LinkedIn has dramatically evolved in its structure and algorithms, and with it, the best practices for achieving effective visibility have also changed.

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That's why we decided to analyze more than 5,000 publications, by 150 different people in 10 different countries, that have been made by magnettu, and with this we have detected specific patterns that challenge some conventional ideas about the behavior of LinkedIn users and also contradict many of the things you'll find on the web about performance.

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However, we want you to know that we don't believe in optimal times of publication, although there are times and days when there may be a greater initial push, a good post has a great impact regardless of the day or time of publication. In addition, working hours, leisure hours, etc. change with each country and region, so in general we will give you an initial overview of what you have to do to choose a good publication time, but it may vary.
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1. Key schedules for engagement

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Engagement is the metric with the most direct reflection of audience interaction with content, and is essential to improve the visibility and reach of a publication. Although it is measured based on interactions, shares and comments, there are different invisible engagement actions that LinkedIn takes into account when giving visibility to your content, such as interacting with a carousel, the view more button..., the play button on a video, opening photos from an album, saving a post or even visiting comment sections or clicking on your profile.

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Based on our data, we have observed that the schedules that maximize engagement are:

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• Dominic: at 11:00 and 17:00 hrs, with an average engagement of 9.5% and 9.15% respectively.
• Monday and Friday: at 8:00 hrs, with engagement around the 7.9% and 7.6%.
• Sabbath: at 11:00 hrs it also shows good levels of interaction, indicating that content published on weekends can be well received, especially in the morning.

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This trend reflects a growing preference for consuming content outside traditional working hours, which could be related to the need for work-life balance, or to flexibility in the digital habits of users.

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That is why you will also see that the topics that have worked best during these schedules have to do with situations of motivation, thoughts or insights, things with which you want to connect.

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This is very important, surely if your intention is to sell something on a Saturday or Sunday your content will not be well received because the “mood” of those who are consuming your content on a weekend is not that of thinking about tools for their company.

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However, there are informational posts that, despite not having as much viewing, have a lot of engagement these days for those who are looking to learn something new.

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2. Maximum viewing times

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Engagement and visualization are often inverses. The more visualization you have, the less engagement you will have. For those publications whose objective is to be seen by a wide audience (Go Viral), the best moments according to the analysis are:

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• Friday at 22:00 hrs and Saturday at 13:00 hrs: these hours record the highest views, with averages of 32,788 and 18,436 respectively.
• Friday at 16:00 hrs: with average views of 12,917, this schedule also stands out, confirming that Friday is a favorable day for reaching larger audiences.
• Sunday at 17:00 hrs: this schedule offers a balance between views and engagement, achieving views of close to 10,000.

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In this case, we have a theory, and that is that in itself only 1% of users publish on LinkedIn and the vast majority do so on weekdays. Because weekends are left with little content to show and that is why the end of Friday stands out as the time when people stop publishing and the content of our users has the best arrival, on Saturdays the same thing happens as part of the little content published on the network and Sundays at the end of the day it ends up being the first content to be viewed on Monday at first thing.

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In addition, for the sake of consistency, the posts that perform the best tend to be these days because they are usually made by personal brands that are very present on LinkedIn, with a very committed community and that publish between 5 and 7 times a week.



But to give you an idea of the data we handle, this is the record of being published per day on LinkedIn.

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3. Schedules by subject of content

In the previous points, we gave you an overview of what you can expect, but in order to go a little further, it is important to understand that not every moment a user connects to LinkedIn is the same. There are moments of work, moments of leisure, moments of connection, moments of introspection, etc. Therefore, to achieve a personalized strategy, we have categorized the best moments according to the nature of the content.

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As we said at the beginning of this blog, it depends on your audience, their time zone, type of work, etc. So you'll have to adapt what we tell you to your time zone and community.

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Sales publications

• Wednesday at 11:00 hrs: Sales posts have a particularly high engagement (16.3%) during this time, although with less visual reach, indicating high receptivity on the part of a select audience. These posts tend to have a lot of engagement because in reality they only reach people who are really interested in your product or service, so it's normal that they don't go viral.

• Monday at 11:00 hrs and Sunday at 12:00 hrs: they also have positive engagement, which suggests that mornings these days are strategic times for sales content. In this case, it will depend on your product or service, if Sunday is a better day for individuals, if it is for companies, of the B2B type, the best thing is to make an impact during the week.

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Inspirational publications

• Tuesday at 12:00 hrs and Wednesday at 8:00 hrs: These hours present an engagement of 8.6% and 7.5%, respectively, being ideal for motivational or inspirational content.

• Sunday at 14:00 hrs and 17:00 hrs: These schedules achieve a balance between engagement and visualizations, making them ideal times for posts aimed at inspiring or emotionally connecting. If your goal is to virilize one of these contents, this is the ideal time. It's the most introspective day for users on LinkedIn and in general.

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4. Ideal posting frequency on LinkedIn

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For sustained growth and healthy engagement, we recommend a minimum frequency of 3 weekly publications. This makes it possible to diversify the days and times, depending on the objective of each publication:

• Post 3 times a week optimizes reach without saturating the audience, and allows brands to test different combinations of schedule and content.
• Adapt days and times according to the type of publication (inspirational, informational, sales) to evaluate the results comprehensively and adjust the strategies based on real data about you and your audience.

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To conclude, a summary. Don't be afraid to post on weekends, in fact, we recommend you do it on Sundays and Fridays to achieve high performance in terms of engagement and visualizations. In addition, take into account that the evening hours (around 17:00 hrs) tend to offer optimal levels of interaction, while morning hours (8:00 - 12:00 hrs) are better for sales posts.

With a minimum frequency of three posts per week, brands can maintain an active presence on LinkedIn, adapting their schedules to capture different audience segments and optimize reach depending on the type of content. This data-based approach makes it possible to maximize the impact of each publication, building a solid strategy adapted to the behavior of the audience in this professional network.

By following these recommendations, brands can make the most of LinkedIn's potential, aligning their publishing schedules with the real preferences and behaviors of their audience, and thus overcoming conventional practices that often overlook these key details.

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If you need a tool to help you manage all of this, from metrics to ideas of the type of content you should share, we invite you to try it for 7 days free, Magnettu.