LinkedIn Limits Competitor Analytics To Paid Users

LinkedIn has announced it’s tightening access to Competitor Analytics on Company Pages.

Previously free, this feature will now be limited for non-paying company pages: starting October 15th 2025, free accounts can only compare metrics against a single competitor.

To compare up to nine competitors and view trending posts from three rivals, companies will need LinkedIn Premium Company Pages, a paid tier that begins at about $99/month.

Why LinkedIn is making the shift

This is part of LinkedIn’s broader push to grow its business subscription offerings.

Premium Company Pages have been one of its fastest-growing products, and restricting features like Competitor Analytics nudges businesses toward paid plans.

It also helps LinkedIn reduce support and infrastructure costs by limiting certain tools to subscribers.

What this means for social teams and marketers

If your team relied on free Competitor Analytics, expect a change in how you benchmark performance.

- Narrower competitive context: Free accounts will see comparisons to only one competitor, which can limit trend spotting and strategic benchmarking.
- Fewer visibility signals: Access to trending posts from multiple competitors helps spot content tactics and timing — losing that view makes it harder to replicate what’s working across your industry.
- Cost vs. value decision: Teams must weigh whether expanded competitor insights justify the monthly subscription, or if they can get the same value through other tools or internal measurement.

How to adapt to company page changes
 

• Pick your single competitor wisely: If you’ll only be able to compare to one page, choose a direct peer whose audience and content strategy closely match yours.
   
• Export historical data: If possible, download or archive recent analytics now so you have a baseline for future comparisons.
   
• Use third-party tools: Consider analytics platforms that track LinkedIn performance across multiple pages and offer broader benchmarking.
   
• Lean into first-party signals: Measure your own follower growth, engagement rates, and post performance closely — these are the metrics you control.

How employee advocacy helps offset platform limits

When platform analytics become gated, employee advocacy becomes an even more valuable growth lever. 

Amplifying content through employees extends reach, drives authentic engagement, and reduces sole dependency on platform-provided insights.

Tools like Vulse make it easy to turn employee networks into predictable distribution channels and provide alternative performance signals tied to referrals, clicks, and conversions.
 

Quick wins with an advocacy strategy
 

• Encourage employees to share high-performing posts to increase organic reach.
   
• Track referral traffic from employee-shared links to measure real business impact.
   
• Use internal analytics from advocacy platforms to spot which content types resonate, even if platform-level competitor insights are restricted.

This change signals a wider trend: platforms are increasingly gating advanced analytics to paid tiers.

Advertising will likely remain the biggest revenue stream for social platforms, but expect more features to be packaged into subscriptions.

If you rely on platform analytics, now is a good time to diversify your measurement approach and invest in owned channels, like employee networks, that you can activate and measure directly.
 

Want to reduce reliance on platform analytics and amplify your reach with employee networks? Explore Vulse to see how employee advocacy can boost your content performance.