EP #004: What the data says about your company page

Executive Summary

1. Video Reigns Supreme: Native video content on LinkedIn significantly outperforms image and text posts for company pages, garnering approximately 2X more engagement than images and 4X more engagement than text posts.
2. Hashtags' Impact is Minimal: Despite their widespread use, hashtags do not notably enhance engagement on company pages. While their inclusion doesn't harm engagement, the median engagement for posts with hashtags is similar to those without.
3. Posting Frequency Variation: Unlike personal profiles, where frequent posting aids audience growth, company pages don't adhere to the same rule. Top-performing company pages show a diverse range of posting frequencies, with a median of 15 posts per month, indicating that daily posting isn't necessary for success.
4. Go Deeper: We identified three other takeaways, as well as best practices around four different types of content. You can download the full report for free here.

Deep dive

A CEO’s LinkedIn presence matters more than their company’s LinkedIn page…but company pages still matter.

That’s why I studied 10,000 posts from top-performing LinkedIn company pages to uncover trends and create a set of best practices.

It turns out that the keys to success as a company page on LinkedIn differ wildly from the established best practices for executives.

Here are three insights that stood out in the data:

#1: Video dominates engagement

Native video (i.e. video uploaded to LinkedIn, NOT an external YouTube link) is the clear winner for company pages.

The average native video received 48 likes per post. This is about 2X higher engagement than an image post, and 4X more engagement than a text post.

#2: Hashtags don’t appear to help

Even though 53% of the posts we studied used hashtags, hashtags did not significantly increase engagement.

Specifically, the median post with a hashtag received 19 Likes, while the median post without a hashtag received 15.

While there doesn’t appear to be a disadvantage to using a hashtag in a company post, it doesn’t seem like it’s worth fretting over hashtags too much.

#3: Frequency isn’t vital

With an executive’s personal posts on LinkedIn, it’s all about the frequency. The more an executive posts, the faster they grown an audience.

But when it comes to company pages, that maxim doesn’t always hold. Even in top-performing company pages, there’s still a wide variety of posting frequencies. The median posting frequency for companies is 15 posts per month (roughly every other day).

While there may be an incremental gain from posting daily on a company page, our data shows that’s not the norm.

Want to go deeper?

I found three other takeaways, as well as best practices around four different types of content.

You can download the full report for free here.