What Type of Content Performs Best on LinkedIn?
The formats that get engagement and drive business results
LinkedIn rewards certain types of content. Here's what actually works.
Educational content wins. Posts that teach something valuable get more engagement than promotional content. Share tips, frameworks, or lessons learned.
Original research and data perform exceptionally well. If you have proprietary insights or statistics, share them. People want to learn what they can't find elsewhere.
Personal stories with business lessons connect emotionally. Share a challenge you faced and how you solved it. Make it relevant to your audience's struggles.
Short-form videos are getting more reach. Keep them under 90 seconds. Add captions since many people watch without sound.
Carousel posts (PDF uploads) get great engagement. Create a slide deck with valuable tips or a mini-guide. Make each slide visually appealing and easy to read.
Polls spark conversation. Ask your audience questions relevant to their work. People love sharing opinions.
Long-form articles (LinkedIn articles feature) can establish thought leadership. Write deep dives on topics you know well. These have a longer shelf life than regular posts.
Lists are scannable and valuable. "7 Ways to Improve X" or "5 Mistakes to Avoid" consistently perform well.
Controversial (but professional) takes get engagement. Have a contrarian view on an industry trend? Share it thoughtfully.
Case studies showing real results build credibility. Share specific numbers and customer outcomes.
What doesn't work? Overly salesy posts. Generic motivational quotes. Reposted content from other platforms without LinkedIn-specific context.
Post consistently. Aim for 3-5 times per week. The algorithm rewards regular publishers.
Engage with your own posts. Reply to comments. Ask follow-up questions. This keeps the conversation going and signals to LinkedIn that your content is valuable.
Stirling helps you promote your best content through LinkedIn ads. Identify your top organic posts and amplify them with ad spend for maximum reach.
Great content builds your brand. Strategic promotion turns that brand awareness into business results.
