Today, LinkedIn is the world's leading B2B social network, and an essential lever for professionals seeking to boost their visibility, develop their network and generate business opportunities. To succeed, it's essential to adopt the right high-performance LinkedIn publicationsthat capture attention and encourage engagement. With nearly a billion users, including over 28 million in France, the platform is a goldmine for those who know how to exploit its features and offer engaging content.
However, publishing on LinkedIn doesn't necessarily guarantee optimal reach or high engagement. The key lies in using the right formats, those that capture users' attention and encourage interaction. Here's a detailed analysis of the seven types of publication that will work best in 2025.
1. Posts with visuals: a direct impact on reach
The use of visuals in LinkedIn publications is a simple yet extremely effective strategy for attracting user attention. A well-chosen image can turn a banal post into a viral publication, arousing interest and prompting readers to interact.
According to LinkedIn's recommendations, posts including images perform twice as well as text alone. A Social Insider study showed that adding visuals can increase a post's reach by 15 to 20 %. Ideally, up to five images should be included, each providing around 5 % of additional reach.
To maximize the impact of a visual post, it's advisable to choose high-quality images that match the post's message. Infographics and graphics are particularly appreciated, as they help to convey complex information in a more digestible way. What's more, a short, punchy caption, ideally of 19 words, further optimizes engagement.
2. Text posts: the power of storytelling
Although text-only posts have a lower engagement rate (4.35 %) than other formats, they remain an effective way of sharing professional thoughts, experiences and insights. This format captivates a readership that prefers written content and encourages discussion.
One of the major advantages of text posts is their ability to foster storytelling. By sharing an anecdote or personal experience, authors can create a strong emotional bond with their audience. The post's hook is essential: it must arouse curiosity and make people want to read all the way to the end.
For a text post to work well, it's best to keep it concise. A length of 300 to 400 words is ideal to maintain reader interest. Asking questions at the end of a post and encouraging subscribers to comment is also an effective technique for boosting engagement.
3. Carousels: the flagship engagement tool
Carousels have become a flagship format on LinkedIn. Their success is based on their interactive aspect, which encourages users to scroll through the slides, thus increasing exposure and interaction time with the content. LinkedIn's algorithm favors these publications, which explains their far greater reach than other types of posts.
In 2024, carousels had an average engagement rate of 32 %, compared with just 11 % for posts with images. This format tells a story in a structured, dynamic way, making key information easy to read and understand. Ideally, you should use between 5 and 10 clear, attractive slides, saved in PDF format, to maximize their effectiveness.
For a successful carousel, it's essential to adopt a striking design, with uncluttered visuals and a direct message. It's also important to avoid overly technical terms, and use a tone that's accessible to all. A well thought-out conclusion, accompanied by a call to action, will encourage readers to interact with the publication.
4. Video: humanizing and captivating the audience
Video content is growing steadily on LinkedIn, thanks in particular to its ability to humanize communication and reinforce the authenticity of messages. Videos can be used to present a company from a more personal angle, highlight customer testimonials or illustrate internal events.
However, while video is an excellent communication tool, it doesn't guarantee automatic engagement. On average, videos on LinkedIn register an engagement rate of 4.39 %, slightly higher than that of purely text-based publications (4.35 %). Yet they generate a comparable number of comments to carousel publications.
To maximize their impact, we recommend opting for short videos, ideally between 10 and 15 seconds. This format captures viewers' attention more effectively and reduces the risk of losing interest during playback. In addition, it's advisable to upload videos directly to LinkedIn, rather than sharing links to YouTube or Vimeo, as the algorithm favors native content.
5. Surveys: stimulating interaction and commitment
Surveys have become a highly effective tool for engaging the LinkedIn community. Their simple, interactive format enables companies and professionals to gather opinions, engage their audience and initiate conversations around specific topics.
The main advantage of polls lies in their ability to generate a large number of impressions. In 2023, the average impression rate for this type of content reached 18.65 %, making it one of the best-performing formats on the platform.
6. LinkedIn articles: long-form content that captivates
LinkedIn offers the possibility of publishing long articles directly on the platform. These articles provide in-depth analysis and real added value for your audience. They are particularly appreciated for internal referencing on LinkedIn, offering extended visibility.
Well-structured articles, with catchy headlines and a clear breakdown, capture readers' attention and generate more shares.
7. LinkedIn newsletters: a loyal audience
A few years ago, LinkedIn introduced the newsletter feature, enabling content creators to send regular articles to a subscribed audience. This format is ideal for building audience loyalty and maintaining a constant link with your community.
One of the great advantages of the newsletter is that it integrates directly into subscribers' notifications, increasing the chances of being read. This format is an excellent way of sharing market analyses, trends or professional advice in greater depth.
Conclusion
LinkedIn continues to evolve, and the publication formats that perform best adapt to current trends. If you want to maximize your visibility and engagement on the platform, it's essential to adopt a varied content strategy, exploiting visuals, text posts, carousels, videos, polls, articles and newsletters.
By experimenting with these different formats and analyzing their performance, you can refine your approach and achieve your objectives more effectively. The secret of a successful LinkedIn strategy lies in relevance, creativity and interaction with your audience. Adopt these best practices and establish yourself as a key player in your sector!
If you want to maximize the impact of your LinkedIn campaigns and achieve concrete results, our agency Daware.io is here to support you. As LinkedIn advertising specialists, we help companies define their strategy, optimize their campaigns and improve their return on investment. Thanks to our in-depth expertise and advanced tools, we offer you a tailor-made approach to achieving your marketing objectives. Contact Us today and turn LinkedIn into a real growth lever for your company!
