Metricool‘s “2025 LinkedIn Study,” analyzing 577,180 posts from 47,735 LinkedIn pages, reveals several counterintuitive findings about engagement on the professional networking platform. Contrary to popular belief, posts containing external links receive 4.9% more impressions and 13.57% more interactions than those without links.
The report examined LinkedIn performance metrics across accounts of varying sizes, categorized as small (fewer than 1k followers), medium (1k-10k followers), big (10k-100k followers), and huge (more than 100k followers).
Video Content Surges, Outpacing Other Platforms
LinkedIn video content increased 53% in the past year, with video posting frequency up 13.77%. More notable are the engagement metrics, with impressions increasing by 73.39% and views rising by 52.17%. This growth rate exceeds that of TikTok, Instagram Reels, and YouTube for comparable periods.
Source: Metricool
“The data do not lie—videos are being shared and consumed more than ever on LinkedIn,” states the report. “While LinkedIn still doesn’t match the leading video platforms in absolute numbers, if this growth continues, it won’t be long before it catches up.”
The time viewers spend watching LinkedIn videos has increased by 159.61%, indicating deeper engagement with video content on the platform.
Source: Metricool
Carousels and Polls Lead Engagement Metrics
Among content formats, carousels (document posts with multiple slides) generate the highest engagement (45.85%) and most interactions (791.12 on average). They also attract a high number of clicks (770.27), demonstrating that users actively engage with each slide.
Polls, despite being used in only 0.00034% of publications, achieve the highest reach—206.33% above the average post. This indicates an algorithmic preference for this interactive format, creating an opportunity for marketers in a relatively uncrowded format space.
Text-only posts lag behind more visual formats in generating interactions, despite having higher engagement than polls and videos in some metrics.
Platform Health Shows Strong Growth Patterns
The overall health of LinkedIn shows positive trends, with nearly all key metrics improving from 2024 to 2025:
Clicks increased 31.07%
Total interactions rose 24.13%
Engagement grew 18.21%
Weekly posting frequency increased 7.55%
Impressions improved 5.01%
Comments increased 9.72%
Only two metrics showed declines: likes (-9.25%) and shares (-10.38%), though these appear to be offset by increases in other interaction types.
Account Size Correlates with Posting Volume
Larger accounts post considerably more content. Accounts with more than 100,000 followers publish an average of 43.48 posts monthly compared to 9.98 posts for accounts with fewer than 1,000 followers. This pattern extends to video content, with larger accounts posting more videos (5.57 per month) than smaller accounts (1.96).
The findings challenge the assumption that size determines engagement effectiveness. The report notes: “Having more followers doesn’t always mean more interaction. Sectors like manufacturing (6,361 followers) and utilities (11,305 followers) generate higher engagement per post than industries with larger audiences, such as education or retail.”
Best Times and Days to Post
The study identifies Thursday at 5:12 PM as the optimal time to post on LinkedIn, though this timing may vary by region and industry.
Industry Performance Varies Significantly
The petroleum, gas, and mining sector leads with the highest impressions per post (2,609.62) despite having a moderate weekly posting frequency (2.32). Technology, information, and media businesses post most frequently (6.57 times weekly) but achieve lower impressions per post (1,278.77).
Financial services generate the most clicks per post (188.63), followed by manufacturing (125.03) and utilities (120.76), suggesting LinkedIn’s strength for technical content distribution.
Growth Remains Challenging
While engagement metrics show strong improvements, follower growth remains challenging on LinkedIn. Only 17.68% of accounts gained followers during the study period, positioning LinkedIn behind YouTube (41.44%), Instagram (39.09%), and TikTok (34.61%) in audience growth potential.
Strategic Recommendations
Based on the findings, Metricool suggests five key strategies:
Expand reach through varied content: Incorporate industry news, newsletters, and even memes to widen the top of the funnel.
Prioritize video content: Take advantage of LinkedIn’s algorithmic preference for video content before the competition increases.
Use carousels strategically: Create carousel posts that encourage users to swipe through multiple slides, as the algorithm rewards this interaction pattern.
Repeat successful content themes: When a topic resonates with audiences, develop multiple posts on the same subject until engagement declines.
Tailor content to specific personas: Create different content streams targeting various segments within your audience rather than using a one-size-fits-all approach.
The average LinkedIn account posts 12.24 times monthly, varying by account size and industry sector. While the report finds that posting frequency correlates with audience size, it also notes that content quality and audience alignment remain critical factors in generating meaningful engagement.
Metricool‘s “2025 LinkedIn Study,” analyzing 577,180 posts from 47,735 LinkedIn pages, reveals several counterintuitive findings about engagement on the professional networking platform. Contrary to popular belief, posts containing external links receive 4.9% more impressions and 13.57% more interactions than those without links.
The report examined LinkedIn performance metrics across accounts of varying sizes, categorized as small (fewer than 1k followers), medium (1k-10k followers), big (10k-100k followers), and huge (more than 100k followers).
Video Content Surges, Outpacing Other Platforms
LinkedIn video content increased 53% in the past year, with video posting frequency up 13.77%. More notable are the engagement metrics, with impressions increasing by 73.39% and views rising by 52.17%. This growth rate exceeds that of TikTok, Instagram Reels, and YouTube for comparable periods.
Source: Metricool
“The data do not lie—videos are being shared and consumed more than ever on LinkedIn,” states the report. “While LinkedIn still doesn’t match the leading video platforms in absolute numbers, if this growth continues, it won’t be long before it catches up.”
The time viewers spend watching LinkedIn videos has increased by 159.61%, indicating deeper engagement with video content on the platform.
Source: Metricool
Carousels and Polls Lead Engagement Metrics
Among content formats, carousels (document posts with multiple slides) generate the highest engagement (45.85%) and most interactions (791.12 on average). They also attract a high number of clicks (770.27), demonstrating that users actively engage with each slide.
Polls, despite being used in only 0.00034% of publications, achieve the highest reach—206.33% above the average post. This indicates an algorithmic preference for this interactive format, creating an opportunity for marketers in a relatively uncrowded format space.
Text-only posts lag behind more visual formats in generating interactions, despite having higher engagement than polls and videos in some metrics.
Platform Health Shows Strong Growth Patterns
The overall health of LinkedIn shows positive trends, with nearly all key metrics improving from 2024 to 2025:
Only two metrics showed declines: likes (-9.25%) and shares (-10.38%), though these appear to be offset by increases in other interaction types.
Account Size Correlates with Posting Volume
Larger accounts post considerably more content. Accounts with more than 100,000 followers publish an average of 43.48 posts monthly compared to 9.98 posts for accounts with fewer than 1,000 followers. This pattern extends to video content, with larger accounts posting more videos (5.57 per month) than smaller accounts (1.96).
The findings challenge the assumption that size determines engagement effectiveness. The report notes: “Having more followers doesn’t always mean more interaction. Sectors like manufacturing (6,361 followers) and utilities (11,305 followers) generate higher engagement per post than industries with larger audiences, such as education or retail.”
Best Times and Days to Post
The study identifies Thursday at 5:12 PM as the optimal time to post on LinkedIn, though this timing may vary by region and industry.
Industry Performance Varies Significantly
The petroleum, gas, and mining sector leads with the highest impressions per post (2,609.62) despite having a moderate weekly posting frequency (2.32). Technology, information, and media businesses post most frequently (6.57 times weekly) but achieve lower impressions per post (1,278.77).
Financial services generate the most clicks per post (188.63), followed by manufacturing (125.03) and utilities (120.76), suggesting LinkedIn’s strength for technical content distribution.
Growth Remains Challenging
While engagement metrics show strong improvements, follower growth remains challenging on LinkedIn. Only 17.68% of accounts gained followers during the study period, positioning LinkedIn behind YouTube (41.44%), Instagram (39.09%), and TikTok (34.61%) in audience growth potential.
Strategic Recommendations
Based on the findings, Metricool suggests five key strategies:
The average LinkedIn account posts 12.24 times monthly, varying by account size and industry sector. While the report finds that posting frequency correlates with audience size, it also notes that content quality and audience alignment remain critical factors in generating meaningful engagement.
The full report is available here.