The CTR. This stands for Click Through Ratio. This is a percentage that shows how often people have clicked on your updates.
The Engagement Rate or interaction rate per update. This is how often people have done something with an update of your company page, expressed as a percentage. In addition to the previously mentioned clicks, this also includes people who like, share or respond to a post. The Engagement Rate (ER) should therefore always be greater than or equal to the CTR.
The average CTR for the organizations we researched is 3.91%. The average Engagement Rate is 6.00%. In both cases a small increase compared to last year. The lowest measured engagement at a company was an average of 1.13%. The highest, a beautiful 13.15%! Just wait a moment before comparing your own statistics with this…
Engagement is strongly dependent on the number of followers of a page. For example, organizations with industry email list more than 100,000 followers have a maximum of 3% engagement. And companies with few followers have the highest engagement in relative terms. And that is not so strange. As the number of followers grows, the relative share of less engaged followers also grows. They are less engaged than the most important first ambassadors of the company (think employees, family and business partners).
Engagement vs. Follower Count.
Engagement vs. Follower Count.
In addition, it is smart to take the industry into account. Surprisingly enough, in this year's research we saw many B2C companies, for example in fashion, with great engagement figures. In contrast, it is traditionally much more difficult to achieve high engagement in IT. Also because almost all market parties are fully committed to LinkedIn and it is a challenge to publish truly distinctive content.