How Does LinkedIn Algorithm Work? (2021)

When you first start posting on LinkedIn, you quickly notice that a lot of what you publish results in crickets. ?

Then you find out about the algorithm.

“So, that’s why my posts tank.” and “The algorithm must hate me”, you may think.

This is followed by trying to find out How to beat the LinkedIn algorithm.

The way to “beat the algorithm” is to learn how to work with the algorithm. This means using the best practices: post content directly on LinkedIn, publish consistently, reasonably frequently, and experiment with different types of content. Always, publish quality content (no spam), and provide value whether it’s offering insights, information, or entertainment.

The details?

Let’s dig in.

How does LinkedIn Algorithm work?

First.

LinkedIn and all social networks are constantly working on their algorithms. This means that what works today, may not work tomorrow. Working with the algorithm is a fluid, evolving medium.

LinkedIn’s goal is to show you content that it thinks is the most relevant content to you so that you would spend more time on LinkedIn while having a great experience.

This is directly from LinkedIn:

Second.

We don’t know 100% how the algorithm works. This is not public information.

We have some basic knowledge and we combine it with observations, experiments, and results we gather from multiple sources. LinkedIn nerds, like me, are constantly running tests, from posting time, to frequency to figure out what works the best.

There are a few things the experts agree on as the best practices. Some things are best determined by running your own tests.

The best thing you can do is to test the methods and tactics yourself and find what works for you the best.

? Don’t be afraid to do things contradictory to what the experts recommend. For example, writing articles vs. posts. 99.9% of the experts would say to not write articles as they are performing incredibly badly. Yet, when I did this (a while back) it resulted in a viral article.

Third.

You may not have to worry about how much engagement and traction you are getting on LinkedIn.

That’s right.

There are many strategies and tactics where you can leverage LinkedIn, and it doesn’t matter how much engagement you get if any. LinkedIn may not be your main platform or method of generating business. Rather, it could be the icing on the cake, another tool in your toolbox.

Food for thought.

The Algorithm | Filters

The LinkedIn algorithm filters everything that gets published onto the platform.

Filters are straightforward. They check for spam, quality, and other signals.

Briefly here’s how it works:

? You publish a post.

It goes through a spam filter PASS | FAIL

If it passes the spam filter it gets shown to a small percentage of your network.

If it gets engagement, it gets shown to a larger audience.

? Filters are not perfect at keeping out content that should be filtered out. Some people exploit this “loophole” or unintentionally do this to be shocked by how excellent their post did.

Here’s an example.

Sally publishes a post and it goes viral. People copy that post, word for word (don’t do this, it’s plagiarism), post it on their own feed, and poof the post gets amazing engagement and sometimes even goes viral.

How to Beat the LinkedIn Algorithm?

AKA How to work with the algorithm.

The best practices.

1) Post consistently, but not too frequently

The algorithm appears to reward consistency.

In Real Life

People who have taken time off LinkedIn, report that upon returning their posts are performing much worse than they were when they were active on the platform.

What kind of timeframe are we talking about?

Any extended time off, from a few weeks to months or more.

The longer you are away, the more of a decline you can expect to experience.

On the flip side.

Posting too frequently can get your content caught in the spam filters. And not even directly via the algorithm but from people who mute your posts or unfollow you, because they don’t want to see your posts that frequently.

The Best Practice

Publish content on LinkedIn consistently, whether it’s 5 days a week or once a week.

What the optimal posting frequency is for you depends. You can find more on the posting frequency here.

2) Native Content vs External Links

Every platform wants you to post content directly to their platform, LinkedIn included.

Real Life

When you share content from outside LinkedIn, i.e. include an external link to your post, the performance of the post plummets.

This includes adding a link to your LinkedIn post directing people to your website, blog post, YouTube, mailing list, etc.

Basically, any link that sends people away from LinkedIn is going to devalue your posts and decrease your reach and engagement.

Hacks

Some people use “hacks” in an effort to navigate around this penalty box.

Hack 1

Post your link into the comments immediately after publishing.

There are problems with this approach.

If you get many comments, your link will get buried into the comments. You can’t pin a comment on top.

Also, there are rumblings that adding your own comment to your post, especially with a link is being “downgraded” by LinkedIn (summer 2021).

Hack 2

Publish your post then edit and add your link into the post.

Easy enough and no penalties.

The Best Practice

1️⃣ Publish content directly on LinkedIn without external links.

Vimeo video is Ok. YouTube video links not.

2️⃣ Publish a post. After publishing edit to add your link.

If you want to share external links, do so sparingly.

3) Content Types to Post

The type of content you post can help you reach a larger audience + get more engagement. You can post videos, text, images, articles, polls and carousels.

Regardless of the type of content you decide to post make sure you post high quality content that is valuable to your reader.

VIDEO

Until recently posting videos (natively) gave your content an amazing boost as LinkedIn pushed video content above other types of content.

However, now, great results are not automatic.

In Real Life

Currently video content appears to follow a similar path with the rest of the content. If your video gets good early engagement it will be pushed out to a larger audience.

The Best Practice

Test this for yourself.

Create and publish a few videos. Monitor results especially vs other types of posts you publish.

If you see better performance from your videos = make more of them.

? Keep the videos short. Most create videos or post clips that are less than 2 minutes long.

TEXT-ONLY POSTS

Text-only posts continue to perform well.

The length doesn’t necessarily matter, although LinkedIn recently increased the character limit for posts on your personal feed.

What appears to be more important is the formatting of your post – not necessarily for the algorithm but for people.

That is, don’t cram everything into one block, rather leave plenty of white space. And if you are so inclined, sprinkle in some emojis to break up the text. ?

Like this.

The Best Practice

Text-only posts can be a staple of your content strategy on LinkedIn.

DOCUMENT POSTS

You can upload a PDF on your personal feed that displays as a carousel.

These document posts are reported to get good engagement, perhaps as LinkedIn now looks at dwell time as a metric (more on that a bit later).

In Real Life

Certain types of content are easier to make to a PDF vs others. The PDFs take longer to create, and for best visuals, design knowledge and expertise can make a difference.

When creating the document posts keep in mind that many people view LinkedIn on mobile, therefore if there is a lot of text and info on each page, it may not yield a great user experience and people will scroll past your document post.

Here’s an example of a document post.

The Best Practice

If you have the chops to create an awesome document or you work with a designer + your field lends itself to amazing slideshows, consider adding document posts into the mix of your content strategy for LinkedIn.

POLLS

Talk about something that is hot, hot, hot right now (summer 2021). Polls.

Lately, polls have been having a run on LinkedIn. They get good reach and engagement and as such now it seems that everybody is catching on and the feeds are filled with polls.

My prediction, polls are reaching their saturation point and soon there will be fatigue and a decline. We’ll see.

Polls are great for market research, especially if you have a large following! Ask your customers what they want and what is important to them.

In Real Life

Polls are quick and easy to post.

Not all polls are good.

Polls done by people with larger followings seem to do better and that makes sense. The poll’s reach is larger and the total number of votes is larger giving you a better sample size.

Everybody who votes on a poll gets a notification that the poll has closed. This can help you get residual views if people come back to check the poll results.

The Best Practice

If you want to use polls as part of your content strategy, go ahead. Use polls sparingly and as a piece of the content puzzle. Think really hard about what would make a great poll before creating one. The quality of the poll can make a big difference.

Quality over quantity!

IMAGE POSTS

Typically image posts are done with some text.

Based on data, text-only posts perform better than image posts. However, this is where my data is different.

My image posts have performed extremely well, even without any text whatsoever.

In Real Life

Images can stop the scroll.

You can be creative with your images, provide data, graphs, illustrations, and so much more.

Image posts can be great for branding. They can build brand awareness and recognition when done right.

The Best Practice

Test for yourself.

Some people stick to text-only posts because they work so well, but don’t be afraid to experiment with image posts, you might be surprised.

ARTICLES

Article = long form text

Now, 99.99% of people agree that articles do NOT work. They haven’t for a while.

I too have stopped writing/sharing articles – for now anyway.

In Real Life

Articles are getting dismal reach and engagement.

Having said that, keep in mind that the views for articles are counted differently vs the views for posts.

Therefore, getting 100 views on your article may be better than 1000 views on your post.

The Best Practice

Test this. Who knows? Maybe it will work for you.

One tip!

If you have a blog on your website publish the article on your blog first, then a few days later post the same article on LinkedIn! You won’t get penalized for duplicate content. Make sure you post on your OWN website first!

4) Hashtags

There is an ongoing debate about the effectiveness of using hashtags and how many is the right number of hashtags.

Here’s a complete post about using hashtags on LinkedIn.

I, along with several LinkedIn experts have run numerous hashtags experiments.

Results vary.

I’m still not convinced that hashtags help with reach, because it hasn’t been the case with my content. But others say they do see a better reach. So, testing continues.

In Real Life

Results using hashtags can vary. You may see an increase in reach, you may not.

The Best Practice

Using hashtags does not hurt your posts unless you use too many.

LinkedIn recommends using 3 hashtags per post. You can run your own tests if you’d like with using no hashtags to using anywhere from 1 – 5 or so hashtags.

WHO SEES YOUR POSTS

Only a small percentage of your network sees your updates.

Thanks to the algorithm.

When you are on LinkedIn you quickly notice that you see content from certain people more than from others on your feed.

Priority is given to content from people you have and are engaging with, who post consistently, and who get a large amount of engagement (even if you don’t engage with their post directly)

Ok, that makes sense.

Several people are reporting they are seeing content on their feeds from people they have recently sent DMs to or commented on their posts. You can use this knowledge to your advantage.

And it would be lovely it if was this simple.

There are issues.

For example.

No matter what you do some people’s posts are not shown on your feed. ?

For example.

I have tried everything to be able to see updates on my feed from certain people I’m connected with, i.e. 1st connections. No matter what I have tried, I still don’t see their posts on my feed.  It’s frustrating.

What this means is that the only way to see – for sure – updates from people is to literally go to their profile and see what they have posted.

DWELL TIME

LinkedIn is now said to be factoring in dwell time.

That is, how much time people spend with your contentment. The longer people spend on your content, i.e. the longer the dwell time, the better.

This might then make us create longer posts or articles, or video, something that increases the dwell time.

Yet, sometimes posts with very little text, or just an image, do incredible well.

Something else to test. ?

ENGAGEMENT

The best type of engagement is commenting. To extend the reach of your posts, create content that encourages discussion.

Also, don’t forget to comment on other people’s posts.

LinkedIn algorithm values comments higher than likes.

Commenting is so valuable as a LinkedIn strategy it needs its own article.

Sharing content is the least effective method of engagement.

How Many Hashtags to Use On LinkedIn Posts? (2021)

How many hashtags should you use per post on LinkedIn?

A good question.

Recommendations vary some. There are even questions as to whether using hashtags is effective at all.

The short answer.

LinkedIn experts recommend using (about) 3 hashtags per post.

LinkedIn recommends using no more than 3 hashtags per post.

This is a screenshot from LinkedIn’s guide for hashtag best practices.

Here’s what 3 hashtags look like in action (at the bottom of a post).

There is one thing everybody seems to agree on.

❌ Don’t use too many hashtags. Your posts will look like spam, the post reach may suffer, and people will scroll past.

So, if you want to stop reading now and use 3 hashtags per post you are traveling on a safe territory.

There’s more to the hashtag puzzle.

The Longer Answer.

A few things to consider.

1

If you are not sure what hashtags or how many you should use on your posts, don’t worry. Don’t let that stop you from publishing posts.

Hashtags are just one piece, and perhaps a small one, of the puzzle.

What you post and how frequently you post are more important than whether you add a hashtag on your post or not.

2

You don’t have to post 3 hashtags. You could post 1, 2 or 4.

Example.

Let’s say your field is data privacy.

Your hashtag

#dataprivacy

That is specific to your field. It’s quick to add.

You could also use

#cybersecurity

if that relates to you

No need to make it complicated. For the same reason I mentioned above.

Using hashtags is a small piece of the puzzle on LinkedIn.

3

Don’t sprinkle hashtags throughout the text.

It makes it incredibly difficult to read.

The best place for the hashtags is at the bottom of the post.

4

Don’t use too many hashtags.

Although using many hashtags is recommended for other platforms e.g. Instagram, on LinkedIn, hashtag walls looks spammy.

❌ Say No to hashtag walls, like this one 

What to Post on LinkedIn (2021)

What should you post on LinkedIn in 2021?

What to post to get noticed?

What types of posts work the best?

How do your write good posts and content on LinkedIn?

Ah.

There are many pieces to this puzzle.

What to post on LinkedIn to get results?

The short answer (as usual) is – it depends.

It depends on who you are (your brand, your company), who your audience is, and what your goals are.

What is your purpose for posting?

TL;DR

What to post on LinkedIn depends on your brand, your audience, and your objectives. One size does not fit all.

This guide covers what to post on LinkedIn from a BUSINESS perspective, that is with a goal in mind, a result you want to achieve leveraging LinkedIn.

You can find suggestions and recommendations about what strong LinkedIn posts look like, therefore you should be using these as well. Follow what “they” did and YES! you too can get the same results.

Not so fast.

And not to repeat the same thing over and over, but one size does not fit all.

❌ Do not blindly follow what others are doing – even if it’s working for them. You are not them!

One thing works for one person, another thing works for another.

You need to find out what works for you.

This means creating a strategy and putting out content – consistently. Then periodically evaluating to see which pieces work the best for you and posting more of what works. 

Test, evaluate, iterate.

Let’s take a look at how you can figure out what you should be posting.

What to post?

You have options!

You can publish posts, articles, images, videos, polls.

You can also share other people’s/companies posts (not recommended).

You can post quality posts or spam (please don’t do this).

1 TEXT POSTS

You can publish written posts straight on your personal feed, via writing an article, or on your company page.

The written only posts can be long or short. Even just a sentence or a short paragraph.

Currently, most people publish posts on their feeds. The articles are not performing well.

You can use up to about 3000 characters (the new character limit) when posting on your personal feed.

LinkedIn is interested in dwell time. That is, they want the users to stay on LinkedIn as long as possible.

Because of this desire for increased dwell time, LinkedIn algo looks at it as one of the metrics for [valuable] content.

Now,

This does NOT mean that your posts should all be as long as possible.

Not at all.

Just something to know.

The length of the posts depends on what your topic or idea is and the value you can bring to your reader.

Artificially inflating i.e. cramming fluff to your post won’t help you!

It’ll most likely hurt because people are not going to stay engaged and keep on scrolling by after the first couple of lines.

Example of a text post. 

2 VIDEOS

LinkedIn, as well as other platforms, love video content.

If you are up to posting videos go for it!

When you post videos post them directly on LinkedIn, not via YouTube.

Posting a video from an external source will tank the video’s reach.

LinkedIn wants you to stay on LinkedIn.

A word about

Cute, sensational, emotional, etc. videos

You will see a lot, a lot of these cute, emotional videos on your feed.

They may get a huge number of views, but…

There are 2 BIG BUTS

1) Are these videos helping you or your company get results?

A large number of views or followers does NOT equal new clients.

2) If these videos are not yours (you did not shoot the video) you are probably peddling in a copyright infringement territory.

[I’m not a lawyer and this is not legal advice!]

The copyright of a video belongs to the creator of the video.

If you want to post videos, post your videos, whether you shoot them yourself or you have a team that does this for you.

DO

✅ Post videos you create.

✅ Post videos directly to LinkedIn.

DON’T

❌ Steal other people’s videos.

❌ Post videos from external sources e.g. from YouTube.

Example of a video post (not that you see it’s a video ?)

3 IMAGES

You can post images: alone or with text.

Images can make your posts stand out.

Images can also help with brand awareness and recognition.

Think of the images as the scroll stopper.

Somebody scrolling might just have scrolled by your post without an image, but with a thoughtful, eye-catching image they stop and read your post.

DO

✅ Create your own images.

✅ Brand your images.

✅ Keep text to a minimum and legible (think mobile screens).

DON’T

❌ Use memes or quote images found all over the internet.

❌ Steal other people’s images.

Example of an image post (with text). 

4 POLLS

Polls are coming in hot. ?

That is, they are performing very well right now (how long this will last, who knows).

(my) Contrarian thoughts

If you are new to LinkedIn and do not have many connections and followers, I wonder if the polls work as well as they do for those that have a larger network of connections or a following.

If you are new to LinkedIn and experiment with polls, please let me know how they perform. I’d love to find out if they work well within these parameters as well.

Now,

When using polls, keep in mind your audience.

What polls would be valuable or interesting to them?

On the other hand, you can use polls to ask questions that help you, for example, create better content for your audience.

DO

✅ Create polls if it makes sense to you/your audience.

DON’T

❌ Only post polls because it is what is working well right now.

❌ Only post polls for the sake of posting.

Example of a (finished) poll post.

5 CAROUSELS

In other words, several images in a slideshow format.

You, the user, will click or slide from one image to the next.

If you want to create a carousel, you will need to upload a PDF, where each page is one image.

Carousels can work well.

Carousels can be super useful, especially if your topic has a few specific points and it would be too much to add all on a single image.

Example of a carousel post.

Post valuable content. Content that interests, helps, enlightens, entertains your target audience.

What Not to Post on LinkedIn

For Business

About you, you, you.

Your company this. We that.

Just no.

Nobody cares.

Sales pitches.

TMI.

Anything negative or unprofessional.

Political or religious posts. 

What type of posts work the best?

Honestly.

Some types of posts c a n work better than others.

There is proof.

For example > with formatting.

But,

don’t be afraid to do the opposite of what is supposed to be working.

I did.

I posted articles when people said articles were dead.

Mine went viral. (there is more to this story – the articles were highly strategic)

Also.

Trends change.

What works today, may not work a month from now.

The best thing you could do is to create your own trends leading change, instead of following.

The next best thing – make adjustments as needed.   

LinkedIn Post Character Limit (2021 Update)

LinkedIn quietly and without much fanfare started rolling out a new character limit for LinkedIn posts in June 2021.

The previous character limit for posts on your personal feed was 1300 characters.

The new limit is 3000 characters.

If you are reading this in July, you may still find that you have the old 1300 character limit on your posts. I do too.

I tested my posts character limit on July 9th, and it was 1300. Well, 1275 to be exact (- 4, the letters in Alie exceed the limit).

The exact character count can vary slightly depending on if you use emojis (counted as 2 characters), etc.

Here is a screenshot of the post draft I tested my character limit with + the stats.

Now, don’t worry.

You don’t ever have to write the max 3000 characters.

You don’t even have to write 1300 characters.

The length of your post should match the idea or topic of the post.

Adding extra “fluff” or words is not necessary, just to fill out the space.

A good general rule for posts is this:

1 idea per post

It could mean writing a few words, a single sentence, or a few.

And on the other hand, if you have been writing posts on LinkedIn for a while and often run into the 1300 character limit, this news is good news.

Although it is a good idea to edit your posts, being forced to fit your post into the 1300 characters sometimes is not possible, without the post turning into a disjointed pile of ?.

Now, let’s speculate. ?‍♀️ (it’s fun)

Why would LinkedIn decide to increase the character limit?

1 Testing, testing

Maybe they are doing it to test what happens. Will people write longer posts? Will people read longer posts?

2 User Feedback

Maybe they have received feedback from users, either via surveys or complaints.

“We want to be able to write longer posts.”

Maybe?

3 Must Get People to Stay Longer on LinkedIn ?

 (☝ spoken in a robotic voice)

Every platform: YouTube, Instagram, and yes, LinkedIn too, want the users to stay on the platform as long as possible.

The longer a user the stays on the platform, the more ads they can be shown = more ad revenue (hopefully from LinkedIn’s perspective).

4 Others are doing it

Let’s do what others are doing! ?

Twitter character limit increased from 140 to 280 characters.

TikTok is pushing out up to 3 minute videos.

It’s not exactly the same, but maybe there is something to it. ?‍♀️

5 Articles be gone

What if LinkedIn is considering removing articles and therefore increasing the length of the posts.

Articles are not doing well on LinkedIn and perhaps the number of people that actually use the article feature has dropped down so much that it may be better to put the whole article section into retirement.

This is an interesting thought.

However, newsletters are popular, and those are written in the article section.

What do you think could be the reason/s? 

At the end of the day, perhaps we should not be focused on how many characters we can fit into a specific space, but rather how we use those characters. 

How Often Should You Post On LinkedIn? (2021)

How often should I post on LinkedIn in 2021? 3 times, or 5, or more per week?

Should I post on LinkedIn daily?

Wait! Can you post too much on LinkedIn?

What about articles? or video? Do they count?

Argh.

There is a lot of information out there, how do I know what is the right answer?

A great question!

The right answer is – it depends.

And it’s probably not the answer you were hoping to hear. So let’s figure out what the ideal frequency could be for you.

TL;DR

How often you should post on LinkedIn depends on how frequently and sustainably you can produce quality content and what your objective is. One size does NOT fit all.

This guide covers how often you should post on LinkedIn – from a BUSINESS perspective.

If you want to post just for fun, just do you! ✋

One more thing.

Before we go any further ✋ I want to acknowledge that I know there is a plethora of research and many recommendations that state ___ to be THE ideal number of posts per week on LinkedIn.

The problem is that the data is flawed and the recommendations are just, well, recommendations.

One size does not fit all.

❌ Do not blindly follow what others are doing – even if it’s working for them. You are not them!

But, because we are curious let’s quickly spy take a look at some of the recommendations.

LinkedIn Recommendations

LinkedIn recommends posting every business day. That is about 20 posts a month.

Keep in mind, LinkedIn wants you to stay on their platform as much as possible, whether you are posting or not. This is no different from any other platform – each is fighting over you so that you’d spend as much time as possible on their platform.

But, does LinkedIn really know what the optimal frequency is for you?

Buffer Findings

Buffer agrees with LinkedIn that 20 posts a month or once a day (a workday) is the sweet spot. If you post once a workday, it is supposed to help you reach 60% of your followers.

If you don’t have many followers on LinkedIn though, then what?

Ah! There are tactics we can use to attract more followers – if that is important to you (more on that on another post).

Constant Contact Recommendations

Constant Contact suggests trying to publish 3-5 posts a week.

They, along with many others acknowledge that engagement drops if you post more frequently than 1x a day.

I concur, based on my research and own experiments.

Engagement Plummets ?

Posting more than 1x a day wrecks havoc on engagement on LinkedIn

(except for Gary Vee)

There are hundreds and hundreds of articles, some even as far back as 2014 – yikes, that’s like what, 100 years ago ? – that claim to know THE magic formula for posting frequency on LinkedIn.

Seriously!

There is NO magic formula.

To figure out what your, and yours only, cadence should be we need to look past the numbers.

How to Determine Your Posting Frequency?

1 Know your objective

The first question.

Do you know why you want to post on LinkedIn?

Wait!

Even before this question, you need to make sure that LinkedIn is the right place for you to post for business purposes. Maybe it’s not. Maybe leveraging some other platform would be more effective.

[If you don’t know the answer, we can help.]

If LinkedIn is the right place for you to leverage social media, then answer the above question.

Other ways to frame the question.

What is your goal?

What do you want to achieve?

[If you have difficulty figuring out your objective, we can help.]

If you know your objective, you are on the starting blocks.

SIDENOTE: Some Sad News

Now, if you have been on LinkedIn for any length of time, you’ve probably seen your share of “feel good” videos and posts, and other poor quality + spammy content.

It’s true. It’s there.

Unfortunately, the LinkedIn algorithm favors some subpar stuff.

It’s not good.

Regardless of LinkedIn algo’s loosie-goosie filtering, don’t fall for these gimmicky, spammy tactics. Although these types of posts can garner a large number of likes and agrees (ha), it’s highly debatable if any of the people that post this type of content actually generate any results, like revenue, etc.

Focus on providing value = create high-quality content

? High-quality content doesn’t mean boring, ho-hum, business-like content hyping your brand or company (yawn). Your top-notch content could be videos a la Tim Oliver (he is hilarious).

High-quality is subjective and based on your goals and audience.

2 Quality vs Quantity

Next question.

Can you post quality content?

That is, valuable, insightful, helpful, useful, educational, entertaining, thoughtful, inspirational – whatever the kind of content is that offers value to YOUR target audience = your people.

If the answer is:

I don’t know, or no > there are a few things you can do to work through this (we can help).

If the answer is yes, answer this next question.

How often can you post quality content?

This ☝ right here, is a good start, to estimate how often you perhaps should post on LinkedIn each week.

Quality is more important than quantity.

All. Day. Long.

3 Posting consistency

Consistency trumps frequency.

The next question.

How many times per week can you sustainably post on LinkedIn?
Provided Thing 1 + 2 ☝ are

The keyword here is sustainably.

In other words.

What is your capacity?

You will need to estimate the time it takes you to create the content as well.

I have more often than I want to admit, attempted to post every single day, or as often as possible, only to burn out, run out of steam, time, energy – you name it.

Not sustainable.

Create a plan, a  s u s t a i n a b l e plan, and stick to it for a predetermined period before evaluating your progress (we can help).

Don’t worry about what time is the ideal time to post. Post when it is easy and convenient for you.

Allocate time, a few minutes, x times per week to get the posts up on LinkedIn, whether it’s once a week or more.

Make it easy on yourself.

And don’t worry about whether it’s a workday or not.

Many business folks are getting great results posting on weekends.

Once you have been CONSISTENTLY posting QUALITY posts for a specific time period e.g. for 30 days, look at data. And adjust accordingly (we can help).

Should you use a scheduling tool to publish your posts automatically?

You could, but I would post manually for a few reasons including outreach tactics and engagement.

All that said,

Let’s look at a couple possible scenarios.

EXAMPLES

EXAMPLE 1 – Sarah

✅ Do you know your objective? YES
✅ Do you know what to post? YES
✅ Can you post quality content? YES

How often can you post quality content?

7 x a week

How often can you sustainably post each week?

5 x a week

ANSWER to how often Sarah should post on LinkedIn per week =

5 x a week

Start posting and post for e.g. the next 30 days i.e. for a set time period, then evaluate and adjust based on data.

Sarah’s posting frequency = 5 x a week

EXAMPLE 2 – John

✅ Do you know your objective? YES
✅ Do you know what to post? YES
✅ Can you post quality content? YES

How often can you post quality content?

4 x a week

How often can you sustainably post a week?

2 x a week

ANSWER to how often John should post on LinkedIn per week =

2 x a week

Start posting and post for e.g. the next 30 days i.e. for a set time period, then evaluate and adjust based on data.

John’s posting frequency = 2 x a week

EXAMPLE 3 – Startup

✅ Do you know your objective? YES
❌ Do you know what to post? NO

✋ Stop right here and figure out what to post based on your objective (we can help).

Once your answer is YES, then:

✅ Can you post quality content? YES

How often can you post quality content?

3 x a week

How often can you sustainably post a week?

3 x a week

ANSWER to how often Startup should post on LinkedIn per week

3 x a week

Start posting and post for e.g. the next 30 days i.e. for a set time period, then evaluate and adjust based on data.

Startup’s posting frequency = 3 x a week

NEXT STEP

Work out your posting frequency in a similar fashion.

If you get stuck or want us to help you figure this whole thing out, reach out.

Now.

Whatever frequency you come up with isn’t set in stone! That is, this frequency you are figuring out right now is a starting point.

Go for two weeks or a month and evaluate. Adjust as needed and go for another 14 days or a month and repeat. This is also what we are here for – to help you stay consistent and constantly honing in on your ideal strategy.

After you have dialed in your starting posting frequency, figure out what types of posts you will be posting on each of your slots. Repeating patterns make your life easier (typically) and that means creating a content calendar. I’m starting to sound like a broken record, but yes, this is also what we help you with. (I’ll stop now)

THREE more things.

ONE: Out of Sight – Out of Mind

Can you post too infrequently?

Well, yes.

If your goal is to leverage LinkedIn but you only post once in a long while, don’t expect results.

If you are not able to commit to a consistent posting schedule e.g. once a week, or perhaps at minimum 2 x a month, there’s really no need to post anything at all. There may be other things you can do to organically reach your people.

TWO: About Content

Just briefly.

What you post is as specific to you as the posting cadence.

Your content can be visual: images or videos or both.
Your content can be text posts or articles.
You can even create carousels or polls.
You can post a combination of things.

It can be tempting to create elaborate posts, only to realize that making the posts takes a lot of time, which turns you into the bottleneck with cracking in the consistency department. I’ve been there too.

? Start posting what is easy for you to create so that it’s easy for you to stay consistent while providing high-quality posts.

Evaluate. Adjust. Move on. Repeat.

There are a few ways to speed up this process of creating content – we’ll talk about that at another time (and yet another thing we can help you with).

THREE: About Gary Vee et. al.

Do not compare yourself to Gary.

Gary has a dedicated team that produces amazing, high-quality content, and they can do it 24/7, without blinking.

You can’t. I can’t. We don’t need to.

Also, Gary, other celebrities and those with a huge number of followers can get away with posting several times a day. The LinkedIn algo ? them.

If you have any questions or would like us to help you sort through this so that you can leverage LinkedIn to get the results you want ? contact us.

To your success ?

Alie