Having an active and engaging presence on LinkedIn is crucial for companies looking to build their brand, reach new audiences, and generate leads. But with so many options for posting – from sharing company news to promoting content to interacting with followers – it can be tricky to know what cadence is best. Here are some tips on determining the ideal posting frequency for your LinkedIn company page.
Post at least once per week
As a baseline, aim to publish at least one post per week. This ensures your page stays top of mind and appears active to visitors. Consider scheduling posts in advance so you never miss a week due to being too busy. One post per week is the minimum – more active pages tend to see better engagement.
Analyze what works for similar pages
Research how often industry peers and competitors post to their company pages. Pages in the same field as you likely have an audience with similar interests and expectations. If direct competitors or industry leaders are posting multiple times per week, match or exceed their frequency to stay competitive.
Post more to promote time-sensitive content
Increase post frequency when sharing time-sensitive content that has a short shelf life. For example, post daily or multiple times a day when covering a live event, sharing a limited-time offer, or promoting content tied to a specific holiday. More visibility during the window that the content is most relevant can maximize engagement.
Test different frequencies
Conduct A/B testing to see if increased post frequency boosts engagement. Try posting more often for several weeks, then compare metrics like followers, shares, clicks, reactions, and comments to a previous period with less frequent posting. Consider testing both the number of posts per week and spacing between posts to find the optimal mix.
Aim for 1-2 posts on busy days
According to Sprout Social, the days LinkedIn users are most active are Tuesdays and Thursdays. Aim to post 1-2 times on these peak days to reach the largest audience. Schedule one post for early in the day, like 8 to 10 AM, and a second in the late afternoon if possible.
Get inspired by influencers
Look at how frequently the top thought leaders and influencers in your industry post. Individual profiles tend to post more often than company pages to maintain engagement. While you may not be able to match an influencer’s frequency, it can provide guidance on best practices.
Consider your resources
Determine if your team has the bandwidth to sustain increased posting. Frequently creating quality content requires resources. Make sure you have access to enough staff, tools, content, and other assets before committing to a higher volume of posts.
Analyze competitor content strategies
Research not just competitors’ post frequency but also the type of content shared. This can reveal if certain post formats, like video or images, tend to perform better in your industry. Tailor your strategy to focus more on content types that resonate.
Remember quality over quantity
While increased posting often generates more engagement, avoid decreasing quality in pursuit of quantity. Irrelevant, uninteresting posts published just to meet a frequency quota can actually damage your brand and cause followers to disengage.
Match frequency to objectives
Consider what you want to achieve with your LinkedIn presence and tie frequency to those goals. For example, post more often if your goal is brand awareness, as visibility matters most. But focus on maximizing reach for each post if your goal is lead generation.
Leverage analytics
Use LinkedIn’s analytics to assess how your posting frequency impacts follower growth, engagement rate, clicks, and other metrics. The data can prove the business impact of increased posting and demonstrate the ideal cadence.
Consider paid boosting
If posting more frequently, consider paid boosting to maximize reach, especially for important posts. More posts can mean each gets less visibility organically. Boosting key posts ensures they aren’t missed.
Encourage employee sharing
The more your posts are shared, the broader their reach. Encourage employees to share company page posts with their own networks to expand visibility. This multiplier effect helps compensate for any decrease in engagement per post as frequency increases.
Focus on value, not volume
Remember that post quality matters more than quantity. Don’t force frequency at the expense of providing value for followers. While you can increase numbers, engagement depends on sharing meaningful, useful content your audience wants.
Watch for changes over time
As your follower base grows or changes, the optimal frequency may shift. Continually monitor your analytics and engagement levels. Increase or decrease frequency if you see noticeable changes in what drives best results.
Test what generates shares
Conduct A/B testing around different types of content as well. See if posts that promote thought leadership and unique insights generate more organic shares than news announcements, for example. Let sharing data guide content mix.
Account for seasonality
Certain industries have seasonal ebbs and flows that impact engagement. A retailer may get more traction during back-to-school or holiday seasons, for instance. Adjust frequency based on the time of year.
Collaborate with partners
Co-create and cross-promote content with partners through guest posts or recurring features to fuel an increased cadence. This provides access to diverse, credible content without overburdening your team.
Conclusion
While there is no universal ideal posting frequency, data shows active company pages gain more followers and engagement. Begin by scheduling at least one post per week, then conduct testing and analysis to find the cadence that works for your audience. Just remember to focus on quality and value as you increase quantity. With consistent posting of compelling content, you can build authority and activate your LinkedIn network.
Recommended Posting Frequency Based on Company Size
Company Size | Recommended Minimum Frequency |
---|---|
1-10 employees | 1 post per week |
10-50 employees | 2 posts per week |
50-200 employees | 3 posts per week |
200-500 employees | 5 posts per week |
500-1,000 employees | 7 posts per week |
1,000-5,000 employees | 10 posts per week |
5,000+ employees | 15+ posts per week |
For small companies, start with once per week and increase frequency as your following grows. Mid-size companies can begin posting a few times per week. Large enterprises with extensive resources can post daily.
Recommended Posting Frequency by Industry
Industry | Recommended Frequency |
---|---|
Technology | 5-10 posts per week |
Business Services | 2-4 posts per week |
Healthcare | 2-4 posts per week |
Financial Services | 2-4 posts per week |
Retail | 4-8 posts per week |
Higher Education | 3-6 posts per week |
Non-profit | 3-5 posts per week |
Technology companies and consumer brands tend to post more frequently, while regulated industries like financial services post less often. Research your specific niche for tailored benchmarks.
Tips for Determining Optimal LinkedIn Posting Frequency
Here are some additional tips when deciding how often to post on LinkedIn:
Consistency is key
Whatever cadence you choose, stick with it consistently. Sporadic posting looks unfocused.
Quality over quantity
Prioritize quality content that delivers value for your audience over posting volume alone.
Monitor engagement
Analyze metrics like clicks, reactions, comments, and shares to see if increased frequency improves engagement.
Review competitor actions
Stay on top of fluctuations in competitors’ posting cadence and try to match it.
Leverage visual content
Images, infographics, and video tend to perform best. Make these a high percentage of posts.
Share company news
Major events, announcements, initiatives, and milestones should be shared quickly.
Promote thought leadership
Position executives and leaders as trusted experts by sharing their insights.
Engage followers
Ask questions, run polls, and encourage comments to build relationships.
Watch the calendar
Adjust frequency around holidays, current events, and industry trade shows or conferences.
Remember time zones
Post at times when most of your followers are active.