Do all LinkedIn developments, such as new functionalities, also have consequences for message reach? And what do they mean for engagement on updates? In this article, we would like to take you along in the second(!) version of our research into LinkedIn company pages.
2020 was without a doubt the year of the (Company) Pages on LinkedIn. Because, what a lot has happened! New functionalities flew around our ears. Old features were restored. Think of inviting your personal connections to follow your company page, the possibility to create events, LinkedIn Stories and new administrator roles.
Because there was little data available on LinkedIn company pages, we took up the challenge ourselves at the beginning of 2020. And so, last year, a first benchmark was created for many . This year, we made the follow-up. In which no fewer industry email list than 101 companies and (educational) institutions cooperated and provided data. Many Dutch organizations, but also a number from abroad. In total, we examined the data of 9,481 updates.
Worldwide we see that there are about 55 million company pages set up and 90,000 pages of universities and schools. If we look at the size of the sample and the local character of our research, it should be clear that we do not pretend to have 'the truth'. It does give a more than decent indication. Especially because the insights are in line with the results of our research from last year.