EP #063: Why Posting 4x Per Week Actually Boosts Individual Post Performance

I speak with 500 to 600 CEOs a year. Nearly all have the same fear: “talking just to talk” on LinkedIn.

The result? They post once a quarter on LinkedIn.

 Their mistake? They think more content means less impact.

The data tells a completely different story.

I analyzed over 8,000 posts from C-level executives. What did I find?

The more you post, the higher your engagement. Specifically, when an executive posts:

• 1x per week: their average post receives 47 engagements

• 2-3x per week: their average post receives 65 engagements

• 4x per week: their average post receives 74 engagements

That's a 57% increase in engagement per post between weekly and near-daily posters. 

It’s counterintuitive: the more you post, the better your posts perform.

Why Frequency Actually Helps

Most executives think posting more will dilute their message, but the opposite happens.

LinkedIn posts have a short lifespan - most earn the majority of their views within 24 hours. If you're posting once a week, you're essentially invisible 85% of the time. Your network isn't hanging on your every word. They miss most of your content because they're not on LinkedIn that day or they scroll right past it.

Consistency also builds algorithmic momentum. LinkedIn rewards regular activity, so frequent posters get better distribution on each post. And when you post regularly, each individual post carries less weight, which paradoxically makes your content better because you're less likely to overthink it.

The Real Problem with "Talking Just to Talk"

The fear of rambling is actually solved by posting more, not less.

When you post quarterly, every post has to be perfect. You overthink it, make it generic, and try to cover everything. When you post 4x per week, you can share a specific insight, tell one story, and have a point of view instead of playing it safe.

To get past the fear of "talking just to talk," focus on education, not promotion. People get tired of executives just promoting their company, but people rarely get tired of executives sharing a worthwhile idea or lesson learned.

Start with 2-3 posts per week if daily feels like too much. The data shows you'll still see a 39% boost over weekly posting

Our findings come with two important assumptions: you're producing quality content (either with professional help or strong internal capabilities) and most of your content is educational rather than promotional.

If those boxes are checked, the fear of over-posting is mostly in your head. You're solving problems, making decisions, and learning lessons every week that your network would benefit from hearing about.

And your network wants to hear it.

— Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.