This is How Content Marketing Works on LinkedIn

In social media, staying active and consistent across all platforms is crucial to provide real value to your followers. First, you need to find the right posting frequency. Is there a golden formula for this? How many and what kind of posts should be published at what time? Does more content actually mean more value? Uwe von Grafenstein tried to find out in his experiment.

Posts Like a Conveyor Belt

Over two weeks, Uwe published four posts on weekdays and at least one post on weekends. He experimented with various formats, aimed to reach micro-target groups, and tested whether quantity could also bring quality.

The Top 3 Insights

Here are his top 3 learnings from the experiment. If you want to know more about what works on LinkedIn, how to surprise your followers and achieve much more engagement, and so on, download our free whitepaper here.

#1 Personal Topics Drive More Engagement

The ratio of professional to more personal post topics was about 2/3 to 1/3. Nevertheless, personal posts were on average 56% more successful in terms of reach. They also achieved significantly better engagement.

#2 Videos Have the Most Potential to Flop

Videos perform poorly on LinkedIn. However, YouTube embedded links have an average of 112% better performance than videos uploaded directly to LinkedIn. So, it's definitely worth relying on YouTube videos.

#3 Timing is Everything

The optimal posting times on LinkedIn are Monday to Friday from 7:30 to 8:30 AM. However, Monday performs slightly worse, probably because the start of the week is often blocked by many meetings. Posts at 6 PM can be a "lucky shot" or a total flop. On weekends, personal topics work particularly well. Many users are active on LinkedIn even on weekends, but only 25% post on Saturdays or Sundays, so your post has significantly less competition in the feed.

What Were the Results?

Posting frequently brings a lot – reach, new followers, interaction, and messages. But don't forget to maintain your relationships amidst all the numbers. Through the experiment, Uwe managed to activate many contacts. Now he must solidify them to keep them in the long term.

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Uwe von Grafenstein

Lecturer and founder of "Geschichten die verkaufen"

After 10 years, Uwe sold his top 5 TV production company, with which he won the German Television Award and the Grimme Award. Uwe is one of the top experts in Germany when it comes to storytelling, content marketing and branding strategies.