LinkedIn continuously evolves its analytics to help businesses reach users and grow their online presence, and one of the most important updates is the new ‘Competitors’ tab within the company page analytics section.
This new competitor analysis gives businesses and brands greater insight into how their organic performance compares across new followers, total posts, engagement rate, and more.
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What is the LinkedIn Competitor Analysis Tool?
LinkedIn’s competitor analysis tab provides Page admins with visibility of how their organic LinkedIn performance ranks against a choice of competitors on the platform. Focusing specifically on organic performance metrics, it is a customisable feature that allows you to edit the list of competitors, select time frame, and prioritise metrics available.
Traditionally, many users and marketing experts have been turning to tools for these insights, often paying to have the data formatted in easy-to-read dashboards. But this free tool provides a quick source of organic competitor data in LinkedIn’s familiar UI and without the price tag. So, how can we utilise it?
What Are Key Competitor Metrics for Organic LinkedIn?
LinkedIn’s competitor metrics can provide greater insight into understanding how your brand is positioned within the competitive landscape and whether your organic efforts are working at attracting user interest and engagement.
The organic content metrics can help you evaluate how engaging the content you are producing is compared to others, providing data on whether competitors are posting more/less and generating greater engagement. These insights can feed back into your organic content strategy, helping you to adjust your time and resources to get the most out of each post.
- Competitor Highlights – this is essentially a summary of your performance, such as the number of posts and engagement rate. Positioned at the top of the page, this provides you with a benchmark on your own page’s performance before assessing your competitors.
- New Follower Metrics – this reveals how fast your and your competitors’ audiences are growing. The list is ranked by the net new followers gained within the selected time period. Negative metrics are displayed if the number of unfollows exceeds new follows.
- Total Post Metrics – shows the number of total posts published by each competitor. This provides greater insight into how active your competitors are on the platform. It can be useful to compare post volume to engagement to identify what resonates the most within those audiences.
- Total Engagement Metrics – this includes interactions such as likes, comments and shares generated by organic posts. Getting insight into this type of audience activity can show how well that content resonates with audiences, allowing you to spot content themes or formats that can drive engagement.
- Trending Competitor Posts – highlights top-performing posts based on high engagement volume, rapid engagement growth, and strong audience interaction signals. This metric can help you identify optimal content types that users and LinkedIn’s algorithm are favouring.
How to use LinkedIn’s Competitor Analysis
Using the above LinkedIn competitor metrics can provide you with the tools to reverse engineer competitor success to your advantage and establish healthy audience engagement patterns.
These insights can help you understand and harness organic growth trends and identify gaps in your content strategy, so you can optimise your future campaigns with greater confidence.
Look into which competitors receive strong engagement, and what posts are driving these results to identify popular themes and trends you can apply to your own content strategy. Use this information to set your page’s benchmarks and KPIs so that you feel confident that the content you post can lead to stronger authority, growth and engagement.
Now that you know how LinkedIn’s competitor analysis tab puts valuable benchmarking and content strategy data at your fingertips, it’s time to start. Contact Sharp Ahead today (link to contact page), and we’ll help you turn those insights into a smarter, measurable organic growth.
Note: LinkedIn currently supports tracking up to nine competitors, with availability varying by account as the feature rolls out progressively. Due to this, access may vary by region and depends on LinkedIn’s testing.
Want to make the most of LinkedIn’s competitor analysis? Speak to an expert.
