LinkedIn is growing in popularity, especially for B2B and B2C models. Today over 500 million experts are registered on this social network, so marketers and those involved in e-commerce have good reasons to make the best use of it.
Many companies see LinkedIn as a social network for finding employees. At the same time, 56% of marketers use this social network for marketing activities because it has a huge base of active users. You can post links to previously published materials or write new posts. About 3 million users share content on LinkedIn every week, and blogging can potentially be an important part of your content marketing strategy.
79% of B2B marketers find LinkedIn to be an effective lead generation source. The platform provides value by helping to build brand awareness and attract the right audience while getting people to take targeted actions.
LinkedIn’s functionality is very similar to Twitter or Facebook. This social network allows you to customize your posts to a specific audience and share your updates with them. But to be as successful as possible on this social network, you need to know not only what content to post but also when is the best time to post on LinkedIn.
The best and worst times to post on LinkedIn
Business social networks are quite different from regular ones. So it’s no surprise that the best time to post on LinkedIn is Tuesday-Thursday. On Mondays, many people are still setting up for the workweek and prefer to deal with work first after a weekend, vacation, or business trip.
At the same time, many users of this social network prefer to use LinkedIn less on Fridays. Instead, they prepare for weekends, time with family, trips, or professional events.
When posting, it is important to keep in mind that your posts will have a greater reach if you base their outreach on the behavior of your target audience:
- Employees in the media and IT fields tend to check their newsfeeds on social media in the morning each day. So for this niche, it’s best to post Monday through Friday mornings.
- The best engagement levels for healthcare and education employees are seen between 10:00 a.m. and 12:00 p.m. and around 2:00 p.m.
- The B2B audience has its own unique characteristics. In their case, the best times to post would be at lunchtime and in the morning and evening — when they’re on their way to or from the office.
- As with B2B, B2C experts are most likely to use LinkedIn during lunch or outside of work.
Sticking to the ideal time for posting is very wise. There is no point in posting something when almost all of your subscribers are offline. You won’t get the reach you want, and you’ll be wasting your efforts. To be successful on LinkedIn, you must post when your target audience is online.
Let’s look at the times when it’s best not to schedule posts on this social network:
- Weekends are the most unproductive days to post on LinkedIn. Everyone is resting, and no one wants to log on to this social networking site because it is work-related. Few people are willing to deal with work-related issues on the weekend. That’s why it’s critical to plan your publications for weekdays.
- Mondays are also not suitable for posting. All sorts of work meetings, negotiations, and planning sessions often happen on this day. Your target audience may simply not have time to get on social media.
- It’s also important to keep in mind that LinkedIn is a social network for making business contacts. It is good for finding employees or business partners, but it is not well suited for leisure. Therefore, outside of work, most users prefer more entertaining social networks such as Instagram or Facebook.
Before publishing, keep the following tips in mind to reach your company’s goals.
Update your company page
Before you publish on LinkedIn, be sure to update your company page. Your employees posting content as part of your marketing strategy should also optimize their LinkedIn profiles: include their company and title, add publications to their accomplishments, etc.
Publish unique posts
LinkedIn posts should be unique and well-written. It sounds trivial, but lack of moderation can lead to unwanted or low-quality content being shared on behalf of the company. There’s a reason you should invest your time in creating something specifically for LinkedIn: it has a specific audience whose interests need to be considered.
Prepare your visuals
Appropriate and beautiful visuals help attract followers and stand out in your newsfeed. The image you choose should resonate with your target audience. Insert a YouTube video or some pictures into the body of your post, if appropriate. But keep in mind that videos can take a long time to load on mobile devices. This is important because 57% of LinkedIn users visit the platform using a mobile device.
Don’t forget to include links to LinkedIn publications and other resources you used in preparing your post. On the one hand, you indicate that you are relying on the work of others, citing opinion leaders, citing statistics from corporate reports, etc. On the other hand, you show how your ideas relate to the views of others. It’s also worth sharing a link to your publication on other resources on LinkedIn.
Think about publication frequency
Publication frequency affects the frequency of updates in your newsfeed, where there is competition for your target audience. Also, professionals without a personal blog often use LinkedIn the same way you use a corporate blog. In most cases, it doesn’t make sense to publish content with the same frequency as a blog.
How often should you post on LinkedIn?
Now that you know all about the best times to post on LinkedIn, you may be thinking about posting frequency. As you choose your posting frequency, remember the following information:
- Post from 2 to 5 times per week.
- More than one post per day is too much.
- Don’t publish more than 20 posts per month.
- Publishing more than 5 posts per week can reduce your engagement level. Also, if you post 2 or more posts a day, your very first post will be displaced by the second one.
- Posting too often may lead to some penalties because LinkedIn may consider your posts spam. It will also damage your reputation and content distribution.
LinkedIn tries to put multiple users’ posts in the feed, not posts from too productive users. If you publish multiple posts per day, you will eventually see your overall post views decrease.
Benefits of blogging on LinkedIn
- LinkedIn presents a number of benefits for company blogging. The platform provides working tools for content marketers. Posts are easy to find, well-composed, and can be commented on and reposted.
- You can post content to your corporate LinkedIn page and therefore increase its authority, attract potential customers, inform employees, find partners and share your ideas.
- The platform provides blogging capabilities with no technical support required, so many of your employees can become your “ambassadors” online.
- You share experiences to attract new clients and build your professional network.
- Users who are not part of your network can follow you because your new content appears on their newsfeed.
- The platform ranks well with search engines, so your posts are more likely to appear in search results.
Because of this potential, B2B LinkedIn offers ways to promote your business that other social media platforms can’t compete with.
It’s a place where you can introduce your team and share new work material. And the best part is that people will be interested, too.
How do LinkedIn algorithms work?
Understanding how LinkedIn’s algorithms work can have a positive impact on the quality of your posts and the timing of your posts.
According to LinkedIn, posts are divided into 3 categories:
- Content of high quality
- Content of low quality
Signs of a good post include keywords, intelligent use of hashtags, proper formatting, high engagement, and moderate posting frequency (see points above).
The first hour after publication is a crucial time. During this period, the algorithm also takes into account what’s going on with your publication. That is, the higher the engagement during this time, the greater the chance that LinkedIn will consider the post to be of quality. During this time, you need to be very active, responding to comments and facilitating conversations with users, thereby bringing new participants into the discussion.
#1 scheduling tool for posting on LinkedIn
So that you can not only experiment and post on LinkedIn but also do it independently and whenever you want, we recommend that you try PromoRepublic. This handy service allows you to manage your postings in different accounts in no time or effort at all.
Among the useful features of this tool, you will get:
- Create, plan, and promote content.
- Interact and collaborate on social media.
- Easily organize content for teams and partners.
- Lock selected content elements from editing.
- Respond to comments, feedback, and direct messages.
- Manage announcements of all locations in a single dashboard.
In addition, PromoRepublic provides the most in-depth and detailed analytics:
- Analysis of the performance of your publications with dashboards.
- Track of content effectiveness.
- Reviews and ratings based on location.
A LinkedIn post scheduling tool like PromoRepublic not only allows you to spend less time and effort generating and posting content but also helps you choose the best time to post on LinkedIn. With a tool like this, you’re sure to succeed on this social network.
To sum up
The good news is that the best time to post on LinkedIn hasn’t changed much over the past year. Wednesday has always been one of the best days to post on LinkedIn, although Thursday afternoons have been pretty good, too.
Although most people do business Monday through Friday, it seems like the best days to interact are closer to the end of the week.
Like Twitter, your followers on LinkedIn can view content by either your most popular or most recent posts. Since the most popular posts are shown by default, knowing the best time to post on LinkedIn can make a big difference in how many people your content can reach.