LinkedIn is not just a social network for finding a job, but a powerful tool for personal brand development, business development, and professional growth. However, you must use the right post formats to make your content work and bring subscribers, reach, and customers.
In this article, we will break down the most effective content formats for LinkedIn that will be guaranteed to grab your audience’s attention and help you grow faster.
1. Long reads (long-form text posts) — expertise and reach
Long reads are long texts that provide a deeper insight into a topic and share helpful information.
Why do long reads increase reach?
- LinkedIn is a platform for professionals, so people here love and appreciate expert content.
- If a post provides valuable information, it is more likely to be saved and shared, which increases reach.
- LinkedIn promotes long posts if they hold the readers’ attention.
How can you create a long read that your audience will read to the end?
- Begin with a compelling headline. The opening line should instantly grab attention and motivate the reader to continue.
- Use structure: Break the text into paragraphs, and use lists and subheadings.
- Add personal experience: cases, stories, and examples make the text more engaging.
- End the post with an interesting conclusion or call to action.
An example of successful topics:
- “I changed my career at 35 and reached an income of $5,000 a month.”
- “5 skills every marketer needs in 2024”
- “Why do many remote workers lose motivation and what to do about it?”
Tip: If your long read is too long, try splitting it into 2-3 parts and make a series of posts.
2. Storytelling is the best format for engaging the audience.
Stories are emotional posts that allow you to show the human side of your experience.
Why do the stories work?
- Stories evoke emotions, leading to more comments and reactions.
- People trust those who share not only successes but also failures.
How can you write a story that resonates with your audience?
- Start with a problem or conflict. For example: “In 2020, I was fired, and I didn’t know what to do…”
- Describe your journey and the steps you took to solve the problem.
- Tell about the mistakes. Share your failures as they make the story authentic.
- Conclude by explaining what this experience taught you.
An example of successful topics:
- “How I attended 10 interviews and found my dream job”
- “Why I decided to leave a stable job to start my own business”
- “3 big mistakes I made at the beginning of my career”
Tip: You can create a story in a “then and now” or “top mistakes and conclusions” format.
3. Carousels (PDF documents) — visual presentation of information
The carousel is a PDF presentation that users can easily navigate by scrolling through the pages.
Why is there a need for carousels on LinkedIn?
- Carousels hold attention longer (which is a plus for algorithms).
- They are simple to read and understand on mobile devices.
- People love structured information like checklists and guides.
How can you create a carousel that will engage your audience?
- The first slide should be bright and eye-catching, ensuring it immediately grabs attention.
- Less text and more visualization. Use diagrams, icons, and brief descriptions.
- Add a call to action at the end. For example, “Save this post so you don’t lose it!”
Examples of successful topics:
- “10 services that can help boost your productivity”
- “How to prepare for a job interview? A step-by-step guide”
- “SMM on LinkedIn: 5 key promotion strategies”
Tip: If you’re an expert on a topic, create mini-presentations that people will want to share.
4. Video is a rare but powerful format
Videos aren’t yet as popular on LinkedIn, so they are highlighted well in the feed.
Why do videos work perfectly for LinkedIn?
- Videos grab people’s attention in the first few seconds if you deliver the content correctly.
- They create a sense of personal interaction, enhancing the author’s trustworthiness.
- LinkedIn is actively testing video content and promoting it.
How can you create a video that will get views?
- The length is 30-90 seconds. People are not ready to watch long videos
- Add subtitles. Many people watch videos without sound.
- It’s vital to speak clearly and confidently. An energetic delivery is crucial for success.
An example of successful topics:
- “Top 3 resume mistakes - fix them now!”
- “Here’s how I saved $2,000 on a startup by asking just one question”
- “How can you use LinkedIn to find a job in just two weeks?”
Tip: You don’t need to create advanced videos; short tips, testimonials, and answers to questions will suffice.
5. Polls are an easy way to increase engagement
Polls are an effective way to quickly capture your audience’s attention.
Why are polls engaging?
- It’s easier for people to click on an answer option than to write a comment.
- Polls offer valuable insights that can spark discussions.
How can you create a poll that captivates your audience?
- Ask a controversial question. For example, “What’s more important in a job interview: soft skills or experience?”
- Add 3-4 answer choices. They should be logical, but diverse.
- Encourage your audience to write comments. For example, “Which option would you choose and why?”
An example of successful topics:
- “What will you choose: remote work or working in an office?”
- “What’s more important when hiring employees: education or experience?”
Tip: You can write an analysis of the results and conclusions after the poll.
Conclusion: Which formats work best?
Top 5 working content formats on LinkedIn:
- Long reads are useful expert content.
- The stories are personal cases and life experiences.
- Carousels are checklists, guides, and schematics.
- Videos are short tips and breakdowns of mistakes.
- Polls are audience engagement.
What to do right now?
- Choose one of these formats.
- Write a draft of the post.
- Publish and analyze the audience’s reaction.
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