· OwnDesk · Growing on LinkedIn · 8 min read

How often should you post on LinkedIn? 6 growth questions

How often to post, the best time for UK audiences, links, hashtags, profile or page, and how long growth takes, answered from LinkedIn and Buffer data.

For financial advisers, wealth managers and founders who post on LinkedIn to bring in clients. Each answer links to LinkedIn’s own pages, or to a named study where LinkedIn has published nothing.

How many times a week should you post on LinkedIn?

LinkedIn sets no number for personal profiles. Buffer studied over 2 million posts from 94,000+ accounts. Two to five posts a week gave more impressions per post than one a week, and posting more often gave more again. Pick a pace you can keep up for months without letting the quality slip.

Buffer’s data scientist, Julian Winternheimer, ran the analysis, published in August 2025, on posts sent through Buffer. Compared with posting once a week:

  • 2 to 5 posts a week gave about 1,182 more impressions per post.
  • 6 to 10 posts a week gave about 5,001 more.
  • 11 or more gave nearly 17,000 more.

Buffer says it controlled for account size, and that small and large accounts saw the same relative lift.

Treat the bigger numbers with care. Buffer’s own 2026 engagement report, which covers several platforms, says it can’t claim that posting more causes higher engagement. It also says its data suggests reach per post tends to fall at higher frequencies. So the two Buffer reports don’t fully agree.

For company pages, LinkedIn does give a pointer. Its Pages best practices say companies that post weekly see a 2x lift in engagement with their content.

If writing is what stops you posting, OwnDesk writes posts from your weekly answers, and nothing goes out until you approve it.

What is the best day and time to post on LinkedIn?

LinkedIn doesn’t publish one. Its own marketing blog says timing is “not a black-and-white science”. Buffer’s 2026 analysis of 4.8 million posts found weekdays from 3pm to 8pm local time did best, with Wednesday at 4pm the strongest slot. For a UK audience, that means UK time. Check it against your own analytics.

Buffer normalised its times to local time zones, so 4pm means 4pm wherever your audience is. The same study found Monday and Tuesday, and mornings before noon, were the weakest windows in 2026.

The studies don’t agree with each other, or even with themselves over time:

  • Buffer says that in 2025 its peak engagement “was almost entirely confined to working hours”. In 2026 the peaks moved later.
  • LinkedIn’s 2024 round-up of timing studies quoted Sprinklr: 10 to 11am and 12 to 1pm on Tuesday to Thursday.
  • The same LinkedIn post quoted HubSpot’s 2023 report, which picked Mondays, Wednesdays and Tuesdays.

LinkedIn now lets you schedule posts inside the platform, so you can write in the morning and publish at 4pm. Then compare times in your creator analytics over a month or two before settling on a slot.

LinkedIn’s help pages on how the feed ranks posts don’t mention links. Asked about it, LinkedIn’s Sr Director of Product Management, Rishi Jobanputra, said to make sure a post “gives enough context that it could stand alone without the link”. Read that as a warning against posts that are only a teaser for a link.

His answer is in his own LinkedIn post, reshared by Matt Navarra. LinkedIn’s page on feed relevance lists what it looks at in a post. That includes how often it’s viewed or engaged with, what it’s about and “whether it provides knowledge or advice”, and how recent it is. Its page on how the Feed ranks content says the system weighs “hundreds of signals”. Neither page lists links.

Data from outside LinkedIn is mixed:

  • Buffer’s 2026 engagement report, built on posts sent through Buffer in 2025, put the median engagement rate for LinkedIn link posts at 3.81%. That’s above text-only posts (3.18%) and below images (6.52%), video (7.35%) and document posts (21.77%).
  • Buffer’s frequency article says the opposite, that link posts “consistently see the lowest median engagement rate”.

Engagement rate is not the same as reach. Putting the link in the first comment is a common habit, but LinkedIn hasn’t said whether it changes anything. Try both on your own posts and compare.

Should I use my personal LinkedIn profile or a company page to promote my business?

Use your personal profile for most posts and keep a company page for the firm. LinkedIn’s own research, published in 2017, found employee networks have on average ten times as many connections as the company page has followers. People can connect with your profile, but they can only follow a page.

The 2017 figure comes from LinkedIn’s marketing blog. The same post said employee shares tend to get twice the click-through rate of company shares, even for the same content. These are old numbers from LinkedIn’s own marketing team, so treat them as a direction, not a measurement of your firm.

Don’t set up a personal profile in your firm’s name. LinkedIn’s page on profiles and Pages says “LinkedIn profiles must represent real people”. If you use one to represent a business, LinkedIn may log you out, and repeat cases can lead to a restriction. The User Agreement allows one account per person, in your real name.

A Page still has a job. You need a personal profile to create one, and you can add colleagues as admins. LinkedIn’s Pages best practices say Pages with complete information get 30% more weekly views.

Do LinkedIn hashtags still matter?

Much less than they did. In 2025, LinkedIn’s Rishi Jobanputra said the feed algorithm has “really evolved” and does a better job of working out what content is about. LinkedIn was also removing hashtag-based feeds. One or two hashtags can still help people who search a topic, but the words in your post do more.

Social Media Today reported his comments in July 2025. His words: “Since hashtags were introduced over a decade ago, I’d say our feed algorithm has really evolved, and we’re just doing a better job at what content is about”. He said LinkedIn is “trying to match it to the right audiences”, and that hashtags can still help when people search for a trend or topic. He also said LinkedIn was getting rid of hashtag-based feeds.

In March 2026, LinkedIn’s engineering blog described a new ranking system built on large language models. LinkedIn says it “better understands what a post is actually about”.

LinkedIn’s own pages disagree here. Its Pages best practices page still tells companies to pick 3 to 5 hashtags and add them to posts when relevant.

What helps more is naming the topic in plain words early in the post, such as “inheritance tax” or “selling your business”. LinkedIn’s ranking works out the topic from the text.

How long does it take to see results from posting on LinkedIn?

LinkedIn doesn’t publish a timeline, and the figures you’ll find online are personal stories rather than data. Plan in months. Post on a steady schedule, then check each month whether the people following you and replying are the clients you want. A rising follower count on its own tells you little.

LinkedIn’s feed relevance page lists activity signals that take time to build. They include who you interact with frequently or recently, the engagement others have with your posts, and the people who follow you. None of that comes from one post.

Gaps cost you. Buffer’s 2026 engagement report found that, across the platforms it studied, accounts “that didn’t post in a given week consistently underperformed their own baseline growth rates”. Buffer calls it the “no-post penalty”.

Every member has creator analytics. Check three things there each month:

  • Impressions and engagements over time.
  • New followers.
  • Who your followers are, by job title, seniority, industry, location and company size.

For an adviser, the number that matters most is conversations. Count the messages and meeting requests that start from a post, by hand, each month.

Sources

If you’d like posts written from your weekly answers and approved by you before they go out, see our LinkedIn packages.

  • LinkedIn posting
  • LinkedIn algorithm
  • LinkedIn hashtags
  • company page
  • personal brand
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