Report Looks at LinkedIn Performance Benchmarks for 2025

LinkedIn's Latest Analysis Shows Videos and Polls Drive More Clicks for Brands Metricool's 2025 LinkedIn study, which analyzed over 577,180 LinkedIn posts from 47,735 LinkedIn pages, reveals that videos and poll posts are performing exceptionally well on the platform. The findings align with LinkedIn's own reports of increased engagement, particularly with the rise of video content. The study demonstrates a significant increase in various video metrics, with overall video impressions up by 73% and video views rising by 52%. This indicates that LinkedIn is prioritizing video content in its algorithm, resulting in users watching 36% more videos on the app compared to the previous year. However, while video interactions have significantly increased, average video shares have declined since the last report. Users appear to be consuming professionally-focused videos without feeling compelled to share them with their LinkedIn connections. This observation could impact LinkedIn marketing strategies, especially when compared to other platforms like Instagram, where sharing plays a key role. Alongside videos, poll posts have emerged as the best-performing post type on LinkedIn. According to Metricool, the reach of poll posts has skyrocketed by 206%. As the simple engagement prompt of a poll drives more interactions, incorporating polls into your LinkedIn strategy can enhance overall page performance and expand your reach on the platform. The study also reveals that company posts on LinkedIn are being seen by a broader audience, likely due to an increase in app logins. Although LinkedIn does not publish active user counts, it has experienced steady growth in active EU users, indicating an overall rise in user count. Based on estimates, it is believed that LinkedIn currently has around 300 million active users. Furthermore, the data shows an increase in average interactions per post, with post clicks rising by 31%. While this may not directly translate to referral traffic, it suggests a rise in overall post engagement. However, average shares and post likes have declined, possibly indicating a shift towards using LinkedIn videos for professional insights and education rather than entertainment. In terms of company page engagement, the data suggests an overall rise, except for smaller pages with less than 1,000 followers. Building a strong LinkedIn presence requires time, but once an audience is established, the platform ensures that posts reach a larger audience, resulting in increased engagement. Considering these insights, it is important for marketers to adjust their LinkedIn strategies accordingly to build a loyal audience on the platform. To access the complete Metricool LinkedIn 2025 performance report, you can download it here.