LinkedIn has transformed in 2025, introducing a more intelligent algorithm that rewards meaningful interactions, expanding its capabilities for video content, and rolling out innovative features for personal and company branding. These strategic shifts have redefined how professionals connect and businesses promote their brands on the platform. In this blog, we’ll dive into the 2025 LinkedIn engagement benchmarks—drawing on trusted insights from Hootsuite—and explore what these numbers mean for your strategy in the year ahead.
Benchmarking is key to the analytics process. It allows you to compare your social media results against specific thresholds or standards. This enables you to set realistic objectives, optimize strategy, and identify what's best for your business.
In our LinkedIn benchmarking analysis, Hootsuite utilizes a follower-based engagement rate. This particular form of engagement rate is a solid KPI for assessing users' activity levels within your existing community.
This can be calculated manually using this formula:
Understanding how each metric is defined is key when comparing your results to studies, as formulas can vary between sources.
After reviewing Hootsuite’s latest study on LinkedIn engagement rates, we can summarize the following percentages across various industries:
Agencies: 3.7%
Education: 2.8%
Media and Entertainment: 2.0%
Financial Services: 3.2%
Dining, Hospitality, and Tourism: 3.9%
Government: 2.7%
Healthcare, Pharma, and Biotech: 3.3%
Real Estate, Legal, and Other Professional: 3.2%
Consumer Goods and Retail: 3.9%
Construction, Mining, and Manufacturing: 4.0%
Technology: 3.6%
Utilities and Energy: 3.3%
NonProfit: 3.0%
Other: 3.8%
According to Hootsuite, the Consumer Goods and Retail industry consistently maintained higher engagement rates across multiple social platforms—an important trend when analyzing social performance at the industry level.
Content in this industry could be leading the way in:
When comparing how much one industry outperforms another on a specific platform like LinkedIn, it's essential to consider potential variances caused by external factors that may not be accounted for. As noted in the formulaic breakdown of the average engagement rate above, the number of posts and follower count heavily influence the final percentage, both of which can vary significantly between profiles.
It’s extremely important to use these 2025 LinkedIn benchmarks as a surface-level comparison, and to build on them with personalized benchmarking that aligns with your specific strategy.
Want personalized help with benchmarking strategies to optimize your social media results? Chat with our team today!
