The question I am increasingly asked when I work with digital communication and marketing teams is “When is the best time to post on LinkedIn?”
The short answer is, it depends. The best times to post on LinkedIn will depend on a number of factors including the industry you are in, the type of content you share and how much you’ve invested in LinkedIn advertising. It will also depend on whether you are posting from your LinkedIn Profile or your LinkedIn Company Page and how many connections or followers each has.
Thanks to Sprout Social’s 2018 and 2019 reports, I can give you a longer answer with detailed statistics based on over 20,000 accounts (2018) and 25,000+ accounts (2019).
Sprout Social’s insights are provided by Sprout Social’s Data Science team and based on Sprout Social’s customers. The data shows when Sprout Social’s customers’ networks were engaged with the most (and the least) across the major networks, including LinkedIn.
Sprout Social’s Insights on the Best Times to Post on LinkedIn 2019
Sprout Social states that “LinkedIn targets a more specific audience than other social networks, and as it continues to grow, we’ve gotten a fuller picture of the best times to post compared to our overview in 2018”. Sprout Social didn’t break down this data into individual industries for LinkedIn, as they did for LinkedIn, Facebook and Twitter. They say this is to ensure greatest accuracy. Interestingly, they also state “The network’s more niche audience is no reason to ignore its marketing power, however. These motivated users tend to generate more leads, especially for B2B marketing.” But you already knew that – right?
Here’s the findings on the best times to post on LinkedIn:
- The best times to post to LinkedIn: Wednesday at 9–10 a.m. and 12 p.m.
- Best day: Wednesday.
- Most consistent engagement: Tuesday through Friday from 8 a.m.–2 p.m.
- Lowest engagement: Occurs on Sunday and the least popular times to post are every day from 9 p.m. to 3 a.m.
Source: Sprout Social
Review Your LinkedIn Profile & LinkedIn Company Page Analytics
While Sprout Social’s insights provide a useful guide to the best time of day to post on LinkedIn, I also recommend your posting plan is based on a deep understanding of your LinkedIn follower’s and connection’s online behaviours and the analytics available to you via your LinkedIn Company page and LinkedIn Profile.
Importantly – you need to track the times that you post these updates, as LinkedIn analytics will only provide the dates!
LinkedIn Company Page Analytics
Your LinkedIn Company Page provides detailed analytics regarding your followers and post performance by various time periods in terms of:
- unique impressions
- followers acquired
- social engagement %
You can also track organic versus sponsored performance. Here’s an example of the social engagement % for Think Bespoke’s LinkedIn Company Page over the last 6 months.
LinkedIn Profile Analytics
Your LinkedIn Profile also provides analytics which allows you to see how many impressions your posts have received and where these views may have come from (by industry, role type and location). Here’s an example from a recent post from my LinkedIn Profile.
I believe that a you need to test and measure how your LinkedIn community responds to your LinkedIn posts and that the Sprout Social is the key to a good content marketing strategy.
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