With over 1.2 billion users globally, including approximately 480 million active ones, LinkedIn has emerged as a pivotal platform for professionals looking to increase their visibility.

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While LinkedIn has offered advice on how to boost user engagement before, recent research suggests that the frequency of posts can also play a significant role in enhancing visibility…

Posting Two to Five Times a Week: A Game Changer

A study conducted by Buffer, which analyzed over 2 million posts from 94,000 accounts, aimed to understand how regular posting actually affects reach and engagement on the professional networking site.

According to the study, posting just once a week keeps an account active but greatly limits growth potential. However, a significant shift occurs when posting between two and five times a week. At this frequency, LinkedIn’s algorithm starts to view an account as truly engaged.

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Practically speaking, increasing from one to multiple posts per week results in an average of 1,182 additional impressions per post and a 0.23 point increase in engagement rate.

Is There a Multiplied Effect with Greater Volume?

The Buffer study reveals that the benefits don’t stop there. Accounts that post between six and ten times a week gain, on average, 5,001 more impressions per post and see their engagement rate increase by 0.76 points.

Pushing the frequency higher, to more than eleven posts per week, leads to a dramatic impact with nearly 17,000 additional impressions per post, effectively tripling the engagement and increasing the interaction rate by 1.4 points.

This indicates that, unlike the misconception derived from other social networks, LinkedIn does not penalize high activity, as each additional post creates a new opportunity for visibility.

Frequency and Quality Matter Most… Regardless of Network Size!

Although the popularity or size of one’s network also matters, the study shows that quality outcomes are not exclusive to well-established accounts.

Whether a profile is followed by a few hundred people or several tens of thousands, the effect of frequency is proportionally the same. The algorithm primarily values consistency and activity, not just fame.

While the data encourages more frequent posting, Julian Winternheimer, the author of the study, believes that a high but careless posting frequency could diminish your credibility.

In this regard, in addition to adhering to influencer best practices, he recommends starting with two to five posts a week, experimenting with higher frequencies later, and also trying out formats like carousels, which could yield up to 278% more engagement compared to videos.