How to Use LinkedIn Insights

Your LinkedIn data holds the keys to growing your brand, but only if you know how to read it. This guide breaks down exactly how to use LinkedIn Insights to understand what’s working, what’s not, and how to create content that genuinely connects with your audience. We'll walk through where to find your analytics and how to turn those numbers into an actionable content strategy.

What Are LinkedIn Insights and Why Should You Care?

LinkedIn Insights is the back-end analytics dashboard for your Company Page. Think of it as your strategic command center. Instead of just posting content and hoping for the best, this dashboard gives you concrete data on who is looking at your page, who is following you, and how people are interacting with your content. It’s the difference between guessing what your audience wants and knowing what they want.

Why is this so important? Because on a professional platform like LinkedIn, your goal isn't just to be seen, it's to be seen by the right people - potential clients, customers, employees, and industry partners. Insights help you:

• Understand Your Audience: Discover the job titles, industries, and seniority levels of the professionals engaging with your page.
• Optimize Your Content: Identify which topics and formats (text, video, documents) resonate most with your followers.
• Measure Your Growth: Track your follower count, impressions, and engagement rates over time to prove your efforts are paying off.
• Benchmark Against Competitors: See how your page performance stacks up against similar companies in your space.

By regularly checking and acting on this data, you can build a more effective, targeted, and impactful brand presence on LinkedIn.

How to Access Your LinkedIn Page Analytics

First things first, you need to know where to find these valuable analytics. You’ll need to be an administrator of your company’s LinkedIn Page to access them. The process is simple:

1. Log into your LinkedIn personal profile that has admin access to your Company Page.
2. Navigate to your Company Page by searching for it or selecting it from the sidebar under "My pages."
3. Once you are on your page and viewing it as an admin, look for the main navigation bar at the top of the page. You'll see several tabs, such as "Page," "Posts," and others. Click on Analytics.

Just like that, you're in! You’ll see a dropdown menu with several options: Visitors, Followers, Content, and Competitors. Let's look at what each one tells you.

Breaking Down Your LinkedIn Analytics Dashboard

Your analytics are organized into a few key tabs, each giving you a different piece of the puzzle. Understanding what data lives in each tab is the first step to using it effectively.

1. Visitors: Who's Checking You Out?

The Visitors tab gives you information about the people who landed on your Company Page, whether they follow you or not. This is a great way to gauge broad interest in your brand.

Key Visitor Metrics:

• Visitor Highlights: This top-level view shows unique visitors and page views over a selected time period. It answers the question, "How much traffic is my page getting?" You might find you get spikes in visitors after attending a trade show, launching a product, or when a major piece of company news breaks.
• Visitor Demographics: This is a goldmine of information. LinkedIn breaks down your page visitors by:
  • Job function (e.g., Sales, Engineering, Marketing)
  • Seniority (e.g., Entry-level, Senior, VP, Director, Owner)
  • Industry (e.g., Information Technology, Marketing &, Advertising)
  • Company size
  • Region

How to Use Visitor Data:

Visitor demographics tell you if your brand is reaching its intended audience. For example, if you're a B2B SaaS company targeting financial service VPs, but your visitor data shows your page is most popular with entry-level marketing associates, you have an alignment problem. Your content or paid ad targeting might be off. Use this data to adjust your messaging to better attract and engage the professionals you actually want to reach.

2. Followers: Who's in Your Community?

The Followers tab is similar to the Visitors tab, but it focuses exclusively on the professionals who have chosen to follow your page. These people have actively said, "I want to hear more from you." Their data is often more valuable because it represents your core, engaged audience.

Key Follower Metrics:

• Follower Highlights: Track your total follower count and how many new followers you've gained over a specific period. You can see trends over time - are you growing steadily, or are there big spikes tied to specific content campaigns?
• Follower Demographics: Just like with visitor data, you get a full breakdown of your followers' job functions, seniority levels, industries, and locations. Compare this to your visitor data. Are the people who follow you different from those who just stop by?
• Companies to Track: This section lets you add up to nine competitors and see how your follower growth compares. It benchmarks your total follower count and new followers over the last 30 days against the companies you choose to track.

How to Use Follower Data:

Follower demographics confirm you're building the right kind of community. If your target buyers are following you, you’re on the right track. If not, it’s a signal to adjust your content strategy. The competitor tracking feature is incredibly powerful for context. Are you growing faster or slower than your peers? If a competitor suddenly gains a massive number of followers, you might want to look at their page to see what drove that growth - perhaps a viral post or a major PR announcement.

3. Content: What's Hitting the Mark?

This is arguably the most actionable section of your LinkedIn Insights. The Content tab tells you exactly how your posts, videos, and articles are performing. It helps you stop creating mediocre content and start doubling down on what truly works.

Key Content Metrics:

• Content Highlights: At a glance, see the total impressions (how many times your content was shown) and engagement rate for all your posts over a selected time.
• Individual Post Performance: Further down the page, you’ll find a list of all your recent posts. You can sort this list by key metrics like:
  • Impressions: The number of times your post was seen. High impressions mean your post had good reach.
  • Reactions: The total number of likes, celebrations, loves, etc.
  • Comments: How many people started a conversation. A very valuable form of engagement.
  • Shares: How many people felt your content was valuable enough to share with their own network.
  • Engagement Rate: A percentage calculated by dividing total engagements (reactions, comments, shares, clicks) by impressions. This is often the most important metric because it shows how compelling your content was, regardless of how many people saw it.

How to Use Content Data:

This is where your strategy gets refined. Sort your posts by engagement rate to find your A+ content. Ask yourself critical questions:

• What topics get the most comments? These are subjects that spark conversation and get your audience talking. Do more of that.
• Which formats work best? Do document carousels outperform single-image posts? Does your audience engage more with long-form text posts than produced videos? Your data holds the answer.
• Are there hidden gems? A post might have low impressions but an incredibly high engagement rate. This means the small audience that did see it really loved it. How can you get that type of content in front of more people?

Use what you learn to build a content calendar filled with topics and formats you know your audience values.

4. Competitors: How Do You Compare?

Similar to the follower benchmark, this tab provides high-level competitive analysis focused on content. It's a great way to monitor your industry landscape without having to manually check every competitor’s page each day.

Key Competitor Metrics:

• Metric Comparison: It compares your page with companies you elect to follow for total followers, new followers, and total number of posts and engagements.
• Top-Performing Content: You will find a list of last month's highest engagement post per competitor so you can spot trends.

How to Use Competitor Data:

This isn't about copying what your competitors do. It's for intel. See what's getting tons of engagement for them and consider if a similar topic - with your unique spin - could work for you. Note what’s not working for them, too. If every company in your space is making the same type of boring "company update" post and getting zero engagement, that's a signal to try something different. This data helps you find gaps in the market and opportunities to stand out.

Final Thoughts

At the end of the day, LinkedIn Insights transform your hunches into a measurable strategy. By regularly checking your visitor, follower, and content data, you can stop guessing and start building a presence that makes a real impact, attracts your target audience, and drives meaningful results for your business.

Of course, tracking performance like this can become complex when you're managing multiple social platforms at once. At Postbase, we work to solve this problem by pulling all your analytics - from LinkedIn, Instagram, TikTok, and more - into one clean and unified dashboard. It helps you see what’s working everywhere and what’s not, helping you make better content and brand-building decisions far more quickly.