Ultimate LinkedIn Posting Strategy: Best Times, Frequency & Formats for 2025

LinkedIn has evolved far beyond a simple professional networking platform. It has become a strategic digital space where freelancers hunt for clients and businesses refine their communication strategies. For users who recognize its business potential, succeeding on LinkedIn isn't about posting occasionally anymore—it requires a well-thought-out approach to share the right messages at the right time.

How can you achieve this? What key insights do you need to drive LinkedIn success? In this comprehensive guide, we'll break down three essential pillars for performing on LinkedIn:

1. Optimal posting frequency
2. The most effective posting times
3. The highest-performing content formats

Our analysis draws from Buffer's recent study that examined over 2 million posts across 94,000 accounts, providing data-driven insights to enhance your LinkedIn strategy.

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LinkedIn Posting Frequency: How Often Should You Publish?

Key Takeaways from the Buffer Study

According to Buffer's research, publishing more frequently on LinkedIn translates into significant improvements in visibility and engagement per post. Here are the numbers that prove it:

• Increasing from 1 post per week to 2-5 posts per week generates an average of +1,182 impressions per post and a +0.23 percentage point increase in engagement.
• Reaching 6-10 posts per week pushes results even further, with +5,001 impressions per post and +0.76 engagement points.
• Publishing more than 11 times per week delivers even better results: nearly +16,946 impressions per post, representing 3 times more engagement.

In other words: the more you publish (while maintaining quality), the better. LinkedIn doesn't penalize profiles that post frequently, as long as the content remains relevant. The platform also doesn't penalize profiles that post less often.

However, this growth comes with practical limitations. Publishing 11 times per week demands significant organization and content production capacity. If quality drops, the algorithm's effectiveness collapses. You need to find your rhythm and stick to it. Because like all social media platforms, consistency pays off.

For many profiles, the sweet spot lies between 2-5 posts per week. This allows for good visibility gains without sacrificing quality or requiring an unsustainable pace.

To determine the right rhythm for your brand, test and analyze your publication performance. If you're looking to develop a comprehensive approach, explore our resources on B2B influencer marketing strategies, including our downloadable ebook that covers advanced influencer marketing tactics.

Best Times to Post on LinkedIn: When Should You Publish to Maximize Impact?

According to Buffer's study, the best times to publish are:

• Between 7 AM and 4 PM (weekdays), with peaks around 10-11 AM
• Tuesdays, Wednesdays, and Thursdays stand out as the highest-performing days
• Weekends see significantly lower engagement: Sunday is often the weakest day

Adapt your posting schedule and days to what works best for you and your audience. Understanding these timing patterns is crucial for launching a successful B2B influencer marketing campaign on LinkedIn, as timing can significantly impact your content's reach and engagement rates.

Best LinkedIn Content Formats: What Should You Publish?

Buffer's study analyzed all available LinkedIn formats: text posts, images, videos, and carousel/PDF documents.

The platform observes that:

• Carousel/PDF documents perform exceptionally well: they retain attention longer. You've probably noticed this format is one of the most prevalent. It encourages users to swipe through to gather all the information, spending more time on the content.
• Video is gradually gaining ground, especially among English-speaking audiences. While LinkedIn rolled back its dedicated video feed in France, videos can still deliver impressive performance.
• Image posts with text remain a classic pillar—easy to produce and consistently effective.
• Long-form or narrative text posts (tips, lessons learned) continue to perform well, especially when they're instructive.

Users should consider the impact of their format choice. If you have a specific objective, which format should you prioritize? Buffer also analyzed all content types to provide this summary:

• For brand awareness and reach objectives: prioritize carousels or videos
• For engagement objectives: favor carousels and conversational posts that encourage comments
• For conversion objectives with a call-to-action (CTA): consider well-structured written posts with a link and strong CTA at the end
• For credibility or expertise objectives: focus on text posts with case study examples

When working with B2B influencers on LinkedIn, understanding these format preferences helps you create content that resonates with your target audience and achieves your campaign goals.

Key LinkedIn Strategy Takeaways

In summary, Buffer's study reveals that accounts publishing more than 11 posts per week show very clear improvements, even for already established audiences. Moving from 1 post per week to 2-5 posts often results in a significant performance jump. However, content quality must never be sacrificed.

To perform on LinkedIn, you must combine a sustainable long-term frequency, strategic timing, and appropriate formats.

But there's no magic formula. The best advice is to test and analyze results to discover what truly works for your brand. Avoid common pitfalls by reviewing our guide on 10 mistakes to avoid in your B2B influence marketing campaigns.

If you're wondering which social media platforms your business should use, LinkedIn remains essential for B2B companies, especially when combined with a strategic influencer marketing approach. Learn more about why LinkedIn is essential for building a strong employer brand and how influence can transform your talent attraction strategy.

At Les Années Folles, our expert team rigorously tracks every LinkedIn evolution to design impactful campaigns. Discover our client case studies to see how we've helped businesses achieve measurable results through strategic LinkedIn campaigns.

Ready to elevate your LinkedIn strategy? Visit our about us page to learn how Les Années Folles can help transform your LinkedIn presence into a powerful business development tool.

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