What analysing 43,738 posts taught us about consistency on LinkedIn
We analyzed 488 LinkedIn company pages over 12 months. The answer to "how often should you post?" surprised us. We knew consistency mattered but we had no idea it was this impactful.
Consistency has always been at the heart of what we teach at Willow. For the past year, we've been tracking it more actively than ever: nudging customers to keep their streaks alive and celebrating the ones who show up week after week without missing a beat.
But somewhere along the way we realised we were asking people to take our word for it. We believed posting consistently on social media mattered. We just couldn't prove exactly how much.
So we went back through 12 months of data: 488 LinkedIn company pages and 43,738 posts. And what came back was clearer than we expected. Not just confirmation that consistency matters, but evidence of how dramatically it outweighs almost everything else.
What we analyzed
We grouped 488 pages into five tiers based on one metric: the percentage of weeks in which the page published at least one post. Then we compared the results.
- 2x/week, every week (80–100% of weeks, two or more posts)
- 1x/week, every week (80–100% of weeks)
- 1x/week, most weeks (50–79% of weeks)
- 1x/week, some weeks (25–49% of weeks)
- Rarely (under 25% of weeks)
The results
The gap between tiers is enormous
The jump from "some weeks" to "most weeks" alone produces:
- Impressions per post more than double: 106 to 233
- Engagements per post more than double: 2.7 to 5.9
- Impressions per year triple: 7,377 to 22,435
Posting twice a week is worth it
Pages posting once a week every week get 250 impressions per post. Pages posting twice a week get 237 per post. That small dip makes twice-a-week look worse at first sight. But look at the yearly numbers:
- Impressions per year: 31,135 vs. 49,385 (+59%)
- Followers gained per year: 202 vs. 330 (+63%)
The algorithm splits reach across more posts when you publish more frequently, so the per-post number dips slightly, but the total impact surges.
Posting more doesn't matter if it's not consistent
We compared two groups of pages with similar total output:
- Steady pages: 103 posts/year, spread across 88.5% of weeks
- Bursty pages: 138 posts/year (34% more), crammed into just 28.8% of weeks
The bursty pages posted more, but on every single metric, they performed dramatically worse:
- 6x fewer impressions per post
- 9x fewer engagements per post
- 4.6x less follower growth
Full report
For more details, download the full report here.