To celebrate the start of a new year in digital, we decided to look back at 2015 and pull together some figures from last year’s LinkedIn activities to help you become better marketers*.
What we learnt was something that appears to go against the grain of conventional thinking when it comes to the best times to post on LinkedIn for engagement.
You see, the conventional thinking has always been about posting during the day. The standard argument goes something like this:
A: LinkedIn is a B2B platform B: Its user base is business people and business people work 9-5, Mon-Fri. C: Therefore, the best times for engagement is 9-5, Mon-Fri.
And for a long time that was backed up by the research! Just check out this post from Hubspot, or this one from Buffer, or again, this one from Target Marketing.
But our own research almost entirely disproves these old theories. Looking at campaigns we’ve run for multiple clients over the whole of 2015, we’ve uncovered some powerful data to help you get the most out of LinkedIn.
Here’s my tip for you:
If you want to get engagement on LinkedIn, post in the evening. The best times for engagement are between 7pm and 10pm.
I think the graph above tells you everything you need to know. To get the most out of LinkedIn, post more in the evenings to get into the audience’s newsfeed at a time they’re most likely to use it.
Data from the reports I mentioned earlier still holds up, to an extent; the 7am to 8am period is still valuable, the 10am to 11am period is still valuable, but engagement happens in the evening, just like on Facebook, just like on
Twitter, just like a newspaper site sees in its web traffic.
So it might go against popular thinking, but actually it makes perfect sense. In the adverts we’ve been running, most engagement comes from LinkedIn’s ever-growing mobile audience, in fact, on average we’ve seen a 90-10 split towards mobile users over desktop users.
And when do most people browse the web on their phone? Once they’ve put down their dinner and have sat in front of the TV at night. That’s when. This replicates data unearthed by Econsultancy from Google that shows ad clicks on tablets and mobile devices rise in the evening as desktop dips. Or this, from GOV.UK:
So what’s changed, then? I think that it’s partly about the audience having become more comfortable with personal branding and working more flexibly.
And the other thing is that, with LinkedIn’s new app update, LinkedIn has just become another content-driven network like any other. I mean, sure it has a niche audience, but its appeal for the user is much, much broader than that.
Changes you should be making:
With the evidence fairly clear, here’s how you can implement it into your strategy.
• Schedule posts to go out later in the evening, between 7pm to 10pm. • With engagement rates better in the evening, post your most engaging content there for a much greater reach, keeping less valuable content for daytime users. • For campaigns, focus predominantly on mobile users (that includes any landing page you might want to direct people to!)