LinkedIn is a powerful social media platform for businesses to establish their brand, promote their products and services, and engage with customers. Unlike personal profiles, company pages on LinkedIn allow brands to publish various types of content that is visible to their followers.
One of the key content types brands can share on their LinkedIn company pages are posts. Posts allow brands to provide updates, share insights, promote content, and interact with their audience.
However, a common question businesses have is – how long do these LinkedIn posts stay visible for? Do they disappear after some time or remain on the company page forever?
In this article, we’ll provide a detailed overview of how long LinkedIn posts last on company pages and the factors that impact their visibility over time.
How Long Do Posts Remain Visible?
The visibility duration of a LinkedIn post on a company page depends on two key factors:
- Post type
- Engagement on the post
Based on these two elements, there are three main scenarios for LinkedIn posts:
Regular LinkedIn Posts
For standard LinkedIn posts that include text, images, or links, the visibility timeframe is:
- Highly engaged posts: Remain visible indefinitely
- Moderately engaged posts: Remain visible for up to 30 days
- Low engagement posts: Remain visible for up to 7 days
So regular LinkedIn posts will remain visible on a company page for a minimum of 7 days. Posts with lots of likes, comments, shares, and clicks can continue to be visible indefinitely.
Sponsored LinkedIn Posts
For LinkedIn posts that brands pay to sponsor and promote, the visibility duration is:
- Remain visible for the duration of the sponsored campaign
Sponsored posts will only be visible to the target audience for the timeframe that they are actively promoted through ads. Once the campaign ends, the sponsored posts will also stop being visible.
LinkedIn Articles
For long-form articles published through LinkedIn’s publishing platform, the article visibility is:
- Remain visible indefinitely unless unpublished
LinkedIn articles have no expiration and will continue to be visible in the company page’s feed unless the brand chooses to unpublish or delete the article.
What Impacts the Visibility Duration?
As we saw above, engagement on regular LinkedIn posts has a direct impact on their visibility period. The more engagement a post receives, the longer it will continue to be displayed.
Here are some of the key factors that can influence engagement:
Quality of Content
High-quality posts that provide valuable insights, ideas, or resources will naturally garner more engagement. Putting effort into creating well-researched, useful content rather than quick promos increases the likelihood of engagement.
Multimedia Usage
Posts that incorporate visual media like images, infographics, videos or gifs tend to get more engagement on LinkedIn. Visuals make the posts more eye-catching and interesting.
Interactivity
Posts that encourage the audience to interact through questions, polls, quizzes or comments tend to perform better than static posts. Prompting interaction makes followers more likely to react.
Calls-to-Action
CTAs that provide followers with clear direction on desired actions like signing up, downloading, reading or sharing can boost engagement substantially.
Engaged Audience
Posts shared at times when followers are most active on LinkedIn are likely to get more visibility. Likewise, targeting audiences proven to be highly engaged previously yields better results.
Best Practices for Maximizing Visibility
Here are some best practices brands can follow to increase the lifespan of their LinkedIn posts:
Post at Optimal Times
According to LinkedIn, the best times to post are:
- Tuesdays and Wednesdays at 5 AM, 12 PM, and 5:30 PM
- Mondays and Thursdays at 6 AM, 10 AM, and 1 PM
Timing posts for when your audience is most likely to be active and engaged will boost visibility duration.
Include Multimedia
Ensure posts feature relevant imagery, videos, presentations or documents to generate interest. Canva and Adobe Spark offer free graphic design tools.
Use Complete Sentences
Write proper long-form copy rather than short sentences or bullet points. More text leads to greater visibility in the LinkedIn algorithm.
Encourage Engagement
Asking questions and prompting followers to like, comment or share the post expands reach and keeps it visible for longer.
Promote Your Post
Cross-promote important posts through email, your website, e-signatures etc. This amplifies reach beyond just LinkedIn followers.
Optimize with Hashtags
Include relevant hashtags in your posts so it appears in those keyword searches, increasing discovery.
Some LinkedIn Post Engagement Statistics
Here are some key LinkedIn statistics that highlight the impact of engagement:
| Engagement Type | Impact on Visibility |
|---|---|
| Likes | Posts with higher like counts tend to rank better in the feed |
| Comments | Each comment boosts a post’s visibility significantly |
| Clicks | More clicks signal a popular/useful post to LinkedIn’s algorithm |
| Shares | Each share exposes the posts to new audiences organically |
| Followers | More followers mean broader reach for posts |
Monitoring these engagement metrics provides insight into which posts resonate best with your audience.
Should You Delete Old Posts?
We now know that LinkedIn posts last for a decent duration if they receive good engagement. But should old posts be deleted after a while to maintain a clean company profile?
There are pros and cons to deleting old posts:
Pros
- Prevents outdated information from being visible
- Creates a cleaner looking profile
- Redirects focus to more recent and relevant posts
Cons
- Loses any SEO value from old posts
- Results in loss of engagement metrics like likes and comments
- Erases your previous thought leadership content
Evaluating these tradeoffs will determine whether you should remove old posts. If the content is completely outdated, then deleting it may be advisable.
However, evergreen thought leadership posts can be worth preserving for their SEO and engagement value.
Maintaining Ongoing Visibility
Here are some tips to ensure your LinkedIn posts as a whole maintain visibility in the long run:
Post Consistently
Establish a consistent posting cadence rather than sharing sporadically. Aim for 2-3 posts per week as a starting point.
Vary Content Formats
Share a diverse mix of articles, images, videos, presentations etc. to keep followers engaged.
Monitor Performance
Use LinkedIn’s analytics to track engagement levels across different post types and topics.
Engage Followers
Reply to comments, answer queries and interact with your audience through posts.
Share Other’s Content
Reposting insightful third-party content expands your reach and keeps your feed active.
Conclusion
On LinkedIn company pages, regular posts typically remain visible for a minimum of 7 days. Engaging posts can continue being displayed indefinitely in followers’ feeds.
Sponsored posts have visibility tied to campaign duration, while published articles persist until unpublished. Factors like quality, media use, interactivity, CTAs, timing and audience impact post engagement.
Best practices like optimal timing, compelling visuals, long-form copy, promotion and hashtag optimization can all increase LinkedIn post lifespan. While deleting old posts has pros and cons, maintaining ongoing visibility requires consistency, variety, performance tracking and follower engagement.
With these insights, brands can develop an effective LinkedIn content strategy to extend their thought leadership reach over time. A strong presence on this influential professional network is vital for acquiring and retaining customers in the digital age.
