LigoSocial Research/Report
LinkedIn company pages in 2026: what actually earns engagement
We selected 200 active company pages, from a few hundred followers to more than 10 million, and measured 5,530 of their posts, each against the same page's own average. News and people win, thought leadership loses, and comments barely exist.
Sample5,530 posts from 200 selected LinkedIn company pages, January 2025 to September 2026
- Team and culture posts
- +82%
- Team and culture posts
- vs the same page's product posts
- Thought leadership, the most common post
- -22%
- Thought leadership, the most common post
- vs the page's average
- Share of engagement that is comments
- 3%
- Share of engagement that is comments
- vs 20% on personal profiles
- Company posts that read as AI
- 67%
- Company posts that read as AI
- vs 45% of personal posts, 2026 H1
Key findings
- News and people win. Team and culture posts got +82% and company news +80% vs the same page's product posts; posts featuring a named person +37%.
- Thought leadership is the most common company post (25%) and the weakest (-22% vs the page average).
- Company pages get reactions, not conversation: comments are 3% of engagement vs 20% on personal profiles, and asking for comments does not add any.
- Two in three company posts read as AI, and those posts got 14% less engagement than the same page's other posts.
- Link previews lose 40% vs images, and link or contact requests cost 15%. 4 to 6pm local time is the one slot that stands out (+17%).
- Engagement rate falls fast with size: 0.37% under 2,500 followers, 0.06% at 15,000 to 100,000, under 0.01% past 1 million. From 3,000 followers pages match people per follower.
Contents
About this report
Most company-page benchmarks come either from a handful of big brands or from an unexplained average across millions of posts. This report covers the whole range: small firms posted to by a founder between other jobs, mid-size companies with a marketer, and global brands with a social team, measured the same way.
We selected 200 LinkedIn company pages and analysed 5,530 of their posts from January 2025 to September 2026. The sample combines companies of all sizes across industries: software and IT, finance, healthcare and life sciences, manufacturing, retail and consumer goods, agencies and professional services, education, non-profits and recruiting. Pages range from about 100 followers to more than 11 million (median 14,000), and are headquartered mostly in the US, the UK, Australia and Canada, plus India, Europe, the Gulf and Africa. We never publish page names, handles or post text.
What makes it different: every effect is measured inside the same page's own posts. We ask "does the same company do better when it posts about its team instead of its product?", not "do pages that post about their team have more followers?". A single big page cannot drive the result.
Benchmarks: what a normal company post earns
0.37% to <0.01%
Finding 1
Engagement rate falls fast as pages grow
The typical page's median post got 19 reactions, comments and reposts combined in the last 12 months. As a share of followers that is 0.37% under 2,500 followers (4.5 per post), 0.25% at 2,500 to 15,000 (17 per post), 0.06% at 15,000 to 100,000 (25), 0.03% at 100,000 to 1 million (81) and under 0.01% past 1 million (200). Benchmark against your own band, not an all-page average.
0.31% vs 0.31%
Finding 2
From 3,000 followers, pages keep up with people
At the same follower count, company pages match personal profiles once they pass about 3,000 followers: 0.31% vs 0.31% at 3,000 to 6,000 and 0.20% vs 0.18% at 6,000 to 10,000. Smaller pages trail people: 0.33% vs 0.43% at 1,000 to 3,000, and 0.77% vs 0.96% under 1,000. The "company pages are dead" line is really about small pages.
3%
Finding 3
Company pages get reactions, not conversation
Comments were 3.4% of all engagement on company pages, against 20% on personal profiles. 59% of company posts got no comment at all. Reactions made up 88%.
9 per 100
Finding 4
Reposts still outpace people
Company posts got 9 reposts per 100 reactions, more than any post format on personal profiles (1.5 to 8.4), and 67% of posts were reshared at least once. Product posts (13 per 100 reactions) and industry news (13) are reshared most, team posts least (4): employees and partners pass on what they can use.
-4%
Finding 5
No collapse in 2026 either
The same 31 pages got 4% less engagement per post in 2026 than in 2025 (95% CI -17% to +11%), which is not a significant change. 52% of pages declined and 48% grew.
| Measure | Company pages | Personal profiles |
|---|---|---|
| Engagement rate at 1,000 to 3,000 followers | 0.33% | 0.43% |
| Engagement rate at 3,000 to 6,000 followers | 0.31% | 0.31% |
| Engagement rate at 6,000 to 10,000 followers | 0.20% | 0.18% |
| Comments as a share of engagement | 3% | 20% |
| Posts that read as AI (2026 H1) | 67% | 45% |
| Posts with an em dash (2026) | 18% | 20% |
| Best opening line | News or announcement | A story |
| Ending with a request to comment | no extra comments, -15% engagement | +5% comments, -7% engagement |
| Tagging people | +34% to +86% | +35% to +126% |
| Link preview posts | -40% vs images | -15% vs text |
| Timing | 4 to 6pm +17%, other hours flat | hour barely matters; Sunday +9% |
| Hashtags per post (median) | 3 | most posts use none |
Personal-profile figures are from our State of LinkedIn 2026 study. Engagement rates are compared at the same follower count, because rates fall as accounts grow.
What to post
-22%
Finding 6
Thought leadership is the most common company post, and the weakest
Advice, opinion and insight posts make up 25% of company posts, more than any other type, and got 22% less engagement than the same page's average post (95% CI -27% to -17%), and 10% less than its product posts (not significant). The gap holds in every follower band, from -23% to -46% vs other posts. They draw slightly more comments per reaction (4.9 per 100) than product posts (3.7).
+82%
Finding 7
Team and culture posts win by the widest margin
Posts about the team (a new hire, a work anniversary, a team photo, behind the scenes) got +82% vs the same page's product posts (95% CI +47% to +127%) and +50% comments. Only 6% of posts are about the team.
+80%
Finding 8
Company news and milestones nearly double engagement
Awards, partnerships, anniversaries, new offices and deals got +80% vs product posts (95% CI +50% to +112%) and +37% comments. They are 9% of posts.
+33% / +59%
Finding 9
Events and hiring posts beat product posts
Event invitations and recaps got +33% vs product posts (95% CI +14% to +57%). Hiring posts got +59% (CI +26% to +101%) and were the most reshared type (+69% reposts). Customer stories came in at +3%, which is not significant; they are only 4% of posts.
+37%
Finding 10
Posts that feature a named person get 37% more
Posts that name or feature a specific person (an employee, a founder, a client, a speaker) got +37% vs the same page's other posts (95% CI +25% to +48%) and +22% comments. 32% of company posts do it. The lift is biggest on small pages: +63% under 2,500 followers, +38% to +45% from 2,500 to 100,000, and not significant past 100,000.
+34% to +86%
Finding 11
Tagging people and partners lifts reach
Tagging one person went with +34% engagement, 2 to 3 people +35% and 4 or more +86%, vs the same page's untagged posts. Tagging another company: +37% (95% CI +24% to +53%). 20% of company posts tag a person. Tagged people and partners often engage and reshare themselves, which is the point.
-12%
Finding 12
Holiday greetings underperform
Holiday and observance greetings got 12% less than the same page's average post (95% CI -20% to -2%) and 21% fewer reposts than product posts. 86 of 200 pages post them anyway.
Openings and calls to action
-27%
Finding 13
On a company page, news beats opinion
Posts that open with news or an announcement did best, and 46% of company posts do. Against them, bold-claim openers got -27% (95% CI -33% to -20%) and question openers -36% (CI -42% to -28%); story and statistic openers were -12% and -14% (not significant). This is the opposite of personal profiles, where a story opening wins. People follow companies for news.
0% comments
Finding 14
Asking for comments does not bring comments
Posts that end by asking readers to comment got no more comments than the same page's other posts (0%, 95% CI -11% to +11%) and 15% less engagement overall (CI -25% to -3%). 8% of company posts do it.
-15%
Finding 15
Link and contact requests cost 15%
Posts asking readers to visit a link, register, book or get in touch got 15% less engagement than the same page's other posts (95% CI -21% to -8%) and 7% fewer comments. Half of company posts (51%) carry one. Make the ask when the click matters, not on every post.
AI writing on company pages
67%
Finding 16
Two in three company posts read as AI
66% of company posts of 300+ characters read as AI to our calibrated judge: 67% in the first half of 2026, against 45% of personal posts. 63% of pages publish mostly AI-sounding posts. Em dashes appear in 18% of 2026 company posts (about 20% for people).
-14%
Finding 17
AI-sounding company posts get 14% less engagement
Posts rated as AI-sounding got 14% less engagement than the same page's other posts (95% CI -20% to -7%) and 6% fewer comments (not significant). Comparing only posts of the same content type, the gap shrinks to -7% (CI -15% to +2%): much of the penalty is what AI gets used for, generic thought leadership. The penalty is significant on pages under 2,500 followers (-16%) and at 15,000 to 100,000 (-19%), but not past 100,000.
Does your next post read as AI?
Paste it into the free LinkedIn AI Detector. It scores the post and points at the phrases and patterns that give it away. Nothing you paste is stored.
Formats
-40%
Finding 18
Link previews are the weakest format
Link-preview posts got 40% less engagement than the same page's image posts (95% CI -47% to -30%) and 18% fewer reposts. A URL typed into the body of other posts cost 18% (CI -25% to -11%). 44% of non-link company posts carry a URL.
-25%
Finding 19
Images win; documents and text-only lag
Document carousels got -25% vs the same page's image posts (95% CI -33% to -16%) and text-only posts -26% (CI -41% to -12%). Video was -7% vs images (not significant) overall, but beat other formats on pages under 2,500 followers (+20%) and at 15,000 to 100,000 (+19%). Company carousels are short (median 5 pages); in our people study documents only paid off past 10 pages.
Images are the default (58% of company posts), followed by video (19%), documents (11%) and link previews (9%). Text-only posts are rare on company pages (3%), and polls under 1% (too few to benchmark).
Length and hashtags
-14%
Finding 20
Short company posts underperform
Posts of 300 to 600 characters got -14% vs the same page's 600 to 900 character posts (95% CI -21% to -6%), and posts under 300 characters -17%. 900 to 1,300 characters did best (+12%, CI +2% to +23%). The median company post is 633 characters. On pages with 2,500 to 100,000 followers, posts over 900 characters got +28% to +31%.
+13% to +22%
Finding 21
Company pages still use hashtags, and they help a little
The median company post carries 3 hashtags; 38% use none and 27% use 7 or more, while most personal posts now use none. Against the same page's posts with no hashtags, 1 to 3 hashtags got +18% (95% CI +3% to +41%), 4 to 6 +13% (CI +1% to +27%) and 7+ +22% (CI +3% to +44%). A small lift, not a strategy.
Timing and frequency
+17%
Finding 22
Late afternoon is the one slot that stands out
In the company's local time zone, posts at 4 to 6pm got +17% vs the page's average post (95% CI +6% to +32%), yet only 10% of posts go out then. Every other 2-hour slot, early morning included, was within 11% of average and not significant. 10am to noon is the most common slot (25% of posts) and sits at 0%.
95%
Finding 23
Weekdays are all the same; weekends are rare
95% of company posts go out Monday to Friday, and no weekday stands out (all within 3% of average). Weekend posts got -5% (95% CI -16% to +10%), not a significant difference.
+3%
Finding 24
Posting more often did not cost per-post engagement
In weeks with 5+ posts, each post got +3% vs single-post weeks (95% CI -17% to +30%): no penalty. The gap since the previous post made no difference either. The typical page posts about 4 to 5 times a month.
What works at each follower count
Same method inside each band: each effect compares posts on the same page. Bands follow natural breaks in the follower counts of the pages we selected.
Follower band 1 of 5
Under 2,500 followers
33 authors, 1,797 posts
What worked
- Featuring a named person: +63% vs the same page's other posts (95% CI +42% to +89%).
- Opening with news: +51% (CI +29% to +83%). Event posts: +48% (CI +15% to +87%).
- Video: +20% vs other formats (CI +4% to +41%). 1 to 3 hashtags: +37% vs none (CI +10% to +76%).
What did not
- Thought leadership, 41% of posts at this size: -29% (CI -42% to -16%).
- AI-sounding posts: -16% (CI -30% to -4%). Asking for comments: -14% (CI -28% to -3%).
- Link previews: -28% vs other formats (CI -52% to -6%). Typical post: 4.5 engagements.
Do this
- Show the people behind the company and tag them.
- Lead with news and events; keep opinion pieces for founders' own profiles.
- Film short, simple videos; ask two or three teammates to reshare.
Follower band 2 of 5
2,500 to 15,000 followers
69 authors, 1,646 posts
What worked
- Featuring a named person: +38% (CI +19% to +59%).
- Longer posts (900+ characters): +31% (CI +18% to +47%).
- Opening with news: +25% (CI +11% to +40%). Events: +19% (CI +5% to +35%).
What did not
- Link previews: -39% vs other formats (CI -50% to -25%). A URL in the body: -29% (CI -39% to -17%).
- Product and service posts: -30% vs other posts (CI -44% to -12%). Thought leadership: -23% (CI -35% to -8%).
- Link and contact requests: -16% (CI -26% to -6%).
Do this
- Write the full story (900+ characters) instead of a caption plus a link.
- Keep posts native: no preview cards, no URL in the body unless the click is the point.
- Sell through people and results, not product announcements alone.
Follower band 3 of 5
15,000 to 100,000 followers
50 authors, 1,081 posts
What worked
- Featuring a named person: +45% (CI +27% to +70%).
- Opening with news: +36% (CI +17% to +57%). 900+ characters: +28% (CI +9% to +48%).
- Video: +19% vs other formats (CI +2% to +41%).
What did not
- Thought leadership: -27% (CI -40% to -15%).
- Link previews: -25% (CI -40% to -6%). AI-sounding posts: -19% (CI -30% to -3%).
- Link and contact requests: -17% (CI -28% to -4%).
Do this
- Make people the story: the engineer who shipped it, the client who used it, the new hire.
- Edit AI drafts until they sound like your team; at this size readers notice.
- Use video for the moments worth watching.
Follower band 4 of 5
100,000 to 1 million followers
29 authors, 708 posts
What worked
- Opening with news: +57% (CI +24% to +103%).
- 1 to 3 hashtags vs none: +74% (CI +3% to +231%, a wide range).
- Featuring a named person: +18% (not significant at this size).
What did not
- Thought leadership: -46% (CI -57% to -31%), the largest gap of any band.
- A URL in the body: -37% (CI -51% to -19%).
- AI-sounding posts: -9% (not significant).
Do this
- Treat the page as a newsroom: every post should carry a piece of news.
- Move links out of the body and let the post stand on its own.
- Hand advice and opinion to named experts and their own profiles.
Follower band 5 of 5
1 million+ followers
19 authors, 298 posts
What worked
- Opening with news: +35% (CI +16% to +58%).
- Typical post: 200 engagements, but under 0.01% of followers.
- Named people and AI tone made no significant difference at this size (+3% and -4%).
What did not
- Thought leadership: -24% (CI -38% to -7%).
- A URL in the body: -16% (CI -22% to -10%).
- Most other effects are too small to measure at this size with 19 pages.
Do this
- Lead with the news in the first line.
- Keep links out of the body.
- Judge success on reach and reposts, not rate: a 0.01% rate is normal here.
Method and limits
Engagement is reactions + comments + reposts, read at least 7 days after posting. Within-page effects compare each post with the same page's other posts on a log scale, average per page, then across pages, so every page counts once. Confidence intervals come from resampling pages (1,000 draws for trends, 400 for effects). Local time uses the company's headquarters time zone (189 of 200 pages). Follower counts are the page's count when its posts were collected.
Content type, opening, "reads as AI", named people and calls to action were labelled for all 5,530 posts by a calibrated AI judge (Jev by TypeSafe), with the same "reads as AI" question as our people study.
| Question | Result | Threshold |
|---|---|---|
| Content type (10 options) | 86% agreement (102 of 118 posts); 92% to 93% on unambiguous posts | most likely option |
| Reads as AI | AUC 0.91, 0.93 and 0.81 on three hand-labelled sets; 83% to 91% precision | score under 0.5 of 3 |
| Features a named person | AUC 0.97 to 0.99, 94% to 95% accuracy | 0.5 |
| Asks readers to comment | AUC 0.99, 96% accuracy | 0.9 |
| Link or contact request | AUC 0.91, 92% accuracy | 0.9 |
118 randomly drawn posts labelled by hand: 48 for calibration, 30 held out after the definitions were fixed, and 40 drawn from the pages added when the sample grew to 200. Every post in the study was labelled; no post failed.
- A selected sample, not all of LinkedIn. 200 pages across nine industries and every size band is enough to see consistent effects inside pages and to benchmark by size. Industry figures are shown for context only: industries differ in page size, so compare with the band table first.
- Fewer posts per page for the largest pages. We counted up to the most recent 20 or so eligible posts for most pages, and all eligible posts for some. Every page counts once in every effect, whatever its number of posts.
- Views, clicks and follows. We see reactions, comments and reposts only. A link post may lose engagement and still send the traffic you want.
- Causation. Comparing posts on the same page removes most noise (audience size, industry, brand), but teams choose what to post, and a big announcement can drive both the format and the result.
- Judged labels. Content types, openings and "reads as AI" come from a calibrated AI judge checked against hand labels (see below). It is accurate, not perfect.
Post what the data says works, in your own voice
LigoSocial learns how you write from your own LinkedIn posts, then drafts posts, comments and replies in that voice right inside LinkedIn. You approve what goes out.
Add LigoSocial to ChromeOr try it at ligosocial.comCommon questions
- What is a good engagement rate for a LinkedIn company page?
- It depends on size. The typical post earns about 0.37% of followers under 2,500 followers, 0.25% at 2,500 to 15,000, 0.06% at 15,000 to 100,000, 0.03% at 100,000 to 1 million and under 0.01% past 1 million. The top quarter of pages in each band roughly doubles those rates.
- What should a company post on LinkedIn?
- News and people. Team and culture posts got +82% vs the same page's product posts, company news and milestones +80%, hiring posts +59% and events +33%. Posts featuring a named person got +37%. Generic thought leadership, the most common company post, was the weakest (-22% vs the page average).
- What is the best time to post on a LinkedIn company page?
- 4 to 6pm in your local time zone got +17% vs the page's average post. Every other slot, early morning included, was about average, and weekdays all performed the same.
- Do LinkedIn company pages get less engagement than personal profiles?
- Per follower, pages with 3,000 to 10,000 followers match personal profiles of the same size (0.31% vs 0.31% at 3,000 to 6,000). Smaller pages trail. The big difference is comments: 3% of company-page engagement vs 20% for people.
- Should company pages use AI to write LinkedIn posts?
- 67% of company posts already read as AI, and those posts got 14% less engagement than the same page's other posts. Use AI for drafts, then add names, specifics and your team's voice.
Download the data
Suggested citation
LigoSocial Research (2026). LinkedIn Company Pages 2026: what earns engagement, from small brands to global ones. https://ligosocial.com/research/linkedin-company-pages-2026
Free to reuse under CC BY 4.0: quote the numbers, embed the charts or rework the data, with credit to LigoSocial Research and a link to this page. Every figure is aggregated and anonymised; no individual, profile or post can be identified.
How we collect, clean and anonymise the data: methodology. Questions or a cut we have not published? Ask us.
Related research
- ReportLinkedIn company page engagement rate benchmarks 2026Engagement rate by follower band (0.37% under 2,500 followers to under 0.01% past 1 million), by industry, and vs personal profiles.
- ReportBest time to post on a LinkedIn company page: 5,193 posts in local time4 to 6pm local time +17%, every other hour about average; weekdays are all the same; posting more did not hurt.
- ReportWhat to post on a LinkedIn company page: content types ranked by engagementTeam posts +82% and company news +80% vs product posts; thought leadership, the most common post, -22%.
- Annual reportThe State of LinkedIn 2026: what works for everyday professionals40 findings from 134,522 posts, plus what works at each follower count.
- ReportLinkedIn post formats compared: images, carousels, video, text, links and pollsImages +36%, link previews -15%, polls -50%. Carousels only pay past 10 pages.
- ReportDo AI-written LinkedIn posts get less engagement?AI-sounding posts get 21% less engagement, and the share of them peaked in 2024 to 2025.