We can all safely say that LinkedIn post engagement is a KPI we all want to measure for business growth. But how do you calculate the impact of our LinkedIn posts? Using a recent post with an average engagement score, I share a straightforward hack.
Understanding LinkedIn Post Engagement
Before diving into the hack, let’s clarify what LinkedIn post engagement encompasses. LinkedIn calculates engagement by adding the number of interactions (reactions, comments, shares) and clicks, plus any new followers acquired, then dividing this total by the number of impressions your post receives. Impressions are the count of how many times your post has been displayed to LinkedIn users. This formula gives you the engagement rate, a key indicator of how resonant and compelling your content is to your audience.
My Recent Post: A Case Study
To illustrate, let’s take a look at one of my recent posts discussing “The People Also Ask” section in Google Search. This post received:
- 826 impressions
- 31 reactions
- 19 comments
- 1 repost
LinkedIn Formula of Engagement
The LinkedIn formula to measure engagement typically involves tracking interactions on content you share on the platform. LinkedIn engagement can be calculated by summing up the total interactions your content receives and dividing it by the reach or impressions, then multiplying by 100 to get a percentage. Here’s a simplified formula:
Engagement Rate = (Likes, Comments, Shares ÷ Impressions) x 100
In simpler terms, LinkedIn calculates engagement by adding the number of interactions, clicks, and new followers acquired, divided by the number of impressions the post receives.
- Likes, Comments, and Shares: These are the direct interactions your content receives. Each of these interactions indicates a different level of engagement from your audience.
- Impressions: This is the number of times your content has been seen. This can include multiple views by the same user.
The result gives you a percentage that represents the engagement rate of your content. A higher percentage indicates that a larger portion of the people who have seen your post have interacted with it in some way.
Remember, the formula can vary slightly depending on your specific goals and what you consider as engagement (e.g., including video views, clicks on links, etc.). It’s also important to compare engagement rates within the context of your industry or the average rates for LinkedIn to gauge performance effectively.
The engagement rate for my LinkedIn post is approximately 6.17%.
What’s Considered a Good Engagement Rate?
It’s important to note that there’s no universally “good” LinkedIn engagement rate. It varies widely depending on your industry and target audience. However, marketing experts typically consider an engagement rate between 2% to 3.5% as solid performance. Thus, with an engagement rate of over 6%, the example post performed well, showcasing its relevance and appeal to the audience.
Tips for Boosting Post Engagement
Achieving a high engagement rate on LinkedIn isn’t just about posting frequently (something I’m bad at); it’s about posting smart. Here are some tips to help increase your post engagement:
- Understand Your Audience: Tailor your content to match the interests, needs, and challenges of your LinkedIn audience. Consider using the Jobs to Be Done marketing approach when writing content you want to resonate with your readers.
- Encourage Interaction: Ask questions, solicit feedback, or share opinions to invite comments and discussions.
- Use Rich Media: Posts with images, videos, or infographics tend to get more attention and engagement.
- Optimize Posting Times: Share your content when your audience is most active. Typically, weekday mornings are a good starting point.
- Engage Back: Respond to comments on your posts to foster a community and encourage further interactions.
- Leverage Hashtags: Use relevant hashtags to extend your post’s reach beyond your immediate network.
- Analyze & Adapt: Review the performance of your posts to understand what works best for your audience and refine your strategy accordingly.
Remember, engagement is not just a numbers game; it’s about creating value and building relationships. With the right approach, you can transform your LinkedIn presence into a powerful tool for networking, brand building and business development.
Author
Fran Jakubowicz is the CEO of SunHouse Marketing, a full service digital marketing agency with a track record of excellence. A digital lead generation expert, Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for her clients. Fran invests in training and certifying her team across all digital marketing channels to ensure that her clients are benefiting from the freshest digital marketing strategies, Google best practices and tools available. Working across multiple verticals including health, pharmaceutical, finance, law, education, non-profit and eCommerce, Fran and her team have been helping organizations reach their digital goals since 2009. Fran grew up in communications. Early in her career, she worked in her family’s public relations firm, DCI (Dworkin Communications Inc). Since that time Fran has been involved in an impressive array of projects, assisting companies and non-profit organizations to attain their goals. In the days before the internet Fran practiced traditional marketing and PR. With this background, it was only natural for Fran to evolve her skills, and to become a very successful online marketer. In a rare combination, Fran blends over 20 years of experience with her love and passion for the latest and hottest technologies. This unique worldview allows Fran to assist companies to achieve their goals. Connect with Fran on LinkedIn.
