LinkedIn Engagement Metrics : Essential Benchmarks

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By Paul Irolla

Fondateur & CEO - Meet Lea

12+ years AI/ML · 7+ years cybersecurity · 4+ years LinkedIn growth · Ph.D. in Artificial Intelligence

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March 13, 2026

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LinkedIn engagement metrics have evolved significantly in 2025. Understanding benchmarks by content format and industry is essential for evaluating your strategy's performance and identifying optimization opportunities. This analysis presents key data on engagement rates, conversion metrics, and sector benchmarks.

📊 Key Takeaways

  • •LinkedIn's average engagement rate ranges between 5.20% and 6.50%, up 30% from 2024 [1]
  • •Carousels and documents dominate with 24.42% average engagement rate, 3.7x more than text posts [2]
  • •Videos achieve 6.47% average engagement, with 53% more engagement for short videos (<60 seconds) [3]
  • •Polls achieve 4.40% engagement, doubling their performance since 2023, but remain underutilized [1]
  • •Multi-image posts achieve 6.60% engagement, second-best format after carousels [2]
  • •Text-only posts achieve approximately 4% engagement, with long posts (1,000-1,300 characters) outperforming short ones [4]
  • •Industry benchmarks vary significantly, with Construction achieving approximately 4.0-4.1% and Retail at 3.9% [5]
  • •Format rotation helps drive follower growth and maintain audience engagement across different content types [1]

What Is the Average LinkedIn Engagement Rate in 2025?

According to Hootsuite, LinkedIn's average engagement rate stands between 5.20% and 6.50% depending on measurement methodology. This range represents a 30% year-over-year increase compared to 2024. However, this rise masks a fundamental shift: total impressions per post have declined 63-66% since 2023, while engagement per post has actually increased 12-39%. [1] [2] [3] [4] This dynamic reflects LinkedIn's algorithm evolution: the platform now optimizes for quality engagement rather than reach volume. As a result, posts attracting 100 highly engaged users from targeted audiences outperform posts reaching 10,000 random viewers.

LinkedIn Engagement Rate Evolution (2024-2025)

20244.0%
20255.2-6.5%

Source : [1]

5.2-6.5%
Average Engagement Rate
Source : [1]
+30%
Increase vs 2024
Source : [2]

What Are the Engagement Benchmarks by Content Format?

The performance gap between content formats in 2025 has become extreme, with carousel and document posts achieving engagement rates 3 to 6 times higher than traditional formats.

Carousels and Documents

According to LinkedIn, These formats dominate 2025 LinkedIn performance, achieving 24.42% average engagement rates—a 3.7x multiplier versus text-only posts. Data shows carousel posts generate 278% more engagement than videos, 303% more than image posts, and 596% more than text-only posts. [5] [6] [7] According to MConverter, Document posts (PDFs uploaded directly) perform similarly, generating 2.5x more shares, 27% higher completion rates, and 14% greater reach among decision-makers compared to video or image posts. [8]

Engagement Rate by Content Format (2025)

Carousels/Documents24.42%
3.7x vs text
Multi-images6.60%
Video6.47%
Image6.05%
Polls4.40%
Text only4.10%

Sources : [4] [5]

Videos

Native video posts generate 3x more engagement than text-only posts, but trail far behind carousel formats. Short-form video under 60 seconds achieves 53% more engagement than longer formats. The sweet spot appears to be 30-90 seconds, with the first 3 seconds determining up to 65% of user retention. [9] [10] [11] Videos with subtitles generate 40% more engagement than those without subtitles. 73-80% of video views originate from mobile devices. [11] [12]

Multi-Image Posts

According to Social Insider, Posts with multiple images achieve 6.60% average engagement, making them the second-best format after carousels. These posts sustain dwell time better than single images while requiring less user interaction than carousels. [13]

Polls

LinkedIn polls achieve an average engagement rate of 4.40%, representing a doubling of poll performance since 2023. Despite their efficacy, they remain heavily underutilized relative to their reach potential. Well-crafted polls (timely question, 2-4 options, "Other" option prompting comments) can generate hundreds of responses and often trend as platform-recommended content. [14] [15]

Text-Only Posts

According to Buffer, Pure text posts achieve approximately 4% engagement rate, making them viable primarily when writing is sharp, personal, or provides genuine insight. Long-form text posts (1,000-1,300 characters) outperform shorter variants because they generate extended dwell time. [16] [17]
Content FormatAverage Engagement RateMultiplier vs TextKey Characteristics
Carousels/Documents24.42%3.7x278% more than video, 596% more than text
Multi-images6.60%1.6xBetter dwell time than single image
Video6.47%1.6x+53% for videos <60 seconds
Image6.05%1.5xStandard format, stable performance
Polls4.40%1.1xDoubled since 2023, underutilized
Text only4.10%1.0xLong posts (1000-1300 characters) better

Sources : [4] [5] [6]

Sources :
  • Engagement rate range [1]
  • 30% YoY engagement increase [2]
  • Carousel engagement rate [2]
  • Video vs text performance [6]
  • Multi-image engagement [2]
  • Poll engagement rate [14]
  • Text-only engagement [16]

Engagement Benchmarks by Industry

LinkedIn's average engagement rate of 5.20% to 6.50% masks significant industry variation. Understanding your industry baseline helps set realistic benchmarks.

Top-Performing Sectors

  • Construction, Mining & Manufacturing : 4.0% (above average)
  • Retail & Consumer Goods : 3.9% (above average)
  • Agencies & Marketing : 3.7%

Average Sectors

  • Healthcare, Pharma & Biotech : 3.3%
  • Finance & Insurance : 3.2%
  • Technology & Software : 3.1%

Note on Industry Variations

Sectors like Retail and Construction outperform service-based industries, likely because product-centric companies can more easily create visual and concrete content. Product-oriented sectors achieve higher engagement through visual storytelling and concrete demonstrations. [18]

Engagement Rate by Industry (2025)

Construction, Mining & Manufacturing4.0%
Retail & Consumer Goods3.9%
Agencies & Marketing3.7%
Healthcare, Pharma & Biotech3.3%
Finance & Insurance3.2%
Technology & Software3.1%

Source : [3]

IndustryAverage Engagement RatePerformance vs Average
Construction, Mining & Manufacturing4.0%+14%
Retail & Consumer Goods3.9%+11%
Agencies & Marketing3.7%+6%
Healthcare, Pharma & Biotech3.3%-6%
Finance & Insurance3.2%-9%
Technology & Software3.1%-11%

Source : [3]

Impact of Format Rotation

According to Social Insider, Accounts rotating between formats (carousel, text, video, polls) can achieve stronger follower growth and maintain better audience engagement compared to accounts using a single format repeatedly. Pages with 1K-5K followers see 40%+ follower growth from consistent format variation. This suggests that audience fatigue with repetitive formats is real, making content diversity strategically important. [19]

Impact of Format Rotation on Growth

Single FormatBaseline
Format Rotation40%+1K-5K pages

Source : [19]

Key Metrics to Track

Beyond overall engagement rate, several specific metrics allow evaluating LinkedIn performance in 2025.

Dwell Time

Dwell time—the duration users spend reading or interacting with your post—is a primary measure of content quality on LinkedIn in 2025. Posts with longer dwell times receive significantly better algorithmic distribution. [20] Dwell time engagement correlation:
  • 0-3 seconds : 1.2% engagement rate (limited distribution)
  • 11-30 seconds : Extended distribution, moderate engagement
  • 31-60 seconds : Maximum distribution, high engagement
  • 61+ seconds : 15.6% engagement rate (exceptional distribution)

Conversion Rate

According to Prominence Global, Posts from individuals convert 2-5% of engaged users into marketing-qualified leads, versus 0.5-1% for company posts. Leads from employee advocacy convert 7x more frequently than traditional leads. [21] [22]

Comment Response Rate

According to Buffer, Responding to every comment within the first 2 hours is essential. Posts where creators reply to comments achieve approximately 30% higher engagement across their lifecycle. Buffer's analysis of 72,000 posts from 25,000 accounts confirms this pattern applies to 83% of accounts. [23] [24]

Shares and Saves

According to MConverter, Shares indicate content deserves broader distribution. Saves signal lasting value. Native documents generate 2.5x more shares than video or image posts. [8]
MetricBenchmarkImpact on Distribution
Dwell Time11-30 sec (good)
31-60 sec (excellent)		Longer dwell = better distribution (15.6% engagement at 61+ sec)
Conversion Rate (individuals)2-5%7x higher than employee advocacy
Comment Response RateWithin 2h+30% engagement if respected
SharesVariableStrong signal for extended distribution
SavesVariableSignal of lasting value

Sources : [7] [8]

Sources :
  • Dwell time engagement correlation [20]
  • Conversion rate benchmarks [21]

Video vs Image vs Text Comparison

Relative Performance

Video vs Text:
  • Videos generate 3x more engagement than text-only posts
  • Short videos (<60 seconds) achieve 53% more engagement than longer formats
  • Videos with subtitles generate 40% more engagement than those without subtitles
Image vs Text:
  • Image posts achieve 6.05% engagement vs 4.10% for text
  • 1.5x multiplier compared to text
Video vs Image:
  • Videos perform slightly better than images (6.47% vs 6.05%)
  • The gap is minimal, suggesting content quality trumps format

Format Comparison: Video vs Image vs Text

Video6.47%
Image6.05%
Text4.10%

Sources : [6] [4]

Glossary

Engagement Rate : Percentage calculated by dividing total interactions (likes, comments, shares) by number of impressions, multiplied by 100. Dwell Time : Duration a user spends reading or interacting with a LinkedIn post. Longer dwell times correlate with significantly better engagement rates (15.6% at 61+ seconds vs 1.2% at 0-3 seconds). CTR (Click-Through Rate) : Click-through rate, calculated by dividing number of clicks by number of impressions, multiplied by 100. Conversion Rate : Percentage of engaged users who become marketing-qualified leads. Format Rotation : Strategy of alternating between different content formats (carousel, video, image, text, polls) to avoid audience fatigue.

Methodology

The data presented in this article comes from:
  • Primary sources : Official LinkedIn reports, platform data analyses, LinkedIn internal studies
  • Secondary sources : Company reports (Hootsuite, Buffer, Sprout Social), analytics tool analyses (Postiv.ai, PostNitro.ai, MConverter), market studies
  • Period covered : Data primarily from 2024-2025
  • Limitations : Industry benchmarks may vary by audience size, content strategy, and objectives. Engagement metrics may differ by region.

FAQ

📚 Sources and References

  1. [1]Hootsuite. "LinkedIn Algorithm Explained". Hootsuite, 2025. Link ↗
  2. [2]LinkedIn. "How to Share Knowledge for LinkedIn Algorithm Reach". LinkedIn, 2025. Link ↗
  3. [3]ContentIn. "LinkedIn Algorithm 2025 - Why Your Reach Dropped". ContentIn, 2025. Link ↗
  4. [4]LinkedIn. "Big News: LinkedIn Just Dropped Some Fresh Stats". LinkedIn, 2025. Link ↗
  5. [5]Postiv.ai. "LinkedIn Content Strategy 2025". Postiv.ai, 2025. Link ↗
  6. [6]PostNitro.ai. "LinkedIn Carousel Engagement Stats 2025". PostNitro.ai, 2025. Link ↗
  7. [7]LinkedIn. "Carousels Get 37x More Engagement Than Text". LinkedIn, 2025. Link ↗
  8. [8]Postiv.ai. "Document Post Performance on LinkedIn". Postiv.ai, 2025. Link ↗
  9. [9]MConverter. "LinkedIn Video Engagement Statistics". MConverter, 2025. Link ↗
  10. [10]Postiv.ai. "Short-Form Video Performance on LinkedIn". Postiv.ai, 2025. Link ↗
  11. [11]MConverter. "LinkedIn Video First 3 Seconds Impact". MConverter, 2025. Link ↗
  12. [12]Zebracat. "LinkedIn Mobile Video Views: 73-80%". Zebracat, 2025. Link ↗
  13. [13]Postiv.ai. "Multi-Image Post Engagement on LinkedIn". Postiv.ai, 2025. Link ↗
  14. [14]Social Insider. "LinkedIn Poll Engagement Statistics: 4.40% Average". Social Insider, 2024. Link ↗
  15. [15]Hootsuite. "LinkedIn Poll Performance Growth 2023-2025". Hootsuite, 2024. Link ↗
  16. [16]Buffer. "LinkedIn Statistics". Buffer, 2025. Link ↗
  17. [17]Buffer. "Long-Form Text Posts Performance". Buffer, 2025. Link ↗
  18. [18]ContentIn. "LinkedIn Engagement Rate Benchmarks by Industry". ContentIn, 2025. Link ↗
  19. [19]Social Insider. "LinkedIn Format Rotation Impact: 40%+ Follower Growth for 1K-5K Pages". Social Insider, 2024. Link ↗
  20. [20]Closely. "LinkedIn Dwell Time and Engagement Correlation (1.2% at 0-3sec, 15.6% at 61+sec)". Closely, 2024. Link ↗
  21. [21]Prominence Global. "LinkedIn Conversion Rates". Prominence Global, 2025. Link ↗
  22. [22]ClearView Social. "Employee Advocacy - 2-5% Conversion vs 0.5-1% Company Posts". ClearView Social, 2025. Link ↗
  23. [23]Buffer. "Reply Rate Impact on Engagement". Buffer, 2025. Link ↗
  24. [24]Buffer. "83% Positive Effect of Replying to Comments". Buffer, 2025. Link ↗

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