LinkedIn has become an essential platform for companies to establish their professional brand and generate leads. With over 722 million users worldwide, LinkedIn offers unparalleled access to a massive audience of working professionals and decision makers. For companies looking to grow their business, having an active and engaging LinkedIn presence is a must.
But with so many companies and business pages vying for attention, simply having a LinkedIn page is not enough. To stand out and fully capitalize on LinkedIn’s potential, companies need to be thoughtful about their posting strategy. Posting too often or not often enough can backfire and turn followers away. So what is the ideal posting frequency to maximize reach and engagement? There is no one-size-fits-all answer, but there are best practices companies should follow.
How Often Should You Post?
The optimal posting frequency depends on your goals, industry, audience size, and type of content. Here are some general guidelines:
1-2 Times Per Day
For most companies, 1-2 posts per weekday is recommended. Posting once or twice a day ensures you remain active in followers’ feeds without overwhelming them. According to LinkedIn, the most common posting frequency is 1-2 posts per day. Companies that post multiple times per day tend to see higher engagement levels. However, take care not to post too often, as that can be perceived as spammy.
3-5 Times Per Week
If producing daily content is not feasible, aim for 3-5 posts per week at a minimum. This maintains a regular content cadence so your audience knows what to expect. Posting 3-5 times per week is generally sufficient to keep your brand top of mind. Just be careful of only posting once a week or less, as followers may forget about your page.
10+ Times Per Week
Some companies may benefit from an ultra-high frequency posting strategy of 10+ times per week. This can work well for content hubs, news outlets, and other publishers producing lots of content. But for most brands, this high volume of posts runs the risk of overwhelming followers. Use this tactic sparingly for specific campaigns and objectives.
When Should You Post?
In addition to post frequency, timing is also crucial for optimizing reach and engagement. Here are the best times to post on LinkedIn:
Tuesday-Thursday
The middle of the workweek (Tuesday-Thursday) tends to see higher engagement on LinkedIn. People are fully engaged at work and more likely to be active on the platform. Avoid Monday which sees lower interaction levels as people ease back into work mode.
7-8 AM, 12-1 PM, 5-6 PM
Early morning (7-8 AM), midday (12-1 PM) and late afternoon (5-6 PM) are peak posting times. These align with periods when people are most active on LinkedIn during work and commute hours.
Day | Best Times to Post |
---|---|
Tuesday-Thursday | 7-8 AM, 12-1 PM, 5-6 PM |
How Often to Post by Industry
While the above serves as a general guide, posting frequency and times should be tailored to your industry. Here are suggested posting frequencies for different industries:
Technology: 2-3 Times Per Day
The fast-paced tech industry benefits from a higher posting frequency to showcase new products, features, and company news. Post 2-3 times per day.
Retail: 1-2 Times Per Day
Retail tends to have frequent sales, promotions and products to highlight. Aim for 1-2 posts per day to keep engagement high.
Business Services: 3-5 Times Per Week
For business services like consulting or finance, quality over quantity works best. Post 3-5 times per week focusing on thought leadership.
Healthcare: 1-2 Times Per Day
Healthcare organizations should post 1-2 times per day with a mix of industry news, health tips, company updates and thought leadership.
Industry | Recommended Posting Frequency |
---|---|
Technology | 2-3 times per day |
Retail | 1-2 times per day |
Business Services | 3-5 times per week |
Healthcare | 1-2 times per day |
Tips for Determining Posting Frequency
When deciding how often to post, keep these tips in mind:
Analyze competitors – Look at how often industry leaders post to benchmark.
Review past performance – Check your page’s historical data on engagement by post frequency.
Set targets – Determine goals like leads generated then test posting at different frequencies.
Monitor engagement – Track likes, comments, clicks, follows and other metrics to see what frequency works.
Adapt as needed – Continuously refine your cadence based on performance.
Quality Over Quantity
Lastly, remember that quality trumps quantity when it comes to LinkedIn posting. You could post multiple times a day but if the content lacks value, it will fall flat. Before ramping up your posting cadence, ensure you have enough high-quality, relevant content to share. Engaging images, video, infographics, and articles should be part of your content mix.
Conclusion
Determining the ideal posting frequency requires testing and optimization specific to your brand and audience. As a general rule, 1-2 posts per weekday is recommended, with 3-5 posts per week being a bare minimum. Pay attention to trends by industry and vertical. And focus on generating content that sparks meaningful engagement, not just posting for the sake of volume. With a thoughtful LinkedIn posting strategy tailored to your objectives, you can maximize your brand visibility and connect with buyers in your target market.