Boosting Strategy (LinkedIn)

I try not to wait more than 24 hours before boosting a post. But also depends whos your audience and if this is evergreen content that can allow you to wait. 

Thanks ​@ashley.manivong - any particular reason you don’t usually wait more than 24 hours? 

I’ll be counter to this and say that we usually wait a week to see what is doing well and what is worth boosting. But we’ve found our audience continues engaging and clicking over the course of a week (with the top three days having the most). 

If I know in advance a post will be a banger, I’ll often boost immediately. But other than that, its a week. It’s been working well for us so far! 

We’re experiementing with this as well. I’ve spoken to a number of people, of course with many opinions. But a number did agree with the concept of waiting for organic to do its thing for a few days before boosting. This is where my think is at too - allow organic to get it’s maximum reach, then let paid truly ‘boost.’ I’m afraid boosting may cut into organic reach (LinkedIn may never admit it).

I used to say wait at least 48 hours, but some socials are having longer shelf lives. I guess it depends on how your audience responds and how often you’re posting. I would figure that formula out first, and then from there you should have your answer. Currently for us, we boost after 72 hours, because that’s when people normally move on from one post to the next, so it’s fair game for the ad algorithm. 

Hi Everyone! I’m Erica, social media and media relations manager at Cytosurge, a small biotech based in Switzerland. Since I took on this role a bit more than a year ago, we have started posting more consistently and have been growing steadily since then. I try to leverage fresh news (fresh scientific publications), trends (Spotify’s wrap up), and to post a mix of contents (carousels, videos, how to?, brand awareness, employees spotlight...). Our strongest channel is LinkedIn, even tho the majority of scientists are on X. I suppose the secret is to constantly engage, but since I’m a one-woman band, I don’t have so much time to do that regularly. Same thing for BlueSky. 
University and research centers are our main customers. But the purchasing cycle is very long as they often have to win grants to be able to buy our product. (Plus, see now the USA University with the budget cuts). Now, we are also trying to target industry (pharma) and decision makers. 
Checking the various wrap-ups of the week from Sprout, tutorials, and webinars, I feel a bit underrepresented. Often talking about Instagram, TikTok… and big brands. So, I would also like to ask for your help on how to make something go “viral” or at least with a high reach :) Thanks in advance to all the community!!!!!

PS: We recently (3 days ago) started a paid campaign to generate more leads.