David Bridges
Key Insights
- Engagement Levels: LinkedIn is experiencing record high engagement with 1.2 billion members and 480 million active users.
- Optimal Posting: Posting frequency is key; sharing 2 to 5 times weekly can significantly boost impressions.
- Impression Growth: More than 11 posts per week can yield over 16,000 additional impressions per post.
- Algorithmic Reward: LinkedIn’s algorithm favors frequent posting, enhancing visibility and engagement opportunities.
Are you looking to grow your presence on LinkedIn?
The platform’s seeing “record high” levels of engagement, and with 1.2 billion members (and an estimated 480 million active users), it could be worth exploring your opportunities on how you can reach this professional audience, and build your brand reputation to facilitate potential connections and deals.
And if you are looking to build your LinkedIn presence, then this new data from Buffer will help. Based on analysis of more than 2 million LinkedIn posts, from more than 94,000+ LinkedIn accounts, Buffer’s team has determined that there’s a simple secret to maximizing your LinkedIn reach: Posting frequency.
Yep, that’s it. Post more often on LinkedIn and you’re going to get more reach.
Of course, there is more to it than that, as you can’t just post random stuff, and ideally all of your updates and engagements in the app are meaningful and add to your professional reputation.
But in pure data terms, more posts = more opportunities, based on algorithmic amplification.
According to Buffer’s data:
- Posting 2 to 5 times per week in the app will increase your post impressions by around 1k per update
- Posting 6 to 10 per week on LinkedIn will boost your post impressions 5k per update
- Posting more than 11 times per week will give you more than 16k additional impressions per post
All of these increases also saw relative boosts in per-post engagement, which would be largely linked to the additional exposure, while Buffer also notes that LinkedIn has no specific cap on reach based on posting frequency.
“Each additional step up in cadence leads to stronger per-post performance.”
Buffer’s theory on this is that LinkedIn’s algorithm rewards activity, so the more often that you post, the more the system then seeks to encourage more activity.
So the more you post, the more reach you get, and the more opportunities to connect with professionals in the app.
And again, with so many conversations now shifting to LinkedIn (many of which used to be on Twitter), there is more opportunity there than ever, which could make this an extremely valuable data note.
It’s pretty straightforward, and again, you do want to strategize a little more than just posting based on volume alone. But the numbers show that posting activity matters a lot to LinkedIn’s content-hungry algorithm.
You can read Buffer’s full LinkedIn study here.
Tessa Everly
Cameron Steel
