You’ve done your research: You have taken the time to understand who is in your audience, you have devised some content strategy ideas that will help build your brand, and you have taken the time to write content for your LinkedIn but…There’s one final step before you can post and relax.
With your content ready to go, you need to figure out when is the best time to post on LinkedIn in order for your post to have the maximum effect (and the most eyeballs on it.)
So how do you know when is the best time to post on LinkedIn?
It’s a hot topic. Even LinkedIn has provided information on the best posting times. While looking at universal posting times can be helpful if you’re just getting started but in order to figure out when to post, it is important to understand when your own audience is
When is the best time to post on LinkedIn? Posting Before Covid
Before the Covid-19 pandemic struck, most marketing professionals and research had agreed that posting within business hours; generally speaking, aiming to post on LinkedIn between 9 am and 5 pm EST between Monday and Friday.
At the height of the pandemic in May 2020, it is estimated 35% of Americans were working remotely. Now, more than a year later, 20% of Americans are still working remotely and our posting times on social media have shifted with this change.
When is the best time to post on LinkedIn now?
With many immigration and global mobility professionals working remotely in some capacity, the way we post social media content has changed. So what does that mean for posting content on LinkedIn?
Now that everyone is online more (or different) hours of the day, it means more people will be checking their LinkedIn feed on their off days like Saturdays or after work hours at 7 pm, etc. Marketing companies have found that the best times to post on all social media platforms have shifted as the pandemic has gone underway and people’s work schedules have had more permanent transformations.
While I understand how this could seem more daunting, it actually gives you a much wider parameter to figure out how to answer the most important question: when is the best time to post on LinkedIn for your audience?
When is the best time to post on LinkedIn? That depends on your audience.
So when is the best time to post on LinkedIn for immigration and global mobility professionals?
Well, that is dependent on who you want your content to reach. The key to effective posting is to understand your audience and how they are using LinkedIn. My rule of thumb is simple: You want to be engaging your audience (posting your content) exactly when they are online and engaged.
For example, most research done on global LinkedIn posting times and engagement would recommend posting at 12 pm EST to catch North American professionals on their lunch break. However, if you are focusing on clients in Europe or Asia, this timing would not work for your audience as they would be leaving work, getting ready for bed, etc., and not paying attention to their LinkedIn feed.
In my work creating social media content and posting on LinkedIn almost every day, I have noticed the most success when I post my content between the hours of 8 am and 8 pm EST as my audience tends to be based in the U.S.
Immigration is a global issue so targeting your audience’s online hours rather than just following online infographics will make sure that your content has a bigger impact on viewers.
And don’t be afraid to experiment. Try a week’s worth of posts in the morning or at lunchtime or right after you finish work to see which gets your audience’s attention and then you can start planning to post your content at the most effective time.
Getting to know your audience will help pinpoint the best times for you to post on LinkedIn and it will help build your brand organically. After all, the more you know your audience, the better quality content you can offer them.
What are the times that get the biggest engagement when you post on LinkedIn? I would love to know so share your insights with me and the global mobility community in the comments.
