A practical guide for smarter posting, based on research by Richard van der Blom and AuthoredUp.
LinkedIn keeps shifting under our feet, and the biggest change is how the format of your post shapes your visibility. If you are posting without understanding how each format behaves, you are moving in the dark. Richard van der Blom and the team at AuthoredUp analysed 2.4 million posts this year, and the findings tell a very clear story. Format is not decoration, it is strategy.
What follows is a simple guide to what works, why it works, and how you can use it to stay visible.
1. Text and Image Posts
Stronger storytelling, steadier reach
Text and image posts remain the most reliable format for everyday visibility. The data shows a lift in reach and a healthy rise in engagement when you pair longer text with a clean vertical image.
Why they work
Your audience responds to real people, real stories and helpful visuals. One strong image paired with 700 to 900 characters boosts reach. Infographics outperform all other visuals and deliver more than double the engagement.
Do this
• Write longer, smoother sentences that guide the reader.
• Use one high quality image with a clear focal point.
• Share personal stories, how to steps or event recaps.
Avoid this
• Over branded graphics. They reduce authenticity and cut reach.
2. Carousel Posts
Your high intent engagement magnet
Carousels continue to dominate when you want people to stop, swipe and learn. They reward structure, clarity and useful information.
Why they work
They act like mini courses. They let people move at their own pace. They help you deliver a contained idea start to finish.
Do this
- Build clean slides with bold titles.
- Use eight to sixteen pages with a consistent design style.
- Add white space and short explanations.
- Tease early. Deliver clarity on the final slide.
Avoid this
• Uploading PDFs not built for LinkedIn.
• Dense text blocks that strain the eye.
3. Video Posts
Short reach spikes, weaker engagement
Video on LinkedIn is powerful but unpredictable. It can reach new audiences fast, yet engagement drops unless you keep it tight.
Why they work
Vertical clips with subtitles win more watch time. You have about three seconds to earn attention.
Do this
- Keep videos within thirty to ninety seconds.
- Add large captions.
- Start with a clear hook and purpose.
Avoid this
• Slow introductions.
• Talking for the sake of it.
• Monologues with no structure.
4. Text Only Posts
Low effort, high potential when crafted with intention
Text only posts are still valuable but the bar is higher. Only the top fifteen percent of creators collect most of the reach.
Why they work
They load fast, read well and let your voice carry the message.
Do this
- Use strong hooks in the first two lines.
- Write eight hundred to twelve hundred characters.
- Use clean spacing and clear paragraphs.
Avoid this
• Walls of text.
• Narrow line spacing that prevents scanning.
5. Polls
Still effective when you use them with care
Polls encourage small actions. A simple vote counts as engagement and can expand your reach.
Why they work
They tap into curiosity and encourage quick participation.
Do this
- Choose three options.
- Set a seven day duration.
- Follow up with insights or learnings.
Avoid this
• Weekly polls with no purpose.
• Posting them in bursts. This reduces reach sharply.
6. Newsletters
The long game for authority and trust
Newsletters are now a solid tool for long form content in your niche. They are growing fast and reward creators who stick to a consistent theme.
Why they work
They deliver depth. They help you build a stable readership. LinkedIn’s improved analytics make it easier to grow.
Do this
- Publish bi weekly.
- Focus on one topic.
- Keep articles three to seven minutes long.
Avoid this
• Trying to cover everything you know in one issue.
• Irregular posting that breaks the reader habit.
7. External Link Posts
Useful for conversions, but only when handled gently
External links will never be the reach champion, but they still work when you lead with value.
Why they work
Readers click when they trust you. The key is to give insight before asking them to leave the platform.
Do this
- Add a personal take before the link.
- Create a custom image rather than relying on preview cards.
- Use external links sparingly during the week.
Avoid this
• Posting the same domain twice in seven days.
• Throwing a link into a post with no context.
Pulling it all together for 2026
If you want your LinkedIn strategy to stay effective through 2026, your format choices matter as much as your message. The latest research from Richard van der Blom and AuthoredUp shows a clear pattern. LinkedIn rewards posts that are intentional, structured and easy to absorb. A mix of formats helps the algorithm understand what you offer and who should see it.
The simplest way to stay ahead is to set a steady rhythm. Create one carousel, one text and image post, one shorter text only post, one well considered poll and one deeper newsletter. Notice what earns attention and what sparks conversation. Then adjust with purpose rather than guessing.
If you want help building a LinkedIn system that feels clear, calm and effective, you can join my Zero to Hero course. It is a full day of practical guidance where you learn, implement and refine your LinkedIn strategy in real time. You can learn more here: https://onlinemediaworks.co.uk/b/zerotohero