Report Looks at LinkedIn Performance Benchmarks for 2025

LinkedIn is driving more clicks for brands, with videos and poll posts performing exceptionally well, according to the latest analysis from Metricool into overall LinkedIn performance.

Metricool’s 2025 LinkedIn study incorporates data from 577,180 LinkedIn posts, from 47,735 LinkedIn pages, providing a massive scope of performance data to establish its findings.

And the data reflects what LinkedIn itself has been reporting, that engagement in the app is up, with video on the rise.

As you can see in this chart, virtually every average video metric is rising in the app, with overall video impressions up 73%, and video views rising by 52%.

Which shows that LinkedIn is presenting more video to users, underlining this as an algorithmic focus, which users have responded to by watching 36% more video in the app year-over-year.

Metricool’s data also shows that video interactions are way up, including clicks, though interestingly, average video shares have declined since Metricool’s last report.

Users are clearly watching more video due to LinkedIn’s dedicated video feed, but they seemingly don’t feel compelled to share them with their LinkedIn connections. Which probably makes sense, in that even if you consume more professionally-focused videos, you’re not going to want to spam your LinkedIn connections with shares. But it’s an interesting note, which could impact your LinkedIn marketing approach (especially in variance to Instagram, which has made shares a key focus).

The other best-performing LinkedIn post type? Polls.

As per Metricool:

“Despite being one of the least-used post formats, poll post reach has skyrocketed by 206%. It’s an untapped opportunity for visibility.”

The simple engagement prompt of a poll is always going to drive more interactions, and that could help to boost your overall page performance in the app, expanding your reach.  

In terms of overall impressions, Metricool’s data shows that almost all company pages, small to large, are seeing higher overall impression counts in the app.

So company posts are being seen by a broader audience, which likely reflects a larger number of people logging into the app.

We don’t know if that’s the case, because LinkedIn doesn’t publish active user counts. But we do know that LinkedIn has seen steady growth in active users in EU (it has to report active EU users due to DSA obligations), and that being the case, we can assume that LinkedIn’s user count, overall, is rising.

By my estimates, LinkedIn currently has around 300 million active users.

Metricool’s data also shows that average interactions per post have also increased, with post clicks rising by 31%.

That would be post clicks, not link clicks, so it may not be indicative of LinkedIn driving referral traffic. But still, as you can see, overall post engagement is rising, though again, average shares are down on what they were.

Post likes have also declined, and both, I would presume, would be tied into rising video engagement, and users seeking professional insights, and educational pointers, from LinkedIn video clips, as opposed to viewing such for pure entertainment, which prompts more sharing with friends.

Metricool’s data also shows that company page engagement is on the rise, except for smaller pages (those with less than 1,000 followers).

So building your LinkedIn presence takes time, but once you’ve established an audience, LinkedIn’s showing your posts to more people, helping to drive more engagement.

I mean, presumably that’s a factor, as the increases are consistent across all pages with larger audiences. It could also be that pages with fewer than 1,000 followers post less often (Metricool’s report also shows that larger pages post 4x more often than smaller ones), which would then reduce their overall engagement rates. Maybe that then skews the overall data, but this does show that active company pages are, in general, seeing higher levels of engagement.

Some additional considerations for your LinkedIn marketing approach, which could influence your decisions on how to build your LI audience.

You can download Metricool’s full LinkedIn 2025 performance report here.