And with LinkedIn incorporating short-form video into its platform, and growing at twice the rate of other formats, you should take it as a sign to add video to your LinkedIn marketing strategy. From educating people on your products and services to sharing quick thought leadership takes, now’s the time to lean in and start experimenting.
Past tense. Done deal. Money already gone.
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So what’s the “right” cadence? Research shows that scaling back your publishing volume can create room for more unique, high-value content. And before people hit “follow,” they care more about originality and how you interact with them, over how many times you post.
Posting less a power move that gives you room to create more meaningful, resonant content. It help you focus your efforts, prioritize channels that matter most and build a social media plan that works for your goals.
As far as how many times to post on Instagram, 1-2 times a day is the average. But this can vary by company size. For example, enterprise brands post 54% more than mid-size companies, likely because they have more resources to support this volume.
For Facebook, the industry average is five posts per day, which is a high bar for most. To hit that volume sustainably, consider building a repurposing workflow. Turn one video into a text update, an image quote and a short clip. Also mix in curated content and user-generated posts to lighten the load.
LinkedIn? It has evolved from a strictly business bulletin board into a place where professional updates meet personal reflection. It’s now a platform where employer branding, thought leadership and genuine community building all live side by side.
Most brands post no more than once per day, and 91% of LinkedIn creators publish at least once every three days. Two to five posts a week strikes the right balance. It’s enough to stay visible without oversaturating your audience.
What to post? The #1 way social users want brands to show up on LinkedIn is by sharing educational product information. That could mean:
“We’re seeing the momentum increase each month; we’re seeing the growth continue to scale,” Vivek Pandya, lead analyst at Adobe Digital Insights, told us. The surge, Pandya added, is being driven by consumer trust in the links shared by generative AI-powered platforms like Claude, Perplexity, and ChatGPT, among others being tracked by Adobe.
“We also ran a survey—in addition to the Adobe analytics platform data that’s informing the traffic spikes that we’re observing—and there, the consumers are saying that they really trust the links we see,” he said. “More than 90% of them trust the responses they’re given from these LLM [large language models] and that’s what’s really driving the surge.”
Adobe, which analyzed chat services and AI-powered browser experiences, spotted the first big wave of generative AI-driven traffic to US retail sites during the holiday season. In 2024, from Nov. 1 to Dec. 31, clicks from AI sources jumped 1,300% YoY—and on Cyber Monday alone, visits spiked 1,950%. While still small compared with channels like paid search or email, the surge marks a significant shift.
Capital flows to confidence.
If people trust you, they’ll back you. If they don’t, nothing else matters.
Your network should solve problems you can’t Google.
Money, tax, law, health, connections — the right people close the gap instantly.
Give before you get.
The fastest way to grow relationship capital is to invest in others first.
