You're Not Posting Too Much on LinkedIn. You're Posting Too Little.

"How often should I post on LinkedIn?"

I get this question constantly. And I get why: nobody wants to be the person who posts too much and annoys everyone.

The truth is you're almost certainly not posting enough.

How the algorithm actually works

First, some context.

When you post, LinkedIn doesn't show your content to all your followers. Not even close.

A typical post is shown to maybe 2-5% of your network initially. If it performs well, it reaches more. If it doesn't, it fades quickly.

This means something counterintuitive: most of your followers never see most of your posts.

You think you're posting into a room where everyone is watching. You're actually posting into a room where most people aren't looking, and the few who are change constantly.

Why Daily Is Fine

Given the algorithm reality, posting daily is totally fine.

Your followers aren't seeing every post. They're seeing a random sample. If you post 7 times in a week, a given follower might see 1-2 of those posts.

That's not overwhelming. That's barely maintaining presence.

The creators who dominate LinkedIn often post 1-2 times per day. They know that more content means more chances to reach their audience.

You don't have to post daily. But you shouldn't be afraid to.

Some Content Sticks, Some Doesn't

Another thing: you can't predict which posts will perform.

I've written posts I thought were brilliant that got 12 likes.

I've written posts I almost didn't publish that went viral.

There's skill involved, but there's also randomness. The algorithm, your followers' schedules, what else is in the feed. All of it matters.

The only way to find what works is to post enough content that some of it sticks.

If you only post once a month, you're buying one lottery ticket. You might win, but the odds aren't in your favor.

If you post twice a week, you're buying more tickets. Some will flop. Some will hit. The math works in your favor.

Your Followers Will Enjoy It

Something people don't realize: regular followers actually enjoy following along.

When someone posts consistently, you start to feel like you know them. Their perspective becomes familiar. Their content becomes something you look forward to.

When someone posts sporadically, they never build that connection. Each post feels like a stranger showing up at random.

Consistency creates relationship. Sporadic posting keeps you anonymous.

The minimum viable frequency

If daily feels like too much, start with weekly.

One thoughtful post per week is enough to build momentum. It's enough for the algorithm to recognize you as an active user. It's enough for followers to start recognizing your name.

Weekly is the floor. Below that, you're not really building presence. You're just occasionally showing up.

So how often should you actually post?

So how often should you post?

As often as you can maintain quality.

For some people, that's daily. They have lots of insights, they enjoy writing, and they can produce consistently.

For others, that's 2-3 times per week. They need more time to develop ideas but can sustain a regular rhythm.

For others, that's weekly. One really good post that says something meaningful.

Any of these frequencies work. What doesn't work is zero.

How to Make It Sustainable

The biggest mistake people make is setting an unsustainable pace.

They commit to daily posting, burn out after two weeks, and then disappear for three months.

Better: start conservatively and increase gradually.

Week 1-4: Post once per week.

Month 2: Post twice per week.

Month 3: Post three times per week.

Let your habit build before you increase volume. Consistency over intensity.

Pick a frequency you can sustain. Build systems to maintain it. And stop worrying about annoying people — the algorithm is already filtering for you.

The only way to build presence is to be present.

Related: the first 15 minutes of a LinkedIn post matter most. Once you know how often to post, learn how to make each post count.