How often should a builder post on LinkedIn?

We look after about 50 client accounts, and we film and photograph most of them ourselves. Metricool is the tool we use to schedule posts and read the results. Between 1 January and 31 August 2026 it recorded these LinkedIn figures across all of them.

Across 33 company pages, 2,316 posts were seen 700,000 times. Across 58 personal profiles, 2,332 posts were seen 1.8 million times.

An impression is one time a post appeared on someone's screen. If the same person scrolls past twice, that counts as two, so it is not a count of people. It is still the fairest measure of whether LinkedIn is showing your work to anyone.

The gap in likes and comments is wider still.

Company pages got about 18,000 likes and just over 900 comments. Personal profiles got 51,000 likes and 4,300 comments. People reply to a named person far more than they reply to a company.

These numbers cover every account we manage. A few are solicitors or care providers. Most are in property and construction, with some pubs and hotels, so the pattern is mostly theirs.

For a builder, that gap is the most useful thing in our data.

LinkedIn is not where most views come from, either. Across our clients, short videos on Facebook were viewed 3.8 million times and Instagram posts and short videos 3.2 million times. LinkedIn posts, on company pages and personal profiles together, were seen 2.5 million times.

LinkedIn is still where the people who hand out work are, though. Post there for them, and put the same clip on Facebook for everyone else.

Our figures don't say exactly how often to post. They count posts and views, not how many days passed between one post and the next.

So here is what we'd tell a builder.

• Company page: one post a week, on the same day each week. Keep it going for six months before you judge it.
• Owner's profile: one or two posts a week.
• A site manager or a director: one post a fortnight each, if they're willing. Never force it.

Daily is hard to keep going. One decent post a week, every week, beats seven in one week and nothing for the rest of the month.

When we run a page for a client, how often we post is agreed with them. It depends on how much is happening on their sites and how much they want to say. Some are quieter over winter, and our social media management fits around that.

In our experience the posts that get seen show the work itself. Graphics about company values are seen far less than a photo of someone on site.

• A photo from site this week, with two lines on what stage the job is at and what was awkward about it.
• A before and an after. One photo of the state you found it in, one of the finish.
• A short clip of a trade doing something well. Fifteen to thirty seconds, with the phone held steady and the music left off. A clip you already made for Instagram or Facebook will do.
• The handover. The client at the door, keys in hand, if they're happy to be pictured.
• A plain lesson, written by the owner in the first person. "We lost a day on this job because the steel came late. Here's what we do now."

If you've a job in Leeds that finishes before Christmas 2026, one photo every Friday gives you a post a week until then. Ask whoever is on site to take it before they pack up.

Phone photos will do to begin with. When you want the page to look like your best work, book a photographer or a videographer for a morning on site. Our photographers and videographers work on live construction sites in Leeds and London, and further afield when needed.

One morning gives the company page and every personal profile something to say for weeks. You can see what we mean in our work with builders and developers.

Both, and if you have to choose, the profile. The numbers above say why.

The company page still has a job. It is the thing people check when your quote lands in their inbox, so keep it up to date.

Think about who is reading, too. For a developer or an architect, LinkedIn is where the planners and agents are. For a builder, it's where the main contractors are, so write each post for the person you want to see it.

Five things you can do this week, in an hour:

1. Change your profile photo to one of you on site. A photo from a wedding tells people nothing about your work.
2. Rewrite the line under your name, which LinkedIn calls your headline, to say what you build and where. "Director" on its own is no use to anyone. "We build extensions and loft conversions across North Leeds" is.
3. Post one thing from a current job. A photo and two lines is enough.
4. Comment on posts from the architects and suppliers you already work with. Say something specific about the job.
5. Put the same post on the company page the next day.

If you'd like a chat about LinkedIn for your building firm, get in touch.