How Often Should You Post on LinkedIn? One Oil and Gas Supplier's Page, Before and After Weekly Posts

guidesResearch

Oct 30

Written by Unrth

By Amanda Leon, founder of OilMoney.io. Houston-raised, came up in the Houston marketing team of Vallourec, and has run Unrth, a brand and growth studio for oil and gas and industrial companies, since 2017, with her boots on client locations in Midland and Odessa. Last reviewed October 30, 2026.

How often should you post on LinkedIn? For a company page selling into oil and gas, once a week is the floor, and going quiet costs more than most owners expect. We have real numbers on that from a page we wrote every week for an industrial supplier that serves oil and gas, and from the months after the client took the page back in-house. Here's what the page did with weekly posts, what it did without them, where our own posts wore out, and what the research says about why.

What the Field Voices Said

Mark LaCour, founder of the Oil and Gas Global Network, shared a lesson in May that LaCour credits to a peer: repeated visibility beats one viral post or a big campaign budget, so pick a day and post on it every week. Keith Stelter, a Permian sales leader, made the other half of the point with a story about a stranger at dinner who knew Stelter from LinkedIn without ever having liked a post. People watch quietly. The numbers below show both halves.

Why I Read This Like a Scientist

I studied cognitive science, with an emphasis in neuroscience, and diplomacy and world affairs at Occidental College from 2009 to 2013. The question of how often to post sounds like a marketing question. Underneath it is a memory question: how many times does a buyer need to see a name before it comes to mind first, and when does seeing it again stop helping?

The Page We Wrote, Then Handed Back

The client is an industrial supplier that sells into oil and gas. We wrote its company page once a week for more than a year. Then the client took the page in-house. The client's team posted when they had something to share, and some of those posts were very good. We pulled the page's own LinkedIn exports and compared two stretches of exactly 171 days: our last 171 days and the first 171 days after the handoff.

The Same 171 Days, Before and After

Posts: 24 with us, one a week. 5 after the handoff.
Impressions: 18,852 with us. 13,027 after, about 31% fewer.
Reactions: 442 with us. 171 after, about 61% fewer.
Impressions per day: 110 with us. 76 after.
Median post: 764 impressions for ours. 2,052 for theirs.
Clicks: 557 with us. 5,020 after, and 4,603 of those came from one photo post of a customer event.

Read that list twice, because it says two things at once. Weekly posting won on total reach and on reactions. The client's handful of posts won per post. Their best ones were real news and real people: a customer event, new material arriving, a growth update from a sister company, and a hiring post. Ours were steady, and by the end, steady wasn't enough on its own.

What 110 Days of Silence Looked Like

After two posts in June, the page went 110 days without a new post. In those 110 days it drew 4,807 impressions, about 44 a day, and 26 reactions. That's 60% below the 110 a day it averaged in our last 171 days. The audience didn't leave. Nobody gave them a reason to look. When the client posted again, a customer event photo post pulled 2,955 impressions in a single week, proof the audience was still there and waiting.

Our Own Numbers Slipped Too

Here's the part we owe you if we're going to be straight about it. Our best three months on the page averaged 188 impressions a day, with a median post of 994. Our last three months averaged 89 a day, with a median post of about 639. Same rhythm, same weekly slot, and reach fell by more than half. The research predicts exactly that. A 2017 review by Montoya and colleagues, built from 268 curves in 81 articles, found liking rises with repeated exposure, then levels off and falls. Bornstein, Kale, and Cornell showed boredom is one of the limits. Our posts had settled into one recognizable format, and recognizable turned into skippable.

So the lesson from this page is weekly, with variety, with news and people mixed in. Our rhythm held the floor. Their stories showed what the ceiling looks like.

Why the Weekly Floor Matters to a Buyer

In 1968, the psychologist Robert Zajonc showed people made-up words and characters that looked Chinese, some once and some as many as 25 times, and found that repeated exposure alone raised how much people liked them. Tversky and Kahneman showed that people judge how common or likely something is by how easily it comes to mind. A supplier who shows up every week is easy to bring to mind. A supplier who disappears for 110 days isn't.

Most of that exposure is silent. On our 171 days, 18,852 impressions produced 442 reactions and 3 comments. A 2014 review by Sun, Rau, and Ma found most members of online communities read and seldom post, and Swani and colleagues, studying Fortune 500 Facebook posts, found B2B viewers like posts at a higher rate than consumer audiences but comment at a lower one. In B2B, three comments is normal.

Buyers lean on what they've seen. When Krijestorac, Garg, and Konana surveyed 196 purchasing managers, the ones who leaned hardest on digital sources relied more on brand and peer opinion, not less. And the posting itself can move money. Kumar and colleagues linked customers' social media, transaction, and survey data and found the content a company posts on its own social pages had a positive, significant effect on customer spending, even after accounting for TV advertising and email.

What Kind of Post Earns the Look

The posts that did best on this page, ours and theirs, were stories: an acquisition anniversary, a one-year team milestone, new material on the floor, a customer event. That fits the research. A 2014 meta-analysis by van Laer and colleagues pooled 132 effect sizes from 76 articles and found the more a story pulls people in, the more they take on its beliefs and attitudes. Swani's team found that corporate brand names, functional and emotional appeals, and cues to learn more lifted B2B posts more than consumer posts. A post that names the company, says what happened, and says why it mattered covers most of that list.

Where the Numbers Have Limits

This is one page. It's real data, but one supplier's page isn't a law of LinkedIn. It points the same way as the research, and that's all I'll claim for it.
Followers went the other way. In the page's own analytics, checked October 20, 2026, the client's 171 days added 467 followers against 242 in our last 171, and most of theirs came in the final month around the customer event. Reach and reactions favored weekly posting. Follower growth favored their best posts.
Clicks were one post. The after-window click total is almost entirely one photo gallery. Without it, clicks were lower than ours.
LinkedIn changes. Reach shifts with the platform, the season, and the news. Two windows a year apart aren't a lab experiment.
The spending study used consumer data. Kumar and colleagues studied consumers, not oilfield buyers. It shows company posts can move spending. It doesn't promise yours will.