Despite LinkedIn’s algorithmic chops and changes, it is evident that mid-sized financial firms’ company pages are still the B2B world’s ‘most followed.’
This comes courtesy of Oktopost’s industry benchmarking series, at least into the company pages that the social platform manages. Recently, financial services businesses with 201-500 employees hit an 18.2% monthly follower growth rate, at the 90th percentile.
This is the highest figure across the dataset, which includes seven sectors and their company-size bands: technology, manufacturing, business services, healthcare, legal and transportation being the other categories.
Within the financial services sub-sector though, LinkedIn engagement rates vary depending on the makeup of the firms, and not necessarily in line with the follower counts, for instance, 16.5% at the aforementioned mid-sized range, 31.5% at 501-1000 employees and 21.4% at companies with up to 5,000 staff.
So, what does this mean for fund marketers?
The pattern that financial services leads other B2B sectors on follower count is noteworthy, although not definitively answering whether this leads to close-knit relationship building at all.
This is a more generalist platform-wide consensus at the end of the day, and there may be a pervading thought that optimising follower growth is simply a numbers game for funds: to build awareness and the possibility for more relationships. “If more posts reach more people, there will be greater potential for raised assets,” essentially.
Many LinkedIn strategies for fund managers rely on likes, comments, and shares on individual posts, where boutique or mid-market managers could deduce from these findings to be a defensible KPI. But this may change when individual posts are becoming valued highly over corporate pages.
It is still worthwhile for firms (sized 200-1,000) to treat LinkedIn audience growth as one marketing metric, but to do so in line with other trackable data such as the rate of organic traffic and the quality or consistency of interactions.
Follower counts mean little without actual fund performance posts or expert commentaries getting clicks, or driving allocators to directly message IRs via personal or company pages, which actually grants mid-sized firms a competitive leg-up through social media marketing.
Source
Oktopost, LinkedIn benchmarks by industry: April 2026 data
