While there are many articles suggesting certain «best» days and times to post on social media, relying on averages can often be misleading.
The truth is, engagement and visibility differ dramatically from user to user.
If your goal is to maximize your reach on LinkedIn, analyzing your own post performance is far more valuable than following broad recommendations.
Unfortunately, LinkedIn does not offer an analysis that recommends the best day of the week for our posts.
LinkedIn’s analytics dashboard shows the number of impressions and engagements, but not the day of the week they occurred.
For me, it looks like this over the past 365 days:
As you can see from my graph, I only publish very irregularly. Which, of course, distorts the averages, as we will see shortly.
Boost Your Engagement: Discover Your Best Day to Post on LinkedIn
The nice thing about the LinkedIn analytics dashboard is that the performance data can be downloaded and the values include dates.
So all you have to do is extract the day of the week from the time series and plot the appropriate chart.
So for my personal posting history, I get the most impressions on Wednesdays and the highest engagement rate on Tuesdays. So for me, the best day to post on LinkedIn is Tuesday or Wednesday.
Or so you might think. See averages below.
BTW, in case you are not well versed in time series analysis, send the LinkedIn data to your favorite AI tool together with the following prompt. In my experience, ChatGPT 4o produces the most meaningful graphs directly from the LinkedIn CSV export file.
From the attached data in the "ENGAGEMENT" tab, please perform a time series analysis. I'm mostly interested in a chart that discloses impressions and engagement rates by day of the week.
Use the standard order of days, the week starts on Monday. Plot the values on one single chart with impressions on the left axis and engagement rate on the right axis. Use dark blue columns for impressions and a pink line for engagement rates.
And here is how to download the LinkedIn report to begin with.
Download your own performance data
On your LinkedIn profile page, in the Analytics section click «Show all analytics».
But beware: It will of course have a strong influence on future analyses if you always publish on the same day from now on.
But are average values even useful?
However, an article from LinkedIn and one by Buffer about averages reminded me that averages are not helpful in social media analysis: The average value does not apply to anyone, as there are usually a lot of high values at the beginning and then a long tail with many low values.
Given my irregular posting frequency, I made a more detailed analysis for days when I was active and for phases when I didn’t publish anything.
And what I found was that the data is fundamentally different: when I am active and therefore determine the day of my publication myself, the highest engagement rate is on Tuesdays with a peak for impressions on Wednesdays.
But if I’m not active and the LinkedIn algorithm determines when my posts are displayed, then I get the most impressions on Mondays and the highest engagement rates on Wednesdays.
So, does that mean I should adapt and publish more on Mondays?
This is the exact question that every user must identify for themselves and their target group. Average values can at best provide a point of reference here.
As far as the best time to publish on LinkedIn is concerned, the exported data set does not provide any information.
This means that you have to rely on personal trial and error to reach the intended target group as effectively as possible.
According to Buffer’s analysis, the average for an effective time is around 4 pm.
But as always, beware of averages…
Why it pays to optimize your LinkedIn activities
In today’s digital age, social media platforms have become an integral part of our lives. They provide us with the opportunity to connect with others, share our thoughts and ideas, and even advance our careers.
One such platform that has gained significant popularity among professionals is LinkedIn. With over 4.5 million Swiss users according to LinkedIn’s Campaign Manager, the B2B social network has become the go-to platform for networking and professional development.
But, with such a large user base, how can you ensure that your content stands out and reaches the right audience?
One crucial aspect to consider is the timing of your posts.
In this article, I explore the presumed inner workings of LinkedIn’s algorithm and provide strategies to help you find the optimal day to post on LinkedIn, increase your engagement, and reach a wider audience.
Image prompted in Flux
Understanding LinkedIn's Algorithm
Before we dive into the intricacies of timing your LinkedIn posts, it’s essential to have a basic understanding of how LinkedIn’s algorithm works.
Similar to other social media platforms, LinkedIn uses an algorithm to determine which posts are shown to users and in what order.
The algorithm takes into account various factors, including relevancy, engagement, and timeliness, to deliver personalized and valuable content to each user.
LinkedIn’s algorithm is a complex system that continuously evolves to enhance user experience. It not only aims to showcase relevant, useful content but also prioritizes posts that foster meaningful interactions and connections among professionals.
How LinkedIn's Algorithm Works
LinkedIn’s algorithm analyzes a range of signals to evaluate the quality and relevance of a post.
These signals include the number of likes, comments, and shares a post receives, as well as the engagement of the users who interact with the post.
Additionally, the algorithm considers the user’s connection strength with the content creator, meaning that posts from individuals with closer professional relationships are more likely to appear in their feed.
Moreover, LinkedIn’s algorithm prioritizes content that sparks conversations and provides value to the audience. The higher the value, the higher the reach.
Posts that prompt discussions, offer insights, or share industry expertise are more likely to be favored by the algorithm and reach a wider audience.
By focusing on creating engaging and informative content, you can increase your visibility and influence on the platform.
The Importance of Timing in LinkedIn's Algorithm
While relevancy and engagement are key factors, timing also plays a crucial role in LinkedIn’s algorithm.
Posting your content at the right time can significantly impact its visibility and reach.
By understanding the science of social media timing and LinkedIn user behavior, you can strategically plan and maximize the impact of your posts.
Timing your posts to coincide with peak hours when your target audience is most active on LinkedIn can improve the chances of your content being seen and engaged with.
Additionally, leveraging data analytics and insights provided by LinkedIn and their think tank B2B Institute can help you identify optimal posting times based on your specific audience demographics and behaviors.
By aligning your posting schedule with these insights, you can enhance the effectiveness of your content strategy and increase your overall reach on the platform.
The Science of B2B Social Media Timing
Image prompted in Flux
Timing is everything when it comes to social media, and LinkedIn and its B2B audience is no exception.
By considering time zones and peak activity hours, you can optimize your posts to ensure they are seen by a larger audience.
The Role of Time Zones in Post Timing
As LinkedIn is a global platform, it’s important to consider the time zones of your target audience. By posting at a time when your connections are most likely to be active, you increase the chances of your content being seen and engaged with.
Analyzing your audience’s geolocation data and aligning your post timing accordingly can make a significant difference in engagement levels.
By analyzing the audience data in your profile, you can easily identify the cohort that your content appeals to.
In my case it’s safe to post during business hours in CET.
Peak Activity Hours on LinkedIn
Understanding the peak activity hours on LinkedIn can provide valuable insights into when your connections are most likely to be online and engaging with content.
Generally, these peak hours align with typical work hours, with higher activity seen during weekdays rather than weekends and after midday according to data from social media scheduling tool Buffer.
Typical LinkedIn User’s Daily Routine
LinkedIn users, like most professionals, often have a routine when it comes to accessing the platform.
They might check their LinkedIn feed during their morning coffee, browse during lunch breaks, or engage with content in the evening after work.
By considering these patterns, you can strategically plan your posts to align with the times when users are most likely to be active.
The Impact of Workdays and Weekends on Engagement
While LinkedIn sees consistent activity throughout the week, there are noticeable fluctuations in engagement levels between workdays and weekends.
Generally, weekdays tend to have higher user activity, as professionals are more likely to check LinkedIn during working hours.
However, this is not to say that posting on weekends should be avoided altogether. In fact, weekends can provide a unique opportunity to reach a more focused and engaged audience, as users may have more time to dedicate to exploring and interacting with content.
Additionally, the type of content you share can also influence user engagement on different days. For instance, posting industry insights or thought leadership articles might resonate more with users during weekdays when they are in a professional mindset.
On the other hand, sharing behind-the-scenes glimpses or personal stories could generate higher interaction rates on weekends when users are more relaxed and open to casual content.
Strategies for Determining the Best Day to Post
Now that we have a deeper understanding of LinkedIn’s algorithm and user behavior, let’s explore some strategies for determining the best day to post on the platform. Whether you’re promoting a business, sharing industry insights, or seeking new opportunities, these strategies will help you maximize the impact of your LinkedIn posts.
How to use LinkedIn analytics
LinkedIn provides users with powerful analytics tools to gain insights into the performance of their content.
By utilizing these tools, you can track engagement as well as audience metrics to identify patterns and trends. This data can be instrumental in determining the most effective posting schedule for your specific audience.
Experimenting with Different Posting Schedules
The key to finding the optimal day to post on LinkedIn lies in experimentation. Start by posting at different times and days of the week and monitor the performance of your content based on the charts mentioned above.
Take note of the engagement levels and reach (impressions) associated with each post and its topic. Over time, this data will help you identify patterns and fine-tune your posting strategy for maximum impact.
Maximizing Engagement on Your LinkedIn Posts
Now that you have a strategic approach to determining the optimal day to post on LinkedIn, it’s crucial to focus on maximizing engagement once your content is live.
Crafting engaging content and maintaining a consistent posting schedule are key factors in capturing your audience’s attention and driving meaningful interactions.
Crafting Engaging Content
Your content should be informative, relevant, and resonate with your target audience. Consider incorporating industry insights, thought-provoking questions, or compelling storytelling techniques to captivate your readers.
Additionally, don’t underestimate the power of media-rich content, such as images, videos, and infographics, which can enhance the visual appeal and shareability of your posts.
The Power of Consistent Posting
Consistency is vital when it comes to engaging with your LinkedIn audience. By maintaining a regular posting schedule, you create a sense of reliability and increase the chances of appearing in your connections› feeds consistently.
As you can see from my graph, I don’t manage to create relevant content on a regular basis. I publish sporadically as best I can.
If you want to build a personal brand that drives leads, that’s not enough. You need to be active more often and on a regular basis.
In conclusion, determining the optimal day to post on LinkedIn is essential for boosting your engagement and reaching a wider audience.
By understanding LinkedIn’s algorithm, analyzing user behavior, and employing strategic posting strategies, you can maximize the impact of your content.
Remember to use LinkedIn analytics, experiment with different posting schedules, and focus on creating engaging content that sticks to your core topic.
With the right timing and a well-thought-out approach, you can unlock the true potential of LinkedIn and propel your professional growth and success.
In spite of my infrequent posting behavior, it has still worked wonders for me.
