How often do I have to post on LinkedIn in 2025?

For the love of Pete, I hear you cry, how often do I have to post on LinkedIn?

Well, first things first, you don’t *have* to post on LinkedIn. No one is holding a gun to your head, and nobody will die (I promise) if you don’t post anything.

However, if you want to reach your target market and they happen to be active on LinkedIn, then it’s a good idea to be present and engaged with the platform. 

Think of it this way: if you want to find a boyfriend/girlfriend/theyfriend, you will likely download a dating app. Sure, you could try the “old fashioned” way of meeting someone – say, in the pub – but on a dating app you know that everyone’s there with the same goal in mind: to meet someone.

The same principle applies to LinkedIn – it’s where business people find other people to do business with. And in much the same way as you won’t meet someone the old fashioned way by sitting in a dark pub corner staring at the rings your pint is leaving on the sticky table instead of making eye contact with anyone, you won’t find people to do business with if you never post on or engage with LinkedIn.

Now, with that cleared up, let’s get back to the question of how often you should be posting.

There’s varying advice on this – some say to post every day, some say to post at least twice every day, some (like me) say to post two or three times a week. But how are you meant to decide who to listen to?

Firstly, let’s take a look at WHY a particular number of posts is recommended.

Algorithm and Blues

Yes, yes, I did it – I brought up the algorithm: everyone’s favourite nemesis, and the topic that launched a thousand blogs. Social media algorithms are a thing we just love to hate, much like anything to do with Piers Morgan. BUT, they exist and we have to learn to live with them (unfortunately, also much like with Piers Morgan).

So, what factors are at play in LinkedIn’s algorithm?

Firstly, the party line of all social networks is that the algorithms are designed to deliver the best possible experience for the user – they want to show you content that you’ll enjoy, whether that’s interesting, educational or entertaining. 

The algorithm on LinkedIn basically snoops around to see what kind of posts and profiles you’re checking out. Then it plays matchmaker by filling your feed with similar stuff, with the aim of keeping you engaged on the platform for longer periods of time. Social media is designed to hold our attention, and what better way to do that than by offering a smorgasbord of “oooh, the Japanese word for penguin literally translates to Business Goose!” and other such delights.

By default, your LinkedIn feed is sorted by “top updates”, which are selected based on your regular activity. This is where you’ll see content based around topics you’ve searched out, particular types of content that you’ve interacted with, and from the people that you engage with the most often. 

I know that when I check my feed, I’ll regularly see content from my business buddies Stephen Church of Copywriter Pro, Amanda Wright of Yellow Yoyo, Sarah Wood of Small Business Web Support, Dr AJ Yates of White Dog First Aid, Richard Ashton of Ardeema Solutions and Michael Kenny of Digital Gearbox, to name just a few. And I know that I see content from them because not only do they post regularly and I engage with their posts regularly, but they also engage with my content.  The more they engage with my content, the more of it they’ll see, and vice versa.

BUT – before you worry about falling into a little echo chamber where you’ll only ever see content from people you chat to on the regular, don’t panic. LinkedIn will now start showing you posts from other people that your group of buddies have interacted with, and those nudges will look a little something like the below:

Now, I just connected with Corrine West last week, but we immediately direct messaged each other multiple times. This shows LinkedIn that we’re actively engaged with each other, so the platform will not only show me more of Corinne’s content, but also other content that Corinne is interacting with. And thus we have a lovely ripple effect of content that feeds into even more content.

TL:DR…

What I’m really hoping you’ve gleaned from the above is that engagement is the driving force behind successfully using LinkedIn, and to get good engagement, you need to both post and interact. 

Like the art of any good conversation, there has to be some give and take. No one enjoys a truly one-sided conversation where the other person only talks about themselves – we like to ask questions, but we love to be asked questions in return. Essentially, listen and talk: that’s the way to make your content go further.

Got it – so what about the number of posts I should do?

Now, one could argue that the more posts you do, the more conversations you invite. Technically, this is true, but remember that we need to listen as well as talk. If you have a finite amount of time for LinkedIn (and, let’s be honest, we don’t all have time for social media while we’re running our own businesses) then do you want to spend all of it talking?

If you genuinely have time to post once or twice a day, then there’s no real reason not to – IF you can come up with posts that follow the Rule of IEE (that’s Interesting, Educational and/or Entertaining). If you’re posting nonsense for the sake of meeting a quota, you won’t do yourself any favours, and you’re likely to disengage people – the opposite of what you’re trying to achieve.

I’ve written previously about gentle continuity: the need to keep your consistency of posting achievable for YOU. Social media is all about incremental brand awareness – you’re drip-feeding into followers’ consciousness. You don’t need to tackle the algorithms head-on by producing zillions of posts. Just set your own pace, and make it one that you can stick to.

What works best for me is scheduling two to three posts per week. I can then fill in the gaps with in-the-moment posts if I have anything interesting to say. My ad hoc posts don’t happen every week, but for the times when I don’t have any in-the-moment ideas to share, I’ve still got carefully (I promise!) thought out and planned content being shared on my profile, and I’ll take the time to interact with the people who are commenting on my posts

The main thing is to avoid the feast or famine trap, and work out what’s manageable for you.

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