On the other hand, we see an opposite movement for Pages with larger numbers of followers. Here, the reach decreases. And the 'bigger' the page, the more people suffer from this. The message for these companies is becoming increasingly clear. In order to really reach your target groups, including your followers, you will increasingly have to focus on paid campaigns. It is not without reason that you can target your own followers in the LinkedIn Campaign Manager and, recently, also the visitors of your company page.
Followers
On average, the organizations in the study had 6,838 followers on January 1, 2021. Now that doesn't say industry email list much, because the average is determined by completely different organizations. From a self-employed person with 24 followers to a university with almost a quarter of a million followers. What is interesting, however, is the growth that all organizations experienced on LinkedIn last year. On average, the number of followers increased by 172% in 2020!
In 2019, that was still 91%. We therefore suspect that this positive development can be largely attributed to the new functionalities. There is simply more to be gained on LinkedIn company pages. In addition, it helps enormously if you receive 100 to 250 credits per month to invite your personal network to follow your company page.
To measure online engagement, in this study, just like last year, we looked at 2 metrics.