changed? ! Changes in B2B Marketing Trends Behind LinkedIn's Best Posting Times

Recently, the LinkedIn Marketing Blog released a new set of survey data to find out the best time for brands to post on LinkedIn.

Data shows that the best times to post on LinkedIn are:

-- 12pm to 3pm

--3pm to 6pm

-- 6pm to 9pm

And the best days of the week to post are: Wednesday, Saturday and Sunday

It is worth noting that the data conclusions come from a survey of more than 300 social media marketers across the United States, and the same survey is different from the 2016 survey results. According to the 2016 survey, the best times to post on LinkedIn are early morning, lunch or early evening, Tuesday through Thursday.

What does this change mean? Beyond posting at the best time, how should brands respond to this change?

LinkedIn offers several directions:

01

The pandemic has brought about a change in working conditions, and brands marketing on LinkedIn should adapt to this change

LinkedIn emphasizes that platform users access and interact with content on LinkedIn with a professional attitude. So in 2016, before the pandemic, people were more likely to engage with branded content earlier in the workday.

After the epidemic, the popularity of working from home has made people flexibly change the state of concentrating on browsing professional content. People no longer need to turn on their computers early to browse news, but will check LinkedIn in the second half of the working day. professional content.

In the past, LinkedIn was the most frequently visited social media site on weekdays, but after the epidemic, the line of work has blurred, so people also actively browse LinkedIn on weekends.

02

Gen Z professionals become a major force on LinkedIn, and brands should adapt to their likes and needs

According to LinkedIn, since 2016, there have been more new Gen Z professionals on LinkedIn than any other group. With the growth of age, the Z generation people have entered the workplace one after another, their income levels and spending power have improved, and they have gradually become one of the groups that can make professional decisions.

I have previously interpreted the report on Generation Z released by LinkedIn, which introduced that compared with older generations, Generation Z pays more attention to their occupation and industry.

--74% of Gen Z LinkedIn users say they want to use LinkedIn to learn new skills to help them in their current job.

-- 46% said that even on weekends, they would spend more time learning expertise to advance their careers.

--Gen Z is 1.2 times more active in LinkedIn groups than other groups.

-- They are also 1.2 times more likely to research companies.

Therefore, it is also critical for brands to spend more time on LinkedIn creating content that is suitable for Gen Zers to learn and improve themselves.

03

In addition to high activity time periods, brands should also focus on content output in other time periods

Launching more content when user activity is high is undoubtedly a more cost-effective option, but LinkedIn also reminds brands to provide content of different magnitudes at different times.

For example, although there is not much user interaction on Friday, it can still provide light-hearted and encouraging content (such as industry inspirational quotes, good news highlights, etc.), and Monday is the time when people start to set themselves new weekly goals. Provide some supplementary content such as things to focus on this week to win the goodwill of users.

Epilogue

Time is of the essence in social media marketing. Posting the right posts at the right time can help brands achieve twice the result with half the effort.

Brands can easily schedule prepared posts, especially for B2B brands, through Marketing Cloud’s Posting Calendar feature, which quickly sets up recurring topics and content based on optimal posting times for a brand’s LinkedIn profile.

As the core agent of LinkedIn advertising and marketing business, he has more resources and experience in serving B2B brands going overseas and using LinkedIn marketing.

If your brand is looking for a breakthrough in B2B business, or wants to get more B2B social media marketing support, please leave your contact information, and we will have someone contact you.