Does posting more often suppress your reach? The cannibalization question

Does posting more often suppress your reach? The cannibalization question

The question: is there an optimal LinkedIn posting frequency, beyond which extra posts cannibalize each other's reach?

The dataset: frequency analyses across creator and agency datasets correlating posts-per-week with median reach-per-post and total weekly reach.

Three findings:
— Median reach-per-post tended to decline once accounts posted more than ~3–4 times a week — newer posts competed with the prior one's still-circulating impressions.
— Total weekly reach often still rose with frequency, even as per-post reach fell — a volume-versus-efficiency trade-off.
— A frequently cited guideline of one post every ~18–24 hours emerged, letting each post 'clear' before the next.

Caveats: this is heavily account-dependent — large, engaged audiences absorb more frequency. Self-selected creator data over-represents prolific posters. Correlation, not causation. Treat as directional.

What it means for B2B: 'post daily' advice ignores cannibalization. If your goal is per-post efficiency (a small, high-value audience), space posts out. If it's total surface area, accept lower per-post reach. Decide which number you're optimizing before you set a cadence.

Bottom line: more posts can mean more total reach and less reach each — name your objective first.