Which Content Types Perform Best on LinkedIn?
Want to know which LinkedIn content is hitting the mark these days? Yes, please! đđ˝
Richard van der Blomâs new LinkedIn Algorithm report just dropped some interesting insightsâand Iâm breaking it down for those of you who don't want to read it yourself, though I highly recommend you still get it directly from the source and do your own homework!
What's ACTUALLY working on LinkedIn may be different than what you'd expect.
And hereâs the thing: you donât have to write FOR the algorithm! Itâs all about testing what clicks for your audience. That's what I have found for my clients... it does not always match what the algorithm prioritizes!
In this session, I share whatâs working for my clients in the startup and tech space, plus some actionable insights from the report:
đĽ Videoâs 25% boost in reach and how to make it work for you
đ Best practices for carousel posts to keep your audience scrolling
đŹ Strategies to keep your text posts visible, even with the algorithm changes
Where Does the Data Come From?
This data comes from Richard van der Blom's Update Algorithm Insights reportâif youâre curious about whatâs making LinkedIn tick in 2024, youâre going to want to look at the numbers yourself in that report. (No, I am not affiliated in way -- heâs just the best in the biz when it comes to pulling together and interpreting the numbers!)
The report pulls from two hefty datasets: one from AuthoredUp with over 621,000 posts (yep, you read that right) from a mix of personal profiles and company pages, and another from Just Connecting with nearly 54,000 posts. These posts span more than 20 languages, mostly English, but also Spanish, German, and French.
The focus? Tracking changes since LinkedInâs algorithm update in February 2024. Richard and his team went all out, cleaning up the data, cutting out outliers, and making sure everything was as accurate as possible. The result is a deep dive on whatâs workingâand what isnâtâon LinkedIn right now. And heads up, their next report drops in February 2025, so thereâs more LinkedIn gold on the way!
I have to say, I love digging into the latest LinkedIn Algorithm Updateâitâs always packed with insights that make us rethink our LinkedIn game. But hereâs the thing: we need to keep in mind who this data is coming from. The posts analyzed arenât from the average LinkedIn user just dabbling on the platform; theyâre coming from people and companies who are already investing in tools and services to help them maximize LinkedIn, like AuthoredUp and Just Connecting users. These folks are strategizing every move and making use of analytics and automation, which sets them apart from most LinkedIn users.
Why does this matter? When we look at metrics like reach, engagement rates, or the effectiveness of certain content types, itâs based on a group thatâs already optimizing their content. Theyâre tailoring every post with best practices in mind and tweaking as they go. So while the insights are invaluable, remember theyâre showing what works for people who are likely more LinkedIn-savvy than average users. As you take in this data, consider how you might adapt it to your own approach if youâre not using the same tools or strategiesâitâs about finding the balance that works best for you and your audience!
If youâre wondering whether or not I use any of these tools for myself or clients, I donât! And, I do not think most people need to use a LinkedIn tool to make LinkedIn work for them.
What Worked on LinkedIn Before Might Not Work Now
So, why is it important to know which content types are performing best? LinkedIn's algorithm is always evolving, which means we need to be intentional about the formats we use. This year, the platform is shifting focus towards more dynamic content, and the latest report reveals some interesting stats on whatâs working and whatâs not. Letâs jump into some of the findings I found particularly interesting and see what insights we can pull to optimize our own LinkedIn strategies.
Personal Profiles Content Trends
Hereâs the scoop on reach for personal profiles in 2024: LinkedInâs algorithm changes are definitely impacting numbers, with both total and median reach down this year. Posts just arenât stretching as far as they used to. If you are wondering whether youâre doing something wrong compared to this time last year, youâre not. Itâs a LinkedIn thing.
Total reach has somewhat stabilized but is still lower than last year, and viral posts are rare. Let me say that again: viral posts are incredibly rare! Stop trying to âgo viralâ on LinkedIn.
Even though engagement is steady, each like or comment drives less growth than before.
Median reach has dropped quite a bit, meaning most posts arenât performing as well as in 2023, and that seems to be due to increased competition, changing preferences, and algorithm updates.
And follower growth? Down another 25% since last November! Itâs a tougher crowd out there.
But none of this equates to âLinkedIn no longer worksâ these days. Itâs just that content is NOT the big business driver that many gurus claim it to be⌠and it never was! (Hint: The magic of LinkedIn is in the DMs.)
Video Content Trends
According to the report, native video content has seen a 25% increase in reach this year. If you donât know what native video content means, that means the video itself has been uploaded to a LinkedIn post -- you are not pointing to a YouTube video or some other hosting platform.
This rise aligns with LinkedIn's push for video and the launch of the mobile video feed. If youâve been hesitant about trying video, this might be the nudge you need! Keep videos shortâ60 to 90 seconds seems to be the sweet spot. Think of quick tips, behind-the-scenes, or thought-provoking insights.
I personally do not like consuming these types of videos myself, as it feels too much like Instagram reels or TikTok, but the algorithm will likely prioritize this content moving forward. If your audience tends to log into LinkedIn from mobile vs. desktop, then you would especially benefit from posting short, vertical videos.
Carousel/Document Post Trends
Carousel posts are no longer top performers, but that doesnât mean you should not ever use them. If they are the best format for your content, stick to 6-12 slides and around 30-50 words per slide. If you want people to swipe through to the end, keep it visually engaging and concise.
I rarely use these types of posts for my clients, as they take a bit more time to create and also do not generate the impact of a single, well-designed image post.
Image Posts
Image posts have remained relatively stable, but interestingly, posts with multiple images (3-5) tend to perform better. Use relevant visuals, like infographics or storytelling images, to keep things interesting. Even though reach has slightly declined, images still hold value when combined with strong messaging.
Personally, I like to use pictures of real people in action for these posts, and they perform the best for my clients. What Iâd like to try moving forward based on this report is increasing the amount of text accompanying these posts, as the algorithm used to prefer concise posts but seems that it now prefers text between 900-1500 characters (like a mini blog post.)
Text Posts
Text-based posts have taken a hit this year, with reach down by 35% and engagement dropping by 22%. But you donât give up on text altogether! Shorter, well-structured text postsâbetween 600 and 1,200 charactersâstill perform decently. Remember, a strong hook and clear structure go a long way here.
I rarely use these types of posts for my clients, but it is a format I might test from some of the thought leaders and CEOs I work with who provide industry insights and have a unique writing voice.
Polls Posts
I donât really recommend these posts very often, but I will likely use them once a month with my clients moving forward. For a while, these posts were really âhotâ on LinkedIn because they goosed the engagement numbers.
LinkedIn Newsletters
LinkedIn newslettersâtheyâre on the rise, and theyâre definitely a thing right now! With more creators hopping on board, letâs talk about how to make the most of them and why some simple strategies can make your LinkedIn newsletter pop.
I have been a big fan since starting my own LinkedIn Newsletter back in 2021, alongside making these LinkedIn Lives.
First off, the sweet spot for word count? Between 600 and 900 words. LinkedInâs data shows that anything over 1,200 words starts to lose reach by about 8% for every extra 100 words.
So, keep it snackable and easy to digest for max reach. People love scanning through well-organized content, so aim for short paragraphs, clear headings, and a structure thatâs easy on the eyes. And a striking cover image? Itâs a game changerâcatching attention and boosting click-through rates by up to 30%.
Frequency matters, too. The magic formula seems to be one newsletter every two weeks, which keeps readers engaged without burnout. Oh, and donât forget to mix things up a bit! Adding videos, trends, or "tools of the month" can increase engagement, while too much video might oddly drop it by around 15% (go figure!).
Is this exactly how I do newsletters for myself right now? Not exactly, and I might try experimenting with my frequency and word count. The fun thing about LinkedIn is that it IS always changing, which keeps it interesting for those of us who enjoy creating content. You can never get bored!
And, if you want a cheat sheet with all the post formats to follow, I highly recommend downloading the report directly. (Have I said that enough times already?!)
What I am Advising with My Clients to Test on LinkedIn
So, how do we adapt? First, donât feel like you need to âwrite for the algorithm.â Testing and learning what resonates with your unique audience is the key. Try different content types and track engagement. Personally, Iâve noticed that what works for my clients in the startup and tech space often isnât the same as LinkedInâs ârecommendedâ formats. Itâs all about finding the balance between best practices and what truly connects with your audience.
1. Prioritize Video and Carousel Posts
LinkedIn is giving video content a 25% reach boost thanks to their new mobile video feed, and images continue to perform well. Iâm telling clients to go all-in on these formats:
Image Posts: Pictures of people/teams/events, engaging GIFs, and brightly colored images and graphics are my go-to.
Video: Short, vertical videos (60-90 seconds) in vertical format are outperforming horizontal by 2.2x, so I think concise, high-impact videos that add value.
Newsletters: For my clients who are not doing newsletters yet, I am nudging them to experiment with this format from either a thought leader at the company and/or the company page.
2. Optimize Posting Time and Engagement Structure
Timing and structure are everything on LinkedIn. I suggest a strategy thatâs all about hitting the right window and engaging immediately:
Timing: Post midweek (Tuesday-Thursday) mornings between 8:00â10:00 AM. LinkedIn favors posts with early engagement, so getting those first likes and comments within two hours is key. If clients have more content, then I post throughout the day.
Content Structure: Longer posts (900+ characters, 20 sentences) packed with insights or industry trends perform well. And if thereâs nothing new to share, using LinkedInâs âInstant Repostâ is a handy trick to refresh reach by 10% with minimal effort.
3. Blend Authentic and AI-Enhanced Content
With more brands using AI tools, itâs crucial to keep content real and personal:
Use AI Cautiously: While AI can help streamline, Iâm advising against using it without giving the text a good once-over or using a few prompts to tweak the post.
Make It Human: Itâs critical to add unique, personal insights to avoid sounding robotic, as AI-heavy posts arenât resonating as well with audiences -- especially from personal profiles. You can get away with AI a bit more from company pages.
4. Use Tags and Polls Wisely
Tagging and polls need a strategic touch:
Tagging: Only tag those likely to engage, as low-interaction tags hurt reach.
Polls: Although theyâre less powerful than last year, well-designed polls can spark great discussions. Limit choices to three options and keep questions relevant to stimulate genuine engagement. I want to test these with my clients, and Iâm asking sales and marketing team members to chime in with any questions they want to ask our audience. Itâs a nice way to get everyone involved!
5. Boost Key Posts
Organic reach, especially for company pages, is harder than ever, so Iâm recommending selective boosting of posts from company pages:
Boost Wisely: Focus on high-impact posts like videos, events, and key announcements. Paid promotions can help overcome LinkedInâs tilt towards personal profiles.
Event Posts: Create LinkedIn events for any webinars or high-priority online events. Then, boost them! Shoot for a 2-3% clickthrough rate, but be sure to choose your target audience carefully and avoid any audience expansion settings.
6. Nurture Each Post
For LinkedIn, a postâs success often depends on nurturing it:
Engage Deeply: Spend time on engagement for the first few hours, not only on your post but related ones, too. Encouraging conversations in the comments signals LinkedIn to push your content to more people. Thoughtful replies keep dialogues going, adding more reach and visibility.
Get Teams Involved: Encourage team members and colleagues to engage with LinkedIn posts, as this also helps them to boost their personal brands and increase the reach of high-priority posts.
And, thatâs a wrap! We explored the types of content that are currently performing best on LinkedIn, with insights from Richard van der Blomâs latest LinkedIn Algorithm Report. I broke down the standout formats, like video and newsletters, which are seeing boosted reach and engagement, and shared best practices to help you make the most of these content types. We discussed why short, vertical videos and concise carousel slides keep viewers engaged and how to structure posts to maximize visibility.
We also covered the importance of timing and engagement, emphasizing midweek mornings for posting and interacting with comments in the first two hours to push reach even further. Plus, I highlighted strategies for blending authentic content with occasional AI support, as well as tips on tagging, polls, and even when and how to strategically boost key posts.
For those of you working on growing your LinkedIn presence, todayâs session was packed with actionable advice to help you test what works best for your audienceâbecause itâs not just about chasing the algorithm but finding the right fit for your voice and goals.
CTA
Thanks for hanging out with me! Letâs stay connected here on LinkedIn, and feel free to reach out if you want to discuss LinkedIn content strategies further.
I would usually plug a lead magnet of some sort right here, but I am in the process of updating my resources and donât want to send you to anything outdated. If you want to join my email list, you can do so on my website: http://www.mindiramsey.com
Until next time, keep those connections real and those conversations meaningful.
