July 8, 2025
Want to know how your LinkedIn strategy stacks up against competitors? Benchmarking is the key to improving engagement and identifying opportunities. Here’s a quick summary of what you need to do:
LinkedIn drives 80% of B2B leads from social media, so benchmarking isn’t optional - it’s essential to stay competitive. Start by tracking your competitors’ strategies and using the insights to refine your own.
Tracking the right metrics on LinkedIn is crucial for understanding engagement and identifying areas for improvement. These metrics not only measure how well your content performs but also provide insights into how your efforts stack up against industry peers. By focusing on these key indicators, you can establish benchmarks and refine your strategy for better results.
LinkedIn analytics offers a wealth of data on content performance and follower growth. This information helps you gauge how your content measures up against industry standards and competitors, giving you a clearer picture of your overall performance.
Engagement Rate is one of the most important metrics to monitor. It measures the percentage of people interacting with your content compared to your total reach. Currently, the average engagement rate by impressions on LinkedIn is 5.00%, marking a 30% increase from the previous year [6]. This metric is a strong indicator of how well your content resonates compared to competitors.
Click-Through Rate (CTR) evaluates how effectively your content drives actions. A solid CTR on LinkedIn typically falls between 2-4% [6]. This metric reveals how well your content motivates users to click on your company name, posts, or logo [5]. When benchmarking, a lower CTR than competitors might point to a need for more relevant or engaging content.
Follower Growth reflects your ability to attract and retain the right audience. Comparing this metric to competitors can highlight shifts in market share and brand momentum [4]. Tracking both organic and paid follower acquisition provides deeper insights into how your audience is developing.
Content Performance Metrics include likes, comments, shares, and video views. These interactions collectively indicate audience engagement. Comments often reflect deeper interest, while shares suggest your content is valuable enough for professionals to recommend it to their networks.
Impressions and Reach show how many people see your content and how effectively it is distributed. When compared to competitors, these metrics can highlight how well LinkedIn's algorithm is amplifying your content. A high impression-to-follower ratio often signals that your content is performing well.
Posting Frequency and Timing are essential for understanding competitor strategies. Analysing when and how often competitors post, alongside their engagement results, can help you identify the best posting patterns for your industry.
In B2B marketing, engagement rates provide insight into how well your content connects with decision-makers and correlates with lead quality. With LinkedIn generating 80% of B2B leads from social media [6], understanding your engagement relative to competitors is critical for successful lead generation.
Click-through rates in B2B marketing are especially telling. A higher CTR often indicates your content is addressing real business challenges or opportunities that resonate with professional audiences. If competitors consistently achieve higher CTRs, it may point to stronger audience targeting or more compelling messaging.
For B2B brands, follower growth is less about numbers and more about the quality of those followers. Content analytics can help you identify the types of posts that perform well in professional spaces, such as educational material, industry insights, and thought leadership pieces [4]. Comparing these insights with competitor performance can uncover opportunities to refine your approach.
Beyond growth, conversion rates reveal whether your engagement efforts result in tangible outcomes. The average conversion rate for LinkedIn ads is approximately 6%, though this varies by industry and audience [6]. Comparing your conversion rates to those of competitors can help you determine if your engagement is effectively driving business results.
Each metric plays a role in the marketing funnel: impressions build awareness, engagement shows interest, clicks demonstrate intent, and conversions deliver results. Benchmarking each stage against competitors can help identify strengths and weaknesses in your strategy.
Additionally, comparing visitor demographics to follower demographics ensures your content aligns with your target audience [5]. This is particularly useful when analysing competitors who may be attracting different professional segments within your industry.
Next, we'll dive into the step-by-step process for gathering and analysing competitor data to refine your strategy further.
Benchmarking your LinkedIn engagement against competitors involves a structured process of using the right tools, collecting accurate data, and conducting strategic analysis. This approach helps transform raw metrics into insights that can significantly improve your LinkedIn performance.
The first step in effective benchmarking is picking analytics tools that fit your needs and budget. LinkedIn's native analytics is a good starting point, offering basic insights into company pages and posts at no additional cost [9]. However, for deeper analysis, more advanced tools are often necessary.
For individuals or small businesses, affordable tools like Shield (£5/month) work well for personal profiles. Mid-range options such as SocialBee (£15/month) and Brand24 (£47/month) provide more features, while enterprise platforms like Hootsuite and Socialinsider (£79/month) cater to larger teams [7]. Agencies managing multiple clients should consider tools like Sprout Social (£200/month) or RivalIQ (£191/month), which excel in generating detailed client reports and competitive analysis [8].
When choosing tools, look for features that track follower growth, visitor engagement, post performance, and lead generation on your LinkedIn Business Page [8]. Some advanced platforms, such as Autelo, use AI to provide automated analysis and content recommendations, simplifying the process of identifying performance gaps and opportunities.
Once you have the right tools, the next step is gathering reliable data on your competitors.
To benchmark effectively, you need to collect detailed engagement data for your competitors. LinkedIn's native analytics offers a solid foundation with metrics like total followers, new followers, total engagements, and total posts, available through the Competitor Analytics page [10].
Start by selecting up to nine key competitors for comparison within LinkedIn’s analytics. This limitation means you’ll need to carefully choose competitors most relevant to your industry. Adjust timeframes to analyse seasonal trends and engagement patterns over specific periods [10].
Manual competitor analysis can also provide valuable insights. Review their LinkedIn Company Pages, paying close attention to the "About" section for their mission and values, and the "Life" section for insights into their workplace culture [10]. Examine their posting frequency, types of content (e.g., thought leadership, industry news, or promotions), and engagement metrics like reactions, comments, and shares. Companies that post weekly typically experience 5.6 times more follower growth compared to those posting less often, highlighting the importance of consistent activity [11].
Social listening tools can expand your data collection by monitoring competitor mentions and brand sentiment across LinkedIn. Setting up LinkedIn notifications for competitor activity and following relevant hashtags can also help you capture broader competitive insights [10].
For the UK market, pay attention to local business hours, holidays, and industry-specific language, as these factors can influence engagement patterns.
Once you’ve gathered the data, the focus shifts to analysing your competitors' content strategies.
To understand what drives your competitors’ success, you need to dive into their content strategies, posting habits, and audience engagement techniques. Start by categorising their content - what formats, topics, and keywords are they using? [12]
Analyse their posting patterns: how often they post, the timing of their posts, and the style of their writing. In the UK, businesses often see peak engagement during standard working hours, typically 9:00 AM to 5:00 PM GMT. Also, examine their hashtag strategies to see which ones drive the most engagement and highlight trending industry topics [12].
Another key area is engagement interaction. Observe how competitors respond to comments and messages, their tone, and how quickly they reply. These interactions reveal their brand positioning and customer service approach.
"Analyzing your competitors' content strategy is a crucial step in developing your own digital marketing plan. By understanding what they are doing well, what they are missing, and what they are targeting, you can gain insights into your audience's needs, preferences, and pain points." – Ondina Castillo, Technical Content Specialist at Model Engineering Solutions GmbH [12]
Use SWOT analysis to evaluate competitors’ strengths, weaknesses, opportunities, and threats in their content strategies. This can cover aspects like content quality, originality, and SEO practices, while also identifying areas where you can stand out.
Don’t overlook visual content. Examine how competitors use images, videos, and graphics to boost engagement. Track which formats perform best in your industry.
Regularly monitoring competitor strategies helps you stay ahead of trends and adapt to evolving audience preferences. As Ghulam Mohiuddin, Co-Founder at Techiter, advises:
"When analyzing competitors' content strategy, define clear goals first. Focus on their target audience, content types, frequency, and engagement metrics. Assess quality, uniqueness, and SEO practices. Identify gaps and opportunities for differentiation. Stay updated on trends and adapt your strategy accordingly." [12]
Finally, compare the performance of organic and sponsored content to identify what works best. This will help you set realistic goals for your own LinkedIn strategy based on industry standards and competitor benchmarks [2].
After gathering detailed benchmarking data from your competitors, the next step is turning those insights into actionable steps that lead to measurable improvements. By identifying performance gaps, leveraging AI tools, and making data-driven adjustments, you can refine your LinkedIn strategy effectively.
Performance gap analysis helps you pinpoint where your LinkedIn presence falls short compared to your goals - or where competitors are outperforming you. Start by comparing your metrics against industry benchmarks to identify these gaps.
Begin by selecting 3–5 key competitors, including aspirational brands that represent where you aim to be [13]. Collect their content from the past 30–90 days, noting post topics, formats, and frequency. For example, analysing 180 posts from three competitors over three months provides a solid foundation [13].
To dig deeper, calculate each competitor’s engagement rate by dividing total reactions, shares, and comments by impressions [13]. Then, compare these figures to your own to identify areas for improvement.
Key areas to examine include:
Organise both your content and your competitors’ into categories like thought leadership, company updates, product education, and industry news [13]. This systematic approach can uncover opportunities you might not have considered.
Track engagement rates (e.g., likes, comments, and shares per post or per 1,000 followers), posting frequency, and follower growth over time [3]. With LinkedIn engagement up 44% year-over-year and average engagement rates at 3.85% [14], understanding your position is crucial for fine-tuning your strategy.
Prioritise gaps based on how easy they are to address, their strategic importance, and their potential to boost engagement [13]. This ensures you focus on changes that deliver the most impact with your resources.
Once you’ve identified the gaps, the next step is to use AI tools for tailored recommendations.
Modern AI tools can quickly turn benchmarking data into actionable insights, helping you refine your content strategy with precision. These platforms analyse competitor data and provide targeted suggestions in seconds.
For example, Autelo’s AI-driven analysis identifies performance gaps and opportunities by recognising patterns in your data. Its AI Dashboard Assistant explains why certain results occurred, what influenced them, and how to improve.
AI tools excel at processing large datasets and spotting patterns that might escape manual analysis. They can evaluate competitors’ posting habits, engagement trends, and content themes to suggest what to create next, based on both performance data and market trends.
These platforms also offer continuous monitoring, alerting you when competitors adjust their strategies or when new opportunities arise. This ensures your LinkedIn strategy stays competitive and adaptable to market changes.
With AI insights in hand, you’re ready to make targeted adjustments to your content.
Use your benchmarking insights to implement changes that deliver tangible results. Focus on high-impact formats and strategic adjustments aligned with the data you’ve gathered.
Multi-image posts, for instance, have the highest engagement rate at 6.60%, followed by native documents at 6.10% and video posts at 5.60% [15]. Prioritise multi-image posts and carousels to simplify complex ideas or tell compelling stories. These formats outperform single-image posts by offering more space for detailed information.
Incorporate video content by grabbing attention in the first few seconds, adding subtitles for accessibility, and keeping videos under 90 seconds [15]. Videos are particularly effective for explaining processes or sharing quick insights.
Use polls sparingly but intentionally, focusing on industry trends or debates that resonate with your audience [15]. While polls have a lower engagement rate of 4.40%, they can generate meaningful discussions when well-executed.
Avoid over-relying on link posts, which tend to underperform. Instead, repurpose blog content into carousels or short videos, directing users to the link in the comments [15]. This approach aligns with LinkedIn’s preference for on-platform engagement.
Mix up your content by combining multi-image posts and videos as your foundation, while adding polls and carousels for variety [15]. Repurpose a single idea into multiple formats, such as turning a blog post into a carousel, a short video, and a poll [15].
Set realistic goals based on your benchmarking data, focusing on improving your own performance rather than chasing competitors’ metrics [17]. Consistency is key - regular posting builds valuable data and insights over time [17].
Ensure your post hooks - the first one or two lines - are attention-grabbing, and post during peak activity times, such as mornings [17].
"Realistic expectations are key! Slow, authentic growth is better than quick growth with people who aren't interested in your content." – Jennifer Heimann, AVP, Marketing Strategy & Operations at L&L Collective [16]
Tailor your posts to specific audience segments, addressing their unique needs or challenges. Posts that perform well often include opinion, insight, or vulnerability, rather than playing it safe [17].
Finally, evaluate your performance by analysing results per content format rather than individual posts [15]. For instance, replace one low-performing image post per week with a high-performing format like a carousel or native document [15]. Focus on creating content that keeps followers engaged on your page, as LinkedIn rewards sustained on-platform activity [16]. Encourage meaningful interactions by asking thoughtful questions and responding genuinely to your audience.
After identifying performance gaps and incorporating AI-driven recommendations, maintaining regular benchmarking is crucial to staying ahead in a competitive landscape. To make it work, you need a structured routine, consistency, and the right tools to track your progress effectively.
Monthly benchmarking strikes a good balance - it provides enough data to identify meaningful trends without overwhelming your team with constant analysis. Aim to collect data during the first week of each month to capture a complete view of the previous month’s performance.
Dedicate time each month to gather, compare, and document key metrics like follower growth, engagement rates, posting frequency, content types, and audience demographics. Use a benchmarking calendar to stay organised and ensure nothing is overlooked [2].
For a broader perspective, add quarterly reviews to your routine. These sessions allow you to analyse longer-term trends, seasonal patterns, and shifts in industry dynamics. They’re also a great opportunity to revisit your content strategy and assess competitor movements.
Did you know that LinkedIn generates 277% more leads and conversions than Twitter and Facebook combined [20]? With this in mind, automating reminders and assigning specific team members to handle data collection can make your benchmarking process both systematic and reliable.
Be prepared to adapt. Major events like industry shifts, algorithm updates, or unexpected competitor actions may require unscheduled reviews. Build some flexibility into your plan to accommodate these situations.
Once your schedule is in place, the next step is turning raw data into meaningful insights.
The real value of benchmarking lies in translating data into actionable insights. Reports should focus on performance trends rather than isolated metrics, providing a clear picture of how your LinkedIn strategy is performing overall.
Use a standardised report template that compares your metrics to competitor performance while also offering actionable recommendations. Visual aids like line graphs for engagement trends or bar charts for content performance can make complex data easier to understand.
Start each report with an executive summary that highlights the key findings and their relevance to your business goals. Wrap up with prioritised recommendations that balance impact and ease of implementation. For instance, if your competitors are seeing success with video content, consider increasing your focus on video posts. Research shows that video content tends to receive about three times more engagement than static images or text [19].
Distribute these reports consistently to key stakeholders and schedule short review meetings to discuss insights and agree on next steps.
Sharing reports is just the beginning. The real work lies in using these insights to test and refine your strategy. Benchmarking is only valuable if you measure the results of the changes you implement. Regular testing can help you identify what resonates best with your audience.
Set up A/B testing cycles that align with your benchmarking schedule. For example, if your data suggests a specific content format could boost engagement, test this format over several weeks to see how it performs. Keep a detailed log of each test, including activities, outcomes, and lessons learned, to build a valuable repository of insights for future decisions.
While video posts generally perform well, receiving approximately three times more engagement than static images or text [19], it’s essential to test different formats to find what works best for your audience.
Refine your focus based on what the data reveals. If certain competitors consistently outperform others, dive deeper into their strategies. Similarly, if some metrics don’t align with your business objectives, replace them with ones that provide more relevant insights.
"A well-structured content calendar ensures that your LinkedIn activity remains organised, consistent, and impactful, helping you engage effectively with your audience and achieve your professional goals." [18] - Ziishan Iqbal, CEO & Digital Branding Expert at Creative Groot
Don’t forget to update your competitor list regularly. Businesses that were relevant six months ago may have shifted focus or changed strategies. Add emerging players and remove those that no longer provide valuable insights.
As your benchmarking programme evolves, consider upgrading your tools. Start with free LinkedIn Analytics, and as your needs grow, explore advanced tools that offer deeper insights [2].
Finally, measure the return on investment (ROI) of your benchmarking efforts. Look at improvements in key metrics like lead generation, website traffic from LinkedIn, and conversion rates. Showing tangible results not only justifies the resources spent but also highlights the value of competitive analysis to senior leadership.
Stay adaptable. LinkedIn’s algorithms and features will continue to change, and building flexibility into your process ensures your strategies remain effective over time.
You now have all the tools you need to measure and compare your LinkedIn engagement against your competitors. The key is turning these insights into consistent actions that deliver real, measurable results. Let the data guide your decisions.
Start by diving into your engagement metrics - likes, comments, shares - and figure out what’s clicking with your audience. Use this understanding to fine-tune your posts and make them more impactful.
Next, compare critical metrics like follower growth and content performance. This will help you identify where you’re excelling and where there’s room for improvement. With these insights, you can sharpen your social media strategy, ensuring your efforts and resources are focused on what works best.
Here’s an important stat: LinkedIn engagement has grown by 44% year-over-year, with average engagement rates now at 3.85% [14]. This rapid growth means benchmarking isn’t a one-and-done task. Social media algorithms and audience behaviours are always shifting, so you’ll need to revisit and update your strategy regularly.
"Engagement is a mushy stat to measure. And you can't pay bills to vendors or pay employees wages with engagement. So the real measure of any media, social, online, or offline, is $. Nothing else matters." – Mark Mehling, Marketing strategist, author, problem solver [22]
This quote underscores why your benchmarking efforts should ultimately connect back to business results. Keep an eye on metrics like conversion rates and cost per lead to measure the true effectiveness of your campaigns. LinkedIn ads, for example, often deliver conversion rates up to twice as high as other platforms, making this analysis especially worthwhile [1].
To stay on track, set up quarterly reviews using scheduling tools and dashboards. This will help you monitor the ongoing impact of your strategy and make adjustments as needed [14][1].
If you’re looking to save time and improve efficiency, consider using AI-powered tools like Autelo. With features like an AI Dashboard Assistant that explains your results and suggests improvements, as well as dynamic writing recommendations based on performance data, Autelo can help you turn raw numbers into actionable strategies that boost your LinkedIn presence [21].
Finally, take that first step. Use LinkedIn’s built-in analytics to monitor your top three competitors and collect data monthly. By doing so, you’ll be able to refine your approach and keep your engagement on an upward trajectory.
To evaluate and compare your LinkedIn engagement against competitors, focus on key metrics like the engagement rate. This is calculated by dividing likes, comments, shares, and clicks by impressions, then expressing the result as a percentage. Take time to review your competitors’ pages to uncover patterns in how their followers interact and which types of content perform best.
Keeping a close eye on these metrics over time can reveal areas where your strategy might need improvement or where new opportunities lie. Comparing your results with industry benchmarks also adds valuable perspective. For instance, knowing the average engagement rates in your sector helps you gauge whether your performance meets or surpasses expectations.
Tools like Autelo can simplify this process by offering detailed insights into your content’s performance and engagement levels. This makes it easier to refine your approach and strengthen your connection with your LinkedIn audience.
To measure your LinkedIn engagement effectively, start by pinpointing your direct competitors, along with up-and-coming companies and influential organisations that cater to a similar audience. Focus on those whose strategies align with your business objectives or whose audience you aim to connect with.
Then, set up a regular tracking routine to keep an eye on their performance over time. Dive into metrics like engagement rates, posting frequency, and audience interactions to spot areas where you excel or where there’s room for improvement. LinkedIn’s analytics tools can also be a helpful resource, offering comparisons between your page and similar competitors, giving you actionable insights to fine-tune your approach.
It's wise to revisit and fine-tune your LinkedIn strategy every three months. However, if your performance metrics show clear changes in engagement patterns or shifts in how your audience interacts, it’s worth adjusting things sooner.
Keeping your approach fresh helps ensure your content and interactions remain in sync with your objectives and the changing interests of your audience.
