LinkedIn is driving extra clicks for manufacturers, with movies and ballot posts performing exceptionally nicely, in response to the newest evaluation from Metricool into general LinkedIn efficiency.
Metricool’s 2025 LinkedIn examine incorporates knowledge from 577,180 LinkedIn posts, from 47,735 LinkedIn pages, offering a large scope of efficiency knowledge to determine its findings.
And the info displays what LinkedIn itself has been reporting, that engagement within the app is up, with video on the rise.
As you may see on this chart, just about each common video metric is rising within the app, with general video impressions up 73%, and video views rising by 52%.
Which exhibits that LinkedIn is presenting extra video to customers, underlining this as an algorithmic focus, which customers have responded to by watching 36% extra video within the app year-over-year.
Metricool’s knowledge additionally exhibits that video interactions are method up, together with clicks, although apparently, common video shares have declined since Metricool’s final report.
Customers are clearly watching extra video attributable to LinkedIn’s devoted video feed, however they seemingly don’t really feel compelled to share them with their LinkedIn connections. Which in all probability is smart, in that even for those who eat extra professionally-focused movies, you’re not going to need to spam your LinkedIn connections with shares. But it surely’s an attention-grabbing observe, which might influence your LinkedIn advertising strategy (particularly in variance to Instagram, which has made shares a key focus).
The opposite best-performing LinkedIn put up sort? Polls.
As per Metricool:
“Regardless of being one of many least-used put up codecs, ballot put up attain has skyrocketed by 206%. It’s an untapped alternative for visibility.”
The easy engagement immediate of a ballot is at all times going to drive extra interactions, and that might assist to spice up your general web page efficiency within the app, increasing your attain.
When it comes to general impressions, Metricool’s knowledge exhibits that the majority firm pages, small to massive, are seeing larger general impression counts within the app.
So firm posts are being seen by a broader viewers, which seemingly displays a bigger variety of individuals logging into the app.
We don’t know if that’s the case, as a result of LinkedIn doesn’t publish lively person counts. However we do know that LinkedIn has seen regular development in lively customers in EU (it has to report lively EU customers attributable to DSA obligations), and that being the case, we will assume that LinkedIn’s person rely, general, is rising.
By my estimates, LinkedIn at present has round 300 million lively customers.
Metricool’s knowledge additionally exhibits that common interactions per put up have additionally elevated, with put up clicks rising by 31%.
That might be put up clicks, not hyperlink clicks, so it might not be indicative of LinkedIn driving referral site visitors. However nonetheless, as you may see, general put up engagement is rising, although once more, common shares are down on what they had been.
Submit likes have additionally declined, and each, I’d presume, can be tied into rising video engagement, and customers looking for skilled insights, and academic pointers, from LinkedIn video clips, versus viewing such for pure leisure, which prompts extra sharing with associates.
Metricool’s knowledge additionally exhibits that firm web page engagement is on the rise, apart from smaller pages (these with lower than 1,000 followers).
So constructing your LinkedIn presence takes time, however when you’ve established an viewers, LinkedIn’s displaying your posts to extra individuals, serving to to drive extra engagement.
I imply, presumably that’s an element, because the will increase are constant throughout all pages with bigger audiences. It is also that pages with fewer than 1,000 followers put up much less typically (Metricool’s report additionally exhibits that bigger pages put up 4x extra typically than smaller ones), which might then cut back their general engagement charges. Possibly that then skews the general knowledge, however this does present that lively firm pages are, normally, seeing larger ranges of engagement.
Some further issues in your LinkedIn advertising strategy, which might affect your choices on how you can construct your LI viewers.
You’ll be able to obtain Metricool’s full LinkedIn 2025 efficiency report right here.
