Hajra Naz
LinkedIn is having a moment right now.
With the chaos over at Twitter/X, more businesses are turning to LinkedIn to connect with their audience.
And it’s paying off — engagement is up across the board, especially for video content.
But if you’re trying to figure out what works on LinkedIn, this new report from Socialinsider is worth a look.
They analyzed a million posts from 9,000 company pages to see which types of content are getting the most traction.
Here’s what they found:
Carousels are king.
Out of all post types, carousels (those multi-slide posts you swipe through) are pulling in the most engagement. Document-style posts and videos are also strong performers.
This does clash a bit with what LinkedIn has said.
According to LinkedIn, videos bring in about 1.4x more engagement than other formats — but that stat includes posts from personal profiles.
Socialinsider’s report only looked at business pages, which may explain the difference.
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Polls get reach.
Even though carousels get more likes, polls are great for visibility.
They tend to rack up more impressions, which is helpful if your goal is to reach more people.
Small pages are growing fast.
Interestingly, smaller company pages are seeing solid follower growth. That’s encouraging if you’re just starting and trying to build your presence.
Images are still the go-to.
Most brands are still posting image-based content. One reason could be LinkedIn’s recent change to link previews.
Now, regular (non-promoted) link posts show tiny thumbnails.
So many companies are posting full-size images instead and dropping the link in the comments to get around that.
There’s no one-size-fits-all here. Just because carousels and videos are performing well doesn’t mean you should ditch everything else.
What matters most is matching the content to your audience and your goals.
But if you’re looking for post ideas that are working right now? Start with carousels, helpful documents, and short videos. Then experiment and see what sticks.
