How often should you post on LinkedIn?

Ask ten people and you'll get ten answers. Once a day. Three times a week. Five times a week or you're invisible. Most of it is somebody describing what worked for them and calling it a rule.

The real answer is the number you can keep

Two posts a week for a year beats seven posts a week for three weeks and then silence. Every time. Consistency is what builds the thing, and the fastest way to kill consistency is picking a number that needs a good mood to hit.

So be honest about your week. If writing takes you an hour and you've got two spare hours, you post twice. That's the answer, and it's a fine answer.

Why more posts feel like they work, and sometimes don't

Posting more does give you more chances to land. But it also splits your effort thinner, and a weak post costs you more than nothing. People decide whether you're worth following based on the last thing they saw from you.

Three good posts beat six forgettable ones, because the three build a reputation and the six build a habit of being ignored.

Pick your number like this

Take the time you actually have in a week and divide it by how long one post takes you, start to finish, including the thinking. Then take one off that number. That last one is your buffer for the week something goes wrong, which it will.

If that leaves you at one post a week, start there. You can raise it once the habit is real.

Make each post cheaper to produce

The other way to post more is to make posting take less out of you. Most of the cost isn't the typing, it's the deciding. What do I write about, will anyone care, is this any good.

If you already know what's landing in your space before you sit down, the deciding part mostly disappears and you're just writing. That's the whole reason to look at what's working before you start, instead of after you've published something that flopped.

What to do when you miss a week

Nothing. Post the next one. The audience did not notice, and the guilt spiral costs you more weeks than the miss did.

The people who look consistent from the outside are not the ones who never miss. They're the ones who never treat a miss as the end of the run.