How often should a CEO post on LinkedIn? What 406 CEOs do

One to three times a week, on days the team can keep. We counted the posts of 406 company CEOs in our library. The median posted 1.25 times a week, and the gain from each extra post shrank as the pace went up.

How often do the most-followed CEOs post?

A little more often. CEOs with over 250,000 followers posted a median of 1.9 times a week, against about 1.3 for those with 10,000 to 250,000, and 0.4 for those under 10,000. Satya Nadella, with 12 million followers, posted about 2.7 times a week in the same weeks.

Our library holds people we picked because they post, so these numbers describe CEOs who post, not every CEO on LinkedIn. The general case, from Buffer's 2 million posts, is in how often should you post on LinkedIn.

Yes, up to a point, and each extra post earns less. CEOs posting one to three times a week drew 2.4 times the weekly likes per follower of those posting less than weekly. Moving up to three to five posts added 37 percent more, and five or more only another 14 percent.

These are different CEOs, not one CEO posting more, so the table shows a pattern, not a promise. Buffer followed the same accounts as they changed pace and found each post gained impressions. Both point the same way for a team: the biggest step is getting to one post a week.

Why do CEOs who post rarely get more likes per post?

Partly because their posts are news. CodeRabbit's CEO posted about once every three weeks, and a post announcing a $143 million Series C drew 113 times the usual likes. A CEO who posts only milestones has fewer, bigger posts, so a typical one looks strong.

Pictures, mostly. In our count of 406 company CEOs, 53 percent of their posts carried a single image and 15 percent a video. Text-only posts were 12 percent, and documents under 2 percent. A photo of the team, the stage or the product does most of the work.

How often do creator CEOs post?

More than twice as often. We counted 204 CEOs apart whose headline reads like a creator's: author, speaker, coach or podcast host. Their median was 3.25 posts a week, and Gary Vaynerchuk posted over 50. Their business is the audience, so their pace is no guide for a company CEO.

Fixed days, material collected ahead, and an approval that takes minutes. innernote gives each person, the CEO included, their own ghostwriting agent. They say what happened this week in a voice note, it comes back as a post in their words, and you approve it before it goes out.

innernote is the #1 tool for teams that keep their CEO posting once or twice a week, in the CEO's own voice.

Every post goes out from the CEO's own LinkedIn on the days they set, and nobody shares a password. The company page posts in its own voice beside them. Tell us who should be posting: innernote for teams.