Benchmarks
Also filed underB2B
Myth:Your reach dropped because you stopped posting enough.
Evidence:Algorithm InSights (1.8M posts) documents organic reach falling by nearly 50% as LinkedIn shifted from a social graph to an interest graph. Baseline reach is structurally lower; the model now rewards demonstrated expertise signals over reach-chasing volume.
Rebaseline your reporting to the post-shift period before declaring a content strategy broken. Volume without topical consistency makes the interest-graph problem worse, not better.
Agorapulse (citing Richard van der Blom, Algorithm InSights 2025) · 2025 · Independent Analysis
Channels: linkedin · organic-social
Benchmarks
Myth:A 1% engagement rate is fine on LinkedIn — it's a slow platform.
Evidence:Socialinsider's benchmark data puts the average LinkedIn engagement rate at 3.85%, up 44% year over year, calculated per impression rather than per follower. Anything at or above ~4% is a defensible target.
Distribution mechanics
Myth:"Link in comments" is a busted hack — LinkedIn stopped penalising outbound links.
Evidence:Outbound links in the post body still suppress reach. Algorithm InSights (1.8M posts) puts the body-link penalty near 50% of organic reach, and controlled A/B tests show first-comment placement recovering most of it: GrowthRocks measured 2.9x reach for link-in-comment in round one and 1.8x in round two — with more clicks, not fewer.
Engagement signals
Myth:Likes are the signal that drives distribution.
Evidence:LinkedIn's own ranking model uses a dwell-time prediction weighted independently of — and more heavily than — likes, with no fixed second threshold. Content that gets read all the way through outranks content that gets tapped and skipped.
Engagement signals
Myth:A comment is worth 15x a like — every creator says so.
Evidence:The 15x multiplier has no traceable primary source. AuthoredUp's analysis of 621,833 posts puts a comment at roughly 2x a like, a save at roughly 2x a meaningful comment, and threaded replies at up to 2.4x more reach. Comments still beat likes — just not by an order of magnitude.
Distribution mechanics
Myth:The link penalty is a LinkedIn-only quirk.
Evidence:It replicates across networks. Sprout Social's LinkedIn test recorded 8,136 impressions for link-in-comment posts vs 3,309 with the link in the body (261 vs 141 engagements). Socialinsider's analysis of 51,054,216 Facebook posts found body links roughly halve engagement potential, and Hootsuite's linkless-tweet experiment found 56% of its top-engaging tweets contained no link.
One crib in your inbox every Monday. No spam, unsubscribe anytime.