What’s Changing in LinkedIn Competitor Analytics
LinkedIn is introducing a tiered analytics experience depending on whether you use the free version of Company Pages or upgrade to Premium:
- Enhanced Free Experience.
- Track one competitor with more robust metrics.
- Access detailed analytics on follower trends, engagement levels, and top trending posts from that competitor.
- Premium Company Page Experience.
- Track up to nine competitors at once.
- See the top three trending posts across your selected competitors.
- Compare your page with a broader set of competitors for a fuller view of industry positioning.
In short, LinkedIn is transitioning from a limited, one-size-fits-all dashboard to a graduated system that scales insights according to your level of investment.
The Metrics You’ll Be Able to Track
Whether you’re using free or premium, LinkedIn Competitor Analytics helps you benchmark against peers with two main types of data:
- Follower Metrics:
- Total lifetime followers.
- New followers gained in a specific time period.
- Insights into follower growth compared with competitors.
- Organic Content Metrics:
- Post-level performance such as impressions, reactions, and comments.
- Engagement benchmarks against competitor content.
- Trending Competitor Posts:
- Inspiration from the most engaging competitor content posted in the last 30 days.
- Refreshed daily to reflect the latest activity.
Why This Matters for Marketers
For marketers, LinkedIn’s changes mean:
- More competitive intelligence – Even free users will gain richer insights into one competitor’s strategy.
- Content inspiration – By monitoring trending posts, you’ll see firsthand which content formats and topics are resonating with your audience segment.
- Strategic benchmarking – With Premium, you can compare your company’s growth and engagement rates against up to nine rivals, helping refine your LinkedIn content calendar and ad targeting.
Action Steps for Marketers
- Audit Your Competitor List: Decide which competitor matters most if you’re staying on the free tier. If you upgrade, select up to nine for broader benchmarking.
- Monitor Trends Weekly: Keep an eye on trending posts to guide your own content experiments.
- Use Insights for Campaign Planning: Leverage data on engagement and follower growth to refine organic content and optimize LinkedIn advertising.
- Evaluate ROI of Premium: For teams heavily invested in LinkedIn as a growth channel, the expanded analytics could justify the subscription cost.
Final Takeaway
LinkedIn is positioning Competitor Analytics as a more strategic tool for brand benchmarking and content planning. For businesses serious about LinkedIn as a channel, the upgrade to Premium may become a valuable investment. For those staying on the free plan, the improvements still deliver a meaningful step up in insights compared to what was previously available.
At Beasley Direct & Online Marketing, we help B2B and B2C companies leverage platforms like LinkedIn to drive measurable growth. These updates provide new ways to refine your digital marketing strategy and stay ahead of the competition. Contact us for more information on how we can help you grow your reach on LinkedIn.