Benchmark Report Company Pages

COMPANY PAGE RESEARCH REPORT 2021
THE BENCHMARKS FOR YOUR B2B CONTENT MARKETING
February 2021
THIS REPORT
YOUR BENCHMARKS TO USE
We spent 4 months on preparing this report.

All data has been analysed and interpreted with the most care.
The numbers and graphs you will see on the following pages will give you insights to use as
benchmarks for your own company page and content marketing.
This report will be updated each quarter, with the most up-to-date benchmarks.
Enjoy this report and feel free to share it!
Jan Willem Alphenaar

head of research
Next Business Agency
(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

 
 

CONTENT OF THE REPORT

WHAT YOU WILL FIND ON THE FOLLOWING PAGES
This report covers three main topics:
• Analyses of Followers
• Analyses of Visitors
• Analyses of Content
Including nice facts, interesting interpretations, benchmarks and beautiful

(cough) graphs.

PAGE FOLLOWERS
• We analysed followers from 168
countries, covering 576 regions.
• The followers work in 146 different

industries.
(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 4

23%
THE AVERAGE GROWTH IN FOLLOWERS FOR 2020

PAGE FOLLOWERS
GROWTH IN 2020
23%
23%
The average growth in followers in 2020
Of all new followers in 2020 (100%), most new followers were

registered in April (13.71%) as LinkedIn added the feature of unlimited
inviting your connections to follow your page.
In May 2020 LinkedIn added a limit of 100 credits of open invitations
per month.
Ever since that moment, we noticed that most companies stopped
using the invitation feature.
And that’s a waste, because you need followers to spread your
corporate message.
In January 2021 we saw the number of invitation credits vary between
100 and 250.

INVITATION STRATEGY
MAKE A SCHEDULE FOR YOUR SALES AND MANAGEMENT TEAM
• Make a list of employees that have a

good network
• Ask them if they want help to get
more followers
• Make them temporary admin (content
admin is ne) for a month
• Let them invite speci c connections
• Use lters for region and industry to
nd the right people
• Next month the next person

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OF THE FOLLOWERS OF A COMPANY PAGE ARE EMPLOYEE FOLLOWERS

5.6%
PAGE FOLLOWERS COMPANY SIZE FOLLOWERS BENCHMARK
25 2360
EMPLOYEE FOLLOWS 100 9440
1000 94400
5000 472000
5.6%
5.6%
10000 944000
The employee followers of your Page
The above table shows the number of followers

your page should have (at least) based on your
number of employees.
Non-employee followers are gained organically by
Employee follows are all employees who updates, new connections of your employees,
connect their working experience with the suggestions from LinkedIn and the invitations.
Company Page. That’s done automatically.
You cannot buy followers for your Company Page.
You can gain followers with LinkedIn advertising.

PAGE VISITORS
• We analysed over half a million page
visitors.
• The visitors come from 175 countries

and work in 147 industries.
• In this section we look at visitors to

the Company Page and Jobs Page.
• We compare weekdays, mobile VS

desktop, unique VS returning visitors.

PAGE VISITORS
SPREAD OVER WEEKDAYS
13.84%
13.84% Of page visits are in the weekend
Visits to the Company Page are well spread

over the weekdays.
In the weekends we see a huge dropdown, as
people have other things to do. However, there
is still a signi cant group visiting Company
Pages in the weekend.
Saturday and Sunday combined almost look like
a normal weekday.

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OF THE VISITORS IN THE WEEKEND USE A MOBILE DEVICE

73.75%
PAGE VISITORS
DESKTOP VS MOBILE VISITORS
53.73%
53.73% Of your page visitors use a mobile device
On weekdays the majority of the visitors to

Company Pages use desktop. We strongly believe
those are the visitors during o ce hours.
Moving towards the weekend we see the

percentage of mobile viewers increase.
In the weekends, 73,75% of the visitors use a

mobile device.

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MORE THAN 50% OF VISITORS TO A COMPANY PAGE ARE RETURNING VISITORS

52.95%
PAGE VISITORS
UNIQUE VS RETURNING VISITORS
47.05%
47.05% Of your page visitors are unique
In general the percentage of unique visitors

to a company page is equal throughout the
week.
More than half of the page visitors are
returning visitors.
That means they are interested in what you
have to say.

OF ALL COMPANY PAGE VISITORS GO TO YOUR JOB PAGE, EVEN IF YOU DON’T POST JOBS
4.9%
PAGE VISITORS - JOB PAGE
SPREAD OVER THE WEEK
4.94%
4.94% Of your page visitors go to your jobs page
Even if you don’t actively use your Jobs Page, you

do have one visible for visitors.
If you do have job openings, you can create free

jobs postings that will be visible on your jobs page.
You don’t need a career page for this.
Visitors can create Job alerts for your page. So

make use of it!

PAGE VISITORS - JOB PAGE

DESKTOP VS MOBILE
61.32%
61.32% Of your job page visitors are on mobile
Most visitors to job pages come from mobile. The

conclusion we make out of that is that most of them
are doing this after o ce hours or during a sanitary
break so their co-workers won’t notice.
In the weekend it’s mostly on mobile as most people

don’t sit behind a desk in their days off.
This also means that the website where you host your
jobs and direct people to, should be responsive and
ready for mobile visitors.

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UPDATES
We analysed more than 4.000 updates.
Updates can be categorised in four different types.
1. Native content
2. External content (non native content)
3. Re-shares of updates from a person or another company
4. Sponsored updates
For this benchmark we only look at the rst two types.

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OF ALL COMPANY UPDATES ARE SHARED ON TUESDAY AND THURSDAY

45%
UPDATES
3.2%
3.2% Of all updates are posted in the weekend
For some reason, most updates are posted on

Tuesday and Thursday.
It must be some sort of a secret code amongst

content marketeers.
As so many companies are posting on that same

day, your post might be buried under other
companies updates. You’re all ghting for eyeballs
at the same time.

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IMPRESSIONS
57.14%
57.14% Of all impressions are unique impressions.
Thursday get’s the most impressions. In absolute

numbers, compared to the other weekdays.
Based on other research we did, we know that most

people are active on LinkedIn on Thursdays.

IMPRESSIONS When we look at the number of updates and

impressions per weekday, there is a clear
SPREAD OVER THE WEEK correlation as you can in the chart on the left.
When you look at the impressions per update, as

we do in the chart on the right, you see that Monday
and Wednesday, relatively, get the most
impressions.

IS THE AVERAGE ENGAGEMENT ON A COMPANY UPDATE

4.85%
ENGAGEMENT In absolute numbers, most engagement is on
Tuesday and Thursday. Not so surprising as most
SPREAD OVER THE WEEK updates are shared on those days.
In relative numbers, Sunday has the most

engagement, as there is less content shared.
So consider sharing in the weekend to get more

engagement.

3.08%
IS THE AVERAGE CTR ON A COMPANY UPDATE

COVERSION / CLICKS Looking at the absolute number of Clicks in a week,
most clicks are on Monday, Friday and Saturday. This
SPREAD OVER THE WEEK is mainly on updates that were posted in previous
days.
Surprisingly the CTR (Click Through Ratio = Clicks /

Impressions) is higher in the weekends.
People take more time and effort in the weekends to

click on an update. During weekdays they are more
likely to scroll to the next update in the timeline.
NATIVE VS NON-NATIVE CONTENT

IT REALLY MAKES A DIFFERENCE
Native content at LinkedIn is all content that Non-Native content is content from
is placed directly on LinkedIn. external sources.
Images, video, text, uploaded documents, Links to posts, articles, news websites,
polls. youtube video's etc...
LinkedIn generally gives native content more As this content directs people away from
exposure in the timeline.
LinkedIn it is considered as external, non-
So native content is preferred over non-
native, content.
native content.
NATIVE VS NON-NATIVE CONTENT

IT REALLY MAKES A DIFFERENCE
A native update gets 162.81% more impressions than
a non-native update
A native update gets 125.68% more engagement than
a non-native update
A native update gets 140.13% more clicks than
a non-native update

WHAT TO DO WITH THIS BENCHMARKS?
PUT THEM IN ACTION
Use the Benchmarks to check if you are on the right track with your Company
Page and Content Marketing.
Not all numbers can be found in the standard Company Page statistics.
If you want to see how you perform against the Benchmarks, we can create a
Company Page Performance Report for you.

SUPERDEAL
COMPANY PAGE PERFORMANCE REPORT
Check a demo of how a Company Page Performance report could like.
We can create a Company Page Performance report for you, including advice
and remarks and a Zoom/Teams call where we go into detail.
We can also make this a monthly or quarterly event to really improve your
performance.
Check a demo Request pricing info
CONTACT US
YOU CAN FIND US ON LINKEDIN
Next Business Academy B.V. / Next Business Agency

Eindhoven - The Netherlands
0031 - 6 270 66 822
www.nextbusinessacademy.nl
www.nextbusinessagency.com
contact@nextbusinessacademy.nl

DISCLAIMER
The LinkedIn Corporation is the proprietor of the word and gurative marks
LINKEDIN.
Next Business Agency is an independent agency that is in no way a liated with

LinkedIn.
Where the LinkedIn brands are used in this report, this is purely intended to refer
to LinkedIn, and not to suggest that Next Business Agency is directly or indirectly
commercially linked, nor is there an agreement between Next Business Agency
and LinkedIn.

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SOURCES
THE DATA WE USED FOR THESE BENCHMARKS
ALL COMES FROM THE LINKEDIN COMPANY PAGE API
We analysed the following datasets:

• Update details
• Page lifetime statistics
• Share totals
• Follower details
• Historical follower details
• Page statistics
• Historical share statistics
All data is used anonymously.
We collected data from November 2019 until January 2021.

 

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COMPANY PAGE RESEARCH REPORT 2021

THE BENCHMARKS FOR YOUR B2B CONTENT MARKETING

We spent 4 months on preparing this report.

Jan Willem Alphenaar

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

CONTENT OF THE REPORT

This report covers three main topics:

Including nice facts, interesting interpretations, benchmarks and beautiful

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

• The followers work in 146 different

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 4

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

Of all new followers in 2020 (100%), most new followers were

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

• Make a list of employees that have a

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

OF THE FOLLOWERS OF A COMPANY PAGE ARE EMPLOYEE FOLLOWERS

The employee followers of your Page

The above table shows the number of followers

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

• The visitors come from 175 countries

• In this section we look at visitors to

• We compare weekdays, mobile VS

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 10

Visits to the Company Page are well spread

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

OF THE VISITORS IN THE WEEKEND USE A MOBILE DEVICE

On weekdays the majority of the visitors to

Moving towards the weekend we see the

In the weekends, 73,75% of the visitors use a

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

MORE THAN 50% OF VISITORS TO A COMPANY PAGE ARE RETURNING VISITORS

In general the percentage of unique visitors

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

Even if you don’t actively use your Jobs Page, you

If you do have job openings, you can create free

Visitors can create Job alerts for your page. So

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

PAGE VISITORS - JOB PAGE

Most visitors to job pages come from mobile. The

In the weekend it’s mostly on mobile as most people

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

For this benchmark we only look at the rst two types.

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com 19

OF ALL COMPANY UPDATES ARE SHARED ON TUESDAY AND THURSDAY

For some reason, most updates are posted on

It must be some sort of a secret code amongst

As so many companies are posting on that same

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

Thursday get’s the most impressions. In absolute

Based on other research we did, we know that most

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

IMPRESSIONS When we look at the number of updates and

When you look at the impressions per update, as

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

IS THE AVERAGE ENGAGEMENT ON A COMPANY UPDATE

In relative numbers, Sunday has the most

So consider sharing in the weekend to get more

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

(c) 2021 - Next Business Agency / J.W. Alphenaar - www.nextbusinessagency.com

Surprisingly the CTR (Click Through Ratio = Clicks /

People take more time and effort in the weekends to