Which content format should I use on LinkedIn?

LinkedIn offers various content formats, from single or multiple images to carousels, articles, and polls. This extensive blog post delves deeper into each of these formats. We dive into LinkedIn’s world and help you unravel the secrets of effective content on the platform. Read on and discover how to increase your reach with the suitable format!

Single or multiple images

“A picture speaks a thousand words.” It’s a cliché, but a fact that cannot be denied, also on LinkedIn. According to LinkedIn, adding a good visual to your post leads to twice as much engagement as a post with text only.

You can convey your message powerfully and efficiently with a strongly designed image. They are also effortless to create and share. You can upload an image and add a caption in just a few clicks. It is the perfect method for busy professionals with minimal social media time.

To stand out on LinkedIn, you can add multiple images. You can place up to 9 images in one post. Whether it’s photos of products, events, or behind-the-scenes, posts with multiple images put your work in the spotlight convincingly. They tell a story and give a complete overview.

If you want to reach more people, follow these tips for optimal images:

• Use images of people to add a personal touch to your message. Alternatively, choose a strong infographic or quote to make an impact.

1. Avoid using too many stock photos, as they make the page less personal.
2. Choose a high-resolution image and avoid low-resolution ones. If blurry, pick a different image.
3. Use image ratios between 3:1 and 2:3. Incorrect ratios will cause your post to be reformatted and possibly cropped, risking the loss of essential details.

Video

Consistently using videos on LinkedIn provides a complete picture of your company. Your audience gets the chance to get to know you better to understand what you do and what you stand for. This helps build trust.

After all, people want to know who they are doing business with before they commit. By giving them an insight into who you are and what you do through video, you provide them with the information they need to make that decision. Video can be interesting for testimonials, interviews, case studies, an event recap, tips & tricks, a quote from a more extended interview, animation films, etc.

On LinkedIn, there are two ways to share videos. You can share a link from YouTube or Vimeo or upload the video directly. Videos uploaded directly to LinkedIn increase the chance that more people will see the video.

Users usually watch videos for less than 10-15 seconds. So, your video has to make an impact right away. Keep these tips in mind when you start working with video content:

• Keep your videos short and sweet – between 20 and 90 seconds long, and never over 3 minutes.

1. Include a hook in the first two seconds to grab the viewers’ attention.
2. Display your message or content within six seconds.
3. Add an engaging thumbnail.
4. Go for a square format.
5. Use subtitles, images, infographics, and expressive body language. The majority of users scroll through LinkedIn without sound. This way, your message still comes across powerfully.

Polls

Do you want to receive input from your network on LinkedIn? Then, make use of a poll. A LinkedIn poll is an accessible way to create engagement. While polls may seem less visible at first glance, they can work excellently as conversation starters, provided you ask your target audience a relevant question. You can gauge the interest of your audience for a new product you want to launch, ask for feedback, or discover which content they prefer to see on your company page.

You can easily ask a question, suggest up to four possible answers, set the poll’s duration, and add an introductory text. Note: There is a limit to the number of characters. A question has a limit of 140 characters and an answer of 30 characters.

Here are some tips to increase your reach:

• Best-performing polls usually only have two answer options.

1. The optimal duration of a poll is one week.
2. Limit your post that goes with the poll to 1,000 characters.

In addition to the typical answer choices, you can engage with your followers and get their insightful opinions. All you have to do is select an answer option and prompt them to share their thoughts in the comments section. This not only gives you more creative freedom but also boosts the visibility of your post.

Document or carousel

You can easily add PDF documents to your posts. Users can see a preview and download the document with just one click.

The unique advantage of a document is that it allows you to convey content to your target audience in a way that you cannot match with a regular post or image. LinkedIn even values documents more because they hold the attention of users longer. This benefits the algorithm and increases the reach of your post.

Of course, there are some rules attached to this approach. Not every document performs in the same way; that’s a fact. LinkedIn has a preference for content that is specifically designed or adapted for the platform. For example, if you share PDFs from a Word document or an extract from a magazine, your message can reach up to 8x less. Design your document like a carousel, and you will definitely achieve greater reach.

7 tips for a successful carousel

1. Choose a square or portrait format (1080×1080 or 1080×1200).
2. Use 7 pages for the best result (minimum of 4, never more than 11).
3. Use a maximum of 60 words per page.
4. Add a powerful visual on the first page and less than 15 words.
5. Write a message of a maximum of 1,000 characters to accompany your carousel.
6. Avoid a carousel that consists solely of words; the eye also wants something.
7. Conclude with an engaging (non-commercial) call to action on the last page.

Text-only

Although images, videos, and documents are all effective ways to convey your message on LinkedIn, there is still a place for text messages. Text can be a powerful way to share your thoughts, ideas, and experiences. They are direct, clear, and can convey the essence of your message without distraction.

One of the advantages of text messages is that they are quick and easy to produce. You don’t have to spend time designing images or editing videos. Text messages are ideal for sharing short updates, asking questions, or starting discussions. Just make sure your message is well-structured and easy to read, with clear paragraphs and bullet points if necessary.

However, the success of text-only content greatly depends on the quality and relevance of the content. You need to ensure that your message adds value for your followers. This can be done by sharing helpful information or encouraging conversation in the comments. Creating an environment where your followers feel involved can lead to greater engagement and interaction.

Pick up your pen and get started with these 5 tips:

1. Keep it concise. Short sentences and no more than three lines per paragraph make your post easier to read.
2. Make the first sentence catchy so people continue reading by clicking on ‘read more’ (visible after the first 220 characters).
3. Add emojis. They add extra color and personality, but only use them if they fit your brand’s message.
4. Encourage conversation. Make sure your message adds value for your followers. This can be done by sharing helpful information or asking a question.
5. Use a call-to-action. End your message with a question or another call to action to stimulate engagement.

Artikel

Are you a fan of long-copy? Then, a LinkedIn article is the perfect format for you. It’s one of the simplest ways to share your expertise and highlight your thought leadership. As a company, you can share, for example, a longer blog post or an opinion piece from your CEO, MD, or specific experts.

Do you doubt whether this will be read? Absolutely! Research from Semrush shows that people are fond of lengthy articles. If these contain more than 7,000 words, they attract almost four times as much traffic and are shared 43% more often than articles of 900 to 1,200 words.

The personal perspective of the article is crucial. Readers seek a clear opinion, personal experiences, and a story. Users interested in what you say will probably also view your company’s website or at least associate your company with a specific message or value. Our brain works with associations, and that’s important for your company’s branding and reputation.

1. Write a title that is short, concise, and directly to the point. It should immediately give the reader an idea about the content without having to read the actual piece. Titles with a length of 40 to 49 characters perform best.
2. Add a suitable cover photo to your article. You can use an image you created yourself or consider using a site like Unsplash for royalty-free photos that match your work and brand image. Ideally, cover images have a size of 1920 (w) x 1080 (h) pixels.
3. Use images in your article, such as graphs, diagrams, and infographics. This allows you to present complex information in an understandable and visually appealing way. Infographics can make information more insightful and support the reader’s memory. Visual elements are, therefore, crucial when publishing an article on LinkedIn. They attract the audience’s attention and increase interaction.
4. Use sub-headings and bullet points for better structure and readability of your article. They act as signposts that structure your article. In addition, they help readers quickly navigate the content and scan important information. Moreover, subheadings offer additional opportunities to improve search engine visibility by including relevant keywords.
5. Draw extra attention to your article by adding the post that promotes your article in the ‘featured’ section. This can increase visibility and engagement with your writing. Your post appears at the top of your page so visitors can see this content directly.

Now, it’s up to you to put this knowledge into practice and see which format works best for your business. Do you want to understand the impact of your LinkedIn content? Contact our expert team for a comprehensive analysis. We evaluate your current content and provide valuable insights, which could form the basis of your future strategy. Don’t wait any longer; discover today how our LinkedIn report can help your business grow.