You Should Be on LinkedIn (Here's Data to Prove It)

Key Concepts

LinkedIn evolution, LinkedIn study 2025, Metrical, social media strategy, LinkedIn algorithm, video content, engagement, impressions, reach, clicks, comments, shares, polls, carousels, text posts, best time to post, external links, sector analysis, content repurposing, target audience, niche marketing.

LinkedIn Study 2025: Key Findings and Actionable Insights

Introduction

The video discusses a comprehensive LinkedIn study conducted by Metrical, a social media scheduler and analytics tool. The study analyzes a large sample of LinkedIn posts to provide insights into current trends and effective strategies for the platform. The speaker emphasizes the importance of LinkedIn for freelancers, business owners, and content creators, highlighting its evolution into a full-fledged social network.

Study Sample Size and Overview

• Sample Size: The study analyzed 577,000 posts from 47,000 LinkedIn pages, nearly double the sample size from the previous study.
• Page Segmentation: Pages were categorized by size: small, medium, big, and huge (ranging from 1,000 to 100,000+ followers).
• Overall Growth: The "at a glance" summary reveals significant growth across various metrics, including a 206% increase in average poll reach, a 53% increase in video publication, and a 28% increase in clicks.

Health Check: Engagement and Interactions

• Positive Trends: Clicks are up 31%, average interactions are up 24%, and overall engagement is up 18%.
• Declining Metrics: Shares are down 10%, and likes are down 9%. The speaker attributes this to a broader trend of "dark social," where users are less inclined to publicly display their engagement.
• Actionable Insight: Don't be discouraged by declining likes and shares; focus on clicks and interactions, as they indicate active engagement.

Number of Posts and Impressions

• Average Monthly Posts: The average number of monthly posts on LinkedIn is 12.24.
• Post Frequency and Account Size: Larger accounts tend to post more frequently.
• Impression Increase: Posts from accounts with fewer than 1,000 followers saw a 22% increase in impressions.
• Engagement Increase: Pages with more than 1,000 followers experienced a 13.75% engagement increase.

LinkedIn Clicks and Interactions

• Click Importance: Clicks are crucial for driving business outcomes (e.g., booking discovery calls, selling courses).
• Click Growth: Clicks were up 28% in the last year.
• Interaction Growth: LinkedIn interactions have been steadily increasing, with huge accounts seeing the biggest increases (48% in 2024, 45% in 2025).
• Key Takeaway: LinkedIn is a great platform to drive clicks to external sites.

Comments and Shares

• Comments on the Rise: The study mentions a strategy of using third-party tools to create a funnel where users comment to receive a guide or link.
• Shares are Down: Shares have dropped significantly on small and medium-sized pages.
• Impressions Still Growing: Content is spreading differently due to the algorithm, so declining shares don't necessarily indicate a lack of visibility.
• Algorithmic Shift: LinkedIn's algorithm is becoming more sophisticated, delivering content based on user preferences rather than relying solely on shares from connections.

Video Content Performance

• Vertical Video Support: LinkedIn has introduced vertical video support, similar to TikTok.
• Video Growth: LinkedIn video content saw 53% growth in the last year.
• Impression and View Growth: Impressions increased by 73%, and views increased by 52%.
• Click Growth on Video Content: 159% increase in clicks on video content.
• Comparative Analysis: LinkedIn is showing significant percentage growth in video metrics compared to Instagram, TikTok, and YouTube.
• Actionable Insight: Now is the time to post video on LinkedIn before competition increases. Repurpose existing video content from other platforms.

Follower Growth and Sector Analysis

• Follower Growth: 17.68% of accounts gained followers on LinkedIn last year.
• Value of LinkedIn Followers: LinkedIn followers are often older, have higher incomes, and hold higher positions, making them valuable for business.
• Top Industries: The biggest industry on LinkedIn is petrol, gas, and mining, followed by financial services, technology information and media, and manufacturing.
• Engagement by Sector: Manufacturing and utilities generate higher engagement per post than industries with larger audiences like education or retail.
• Specialized Content: Financial services, utilities, and oil, gas, and mining have the highest clicks per post, indicating LinkedIn is ideal for technical content.
• Actionable Insight: Consider niching down into industries like manufacturing, utilities, or oil and gas to provide specialized services.

Content Formats and Posting Times

• Poll Performance: Polls are the least used format but achieve the highest reach (206% above average).
• Carousel Performance: Carousels perform well, leading in engagement and interactions.
• Text-Only Posts: Text-only posts have higher engagement than polls and videos but generate the least interactions.
• Best Time to Post: Thursday at 5:12 PM.
• Actionable Insight: Experiment with polls and carousels. Consider repurposing text-only posts into visual formats.

External Links and Best Practices

• External Links: Including a link does not limit the reach of posts on LinkedIn.
• Interaction and Impression Increase: Interactions are up 13%, and impressions are up 4.9% on posts with external links.
• Best Practices:
  • Expand reach by posting videos.
  • Utilize carousels.
  • Rinse and repeat successful topics.
  • Create content for different personas.
• Actionable Insight: Capitalize on the current reach of posts with external links to drive traffic to your website, email list, or other resources.

Conclusion

LinkedIn is a powerful platform for driving traffic and engagement, especially through video content, carousels, and polls. The study highlights the importance of creating specialized content tailored to specific industries and personas. The speaker encourages viewers to take advantage of the current trends on LinkedIn to establish themselves as thought leaders and drive business outcomes.