eng.rate by impression of 3%,which is about half of what smaller brands are seeing.Small accounts with fewer than 5k followers are reaching an engagement per view of nearly 6%.Its common across social media ch
17、annels that smaller followings equal bigger engagement rates,since a close-knit group of followers is often likelier to have a strong connection to your content.Engagement Rate by Impression:Account SizeThe average number of engagements per impression by account size.ENGAGEMENT RATE BY IMPRESSION0%2
18、%4%6%8%FOLLOWER BINS2k-5k5k-10k10k-25k25k-100k100k3.0%4.1%5.0%5.6%5.9%RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023Photos are the most frequent post type on LinkedIn by a mile.Photo posts were responsible for nearly half the engagements on LinkedIn this year.Video posts,at 17%o
19、f overall content,came in 3rd for total volume.Brands were much less likely to post collages and documents than any other post type.Photos and articles dominated the engagement charts on LinkedIn this year,but itll be interesting to see if the video piece of the pie chart grows over time as Reels an
20、d TikTok continue to rise in popularity.Posting Volume by Post TypeThe distribution of posts from all brands by post type.DOCUMENT4%COLLAGE6%STATUS8%VIDEO17%ARTICLE23%PHOTO42%PHOTOARTICLEVIDEOSTATUSCOLLAGEDOCUMENT RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023Experimenting with
21、off-the-beaten path post types could net high engagement on LinkedIn.Document and collage posts blew other post types out of the water by engagement rate.Photo posts also earned above-median engagement rates for brands on LinkedIn.It can be tempting to toss a quick article or photo up on your brands
22、 LinkedIn page,but taking the time to play with new or less-used post types like documents or collages can really pay off.Engagement Rate by Impression:Post TypeThe average number of engagements per impression by post type.ENGAGEMENT RATE BY IMPRESSION0%5%10%15%20%POST TYPEDOCUMENTCOLLAGEPHOTOARTICL
23、EVIDEOSTATUS3.2%4.1%4.4%5.1%14.0%18.2%Impressions per FollowerLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,202320,000 IMPRESSIONSWhat is Impressions per Follower?The average number of impressions per follower on a per-post basis.This is what a 20%impressions per follower rate looks like.?10,000 IM
24、PRESSIONS100,000 FOLLOWERS20,000 IMPRESSIONS100,000 FOLLOWERS?RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023%OF BRANDS0%4.5%9%13.5%18%IMPRESSIONS PER FOLLOWER BINS2%4%6%8%10%12%14%16%18%20%22%The average brand in our study averages about 8.63 impressions per 100 followers on eac
25、h post.One in five brands reach only 4%of their followers on a per-post basis,so dont feel bad if youre not measuring up here.The top fifth of brands are reaching 20%of their followers,on average,with each post they publish.Aiming high here is always a good idea for brands looking to get the most ba
26、ng for their content buck,but the numbers here show that most brands are rocking an average impressions per follower rate of less than 10%.Impressions per FollowerThe average number of impressions per follower on a per-post basis.The median brand earns impressions equal to 8.63%of their followers on
27、 each post.RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023IMPRESSION PER FOLLOWER0%5%10%15%20%FOLLOWER BINS2k-5k5k-10k10k-25k25k-100k100k3.2%7.2%11.4%10.0%15.7%Small and mid-size accounts earn way more impressions per follower than larger ones.Accounts with fewer than 5,000 follo
28、wers average about 16 views per 100 followers on each video.Larger accounts with more than 100K followers earn a fraction of their smaller counterparts with just 3 impressions per follower.This dynamic of impressions declining as accounts grow is one that we also see on other platforms like Instagra
29、m and TikTok.Smaller accounts tend to post less frequently,which also helps increase the views on each individual video.Impressions per Follower:Account SizeThe average number of impressions per follower on a per-post basis by account size.Video Views per Impression RIVAL IQ INSIGHTLINKEDIN BENCHMAR
30、K REPORT|JAN.1,2023 TO SEP.30,2023%OF BRANDS0%7.5%15%22.5%30%VIEWS PER IMPRESSION BINS20%30%40%50%60%70%80%90%100%The average brand in our study earns about 42 video views per 100 impressions on each video they post.LinkedIn defines a view as an impression with a 3-second watch time.Nearly 20%of bra
31、nds earn more than a whopping 90%views per impression rate on their videos.Thats scroll-stopping content!Video posts really set themselves apart on LinkedIn,reminding us that video continues to reign supreme in this era of TikTok,Instagram Reels,and YouTube.Video Views per ImpressionThe average numb
32、er of views per impression for video posts.The median brand earns views equal to 42%of their impressions on video posts.RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023VIEWS PER IMPRESSION0%15%30%45%60%FOLLOWER BINS2k-5k5k-10k10k-25k25k-100k100k35.8%40.3%45.2%47.7%49.4%In general,
33、we find that the larger the number of followers,the lower the video views per impression.Accounts with fewer than 5,000 followers average about 49 views per 100 impressions on each video.That ratio decreases with accounts with more than 100K followers averaging around 35 views per 100 impressions on
34、 each video.Even the largest accounts are still earning killer video views per impression on LinkedIn,reminding brands that continuing to invest in video is the right call.Video Views per Impression:Account SizeThe average number of views per impression on a per-video basis by account size.Engagemen
35、t Rate by FollowerLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,20231,000 ENGAGEMENTSWhat is Engagement Rate by Follower?The average engagements per follower on a per-post basis.This is what a 1%engagement rate by follower looks like.?10,000 IMPRESSIONS100,000 FOLLOWERS1,000 ENGAGEMENTS100,000 FOLL
36、OWERS?RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023%OF BRANDS0%5%10%15%20%25%ENGAGEMENT RATE BY FOLLOWER BINS0.1%0.2%0.3%0.4%0.5%0.6%0.7%0.8%0.9%1.0%1.1%On a per-post basis,the eng.rate by follower for the median brand comes in at 0.41%.About 40%of brands earn an engagement rat
37、e by follower of less than 0.4%.About a fifth of brands are earning engagement rates above 1%,or about double the median.We share this engagement rate to help brands understand their LinkedIn performance relative to other social media channels.Engagement rates per follower that brands are earning ri
38、ght now on LinkedIn are a little lower than Facebook and Instagram,just above Twitter,and miles below TikTok.Engagement Rate by Follower:DistributionThe average engagements per follower on a per-post basis.The median brand earns an average eng.rate per follower of 0.41%.RIVAL IQ INSIGHTLINKEDIN BENC
39、HMARK REPORT|JAN.1,2023 TO SEP.30,2023ENGAGEMENT RATE BY FOLLOWER0%0.2%0.4%0.6%0.8%1%FOLLOWER BINS2k-5k5k-10k10k-25k25k-100k100k0.11%0.29%0.51%0.61%0.87%On average,brands with larger accounts see lower engagement rates by follower on average.Accounts with fewer than 5K followers see their average en
40、gagement rates come in above the median brand at 0.87%,or about 2x the LinkedIn median.The largest accounts with more than 100K followers earned much smaller engagement rates of just 0.11%.There are multiple factors that drive engagement rate,including average reach and content quality.As we saw in
41、the previous section,larger accounts tend to earn fewer engagements per follower on average.Engagement Rate by Follower:Account SizeThe average engagements per follower on a per-post basis.Average Monthly Follower Growth RIVAL IQ INSIGHTLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023Across all a
42、ccount sizes,brands on LinkedIn are growing their followers at least 1%on a monthly basis.Smaller accounts,those with less than 5K followers,are averaging monthly growth of more than 1.5%.The larger accounts in this study over 100K followers are growing a little less month over month at just 1.2%.Th
43、e difference in monthly growth for small accounts and large ones isnt huge,reminding us that success on LinkedIn is much more about quality content than anything else.Monthly Follower Growth Rate:Account SizeThe average monthly growth rate over the report period.MONTHLY FOLLOWER GROWTH RATE0%0.4%0.8
44、%1.2%1.6%FOLLOWER BINS2-5k5-10k10-25k25-100k100k1.2%1.5%1.4%1.2%1.5%Case Studies from Top Industry PerformersLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023LinkedIn Case StudiesWe reviewed the LinkedIn performance of top-performing brands from our most recent benchmarking reports across a variet
45、y of industries.Take a deep-dive into the content and strategies that helped these top brand stand out on LinkedIn.OLIPOPAmnesty InternationalRare BeautyTexas Christian UniversityFOLLOWERSPOSTS PER WEEKTOTAL ENGAGEMENTSENG.RATE BY FOLLOWERLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023Rare Beaut
46、yFrom not-so-humble brags about the brands success to heartfelt posts about how Selena Gomezs brand is giving back to its community,Rare Beauty stood out among beauty brands on LinkedIn this year.Many of Rare Beautys top LinkedIn posts featured their famous founder just like on their other channels,
47、but Rare Beauty wasnt afraid to get personal with posts about their commitments to causes like mental health and Black History Month.190,6150.532K0.16%FOLLOWERSPOSTS PER WEEKTOTAL ENGAGEMENTSENG.RATE BY FOLLOWERLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023Texas Christian UniversityTexas Christ
48、ian University was busy on LinkedIn this year,with more than 4x the posts per week of the average company in this study.From campus events to alumni achievements,TCU was all about keeping followers engaged and informed about what was going on in their Texas-based community.Posting a mix of informati
49、onal and playful posts paid off for TCU with killer engagement rates many times higher than the median brand in this study.100,32313.8142K1.4%FOLLOWERSPOSTS PER WEEKTOTAL ENGAGEMENTSENG.RATE BY FOLLOWERLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023Amnesty InternationalLike many of its nonprofit
50、 peers,Amnesty International stood out on LinkedIn by staying true to its mission of raising funds and awareness for the biggest humanitarian issues the world is facing today.The nonprofit used compelling video and photos alongside compelling storytelling to call for action from followers and offer
51、ideas for getting involved.More than a few of the brands considerable total engagement count came from dissenters,which is no surprise when dealing with divisive issues.459,3873.8100K0.21%FOLLOWERSPOSTS PER WEEKTOTAL ENGAGEMENTSENG.RATE BY FOLLOWERLINKEDIN BENCHMARK REPORT|JAN.1,2023 TO SEP.30,2023O
52、LIPOPHealthy soda brand OLIPOP saw a meteoric rise in follower count on LinkedIn this year compared to their healthy food peers,averaging about 4500 new followers every month.This growth helped the brand more than double its followers since the beginning of the year.Colorful and creative posts and v
53、ideos helped the brand attract a new following this year,from flavor announcement commercials to podcasts to offering followers a chance to work with their favorite soda brand.73,3400.617K0.23%About Rival IQRival IQ is a social media analytics toolkit that helps you:Supercharge your social landscape
54、 Track results across all social profiles,including engagement,influencers,social bios,and sentimentfor you and your competitors.Stay ahead of your competition Conduct competitive analysis in minutes.Monitor your industry,create benchmarks,and evaluate competitor activity in time to respond before the market shifts direction.Do more with your social data Dive deeper into your Facebook,Twitter,Instagram,TikTok,YouTube,and LinkedIn analytics with automated insights,boosted post detection,hashtag analysis,and so much more.GET YOUR FREE TRIAL