The Evolution of LinkedIn
Since its introduction in 2002, LinkedIn has made significant strides forward, turning from a mere job-seeking platform into a powerful tool for building brands. It’s not just a place to display resumes; today, it is a reliable platform where both B2B and B2C marketers can promote their content and establish solid business connections.
LinkedIn: A Potent Marketplace
With the advent of new LinkedIn features such as an in-built video feed, advanced targeting tools, and stories, small businesses and agencies have found significant resources to engage with audiences on LinkedIn. Despite this, many people miss out on LinkedIn’s organic reach potential. Data shows that 91% of executives regard LinkedIn as their first go-to place for professionally relevant content. But, with over 300 million active users monthly, standing out and drawing your audience’s attention can be challenging.
The Challenge: Posting at the Right Time
How can you ensure maximum engagement for your LinkedIn content? One critical factor is identifying the best time to post on LinkedIn. To effectively drive conversation and garner better engagement, it’s essential that you post when your audience is most active online. Defining this “best time” can be tricky, but don’t worry, we’ve done the homework and assembled some data-backed insights and tips to guide you in this journey.
Extracting the Best Times to Post on LinkedIn
Recent studies on posting times across multiple channels – LinkedIn, Facebook, Twitter, Instagram, TikTok, and YouTube – suggest that it’s always more effective to test and identify your specific optimal posting times, rather than adhering to a generic template. Nevertheless, general guidelines can function as a good starting point.
A Scientific Approach to Determine Optimal Posting Times
An in-house study was conducted exploring the best times to post on LinkedIn, analyzing about 700,000 LinkedIn posts from over 50,000 accounts. This study meticulously examined these posts’ performance, observing how their engagement rates fluctuated depending on the exact hours and days of the week they were shared. The findings defined the best times to post on LinkedIn for each day of the week. Here’s a snapshot of the results:
- Monday at 11 am
- Tuesday from 6 am to 8 am
- Wednesday at 12 pm
- Thursday at 2 pm
- Friday at 8 am
- Saturday from 4 am to 5 am
- Sunday at 6 pm
Data from other reputable social media marketing companies, such as Oberlo, Quintly, Hubspot, SproutSocial, thebalancesmb, and Buffer corroborate these findings, suggesting similar timeframes for best posting results.
Roadmap to Find Your Best Posting Times on LinkedIn
While the above timeframes serve as a good starting point, for tailoring a posting schedule that fits your business specifically, it’s advisable to decipher your personal best time to post on LinkedIn by analyzing your profile data. Just like Facebook and Twitter analytics, LinkedIn provides an analytics tool. Apart from knowing what it does, it’s also crucial to learn how to effectively wield this feature. Here are two experiments you can undertake to ascertain your optimal posting times:
Experiment 1: SocialPilot as Your Scheduling Tool
First, break down your experiments over one month, with every day assigned a specific content posting time: morning, noon, and evening. The scheduling tool SocialPilot allows you to easily manage your posts and auto-posts your content at your chosen dates and times. After a month of experimentation, you can then assess your data within the tool and identify the times and days which garnered the most engagement.
Experiment 2: Analysis of Your LinkedIn Analytics Page
The analytics section offers insights into your LinkedIn Page’s performance and displays trends over time periods. It also provides rich insights into your audience demographics. Under the ‘Content metrics’ section, you can get aggregated engagement metrics over a specific period. Based on the selected time-frame, you can ascertain the best days to post on LinkedIn. The ‘Content engagement’ section provides comprehensive engagement metrics information for each post, helping you pinpoint the most productive posting times.
With LinkedIn’s ever-expanding possibilities, it’s crucial to post your content when maximum audience interaction can be achieved. Keep in mind, posting at the best time is one side of the coin; the other side involves creating high-quality, audience-pleasing content. Leveraging a LinkedIn post scheduler like SocialPilot to schedule your LinkedIn posts can significantly simplify your marketing efforts across all social media platforms. Experiment, learn, and conquer the LinkedIn landscape!
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