Add a year of your page's LinkedIn stats and see how it compares with Willow's research on 488 company pages and 51,696 posts, and Socialinsider's analysis of 1.3 million. You get a scorecard and charts, and your files never leave your computer.
Two files from your page's LinkedIn analytics and one number. Here's how to get them.
LinkedIn page benchmark
Every row compares one number with the study that measured it.
In Willow's research, consistency is the biggest lever: pages that post every week get four times the yearly impressions of pages that post some weeks. Willow plans your calendar and drafts the posts, and a coach keeps you posting.
What is Willow?
Willow is the social media platform for professional-services firms: posts built from your business profile, plus a dedicated coach to keep you consistent.
willow.coTwo minutes, on a computer. LinkedIn only lets admins of a page export its analytics.
Go to your company page on LinkedIn and switch to the admin view. If Analytics isn't in the left menu, you don't have admin access yet: ask whoever manages the page to export the files for you.
Click Analytics in the left menu and choose Content. This is where LinkedIn keeps the numbers for every post the page published.
Click Export in the top right, set the timeframe to the past 365 days, or a custom range covering one full year, and export. LinkedIn downloads a file called something like yourpage_content_1757…xls.
Back in Analytics, choose Followers and export the same year. This file adds follower growth to your scorecard. The benchmark runs without it, one row shorter.
It's shown under your page's name. The follower export lists the followers you gained each day but never the total, and the total is what sorts your page into the right size group.
Drop the files in exactly as LinkedIn downloaded them, with no need to open or convert them. Exports in English and Dutch both work.
A script does the arithmetic in your browser. There's no AI in it, and your files never leave your computer.
From the content export it takes each post's date, impressions, clicks, reactions, comments, reposts, follows, format and text. Sponsored posts are left out and counted, because Willow's research covers organic posts only.
The share of weeks with a post, which sets your consistency tier. Impressions and engagements per post, engagement rate, yearly impressions and follower growth, and caption length. Posts from the last three days wait out, since they're still collecting reactions.
Where a study publishes a median and an average, below the median is behind and above the average is ahead. Where it publishes one figure, on par means within 15% of it, and captions are on target at 76–100 words. When the only benchmark mixes page sizes, the scorecard says so.
Every benchmark comes from a published study.
488 company pages and 43,738 posts over 12 months, grouped by the share of weeks they posted in. The benchmark uses its five tiers to judge your posting rhythm and engagements per post, and to chart you against pages that post as often.
374 company pages over six months, grouped into eight follower buckets. The benchmark compares your impressions per post, and your year's total, with the median and the average page of your size.
Two years of company-page posts published through Willow, matched to how they performed. The benchmark uses the band where impressions peak, 76–100 words, and the sweet spot for each format LinkedIn labels.
1.3 million posts from business pages, with engagement rate measured against impressions. The benchmark compares your engagement rate with its 5.2% average and its average for each format, and your follower growth with its average for pages your size.
Engagement and follower growth for B2B pages by industry and company size. Its definition of engagement rate, with clicks counted, is the one the benchmark uses, and its top-decile figures show what the best pages reach.
The benchmark shows where you stand. Willow plans the calendar, drafts every post in your firm's voice, and a coach keeps the rhythm going when the week gets busy.
“My Willow is all done for the coming weeks, so I’m switching it off for now — everything’s scheduled and things can calm down a bit.”