Ever wondered why your posts on LinkedIn are failing to get double-figure engagement?
Consistency is key, but engaging interactions are still missing.
Since its launch in 2002, LinkedIn has evolved from being just a platform for job hunting and showing off your CV to a brand-building haven.
As of March 2021, it has over 740 million users.1 Therefore, internet marketers and others who have an e-commerce component to their business have reason to optimize its use.
It's a great place for B2B and B2C marketers to promote their content and build strong connections.
There are two main ways you can use the LinkedIn platform.
Firstly, you can use LinkedIn in a more passive push marketing function where you can simply add status updates, publish new blogs and post your content to attract people with valuable information and potentially bring them back to your website.
Secondly, you can use LinkedIn less passively and more personally, where you can make contact requests and messages directly to people to build real one-to-one relationships and explore leads. The key here is to establish these legitimate one-to-one connections, rather than having everyone use the same sample template.
Know your audience
You can learn a lot about your audience and this information may indicate when to publish, but the obvious thing to do is to see where they are.
Do you know where your audience is?
If the answer is no, then it's time to find out.
If you have a LinkedIn company page, it's easy to get a clue. Click on Analytics in the menu, then select Followers.
What is the best time to post on LinkedIn?
There is no perfect answer to this question. However, with the help of many social media automation tools and their statistics, it is possible to choose the best time to post for your target audience.
LinkedIn time facts
Business networking is different from more general social networking, so it's no surprise that the best time to post on LinkedIn is Tuesday to Thursday. Many people prefer to use Mondays to organise their week offline and/or to recover from work or business travel from the previous weekend. Typically, most people are busy on Mondays, so this may not be the ideal time to try and make a new connection, get a reply or get someone to view what you have posted.
You can post content based on these guidelines and then check the posting at different times to see if you can increase engagement and get closer to your goals. It is recommended to use several different studies for publication.
LinkedIn is where professional people hang out. So, it’s no surprise to learn the general best times to post:
- Best days: Wednesday and Thursday.
- Worst day: Sunday.
- Best time: 8am-10am + noon Wednesday, 9am + 1-2pm Thursday, 9am Friday.
These are peak times for engagement. For example, any time between 8 am and 2 pm Tuesday to Friday is going to get good results.
But once it goes past 8 pm, people switch off.
And while you might catch a few early birds, don’t bother to post before 4 am or you won’t get much engagement.
- B2B (business to business): best before work starts, during lunch hour and the commute home.
- B2C (business to consumer): outside business hours and during lunch breaks.
There are some good tips for certain industries too.
For example, software and media companies see good results early in the morning. That’s because people tend to check the latest news and updates.
Healthcare niches find that around 10 am until about 2 pm can see the best results and education niches see similar patterns.
From there, based on your time zone, you can estimate when you're expected to reach the most customers.
Why 7:00 AM?
This is when most LinkedIn users are starting their day. Most active LinkedIn users live in the United States. Out of LinkedIn’s 310,000,000 monthly users, 170,000,000 of them live in the United States.
The best times to post on LinkedIn during the coronavirus pandemic are:
Wednesdays at 3 p.m.
Thursdays between 9 a.m. and 10 a.m.
Fridays between 11 a.m. and 12 p.m.
Weekends and after-work hours tend to be the worst times to post on LinkedIn for engagement and visibility
Weekends see a massive drop off of engagement on LinkedIn, so if you’re looking for the best day to post on LinkedIn, then pretty much any weekday will do. Monday, Tuesday, Wednesday, Thursday, and Friday.
Saturdays and Sundays less so.
Another key point to remember is that the half-life of a post on LinkedIn is much longer than that of a post on Twitter or Facebook.
This means that your post may be pushed out to your audience weeks after you have published it.
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