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What are the average engagement rates for B2B social media accounts on LinkedIn?
According to TrackMaven's 2016 report, LinkedIn's average engagement rate is 1.09. This engagement rate is at the lower end of the spectrum being significantly smaller than Instagram's 23.53 rate and Facebook's 5.99 but higher than Twitter's 0.86. The industries with the highest engagement rates on this platform are logistics, machinery, biotech, wholesalers, and energy. An extensive search through various industry reports and reputable media sites was used to obtain the requested information. Unfortunately, Forrester and Gartner are a paid resources and are not available for use on this request.
OVERVIEW
LinkedIn is used by "94% of B2B marketers" and the platform as a whole has over 450 million users. Despite this significant user count, users typically spend only 17 minutes per month on LinkedIn. With the professional nature of the site, it's also worth noting that 39% of users on LinkedIn pay a monthly fee for premium accounts.
ENGAGEMENT RATE
For the purpose of this request, engagement rates are measured by the level of interaction per post per 1,000 followers. The average engagement rate on LinkedIn is 1.09. This rate is much lower than Instagram's 23.53 rate but higher than Twitter's 0.86. It's also noted that the average audience size on LinkedIn is 109,000 followers. This is the largest average audience size out of the other major social platforms. Facebook comes in second at less than half that amount at 34,000. Details on the name of the source and date of publication for key statistics are listed below.
In TrackMaven's 2016 report, it's noted that the industries with the highest engagement rates on LinkedIn are logistics, machinery, biotech, wholesalers, and energy. It's also noted that in comparison to other social media platforms, biotech was inactive on Instagram and LinkedIn outperformed Twitter in almost every B2B industry. The exceptions were chemicals, medical, and engineering. Both platforms had an equal engagement rate in terms of professional services. Details on the highest engagement rates by B2B industry are listed below (TrackMaven — 2016).
Other noteworthy industry engagement rates: