For businesses providing B2B services and products there really is no better place on the internet than LinkedIn. LinkedIn has become the premier B2B social media platform over the last decade, giving users and businesses the platform to engage directly with decision makers in business and even businesses themselves.
One of the great features of the LinkedIn platform is the ability for businesses and users to view individual post analytics to see who liked the post, clicked an article, shared the post and more. In this article the Tolmer Group team will be taking a look at how you can view your post analytics and what each metric means for your post.
How To See LinkedIn Post Analytics
Finding your post analytics really is easy. First you need to be looking at one of your own posts. You will only ever be able to see the analytics of your own post. To access your posts you can either navigate to your LinkedIn page or click your profile in the top right of your page and then click ‘Posts & Activity’. Now you will see a page of all of your recent activity on LinkedIn.
Once you can see on of your posts you are ready to check out some of your post analytics! Look to the bottom right of one of your post boxes and you will see and downwards pointing arrow that says ‘Show stats’. Click this to expand the analytics box for your post. If you are having trouble finding this you can the arrow at the bottom right of the image below:
Now that you have expanded the show stats box you will be able to see the analytics and organic stats for your post. This is where you will be able to find metrics on the impressions, reactions, click-through rate, comments, shares, clicks and engagement rate of your posts.
This box should look like the image below:
You can follow these steps to check out the metrics of posts from both your personal LinkedIn account and your LinkedIn business page. By following the success of your posts using this analytics box you will be able to determine what content is the most effective for you on LinkedIn.
What Do The Metrics Mean?
LinkedIn post analytics feature 7 key metrics which you can use to analyse the effectiveness of your post; impressions, reactions, click-through rate, comments, shares, clicks and engagement rate. Each of these metrics represent different forms of digital actions for your post. We are going to break down what you need to know about each of these individual metrics.
Impressions
Impressions are recorded when a LinkedIn user or business views your post on the platform. It is a great indicator of how successful your content is at reaching your follower base and even beyond into the wider user base of LinkedIn. The success benchmark in impressions differs from page to page, however you can work out how your content is doing by comparing your total impressions number to how many followers your page has or the amount of connections you have as a LinkedIn user.
Reactions
Reactions are recorded when LinkedIn users ‘react’ to your post by liking it or by using one of the LinkedIn reaction features including ‘Celebrate’, ‘Love’, ‘Insightful’ and ‘Curious’. This metric is important as it indicates how engaging your content is. Great, engaging content is always sure to achieve a few reactions from your follower base. If you aren’t getting reactions on your posts then it is an indication that your content may not be right for your audience. Consider tinkering with your content to find what gets the most reactions from your audience on LinkedIn.
Click-Through Rate
Your post click-through rate is simply the percentage of users that saw your post (your impression number) and decided to click the link within your post. This percentage is a great indicator of how interesting your link content is to your audience. If you are frequently posting your blog links to LinkedIn you can use this metric to work out what blog lengths, topics and categories are most successful for your LinkedIn page. The average LinkedIn click through rate is under 0.7%.
Comments
The post analytics comment metric records how many users commented on your post. This is another way to determine whether your follower base on LinkedIn is engaging with your content, and if your content is doing a good job of facilitating this.
Shares
The shares analytics metric records how many users shared your post within the LinkedIn platform. Shares are incredibly valuable on LinkedIn as they introduce your content and page to all of the connections made by any user show shares your post. Shares are hard to get for any page, however if your work hard and regularly post great quality content you will achieve shares in no time!
Clicks
The clicks metric is a log of all the users who have clicked either your company name, company logo or the content you have within the post, This content includes forms like videos, images and links. This is different to the click-through rate due to the measurement of these extra actions.
Engagement Rate
The engagement rate metric is a percentage of LinkedIn users who engaged with your post on the platform by liking, reacting or commenting. This percentage is calculation by dividing the total of these engagement action on the post by the amount of LinkedIn users who saw the post. The average engagement rate on LinkedIn is usually somewhere around 2%.
What Are Your Thoughts?
What do you think about LinkedIn’s post analytics? We think having this important data can help businesses determine the most effective forms of content that they can use on the platform. If you have any questions about LinkedIn’s post analytics you can get in contact with our team by clicking here, or reach us on our Instagram, Facebook or LinkedIn pages.
