RivalIQ: LinkedIn Benchmark Report 2023

RivalIQ released the "2023 LinkedIn Benchmark Report". LinkedIn's engagement rate is comparable to other channels. The revenue of medium brands is average. LinkedIn's engagement rate per follower is 0.41%, which is slightly worse than Facebook and Instagram, slightly better than Twitter, and far behind TikTok.

In the study, brands published an average of about 3.3 posts per week, or about 13 posts per month.

Brands remain active on LinkedIn, with only 6% posting less than once a week.

Nearly 10% of brands publish more than 10 posts per week.

The more followers an account has, the more frequently it posts:

The smallest group (2000-5000 followers) publishes an average of 2 posts per week.

Accounts with more than 100,000 followers post about 5 times a week, twice as often as smaller accounts.

The average impression engagement rate for brands in the study was 4.73%:

Only 5% of brands doubled their median reach. Don’t feel bad if your LinkedIn presence isn’t in the double digits.

This impression engagement rate is comparable to engagement rates brands are seeing on channels like Instagram and TikTok.

The more followers you have, the lower your engagement on LinkedIn:

Brands with more than 100,000 followers have a 3% exposure rate, about half that of smaller brands.

Smaller accounts with fewer than 5,000 followers had an engagement rate closer to 6%.

Brands are twice as active on LinkedIn as they are on TikTok. The median number of posts per week on LinkedIn by brands is about 3.3, more than double the frequency seen in the TikTok Benchmark Report.

Video is important. Brands are finding that video posts have a higher engagement and reach than other types of posts, like articles and status updates.

More isn’t always better. This year, accounts with small but active followings outperformed larger accounts in almost every industry on LinkedIn.