LinkedIn's Six Post Formats: Best Content Creation Practices

When it comes to sharing content on LinkedIn, you've got plenty of formats to choose from. The format you pick isn't just about being creative—it actually affects how your content performs and can seriously impact your reach and engagement!

Each of LinkedIn's six post formats has its own set of best practices for creating high-performance content.

So let’s dive into the best content creation practices for each format!

1. Text + Image Post Best Practices

Pairing text with multiple images remains the most effective format for audience engagement when it comes to likes & comments. So, what are the best practices for creating content in a Text + Image Post format?

1. Text length: 900 to 1,200 characters is best. Surpassing the length by 300 characters results in less reach.

2. Text formatting: Start with a strong hook and end with a clear Call-to-Action (CTA). Break your text into paragraphs with short sentences under 12 words to improve engagement and reach.

3. Visual design: More images increase reach, but it's best to limit it to five. Opt for authentic, on-brand visuals over excessively promotional creatives or stock images. People-centric vertical images perform great, so don't shy away from selfies!

Pictures aren’t your thing? Opt for a well-designed infographic or GIF instead. We recommend using a 1080px x 1350px size for your images to take up the largest space on the feed.

4. Topic: This post format performs best for sharing personal experiences or infographics.

2. Text-Only Post Best Practices

In a world buzzing with multimedia, don't underestimate the power of a simple text post! When written right, pure text has the potential to ignite long comment thread discussions. So, what are the best practices for creating content in a Text-Only Post format?

1. Text length: 1,800 to 2,100 characters is best. Posts under 1,000 characters see a decrease in reach.

2. Text formatting: Thoughtful formatting can boost your reach and increase engagement. Structure matters! Keep things simple with two line paragraphs and include keywords to boost discoverability.

3. Hook & Call-to-Action (CTA): The first and last few sentences are make-or-break. Grab attention with a killer hook and wrap up with a bang! End with a question to keep the conversation going or direct the reader to take your desired action.

4. Topic: This post format performs best for sharing personal stories and advice. Stay relevant by tapping into current events and trending topics.

3. Document Post Best Practices

PDF Document Posts, better known as carousel posts, are great for sharing information and boosting your engagement rate. Its potential for increasing engagement is great thanks to the many clicks it generates. So, what are the best practices for creating content in a Document Post format?

2. Text length: Under 500 characters off slide and 25–50 words on each slide for optimal reach.

3. Text Formatting: Start with a strong hook and end with a clear CTA. Try to avoid using long sentences for optimal post performance.

4. Visual design: For optimal reach, create around 12 slides. Use no more than three brand colors and legible fonts, and go for a vertical layout for mobile optimization. We recommend using a 1080px x 1350px image size for carousel posts.

5. Topic: This post format performs best for educational content like how-to carousels.

4. Poll Post Best Practices

Polls are more than just a survey tool—they're a game-changer for sparking conversations and increasing impressions. So, what are the best practices for creating content in a Poll Post format?

1. Text length: Under 500 characters is best for optimal reach.

2. Topic: Explain clearly in your caption why you're polling to boost engagement. Keep your Poll question simple and avoid niche topics.

3. Poll options: Three well-thought-out options work best. Less is confronting, and more is overwhelming. You can also make the third option, "other, see comments", to start a conversation in the comments.

4. Poll duration: Stick to the default one-week duration for best results.

5. Poll results: To showcase the results, consider sharing poll outcomes in a Document or Text + Image Post.

6. Connect with poll voters: After voting, invite voters to connect and thank them for their input to effortlessly expand your network.

5. Video Post Best Practices

Videos are not just a passing trend—they're a powerful way to share your insights and stories! Even though they might have a lower reach, videos are knocking it out of the park when it comes to shares! So, what are the best practices for creating content in a Video Post format?

1. Text length: Under 500 characters for optimal reach.

2. Video length: Aim for 1 to 2 minutes video for optimal engagement, but keep it in mind that the average watch time is just under 15 seconds. If you rather increase views, it’s best to limit your video to 15 seconds.

3. Video design: Use high-quality vertical videos with subtitles and add a thumbnail to boost brand recognition. Only upload native video, as YouTube or other links decrease reach. We recommend recording videos in 1080px x 1920px to optimize for mobile viewing and allow for smooth repurposing of content across other social media channels.

4. Early hook and final CTA: Grab your audience's attention in the first 8 seconds to increase watch time. Don't forget a clear and compelling CTA to keep the conversation going!

5. Topic: This post format best explains processes, showcases tools, or covers events.

6 Article + Newsletter Post Best Practices

LinkedIn Articles are a powerhouse for diving deep into topics and establishing your expertise. While they may not reach as many eyes on the platform, they're gold for Search Engine Optimization (SEO). So, what are the best practices for creating content in an Article + Newsletter Post format?

1. Text length: 800 to 1,200 character for optimal reach.

2. Text formatting: Start with a strong hook and end with a clear CTA. Use short paragraphs and catchy headlines to keep readers hooked. Remember to include relevant SEO keywords to increase the number of readers coming from Google. Set a custom title and description including your keywords under manage in SEO settings.

3. Visual design: Your cover image is your first impression—make it count! We recommend using a 1920px x 1080px image size. You can include up to five other visuals in your article, but you should stick to one external source of rich media, like a video or slide deck.

4. Topic: Talk about relevant trends to boost engagement. Don't just copy your website blog; modify it to be relevant to current events and keep it fresh!

5. Hyperlink: Use hyperlinks to boost credibility and optimize for SEO.

6. Integrate a newsletter: Article posts published as a newsletter (under manage) perform much better than single article posts.

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