Are You Posting On LinkedIn At The Wrong Time?

One of the most common questions I hear from entrepreneurs and senior leaders is: "When is the best time to share content on LinkedIn?"

It’s a fair question. We have a business to run, we all want to work smart, maximize visibility, and ensure that our ideal audience sees our content. But here’s the thing: relying solely on specific posting times may not be the most effective strategy.

Let me explain why the posting time alone isn’t the magic tactic.

Think about how advertisements on TV are scheduled. Certain types of commercials air at specific times of the day to target particular audiences.

For instance, here in Toronto, Ontario, where I reside - I’ve noticed this pattern:

• Early Morning to Midday: Ads from pawn shops, tech colleges, and coffee chains.
• Late Morning to Afternoon: Ads from window companies and realtors.
• Evenings: Ads promoting prime-time programming.

This isn’t random. Advertisers carefully select time slots based on viewer behaviours and demographics. For example:

• Daytime Ads: Often target stay-at-home parents, retirees, or those working flexible hours. Products might focus on household goods, children’s needs, or services for older adults.
• Evening Ads: Target individuals who are relaxed and ready to be entertained.

The same logic applies to LinkedIn, but with one key difference: LinkedIn isn’t a TV channel—it’s a dynamic platform that professionals use throughout the day based on their routines and needs.

So, when it comes to social media why would content sharing be as simple as choosing the "right hours?"

Do you know when your ideal client is active on LinkedIn? To answer this, you need to know your audience deeply.

In my case, my ideal clients are small to medium-sized business owners and here’s what I’ve observed about them:

• They’re early risers, starting their day with activities like journaling, exercising, or organizing their priorities.
• They often check LinkedIn briefly in the morning to get industry updates or connect with their network.
• Throughout the day, they pop back into the platform often, and some even scroll through LinkedIn at night while winding down.

This means my audience doesn’t have a single “best time” to be online—they’re active throughout the day on LinkedIn.

LinkedIn is often a happy place for professionals. It stands apart from other platforms because it’s where people go to build relationships, find solutions, and grow their businesses. Unlike Instagram or Facebook, where scrolling might be passive, LinkedIn users are intentional. They’re looking for opportunities, insights, conversations, and connections that align with their goals.

But here’s the catch: Your content won’t resonate simply because you posted at the “right hour.” It resonates when it speaks directly to the needs, challenges, and aspirations of your target audience.

When onboarding new clients, one of our first steps is understanding the unique demographics and interests of their customers: Who are they? What are their routines? What motivates them to engage?

From there, we develop a LinkedIn content strategy that aligns with these insights. This includes creating content that address pain points, spark conversations, and position you as the go-to expert in your industry.

If you’re still relying on generic advice like “post at 9 a.m. for the best results,” it’s time to rethink your approach. Your audience deserves more than cookie-cutter strategies—and so do you.

At Boswell-Buck Creative we have a LinkedIn Optimization Program to helps you stand out by tailoring your profile and content strategy to attract your ideal clients. Together, we’ll:

• Optimize your profile to showcase your expertise and value.
• Craft a content plan that speaks directly to your audience’s needs.
• Boost your visibility and engagement on LinkedIn that will inspire your audience to reach out and learn more.

Ready to Attract the Right Audience on LinkedIn? Then let's connect and discuss what creating easy, doable steps would look like that will enable you to leverage the #1 professional platform to establish you as the go-to in your industry, and increase your lead-generating capabilities.

You know your audience is on LinkedIn. Let’s ensure they find you.