The LinkedIn code was cracked

Here are the best formats, backed by data:

Author

Daniel Korenblum
August 17, 2024 • Read Time: 4 minutes

Hey there, friends!

I’ve noticed a lot of people are confused about which LinkedIn post formats work best.

Thanks to ALGORITHM INSIGHTS 2024, 5th Edition v1.0 by Richard van der Blom, the LinkedIn code has finally been cracked.

If you’ve ever wondered which formats to use, this guide is for you!

Text + image posts

Text + Image posts are a tried-and-true format on LinkedIn, offering a great way to catch attention with a combination of visuals and concise messaging.

  • Best length: 900-1,200 characters.

  • Boost engagement: Keep sentences under 12 words.

  • Avoid: Promotional content - it cuts reach by 75%.

  • Use: Personal photos over stock images.

  • Performance: 3rd in reach, 1.26x the average.

Document (PDF) posts

Document posts aka carousels are ideal for sharing detailed content in a visually engaging way, making them perfect for guides or presentations.

  • Slide count: Aim for 12 slides.

  • Slide text: 25-50 words per slide.

  • Post text: Less than 500 characters.

  • Design: Use three colors max, vertical format.

  • Performance: Higher reach, 1.6x over text + image.

Polls

Polls are a quick and effective way to engage your network, gather opinions, and spark conversations with just a few clicks.

  • Answer options: Three works best.

  • Poll duration: Keep it at one week.

  • Interaction tip: Add an "Other, see comments" option.

  • Avoid: Narrow or divisive topics.

  • Performance: Top performers, 1.99x the average reach.

Text-only posts

Text-only posts are simple yet powerful for sharing stories, advice, or insights, letting you connect directly with your audience without distractions.

  • Best length: 1,800-2,100 characters.

  • Formatting: Short paragraphs, max four lines.

  • Boost engagement: Use white space effectively.

  • Strong start: Craft a compelling hook.

  • Performance: 4th in reach, 1.17x the average.

Video posts

Video posts are growing in popularity and are great for delivering engaging content that captures attention, whether you’re explaining something or sharing a story.

  • Video length: 1-2 minutes.

  • First 8 seconds: Capture attention fast.

  • Format: Vertical with a strong thumbnail.

  • Best use: Demonstrate, explain, or cover events.

  • Performance: 4th for personal, 3rd for company pages, 1.21x the average.

Articles & newsletters

Articles are perfect for diving deep into a topic, helping you establish thought leadership and share valuable resources with your network.

  • Ideal length: 800-1,200 words.

  • Formatting: Short paragraphs, clear headlines.

  • Frequency: Twice a month or monthly.

  • SEO tip: Use hyperlinks, focus on one rich media source.

  • Performance: Low reach on LinkedIn, 0.57x the average, but high SEO value.

Test, rotate, and innovate

Mastering LinkedIn is all about experimenting with different formats and seeing what works best for your audience.

Mix things up, try new approaches, and keep refining your strategy.

Remember, the best data you can gather is your own.

Track your results, learn from them, and adapt accordingly.

The key to success is staying flexible, creative, and open to new ideas.

Happy posting!

Cheers,
Dan

P.S. My LinkedIn personal branding services start at 299€.

If you want to build, grow, and monetize your personal brand on LinkedIn, you can apply for a free discovery call below ⬇️