When social media first entered our lives, we were mesmerized by the advance in technology. But this was more than a decade ago, and now everything has changed.
There is no wonder why, in 2022, LinkedIn is now on top of the game. So, LinkedIn, it's your time to shine now.
LinkedIn made a simple move by targeting a different audience than any other social platform because it is mainly used for professional networking.
Now, that’s precisely why we believe that it’s super important to keep track of your performance on LinkedIn. And for that, you need to know the key metrics that will make you be the best in the game.
Let's take a look at the most important LinkedIn metrics that all marketers should know.
Top 10 LinkedIn metrics you should keep an eye on
1. LinkedIn engagement
Probably the most discussed key metric out there (no matter the platform), engagement is definitely important because it shows you the true power of your performance.
This is the way to measure how people interact with the content you publish.
The total engagement on LinkedIn is calculated as the sum of likes, comments, and shares a post gets in a certain time period.
LinkedIn average engagement rate per post by followers is calculated as the sum of likes, comments, and shares divided by the number of posts, all divided by the number of followers and then everything multiplied by 100 to obtain a percentage.
On LinkedIn, that’s the key to keep your business thriving. It seems like people understood that because you’ll always find them engaging with the content they see if the posts are good enough and they can't resist to your call-to-actions.
Another crucial LinkedIn metric that marketers should check with consistency is reach.
The reach metric shows you how many unique users have seen your content in their feed.
Altogether with impressions, reach is a metric that contributes to monitoring your brand awareness.
A higher reach entails that your content has the potential to attract prospective clients.
Since more and more users see your content, it means that your posts are informative and catchy enough.
Such a result can encourage you to explore new content strategies that will help you transform users into followers and, who knows, maybe future customers.
However, if your reach is low, you will have the chance to get LinkedIn insights that will allow you to optimize on the go, and get you a new marketing strategy direction.
While keeping track of your LinkedIn KPIs, another essential metric to consider is impressions.
This social media metrics shows you the total number of views your content receives, including multiple views of the same users.
If you are wondering why you should check this marketing metrics from time to time, we have the answer.
Impressions help you find out what types of content attract more LinkedIn users.
A higher impressions rate signals that your content is qualitative and on-point, aligning with visitors’ needs if you manage to make them watch your content repeatedly.
With Socialinsider you can have access to plenty of LinkedIn metrics that can help with your LinkedIn analytics reports.
At the end of the day, the impressions metric is really important since it shows how relevant your content is.
We created a comparison between more than 50 social media analytics tools based on G2’s grid. Take a look 👀
4. Followers growth on LinkedIn
Maybe you’re really tired of hearing how important it is to look at this metric. Truth be told, this is not the most important one. Not even close.
But it’s a good thing to look at it, from time to time, mainly because it may show you something about the content and your activity in general.
When the numbers drop, it may be because of the lack of activity or maybe because your content wasn’t really targeting your audience.
At the same time, it’s great to look at the evolution of followers because it will show you the peak of your LinkedIn activity.
If you post consistently and the content makes people react to that, then you may eventually attract even more followers. And that’s a double win.
5. Clicks and click-through rate (CTR)
In a world on fast-forward all the time, where people can’t stop scrolling, be the one who makes all users stop, click and discover your content.
For this to happen, you need to come up with really engaging ideas and put them into posts.
The click-through rate metric helps you identify the visitors who are really interested in your brand, since they interrupt their scrolling and decide to learn more about your services and products on your website.
To calculate your LinkedIn's posts CTR, you have to divide the total number of clicks by the total number of posts’ impressions.
When the audience clicks on a link in your post, they do so to find out more about that particular idea developed in your post.
If your followers click on the links in your posts, it means they are curious or already interested in the products or services your brand offers.
PS: According to our latest LinkedIn content study, native documents generate the highest CTR for all accounts sizes.
The ups and downs of your CTR are great indicators of what posts are more likely to make your followers click on your links and dedicate some of their time to find out more about your business.
To check your profile’s CTR you can either access your LinkedIn analytics from the native app or use a Linkedin analytics tool like Socialinsider, for more in-depth page insights.
Besides the click-through rate metric on LinkedIn, there is also the clicks metric which is different from the first metric mentioned above.
As opposed to CTR, clicks represent a LinkedIn KPI that shows you how many people have clicked the link in your Bio.
It usually leads towards the main page of a website website and its primary purpose is to increase brand awareness.
6. Video views
The video views metric offers you data about the total number of times your videos have been seen by users, either if they’ve seen it several times or not.
Your video gets viewed when a user sees at least 3 seconds of the content. Video views account for your followers’ attention span. This LinkedIn metric weighs more than any other post view.
Post views, on the other hand - represent an overview of the total number of views you get for a post (any type of post), even if a LinkedIn user sees your post multiple times. This social media metrics is similar to impressions.
This LinkedIn KPI will allow you to see in-depth insights regarding every post and help you improve your LinkedIn content strategy based on the results you get with your current approach.
7. Traffic metrics
As always, LinkedIn makes your journey worth the hype.
Accessing LinkedIn analytics, you can monitor all of your page views by seeing the source of all these views.
Maybe it’s desktop or mobile, but this will offer you a better understanding of the intent and preferences of your audience.
In other words, all your page visits are split up into desktop views and mobile views.
It's great to know this because it could help you improve your content. For example, for the mobile visits, some of your posts may need adjustments in order to appear clearly on all screens.
It’s great to know where your audience is coming from. By looking at the charts, you’ll have a better understanding of your followers.
This is important because you may want to make changes in your content based on the insights you’re getting.
This is how you’ll see who exactly is invested in your page and start tailoring your content to meet their demographics.
LinkedIn users scroll through posts every day and in order to make them stop and interact with your content, you have to learn how to catch their attention.
Offering them helpful content that is in line with their interests and values will surely lead to an engagement rate increase, and maybe even better - a traffic boost.
Basically, users help you succeed if they get quality services and products from your brand.
Visitors represent one of the most important LinkedIn metrics. This LinkedIn KPI offers you insights about all the people who are not following your profile, but they are regularly visiting your page to check your newest activity and posts.
Through the Visitors LinkedIn metric you will find out how many other people, apart from your followers, are interested in your business, exploring your content, without following your profile.
To make sure you transform your visitors into followers and build a loyal community, you should post content that preaches your brand’s values, using a friendly tone while also keeping it informative.
10. Top job functions of your visitors
Isn’t LinkedIn about professional networking? Well, that’s right.
This means that the job functions of your visitors are important so you can understand who’s coming to your page.
Your business is definitely targeting a certain audience, which means that this metric is more important than you might think.
Take a look at where they work because this will also show you how good is your content.
LinkedIn users scroll through posts every day and in order to make them stop and make them interact with our content, you have to learn how to attract them.
Offering them content that is in line with their interests and values, and that is helpful will surely lead to an engagement rate increase, and maybe even better - a traffic boost.
This LinkedIn KPI offers you insights about all the people who are not following your profile, but they are regularly visiting your page to check your newest activity and posts.
To make sure you transform your visitors into followers and then can build a loyal community, you should post content that preaches your brand’s values, being friendly and informative.
With LinkedIn being more popular than ever, it’s essential to enter the game and be as good as possible. And data is always by your side when it comes to anything social.
Keep track of your social media performance, look at the most important metrics and learn how to speak the LinkedIn analytics language because it’s definitely going to be worth it.
As a summary to this talk, these are the most important LinkedIn metrics your brand needs to track in 2022:
- Followers growth
- Clicks and click-through rate
- Video views
- Traffic metrics
- Top job functions of your visitors