Posting extra usually undoubtedly helps you develop on LinkedIn. The analysis has proven it, and I’ve skilled it myself. However, how rather more?
I’ve grown my account to just about 20,000 followers with totally different experimental approaches to posting, from 30-day consistency challenges to skipping whole weeks. In the meantime, my colleague Sabreen has crossed 17,000 by posting each single day for the previous yr.
These diverse approaches are widespread. Some creators swear by posting as soon as every week. Others insist on posting each day — and even a number of instances a day. With a lot conflicting recommendation, it’s arduous to know who’s truly proper.
So we teamed up with Buffer’s information scientist, Julian Winternheimer, to dig into over 2 million posts from 94,000+ LinkedIn accounts. Our aim: to determine how posting frequency actually impacts attain and engagement on LinkedIn — and whether or not you’ll be able to publish an excessive amount of.
If you happen to’ve solely been guessing at your LinkedIn cadence until now, that is for you.
How usually must you publish on LinkedIn?
🚀 Based on our findings, transferring from 1 publish every week to 2 to five is like flipping a change — LinkedIn begins distributing your content material extra broadly and rewarding you with stronger per-post efficiency.
L: 👉 Extra posts spark extra conversations. Accounts posting 11+ instances weekly see almost triple the engagements per publish in comparison with once-a-week posters. R: 👉 The extra usually you publish, the additional every publish travels. Attain per publish climbs steadily, with the sharpest bounce when you cross into 6–10 and 11+ posts per week.
Our information exhibits that posting 2 to five instances weekly on LinkedIn is the candy spot for enhancing attain and engagement with out overwhelming your schedule.
This cadence can imply +1,182 extra impressions per publish and a 0.23 proportion level raise in engagement price in comparison with posting simply as soon as every week.
Julian additionally provides that, if you happen to can maintain it, posting extra is sort of at all times higher, not solely when it comes to whole engagement, however engagement per publish as properly.
📈 Posting 6 to 10 instances weekly pushes the features additional with +5,001 extra impressions per publish and a 0.76 proportion level improve in engagement price.
⚡ At 11+ posts per week, the raise is dramatic with almost 17,000 extra impressions per publish, 3x extra engagements, and a 1.4 proportion level bounce in engagement price in comparison with posting simply as soon as.
One publish every week isn’t sufficient. It retains you lively, however leaves development on the desk.
What’s extra, these outcomes are constant irrespective of your viewers dimension. Whether or not you’ve acquired 500 followers or 50,000, posting extra usually makes each single publish work tougher.
Our suggestions in a nutshell:
- 🪴 Develop your viewers in a sustainable approach: 2 to five posts per week
- 🚀 Speed up attain and engagement: 6 to 10 posts per week
- 📈 Maximize development (if you happen to can preserve high quality): 11+ posts per week
The examine: How posting frequency impacts development on LinkedIn
Buffer’s information scientist, Julian Winternheimer, analyzed greater than 2 million LinkedIn posts from 94,000+ accounts to grasp how posting frequency actually impacts efficiency.
On this evaluation, as a substitute of wanting solely at totals (which may be deceptive), he targeted on three per-post metrics:
- Impressions per publish — how many individuals noticed every publish on common
- Engagements per publish — likes, feedback, and shares per publish
- Engagement price per publish — the share of viewers who interacted
This addresses a standard ache level at its root — when the similar account posts extra usually, do their posts truly carry out higher?
To verify the outcomes weren’t skewed by account dimension or area of interest, he used two totally different approaches:
- Z-score evaluation: In contrast every account’s high- and low-frequency weeks towards its personal common.
- Fastened results regression: Managed for account-level variations to isolate the impact of posting frequency.
This evaluation covers all 4 main publish codecs (textual content, picture, video, and carousels or doc PDFs) with out breaking them out individually.
Let’s get into the information.
1. Are you able to publish an excessive amount of on LinkedIn?
The quick reply: no.
Our evaluation exhibits that posting extra usually helps your efficiency on LinkedIn. Every step up in frequency delivers higher per-post outcomes, even after controlling for account dimension and area of interest.
Right here’s what we discovered when evaluating higher-frequency weeks to quieter ones for the similar accounts:
- 2 to five posts per week: modest raise in attain (+1,182 impressions per publish) and engagement price (+0.23 proportion factors).
- 6 to 10 posts per week: stronger raise (+5,001 impressions per publish, +0.76 proportion factors).
- 11+ posts per week: the most important features (+16,946 impressions per publish, +1.40 proportion factors, 3x extra engagements).
In different phrases, LinkedIn doesn’t “cap” your attain or punish you for posting usually. As a substitute, it compounds your visibility, surfacing extra of your content material to extra folks.
The parable of “posting an excessive amount of” most likely comes from different platforms, the place algorithms can suppress frequency. On LinkedIn, the other is true — extra posts imply extra alternatives for distribution.
2. What’s step one that basically strikes the needle?
Transferring from posting as soon as every week to 2 to five instances is the place efficiency actually begins. That shift alone means:
- +1,182 extra impressions per publish
- +0.23 proportion factors in engagement price
It’s the purpose the place LinkedIn’s algorithm appears to acknowledge you as “lively” and begins rewarding your content material with higher distribution.
From there, every step up continues to ship vital features, however the curve steepens. At 6 to 10 posts per week, you see an even bigger acceleration. After which 11+ posts per week is the place you’ll get the most important advantages.
For me, the perfect information right here is that you simply don’t must publish each day to see significant enchancment. Even small will increase in your weekly cadence can unlock compounding features.
So if extra is best, is there ever some extent the place it stops paying off?
3. Does posting extra at all times imply higher outcomes?
Posting extra at all times helps, however the marginal payoff decreases as you climb larger. Going from 1 to five posts transforms your efficiency. Pushing from 6 to 11 posts continues to be value it if you happen to can handle the workload, however the features are incremental relatively than exponential.
Take the graph beneath because the supply for this attitude. At first look, engagement charges look larger at 1 publish per week — however that’s deceptive. Engagement solely appears to dip as a result of the frequency of posts is rising, so the speed is unfold throughout extra content material.
Going from 2 to five to six to 10 posts nonetheless delivers significant features, however the development isn’t as dramatic as that first bounce.
At 11+ posts per week, you see the strongest raise, however the enchancment between 6 to 10 posts and 11+ posts is even smaller than the leap from 1 publish every week to 2 to five.
💡 If you happen to do wish to publish extra, Julian’s suggestion is to give attention to high quality. “Put up as usually as you’ll be able to — so long as the standard stays excessive. Low-quality content material posted incessantly received’t yield nice outcomes.”
Because of this we see 2 to five posts per week emerge because the “candy spot” for many accounts — it balances significant development with a sustainable content material cadence.
4. Do these outcomes rely in your account dimension?
A standard pushback to posting-frequency recommendation is: “Certain, that works for giant accounts — however will it work for me?”
It’s a good query. Bigger accounts naturally get extra attain and engagements, and so they additionally are inclined to publish extra usually. At first look, it will possibly appear to be the frequency impact is only a byproduct of dimension.
That’s why on this examine, we managed for account-level variations. Utilizing Z-scores (which evaluate every account to its personal baseline) and fastened results regression (which isolates efficiency adjustments inside the similar account), we stripped out the variable of dimension to see what actually occurs when an account posts extra usually. And the outcomes discovered that the sample holds throughout the board.
- Small accounts with a couple of hundred followers noticed the identical relative raise when transferring from 1 publish to 2 to five as massive accounts with tens of 1000’s.
- Greater accounts gained extra in absolute numbers, however the per-post enhancements — larger attain, extra engagements, stronger engagement charges — scaled persistently throughout the spectrum.
In different phrases, this isn’t only a big-brand benefit. Whether or not you will have 500 followers or 50,000, rising your posting frequency makes your posts carry out higher relative to your personal common.
Frequency is a lever each creator can pull. The algorithm rewards exercise and consistency, not simply account dimension.
The most effective content material format on LinkedIn to develop persistently
If posting extra usually is one a part of the equation, choosing the proper format for you is one other.
Over the previous few years, LinkedIn has remodeled from an expert networking website into a real creator platform. Alongside the way in which, it’s embraced video, carousels, and new feeds designed to maintain folks scrolling.
- 📝 Textual content posts: The best approach to present up. Straightforward to publish, nice for constructing the posting behavior, however the lowest median engagement general.
- 🖼️ Photographs: A powerful step up, producing about 72% extra engagement than textual content posts.
- 🎥 Movies: Nonetheless a serious development lever, incomes 84% extra engagement than textual content and barely outperforming pictures.
- 📑 Carousels (PDF doc posts): The clear winner for engagement and attain. They spark 278% extra engagement than movies, 303% greater than pictures, and almost 600% greater than textual content posts. Their swipeable nature makes them interactive, saveable, and nice for sharing extra depth.
- 🔗 Posts with hyperlinks: The one exception. They persistently see the bottom median engagement price as a result of they take folks off the platform. Once you do share hyperlinks, maintain them within the feedback as a substitute of the publish physique.
Begin with the codecs that assist you to keep constant (textual content and pictures), then layer in video and carousels to speed up development. Carousels dominate in efficiency, however high quality issues greater than format — the perfect format is the one you’ll be able to maintain with helpful content material.
Turning information into your posting technique
We now have our reply: extra posts imply higher per-post efficiency. However actual life usually butts heads with the perfect laid plans. In apply, the “ideally suited” posting frequency usually collides with vitality ranges, inspiration, and the chance of burnout.
Because of this your posting technique shouldn’t exist in isolation. Begin within the 2 to five posts every week vary and give attention to making that cadence a behavior. From there, experiment:
- Attempt a month at the next frequency and observe the raise.
- Combine codecs (carousels, quick textual content posts, movies) to stretch your concepts additional.
- Repurpose sturdy posts into totally different codecs to maintain high quality excessive with out doubling your workload.
If you happen to can’t publish as usually because the top-performing tiers counsel, you’ll be able to nonetheless improve your visibility by pairing posting with a robust commenting technique.
LinkedIn just lately launched impressions for feedback, which means considerate, partaking feedback now work like micro-posts, surfacing to folks past your personal community. This can be a game-changer for staying seen with out creating extra authentic posts.
If you happen to’re in a lighter posting week, do that:
- Put up 2 to three instances.
- Spend 10 to fifteen minutes a day leaving significant feedback on posts out of your community, business voices, or potential collaborators.
- Add perspective, context, or a novel take — not simply “Nice level!” — so your feedback stand on their very own.
Whether or not you’re posting 3 instances or 13, sustainability needs to be the primary precedence. The quickest approach to stall development is to burn by way of your finest concepts in a brief burst after which disappear.
The aim is to construct a rhythm that retains your content material sharp, your viewers engaged, and also you excited to indicate up.
Constant posting beats quick bursts any time, and on LinkedIn, each additional publish is a chance for the algorithm to work tougher for you.
Good luck!
