When and what should you post on LinkedIn?

LinkedIn, the world's largest professional network, offers a unique platform for individuals and businesses to connect, share insights, and build their professional presence. However, to truly leverage LinkedIn's potential, understanding what and when to post is crucial. This article explores effective strategies for posting on LinkedIn, incorporating insights from recent studies and expert recommendations.

LinkedIn is not just another social media platform; it's a professional networking site where content should be tailored to a business-oriented audience. As such, the types of content and the timing of posts can significantly impact engagement levels. According to a study by Richard van der Blom, analyzing 2,000 LinkedIn posts, certain strategies can enhance the performance of your posts.

Optimal Posting Times

Timing is a critical factor in maximizing engagement on LinkedIn. The study suggests the following optimal posting times:

Mondays: 9:30 AM to 1 PM

Tuesdays: 8 AM to 11:30 AM

Wednesdays: 9 AM to 12 PM

Thursdays: 8 AM to 1 PM

Fridays: 1 PM to 3:30 PM

Saturdays: 10 AM to 1:45 PM

Sundays: 12:30 PM to 2:45 PM

Posting during these times can help ensure your content reaches a wider audience. Additionally, generating engagement within the first 90 minutes of posting is essential for the LinkedIn algorithm to favor your content.

Types of Content That Perform Well

Different types of content have varying levels of engagement on LinkedIn. According to the study:

PDF Documents: These have the highest reach, between 2.2x and 3.4x.

Surveys: Reach between 2.1x and 2.9x.

Carousel Posts: Reach between 1.8x and 2.3x.

Conversely, articles, newsletters, and external links tend to have lower engagement rates. Therefore, focusing on formats that encourage interaction, such as PDFs and surveys, can be more effective.

Crafting Engaging Content

To maximize engagement, consider the following strategies:

Length: Longer posts, between 1,200 and 1,600 characters, tend to perform better.

Hashtags: Use between two and six hashtags to increase discoverability.

Engagement: Respond to comments within 12 hours to foster interaction and increase visibility by more than 20% in the first hour.

Leveraging LinkedIn Features

For active users, utilizing LinkedIn's Creator Mode can enhance reach by 15% to 35% if posting at least twice a week. This mode is designed to help users build their audience and increase engagement.

What to Avoid

Certain practices can hinder the reach of your LinkedIn posts. Avoid using more than 10 emojis per post, mentioning more than 15 accounts, and editing your post within 10 minutes of publication. These actions can negatively impact the algorithm's favorability towards your content.

Additional Tips for Success

Engage with Others: Actively engage with other users' content by liking, commenting, and sharing. This not only strengthens your network but also increases the likelihood of reciprocation.

Visual Content: Incorporate visuals such as infographics and videos to capture attention and drive higher engagement.

Polls and Surveys: Use LinkedIn Polls to engage your network and gather insights, fostering a sense of community and encouraging discussions.

By understanding the nuances of LinkedIn's platform and strategically planning your content, you can significantly enhance your professional presence and engagement. Remember, consistency is key. Regularly sharing valuable content and participating in discussions will help you build a robust network and establish yourself as a thought leader in your industry.