With the rise of marketing software and paid advertising, it’s no secret that social media platforms aren’t just a place for mutual connection and sharing between strangers – they have also become a place where companies can create a brand.
Social media marketing campaigns can expose businesses to a large audience that could turn into leads.
In fact, LinkedIn, a social media platform for professional engagement, has 303 million monthly active users.
To attract an engaged audience on LinkedIn, you need to create compelling content. But if you don’t publish your content at the right time, most of your subscribers will never see your updates. So how do you determine the optimal time to post for your specific audience?
The truth is, there is no right answer. But you can use some research to make assumptions about the best times to post based on your audience. In the next section, we’ll go over the platform release time based on your industry or business goals.
The best time to post on LinkedIn
It is essential to think about the behavior of your audience. It is better to do market research to learn more about how your audience uses the internet, or refer to your buyer persona if you have collected this information. If your ideal client is someone who is a working professional, it’s safe to assume that during office hours, they won’t have time to check their social media feeds.
However, there are pockets throughout the day where professionals tend to check out social media, such as during lunch hours and when going to and from work. From there, based on your time zone, you can estimate when you’re supposed to reach the most customers.
Also consider the majority of LinkedIn’s audience: working professionals, higher education students, and university graduates. Typically, their web behavior would reflect being busy during normal business hours.
During the periods above, people are usually getting ready for work, just starting their day, or taking an afternoon break.
But let’s say you want to post based on your industry. Next, we’ll see how to make the decision to publish based on your type of business.
Best time to post on LinkedIn
While this isn’t a one-size-fits-all solution, marketers have found success on LinkedIn posting Tuesday through Thursday, typically between 8 a.m. and 2 p.m., depending on your time zone. The worst time to post is on weekends or outside of office hours, 9 a.m. to 5 p.m.
Maybe you are a higher education student thinking about the best time to contact thought leaders or a marketer for a B2B company.
There is also no fixed answer here, but luckily doing your research on the type of audience you are trying to capture based on your industry can lead you to making an informed decision.
Best time to post on LinkedIn by industry
For B2C companies, between 11:00 a.m. and 2:00 p.m., B2B companies and software vendors should aim outside 9:00 a.m. to 5:00 p.m.
You can infer when your posts will gain the most engagement based on the behavior of competitors in your industry, as well as audience members.
- Software and media companies – It is suspected that the public in media companies tend to check their social media feeds in the morning, like some would read a newspaper. They are likely to find success posting in the morning Monday through Friday, while software companies are urged to find similar success posting outside of working hours.
- Health and higher education – In the middle of the morning, so around 10 am, at the beginning of the afternoon, around 2 pm, are suggested for the best engagement. Higher education also appears to be following suit.
- B2B companies – For B2Bs, web behavior analysis is the best indicator. Their audience is most likely other professionals, so it’s best to catch them before you start working, during lunch hours, and during commutes.
- B2C companies – As for B2B, these companies are likely to be successful with audiences when posting outside of office hours or during lunch breaks.
If you post content on LinkedIn when the majority of your audience is not online, you probably won’t receive the number of views and engagement you were hoping for.
Remember, if you want to build a brand on LinkedIn, knowing when your specific audience prefers to surf the site is essential. You will have a better idea of how to schedule your posts almost anytime you want to update your subscribers on the platform.
How often should you post on LinkedIn?
Our research found that you didn’t want to post more than five times per week on LinkedIn – and you’ll find the highest engagement for your first two posts. Accordingly, we suggest anywhere between two to five times a week, depending on your industry, your audience and the type of content you want to publish on the platform.
However, quantity should not trump quality. When it comes to posting, you’ll want to make sure you’re thoughtful, strategic, and helpful with every piece of content you post on LinkedIn.
If you post low-quality content just to hit the five-element mark, you’ll end up damaging your engagement metrics on the platform and LinkedIn will show your content. Less often to your subscribers. As is the case with all social platforms, the algorithm prioritizes the right content.
If you choose to post five posts per week on LinkedIn, consider how you could vary the type of content. For example, maybe Monday you post a video, Tuesday you post a thought leadership post, Wednesday you share a blog post, and Thursday you write a compelling status and ask subscribers to provide comments in the comments section.
As you develop your LinkedIn strategy, you can repeat this over time by determining what types of content work best on your own business page.
Ultimately, a LinkedIn strategy is a long game. Test these tactics, but also try the experiments for yourself – your audience is unique and you might discover your own powerful ideas on LinkedIn content by continuing to post content from high quality while taking the time to engage with other industries. relevant posts, as well.