LinkedIn Best Practices

These TikTok best practices are part of a series we have on Social Media best practices. Included in this series are Facebook best practices, Instagram best practices, Snapchat best practices and TikTok Best Practices. While some underestimate the potential of LinkedIn as a platform for social media marketing, it has become one of the leading platforms for business and organization-related marketing since launch, with more than 310 million monthly active users worldwide. Furthermore, of B2B marketing leads from social media come through LinkedIn.

Platform Audience

Current audience demographics as of October 2021.
  • 59% are 25-34 (by far the largest group)
  • 20% 18-24
  • 18% are 35-54
  • 57% male
  • 43% female

Posting and Cadence Times

We find that this is currently the optimal cadence and posting schedule for LinkedIn. Cadence
  • 3x/week is ideal
  • 1x/week minimum
Posting Times
  • Tuesday-Thursday
  • 8-10am, 12pm, 4-5pm
(Post cadence may change depending on industry and unique audiences)

Content Formats

Including images in your LinkedIn posts is key. Images typically result in a 2x higher comment rate on posts and adding 3-4 images can also increase engagement. Up your game with video posts, which earn 3x the number of engagements as text-only posts and are shared 20x more than any other type of content.

Paid vs. Organic Content

Organic Posts The sky’s the limit when it comes to organic LinkedIn Posts. Choose between sharing images, text, video, LinkedIn articles, or resharing posts from other pages to publish on your company profile. Paid Ads LinkedIn ads offer powerful audience targeting and a variety of formats. Videos work well for awareness, image ads perform best on LinkedIn for lower-funnel activity, and sponsored InMail messages allow you to reach out directly to prospects’ inboxes. Boosted Posts With more limited targeting options than full paid campaigns, boosted posts allow you to choose an organic post, set a budget for objectives such as engagement, brand awareness, or website visits, and choose an audience.

Image/Video Specs

  • Feed posts: 1:1 (square), 1.91:1 (landscape)
  • Stories: 9:16
  • Cover photo: 4:1
  • Video: horizontal/square, 30 seconds or less for brand awareness, 30-60s for clicks

LinkedIn Hashtag Usage

Adding hashtags to your posts is a good way of increasing your post impressions and reaching new audiences. Experiment with LinkedIn-suggested hashtags, hashtags about geolocations, and hashtags about your brand niche.


Groups are a powerful aspect of LinkedIn. Individuals or businesses that participate in them are able to network, research, share content, and generate leads from targeted communities.

LinkedIn Growth Opportunities

Leverage Employees

30% of engagement on LinkedIn for a company comes from its employees. Consider your employees as a primary audience for content when deciding what to post, and use the “notify employees” feature occasionally to notify them about new posts from your page.

Live Video:

Live videos receive an average of when compared to natively published videos from the same pages. What’s more, 68% of video marketers will include LinkedIn in their 2022 strategy, a 5% increase from 2021.


Tagging members on LinkedIn and using hashtags in your posts on LinkedIn can increase reach, engagement, and website traffic. Posts with links also perform well, with up to 45% higher engagement< than posts with no links. Click here to download a PDF version of our LinkedIn Best Practices.


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At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.