By Anna Ribas, on 19 April 2024
In the world of social media marketing, timing can be everything, especially on professional networking platforms like LinkedIn. If you use LinkedIn as part of your strategy, you've probably wondered when is the best time to post. While this can vary according to many factors such as country, industry, and target audience, some studies have extensively investigated the times of day and week that have gathered the most engagement worldwide. As a general rule, and as its professional nature might suggest, posting on workdays (avoiding weekends) is the way to go, preferably during or around working hours. In fact, focusing on mid-morning tends to be the best bet. But let's take a closer look!
The Best Time to Post on LinkedIn
Unlike more casual social media platforms, LinkedIn's audience primarily consists of professionals. This means that LinkedIn activities often coincide with users’ professional routines, differing significantly from leisure-centric networks like Facebook or Instagram. Users on LinkedIn are looking for industry news, professional insights, and career development opportunities, which influences when and how they engage with content.
According to Sprout Social's 2024 report, engagement patterns on LinkedIn reflect typical workday routines, with slight variations across different days of the week. Here’s a breakdown of the best times to post on LinkedIn to ensure your content reaches its maximum potential audience:
- Mornings and Midweek: The peak times for engagement are generally in the morning hours from Tuesday through Thursday, between 9:00 AM and noon. This period likely captures professionals as they settle into their workday or take breaks mid-morning.
- Avoid Weekends: In contrast, weekends see significantly lower engagement rates. LinkedIn users are less active outside of standard workdays, which underscores the platform's professional focus.
- Lunch Hours: There is a smaller peak in activity during lunch hours, around noon to 2:00 PM, particularly on Tuesdays and Wednesdays. This could be a good time to catch the attention of professionals on their lunch breaks who might be scrolling through their LinkedIn feeds.
The Best Time to Post on LinkedIn by Industry
The data we have just seen can serve as a good general guideline but if you want to take it a step further, HubSpot has published some very interesting information about the best time to post on LinkedIn by industry:
Media companies. Followers of media companies are likely to check their social media feeds in the morning, as if they were reading the newspaper. Therefore, it may be a good idea to post on LinkedIn in the morning Monday through Friday.
Software companies. This sector is a bit of an exception within LinkedIn, as it tends to work well to post outside of business hours.
Companies in the healthcare and higher education sectors. These two sectors share the same pattern. The best time to post on LinkedIn is from mid-morning (around 10 a.m.) to lunchtime (around 2 p.m.).
B2B companies: these companies typically target professional audiences. The best times to find them online are first thing in the morning, during the lunch break, or on their way to and from work.
B2C companies: by targeting consumers, these companies can be successful by publishing outside of business hours.
Tailoring Posting Times to Your Brand
While general guidelines such as these provide a good starting point, the importance of customizing your LinkedIn strategy to fit your specific audience cannot be overstated. As we mentioned, the optimal posting time can vary greatly from one organization to another, depending on factors like industry, target demographics, and geographic location. Utilizing LinkedIn’s analytics tools and other third-party platforms can offer deeper insights into your audience’s behavior.
By regularly reviewing engagement data, you can identify patterns that apply specifically to your followers. Adjust your posting schedule based on when your posts historically receive the most attention. This kind of tailored approach ensures that your content not only reaches but resonates with your intended audience, thereby maximizing engagement.
To make your life easier, don't forget that you can schedule your posts in advance so that they publish at the perfect time.
