Photo courtesy of the Cincinnati and Hamilton County Public Library

This is part of the 2026 series of library social media guides. In addition to this guide, check out the guides to

  • TikTok
  • We’ll cover Instagram and Facebook in the following weeks.

LinkedIn for libraries

The number of libraries using LinkedIn dropped this year. According to the 2025 Super Library Marketing Survey, 30 percent of libraries reported posting to the platform, a 10-point decline from the previous year. I have a few guesses as to why this is happening.

  • A shift in the LinkedIn algorithm in mid-2025 reduced the organic reach of pages. Instead, LinkedIn now favors content posted by individual employees of the library.
  • Staff buy-in and lack of resources.
  • Focus on other platforms that reach a younger audience.

There is still a significant benefit to sharing library content on LinkedIn. I’ll make that case in this guide!

How are patrons using LinkedIn right now?

Here are some statistics to consider from Demandsage, Amra and Elma, and LinkedIn.

  • LinkedIn continues to grow substantially, with over 1.2 billion users globally. The U.S. leads with about 243 million LinkedIn users.
  • 56 percent of LinkedIn users are male, and 44 percent are female. 
  • LinkedIn’s user base continues to trend towards a slightly younger audience, with nearly 71 percent of users aged 25-34. That’s a key target audience for libraries.
  • 40 percent of LinkedIn’s social media users log in daily.
  • LinkedIn users spend an average of 14 minutes per session.

What are the key benchmark metrics for libraries on LinkedIn?

According to LinkedIn, the average engagement rate for organic posts on LinkedIn is 5 percent. That’s a 30 percent increase over 2025! LinkedIn has a higher engagement rate than Facebook, but lower than TikTok and YouTube.

On LinkedIn, engagement rates highly depend on the type of post. These insights come from Social Insider.

  • Multi-image posts generate the highest engagement rate of 6.6 percent, making them the top-performing format.
  • Native documents like PDFs have an average engagement rate of 6.1 percent. Libraries don’t tend to share documents all that often, but this stat is a reason to share things like your annual report.
  • Text-only posts get an average engagement rate of about 4 percent.

The LinkedIn Algorithm for 2026

Here are the ranking signals LinkedIn claims to use when deciding who sees your posts.

  • Relevance: The algorithm now uses advanced natural language understanding to determine whether your library’s posts are relevant. The algorithm matches your content with people’s current industry and the interests they’ve indicated in the past. That means evergreen content can resurface weeks later. I’ve seen this happen in real life, and it definitely increases the long-term benefit of posts that are not timely.
  • Engagement Quality: If your post sparks “meaningful comments” of 20 or more words, you’ll get a boost in reach. Posts that spark conversation in the first 60-90 minutes after they’re been posted will also get a boost in reach.
  • Dwell Time: The longer a user spends reading or commenting on your post, the more reach you’ll get. Formats that encourage scrolling, such as carousels, documents, and videos, increase dwell time, which increases reach.
  • Clarity and Authenticity: According to Propel Growth, an algorithm update at the end of this year (2025) now emphasizes clarity, storytelling, and authentic engagement over clickbait or AI-generated content. That means you’ll want to use your library’s tone and voice to speak clearly about the topic you’re posting on, as you would if you were talking to your patrons face-to-face.

4 ways to get the best organic reach for your library’s LinkedIn posts in 2026

#1: Optimize for early engagement

As mentioned above, LinkedIn rewards posts that get meaningful interaction in the first 60–90 minutes. To get that early engagement, your library can:

  • Ask open-ended questions in your post to spark conversation (for example, “What’s the best book you’ve read this year?”).
  • Post during peak engagement times (usually weekday mornings). See below for more information on when to post.
  • Encourage staff and partners to comment thoughtfully right after publishing.

Now, I know that the third tip is tricky. Library staff may be uncomfortable about commenting on the library’s posts (although, to be honest, I cannot really understand why!). They might also see it as extra work. So, to make it easy, you can:

  • Start with a few champions: Approach staff that you know will be enthusiastic about participating and ask them to lead by example.
  • Explain why it matters: Share the algorithm insights from this post. Let them know this is part of the library’s mission, to share information and ideas with the whole community, and that they play a role in that, both at the desk and online.
  • Make it simple: Provide comment prompts in advance. And keep your expectations small. One thoughtful comment in a week can make a big difference.
  • Celebrate those who participate: Highlight great comments in internal newsletters or in staff shout-outs. And share the analytics so they can see the impact.

#2: Create content that builds authority.

LinkedIn prioritizes expertise and original insights. And the library has plenty! So share posts that showcase this, such as research tips, book lists, and local reading trends. You can also profile staff or use data to position your library as a trusted source of information.

#3: Focus on formats that increase dwell time.

Posts that keep users engaged longer, like carousels, documents, and videos, rank higher. So share videos with captions. You can create video tutorials or event highlights.

You can also turn book lists or guides like your “Welcome to the library” brochure into carousel posts or downloadable documents.

#4: Post the link for further info in the comments.

I confess that I hate this. But I am committed to giving you the best advice. And LinkedIn downranks any post with external links in the body, so I feel compelled to include these tips.

In fact, it’s such a big deal that I’ve changed the way I do NoveList’s posts on LinkedIn. I post when I have the time, and I immediately go to the post and add the link. It’s a hassle, but it works.

Put your link in the first comment, not in the main post. And use native formats like downloadable documents or natively posted videos whenever possible.

When to post on LinkedIn

According to Sprout Social, Tuesdays, Wednesdays, and Thursdays are the best days to post on LinkedIn.

Mornings and early afternoons are the best times of day to post.

One note: Avoid posting more than once a day on LinkedIn. The algorithm actually penalizes posting more than once a day.

P.S. Want more help?

Posting on Threads: A Smart Move for Libraries or a Waste of Time?

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms: