How often should you post on LinkedIn to increase your visibility?

LinkedIn is the world’s largest professional network with over 600 million users. It’s a great platform for building your personal brand, connecting with professionals in your industry, and promoting your business. One of the best ways to increase your visibility and establish yourself as an authority on LinkedIn is by posting valuable content consistently.

Should you post daily on LinkedIn?

No, posting daily is not necessary and could risk overwhelming your connections. Here are a few things to consider:

• Posting too frequently can seem spammy to your connections.
• It’s tough creating valuable content every single day.
• You risk diluting the impact of each post.
• Your followers may disengage if their feeds are cluttered with your content.

While daily posting works for some profiles and business pages, a few times per week is ideal for most individuals and brands.

How often should you post on LinkedIn?

Here are some recommended frequencies for posting on LinkedIn:

• 1-2 times per day: For companies and very active business pages.
• 1 time per day: For thought leaders and influencers focused on building a personal brand.
• 3-5 times per week: For most professionals and businesses.
• 1-2 times per week: For individuals who want to stay lightly active on LinkedIn.

Keep in mind these recommendations are general guidelines. The ideal frequency for you depends on your goals and capacity for creating content. Quality trumps quantity when it comes to LinkedIn engagement.

How to choose when to post on LinkedIn

In addition to posting frequency, timing also impacts how visible your posts will be to your connections. Here are some tips for choosing the best times to post:

• Post during peak hours on weekdays, when overall LinkedIn traffic is highest. Early morning and early evenings tend to see high engagement.
• Aim to post around lunch hours, when many professionals are browsing LinkedIn.
• Post consistently on the same 1-2 days and times to build a posting schedule.
• Use LinkedIn’s analytics to understand when your followers are most active.
• Test different posting times and days to see what resonates best with your audience.
• Capitalize on relevant days, events, and news by posting timely content.

Best practices for posting on LinkedIn

Here are some top tips for creating stellar posts and engaging your LinkedIn connections:

• Craft eye-catching headlines to capture attention.
• Use relevant hashtags so your content is discoverable.
• Include rich media like images, infographics, and videos.
• Post different content formats like articles, list posts, slides, and more.
• Share your unique perspective and experiences through storytelling.
• Pose interesting questions to spark conversation.
• Interact with your connections by responding to comments and messages.
• Follow the 4:1:1 rule – share 4 pieces of non-promotional content for every 1 self-promotional post.

Types of content to post on LinkedIn

Variety is key for captivating your audience. Here are some engaging LinkedIn post ideas:

• Industry news and insights
• Case studies and client success stories
• Behind-the-scenes company content
• Relevant articles and links with commentary
• Expert tips and how-to advice
• Slides from recent presentations
• Positive company updates and announcements
• Employee spotlights and human interest stories
• Fun lifestyle, health, and culture content
• Photos from events, conferences, and trade shows

Creating an editorial calendar for LinkedIn

To help develop a consistent yet varied posting strategy, create an editorial calendar. Here’s how:

1. Map out target post dates and times for the month based on your intended frequency.
2. Populate the calendar with post ideas and draft headlines.
3. Identify content formats like videos, images, or infographics to create and include.
4. Include holidays, events, and company news to inform timely posts.
5. Use a mix of evergreen and seasonal content.
6. Plan out who will be responsible for creating and approving each post.
7. Build in time for creating content from scratch and repurposing where possible.

An editorial calendar helps organize your strategy, ideate fresh content, and keep your posts consistent. Revisit it often to finalize copy and swap in new ideas as needed.

Tracking your LinkedIn post performance

Consistently analyzing your post metrics is key for improving engagement. Track these key LinkedIn analytics:

• Impressions – how many people your post reached
• Clicks – how often people clicked your post
• Engagement rate – % of impressions who engaged through reactions, comments, shares, or clicks
• Follower growth – how many new followers you gained
• Shares – how many times people shared your posts
• Comments – how much conversation your posts are sparking

Compare metrics week-over-week and experiment with different content types, post copy, visuals, and timing to see what resonates best.

Using LinkedIn analytics

LinkedIn offers robust analytics within your Company Page, Showcase Page, or personal profile. Go to the LinkedIn Analytics tab to:

• View overall post and follower metrics for any date range
• Segment data by post, post type, and post time
• See your top performing posts
• Identify your most popular posting days and times
• Compare metrics to previous weeks and months
• View follower demographics and growth

Study these analytics regularly to inform your ongoing strategy.

Conclusion

Posting consistently on LinkedIn is key for building engagement and staying top of mind with your connections. While daily posting works for some, a few times per week is often ideal. Focus on providing a mix of valuable content at peak times when your audience is most active. Analyze your post metrics regularly then optimize your content and cadence based on those insights. With a thoughtful LinkedIn posting strategy, you can establish yourself as a leading voice in your industry.