LinkedIn holds a privileged position in the history of social networks. Not without reason, it was one of the first networks to be created, alongside other pioneers such as Myspace, although their paths have diverged significantly. Now firmly established as the world’s leading professional social network and with over 300 million monthly active users, LinkedIn continues to evolve, becoming one of the first applications that we open every morning.
Given this relevance, Metricool has devoted one of its detailed studies to the platform, with the aim of uncovering useful insights into how we utilize and how LinkedIn functions within the field of marketing.
To carry out this study, more than 670,000 posts from over 60,000 LinkedIn accounts at an international level were analyzed, during the months of January and February of 2025 and 2026. Through this analysis, Metricool has discovered that the main indicators of interaction have declined compared to last year: likes have fallen by 13%, comments have dropped by 17%, and shares have decreased by 10%.
However, not all the news is negative: clicks have increased by 5%, as have other non-visible actions such as link clicks, video views, carousel swipes, or link openings. Taking all of this into account, overall engagement has grown by 14%.
As Juan Pablo Tejela, CEO and co-founder of Metricool, explains, “The industry has been measuring success based on ‘likes’ and comments for years, but that paradigm is changing. Today, many of the most important signals occur without being visible. The real challenge is to understand which metrics truly reflect impact.”
A striking finding from the Metricool study is that, although company pages and personal profiles compete almost equally in terms of visibility (with a slight 2% impression advantage for companies), the real difference lies in what happens after the user views the post.
There is therefore a huge gap in the way a post from a company profile or a personal profile is received: personal profiles achieve a 63% higher engagement rate than corporate accounts. It seems clear that, although the LinkedIn algorithm allows brands to reach users’ screens, users tend to ignore institutional content, preferring to interact with real people. This human connection is also reflected in an 8% increase in total interactions for individual profiles.
Interestingly, personal profiles obtain 238% more comments per post than company pages; however, company pages garner 15 times more shares, perhaps because company content is perceived as safer to share.
Additionally, the study highlights a significant difference in the frequency of posting, as professionals are 30% more active than brands, averaging 3.05 posts per week compared to 2.34 for companies.
According to Metricool, only 6.89% of company pages managed to grow during the analyzed period, although there are differences depending on the size of the accounts. However, please note that in this study, growth refers to having gained enough followers to move to the next size category.
Therefore, the segment analysis reveals an inverse correlation between account size and its ability to expand. The so-called Tiny accounts (fewer than 2,000 followers) and Small accounts (between 2,000 and 10,000) are the only ones that exceed the overall average, with category-jump rates of 7.13% and 7.97% respectively.
However, the situation changes drastically after crossing the 10,000-follower threshold. In the Medium segment (10K to 100K followers), the ability to move up, to progress between categories, drops sharply to 3%, and becomes almost negligible among Big accounts (100K to 1M followers), where category-jump rates are barely 1%.
Let us continue with more remarkable conclusions: the report reveals a complete disconnect between what companies publish and what the audience actually consumes: while images and videos account for nearly 75% of all company posts on LinkedIn, their performance is among the lowest across almost all metrics, ranking at the bottom in terms of real effectiveness.
The leading format is the carousel, which has become the top format for generating interactions on company pages: carousels achieve 11 times more interactions than individual images… even though images are posted six times more often than carousels. With an engagement rate of 49.52% and an average of more than 600 interactions and clicks per post, carousels far outperform traditional formats such as single images or text-only posts. Alongside carousels, multi-image posts also stand out with an engagement rate of 37.82%.
Polls emerge as a tool for massive reach but low engagement. Although they are the least used format (only 0.41 posts per week), they achieve an average of 3,418 impressions per post, which is three times more reach than any other format. However, their engagement rate is low (4.21%).
Image: Gemini
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