September 3, 2025 • 10 mins
Episode Description:
In this episode of Raise Your Visibility Online, LinkedIn expert Louise Brogan dives into the latest research on LinkedIn posting frequency and content strategy. Discover how often you should post, what types of content drive the most engagement, and practical tips to boost your reach and visibility. Whether you’re a business owner or entrepreneur, you’ll walk away with actionable strategies to grow your audience and make LinkedIn work for you.
Shownotes:
- Welcome and introduction to Louise Brogan, LinkedIn expert and CEO
- Surprising new research from Buffer on LinkedIn posting frequency
- Key findings:
- Posting 2–5 times/week: +1,182 impressions per post
- Posting 6–10 times/week: +5,000 impressions per post
- Posting 11+ times/week: Up to 17,000 more impressions per post
- The compounding effect of frequent posting
- Practical tips for busy professionals:
- How to repost for different time zones
- Balancing quality and quantity
- Content ideas that work:
- Industry news & analysis
- Behind-the-scenes content
- Step-by-step tutorials
- Surprising stories
- Simplifying complex topics
- Showcasing your work
- Actionable insights
- Collaborations & joint webinars
- Memorable frameworks (COPE: Create Once, Publish Everywhere)
- Community spotlights
- Micro-interviews
- Why carousels outperform other formats on LinkedIn
- Tips for creating effective carousel posts
- The importance of consistency and delivering value
- Resources mentioned:
- Buffer’s research
- Ramit Sethi’s “I Will Teach You To Be Rich”
- The COPE framework
- Connect with Louise:
- Join the conversation on LinkedIn
- Visit the blog for more tutorials
- Subscribe, share, and leave a review!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Welcome to Raise Your Visibility online.
Join Louise Brogan, a LinkedIn expert,CEO, and Dynamic Mom turned YouTuber
as she dives into the world of B2Bcompanies and entrepreneurial success.
Each episode brings conversations withbusiness owners and industry experts
who leverage LinkedIn and video toattract leads and scale their ventures.
(00:25):
Get ready for actionable insights,real world strategies and inspiring
stories that will elevate your onlinepresence and help you grow your business.
So today I want to talk to you on, I wantto talk to you a little bit about recent.
Information that I have received aboutfrequency of posting on LinkedIn, and
(00:47):
it was quite surprising to me actually.
So I came across this informationwhen I was doing some research online
and the statistics come from Buffer.
So Buffer is a socialmedia scheduling tool.
And they have a data scientistcalled Julian Winter Heimer, who
has analyzed more than 2 millionposts across 94,000 accounts.
(01:11):
I'm assuming those are people whoare using Buffer and they say,
we've got clear evidence of how thealgorithm works in practice, so.
Yes, there is the algorithm and you knowthat I believe you are the algorithm
of your own content on LinkedIn.
So engaging with other people'scontent, building a network of value
(01:33):
and showing up consistently is howyou get more visibility on LinkedIn.
The other bit is of course, havingcontent that actually is interesting
to people and we will cover that.
Near the end of of today's episode,so why does posting more often work?
This was the big surprise in whatcame out of this research, and
(01:54):
I posted about this on LinkedIn.
I'll link to that in the show notes.
You can go and join in the conversationbecause people are saying, this
is the first time someone's saidthis and it, yeah, that's kinda
my, um, I, I surprised about this.
Anyway, it's about compounding interest.
So side note, um, I.
I read a book called I Will TeachYou To Be Rich by Ramit Seti.
(02:16):
He follow him on Instagram.
He is really interesting.
His podcast is excellent.
It has changed a little bit.
But when I found him, he talked aboutcompounding interest, putting your money
into investments and, and savings andhow it compounds over time, basically.
So, which is why you, if youcan start your pension at 18.
Compounding interest on your LinkedInreach, so how the numbers break down.
(02:40):
If you post two to five times aweek, you get around 18, 1180.
Two more impressions per postthan people who post once a week.
Which makes sense to me because people,if you're used to posting and, and people
engage in your content, you're gonna getmore visibility on your posts, right?
Posting six to 10 times a week gives youaround 5,000 more impressions per post.
(03:05):
Clear acceleration in performancewithout overloading yourself.
And then this is the most interesting bit.
If you post more than 11 timesper week, you can get up to 17,000
more impressions per post, which isthree times more engagement and four
times the reach per post comparedto someone who posts once a week.
(03:26):
So on LinkedIn, you cannot post too much.
The platform rewards consistent activityby giving every post that you do.
Then a bigger push bycompounding on top of each other.
Let's talk about this for a bit, guys.
Who has time to post 11times a week on LinkedIn?
With clients, we post twicea week for them on LinkedIn.
Now, I do recommend, so what we do is wedo the video content and written posts
(03:50):
for clients, and then I do recommend thatthey go in and post themselves like a
chatty conversational post as well on theplatform because we are on there building
relationships, and it makes sense tome to build a relationship with someone
you have to be actually engaging with.
And that does make sense.
But 11 times a week, that's liketwice a day during the working
week and once at the weekends.
(04:12):
I don't do that.
However, one little way to get aroundthis is, and I have done this and I
do get more visibility and more reachon my posts, is if I post something
in the UK or Ireland in the morning,and then I repost the same post.
Later on that day in the afternoon,it get, it hits my north American
(04:35):
market and it gets more visibility.
So that is definitely true.
And let me, if you go to YouTube, I'mgonna show you this on the screen.
So let me just show youwhat that looks like now.
Here's the post I did this morningand I'm going to repost it and I'm
not clicking repost your thoughts.
I'm clicking repost on that post.
(04:56):
Okay?
So that's the big difference.
So that does actually definitelyget me more visibility, and
I do post it the weekends.
So it'd be interesting tosee the impressions that
I'm getting from my posts.
I'm just gonna dash across to LinkedIn.
Have a look as I'm speaking.
So I'm gonna click on my.
Posts.
I'm going to go andlook at my view profile.
(05:20):
I'm gonna scroll down to myanalytics, 7,482 post impressions
in the last seven days.
Okay?
And let's see.
Okay, so there are.
Posts with reposts, if I look atthat content over the last 28 days
(05:42):
and I click on show results 35,879impressions in 28 days, so that is about.
Thousand a day.
It's not, still, not whatthey're saying is it?
So there as a post with 5,000impressions, that's by LinkedIn games.
That's interesting.
(06:03):
So that's PO that's talking about them.
Shifting my newsletter to midweek,that was 2,600 impressions.
However, that was a three week ago post.
So if we click on the actual postthere now we're getting into the
real nitty gritty here, guys.
If I go into that post itselfand I click on view Analytics.
Yeah, so it's 2,600 impressions.
(06:26):
1,561 members reached eight profileviewers from this post and one
follower again from this post now.
Okay, that's fair enough.
All right, so let's goback to our data then.
Um.
I do think posting every dayis gonna get you more reach and
more engagement on LinkedIn.
(06:46):
Yes.
Do you have capacityto do 11 times a week?
Probably not.
But try the posting in the morningand reposting the exact same post
in the afternoon by clicking therepost button and see how you get on.
And let me know how you're getting on.
So what do you actually post?
11 content ideas that work.
So frequency makes thealgorithm happy, right?
(07:07):
Format makes people pay attention.
According to buffer's research,carousels lead the way giving
278% more engagement than videos.
Wow.
300% more than images and nearly600% more than text posts.
I do love a carousel post, so ifyou head to the blog, you will see.
I've outlined 11 different kindsof content for your carousel post,
(07:31):
but let's go through them now.
Industry news and your analysis.
So don't just share updates,explain what they mean.
This is literally what we're doingright now behind the scenes content.
So a little bit of culture,what's happening in your business
behind the scenes, step-by-steptutorials, which, you know, I have
so many of those over on YouTube.
Surprising stories.
(07:52):
So share little known facts oranecdotes that spark curiosity,
simplify complicated topics.
That's really my goal foreverything that I do on LinkedIn.
Showcase your work.
So share stories about your clients.
Share insights that people canuse immediately, and they don't
need to go off to your websiteand find out more about it.
(08:14):
Collaborate.
So I was talking to someone today andthey said this is a really good idea
to collaborate with somebody, notjust in the joint webinar, but even
to do joint webinar and then createcarousel post from that webinar.
Package your advice intoa memorable framework.
Well, you know, I love the COPE framework.
Create ones, publish everywhere.
Community spotlights.
(08:34):
So highlight your audiencewins and micro interviews.
So interviewing experts and write acouple of hundred words on each one.
Put it across carousel post.
All right.
How do carousels work?
Keep them short and clear.
12 slides, 25 words, probablyyour maximum on those slides.
(08:54):
Use your colors and fonts and brandings.
It's recognizable.
Think about doing it onyour mobile first and.
Try and do a carousel once a week.
I think that's a good idea.
You know, create yourtemplate and then reuse it.
We do that for clients.
We have templates for carousel posts,and we just swap in and out the text
(09:15):
and the information that's in thecarousel post and maybe change the
coloring a little bit, but it's veryrecognizable as our client's carousel.
The bottom line is LinkedIn doesnot punish you for posting often.
Often it actually rewards you.
But make sure that what you're sharing isvaluable and interesting to your clients.
Okay.
(09:37):
People who show up consistentlyand share valuable information
that helps people are the ones whoare going to grow their audience.
And that is, I really think that issomething to stand up and say, um,
publicly share valuable informationdelivers real value for your audience,
(09:58):
um, and becomes seen as a thoughtleader in your space by doing so.
All right.
Let me know what you think, guys,I want to hear from you, um, 11
times a week, what do you think?
But doable or not, let me know.
And tune into the podcast next week.
I look forward to hearing from you then.
Make sure that you, um, subscribeto the podcast and please do
(10:19):
share it with somebody whoyou think will find it useful.
Um, and if you have the time or readinga review would be so appreciated by me.
Thanks so much for joiningme today on the podcast.
Welcome to Raise Your Visibility online.
Join Louise Brogan, a LinkedIn expert,CEO, and Dynamic Mom turned YouTuber
as she dives into the world of B2Bcompanies and entrepreneurial success.
Each episode brings conversations withbusiness owners and industry experts
who leverage LinkedIn and video toattract leads and scale their ventures.
(00:25):
Get ready for actionable insights,real world strategies and inspiring
stories that will elevate your onlinepresence and help you grow your business.
So today I want to talk to you on, I wantto talk to you a little bit about recent.
Information that I have received aboutfrequency of posting on LinkedIn, and
(00:47):
it was quite surprising to me actually.
So I came across this informationwhen I was doing some research online
and the statistics come from Buffer.
So Buffer is a socialmedia scheduling tool.
And they have a data scientistcalled Julian Winter Heimer, who
has analyzed more than 2 millionposts across 94,000 accounts.
(01:11):
I'm assuming those are people whoare using Buffer and they say,
we've got clear evidence of how thealgorithm works in practice, so.
Yes, there is the algorithm and you knowthat I believe you are the algorithm
of your own content on LinkedIn.
So engaging with other people'scontent, building a network of value
(01:33):
and showing up consistently is howyou get more visibility on LinkedIn.
The other bit is of course, havingcontent that actually is interesting
to people and we will cover that.
Near the end of of today's episode,so why does posting more often work?
This was the big surprise in whatcame out of this research, and
(01:54):
I posted about this on LinkedIn.
I'll link to that in the show notes.
You can go and join in the conversationbecause people are saying, this
is the first time someone's saidthis and it, yeah, that's kinda
my, um, I, I surprised about this.
Anyway, it's about compounding interest.
So side note, um, I.
I read a book called I Will TeachYou To Be Rich by Ramit Seti.
(02:16):
He follow him on Instagram.
He is really interesting.
His podcast is excellent.
It has changed a little bit.
But when I found him, he talked aboutcompounding interest, putting your money
into investments and, and savings andhow it compounds over time, basically.
So, which is why you, if youcan start your pension at 18.
Compounding interest on your LinkedInreach, so how the numbers break down.
(02:40):
If you post two to five times aweek, you get around 18, 1180.
Two more impressions per postthan people who post once a week.
Which makes sense to me because people,if you're used to posting and, and people
engage in your content, you're gonna getmore visibility on your posts, right?
Posting six to 10 times a week gives youaround 5,000 more impressions per post.
(03:05):
Clear acceleration in performancewithout overloading yourself.
And then this is the most interesting bit.
If you post more than 11 timesper week, you can get up to 17,000
more impressions per post, which isthree times more engagement and four
times the reach per post comparedto someone who posts once a week.
(03:26):
So on LinkedIn, you cannot post too much.
The platform rewards consistent activityby giving every post that you do.
Then a bigger push bycompounding on top of each other.
Let's talk about this for a bit, guys.
Who has time to post 11times a week on LinkedIn?
With clients, we post twicea week for them on LinkedIn.
Now, I do recommend, so what we do is wedo the video content and written posts
(03:50):
for clients, and then I do recommend thatthey go in and post themselves like a
chatty conversational post as well on theplatform because we are on there building
relationships, and it makes sense tome to build a relationship with someone
you have to be actually engaging with.
And that does make sense.
But 11 times a week, that's liketwice a day during the working
week and once at the weekends.
(04:12):
I don't do that.
However, one little way to get aroundthis is, and I have done this and I
do get more visibility and more reachon my posts, is if I post something
in the UK or Ireland in the morning,and then I repost the same post.
Later on that day in the afternoon,it get, it hits my north American
(04:35):
market and it gets more visibility.
So that is definitely true.
And let me, if you go to YouTube, I'mgonna show you this on the screen.
So let me just show youwhat that looks like now.
Here's the post I did this morningand I'm going to repost it and I'm
not clicking repost your thoughts.
I'm clicking repost on that post.
(04:56):
Okay?
So that's the big difference.
So that does actually definitelyget me more visibility, and
I do post it the weekends.
So it'd be interesting tosee the impressions that
I'm getting from my posts.
I'm just gonna dash across to LinkedIn.
Have a look as I'm speaking.
So I'm gonna click on my.
Posts.
I'm going to go andlook at my view profile.
(05:20):
I'm gonna scroll down to myanalytics, 7,482 post impressions
in the last seven days.
Okay?
And let's see.
Okay, so there are.
Posts with reposts, if I look atthat content over the last 28 days
(05:42):
and I click on show results 35,879impressions in 28 days, so that is about.
Thousand a day.
It's not, still, not whatthey're saying is it?
So there as a post with 5,000impressions, that's by LinkedIn games.
That's interesting.
(06:03):
So that's PO that's talking about them.
Shifting my newsletter to midweek,that was 2,600 impressions.
However, that was a three week ago post.
So if we click on the actual postthere now we're getting into the
real nitty gritty here, guys.
If I go into that post itselfand I click on view Analytics.
Yeah, so it's 2,600 impressions.
(06:26):
1,561 members reached eight profileviewers from this post and one
follower again from this post now.
Okay, that's fair enough.
All right, so let's goback to our data then.
Um.
I do think posting every dayis gonna get you more reach and
more engagement on LinkedIn.
(06:46):
Yes.
Do you have capacityto do 11 times a week?
Probably not.
But try the posting in the morningand reposting the exact same post
in the afternoon by clicking therepost button and see how you get on.
And let me know how you're getting on.
So what do you actually post?
11 content ideas that work.
So frequency makes thealgorithm happy, right?
(07:07):
Format makes people pay attention.
According to buffer's research,carousels lead the way giving
278% more engagement than videos.
Wow.
300% more than images and nearly600% more than text posts.
I do love a carousel post, so ifyou head to the blog, you will see.
I've outlined 11 different kindsof content for your carousel post,
(07:31):
but let's go through them now.
Industry news and your analysis.
So don't just share updates,explain what they mean.
This is literally what we're doingright now behind the scenes content.
So a little bit of culture,what's happening in your business
behind the scenes, step-by-steptutorials, which, you know, I have
so many of those over on YouTube.
Surprising stories.
(07:52):
So share little known facts oranecdotes that spark curiosity,
simplify complicated topics.
That's really my goal foreverything that I do on LinkedIn.
Showcase your work.
So share stories about your clients.
Share insights that people canuse immediately, and they don't
need to go off to your websiteand find out more about it.
(08:14):
Collaborate.
So I was talking to someone today andthey said this is a really good idea
to collaborate with somebody, notjust in the joint webinar, but even
to do joint webinar and then createcarousel post from that webinar.
Package your advice intoa memorable framework.
Well, you know, I love the COPE framework.
Create ones, publish everywhere.
Community spotlights.
(08:34):
So highlight your audiencewins and micro interviews.
So interviewing experts and write acouple of hundred words on each one.
Put it across carousel post.
All right.
How do carousels work?
Keep them short and clear.
12 slides, 25 words, probablyyour maximum on those slides.
(08:54):
Use your colors and fonts and brandings.
It's recognizable.
Think about doing it onyour mobile first and.
Try and do a carousel once a week.
I think that's a good idea.
You know, create yourtemplate and then reuse it.
We do that for clients.
We have templates for carousel posts,and we just swap in and out the text
(09:15):
and the information that's in thecarousel post and maybe change the
coloring a little bit, but it's veryrecognizable as our client's carousel.
The bottom line is LinkedIn doesnot punish you for posting often.
Often it actually rewards you.
But make sure that what you're sharing isvaluable and interesting to your clients.
Okay.
(09:37):
People who show up consistentlyand share valuable information
that helps people are the ones whoare going to grow their audience.
And that is, I really think that issomething to stand up and say, um,
publicly share valuable informationdelivers real value for your audience,
(09:58):
um, and becomes seen as a thoughtleader in your space by doing so.
All right.
Let me know what you think, guys,I want to hear from you, um, 11
times a week, what do you think?
But doable or not, let me know.
And tune into the podcast next week.
I look forward to hearing from you then.
Make sure that you, um, subscribeto the podcast and please do
(10:19):
share it with somebody whoyou think will find it useful.
Um, and if you have the time or readinga review would be so appreciated by me.
Thanks so much for joiningme today on the podcast.
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