LinkedIn Post Formats Compared: Text, Image, Video, Docs, Polls

#01Which formats can you post?

The native carousel post type, which let members post swipeable image sets, was retired in late 2023 (reported). Document posts now fill that role.

#02How do you choose a format?

Ask one question: what does the reader need to see to get the point?

1. If they need your argument, use text.
2. If they need one piece of evidence, add a single image.
3. If they need a sequence (steps, a framework, a before-and-after), use a document.
4. If they need to see a person, a product moving or a tone of voice, use video.
5. If you genuinely want their input, use a poll, then post the results.
6. If the idea needs more than about 300 words, write an article or newsletter and post a short teaser.

LinkedIn said in March 2026 it is reducing "videos that don't match the text" and other engagement bait. Pick formats that serve the point, not formats you think the algorithm likes.

#03How do you make a strong document post?

Document posts are the most practical format for B2B teaching. Follow these steps:

1. Plan 6 to 12 pages. One idea per page; a cover, the steps and a summary.
2. Design for phones. Use a 4:5 or square page size, large type (at least 24 pt equivalent) and high contrast.
3. Cover page = hook. State the outcome: "The 7-step month-end close checklist".
4. Number the pages so readers know progress.
5. Export to PDF and flatten. LinkedIn recommends converting to PDF; layered PDFs must be flattened and pages must be the same size.
6. Add a document title in the upload dialog; it shows on the post.
7. Write a post caption that summarises the value in 2 to 4 lines.
8. Check links. LinkedIn asks for secure hyperlinks inside PDFs; animations show as static images.

Remember that members who can see the post can download the document as a PDF, so do not upload anything confidential.

#04How do you make video work on LinkedIn?

LinkedIn's immersive video feed may not be available to every member, and you cannot post directly to it. LinkedIn chooses eligible videos based on quality and relevance. Lesson 7 covers video, Live and Events in depth.

#05How do you use polls without looking like bait?

• Ask a question your audience has a real opinion on, such as "Who owns invoice approval in your company?"
• Offer four specific options; avoid "Other, comment below" as a lever for comments.
• Run it for a week, then post the results with your interpretation.
• Use the results in a later article or newsletter, and cite the sample size honestly.

#06What about link posts?

Practitioners widely claim that posts with external links get less reach. LinkedIn has not confirmed a link penalty in its 2026 statements, and its focus is on relevance and authenticity. Treat this as a practitioner claim and test it.

#07How do you run a format test?

1. Pick one topic and make it in three formats.
2. Post them one week apart, same weekday and time.
3. Record members reached, share of viewers in your target job titles, comments from target accounts, profile views and link clicks.
4. Repeat with two more topics before drawing conclusions. One test is noise.

#08Worked example: Ledgerline

Ledgerline is a fictional accounts-payable software company. Competitors A to D and all figures are illustrative.

Ledgerline's Company Page mainly posts product screenshots with links. Competitor B posts weekly document guides and is often shared by finance creators.

Walkthrough

1. Topic: "Why invoices stall at month-end."
2. Formats: a 9-page PDF checklist, a 60-second founder video and a text post.
3. Results (illustrative): the document reached 9,400 members with 52% in finance roles and 38 saves; the video reached 6,100 with 31% in finance roles; the text post reached 4,800 but generated the most comments from CFOs.
4. Decision: documents for teaching, text for opinions, video for founder personality. Link posts only for the monthly newsletter.

#09Common mistakes

• Picking formats for the algorithm instead of the reader.
• Landscape slides with tiny type in document posts.
• Uploading a document that cannot be edited later, with an error on page 2.
• Polls with "comment your answer" as the fourth option.
• Concluding from a single test.

#10Try it yourself

Take your most popular blog post. Turn it into a 6 to 9 page document post using the steps above and a text-only version. Post both a week apart and record the metrics in the table.

#11Quick quiz

1. What file types can a document post use? Answer: PDF, PPT, PPTX, DOC and DOCX.

2. What is the maximum length of a video shared in a post? Answer: 15 minutes.

3. Can you share a link and an image in the same post? Answer: No, one or the other.

4. Is the "link penalty" an official LinkedIn statement? Answer: No, it is a practitioner claim to test.

#12What should you check before the next lesson?

• A format decision rule written down for your team.
• A phone-friendly document post template.
• A format test scheduled with one topic held constant.

Previous: Founder-led personal brand and profile · Next: Hooks and writing posts

Or return to the LinkedIn Marketing for Marketers track.

Related: How the LinkedIn feed ranks posts · Hooks and writing posts · Video, Live and Events

#13Common questions

What is the best performing post format on LinkedIn? LinkedIn does not publish a ranking of formats. The format that works best is the one that explains your idea most clearly to your audience. Test formats against the same topic and compare reach among your target job titles, comments and profile views.

Can I still make carousel posts on LinkedIn? The native carousel post type was retired in late 2023, but you can upload a PDF, PPT, PPTX, DOC or DOCX as a document post, which members swipe through like a carousel. Carousel ads still exist in Campaign Manager.

How long can a LinkedIn video be? LinkedIn Help lists a maximum video duration of 15 minutes and a maximum file size of 5 GB for videos shared in posts, with a minimum of 3 seconds on desktop and 2 seconds in the mobile app.

Can I add a link and an image to the same post? No. LinkedIn Help says you can share either a URL link or an image in a post, but not both. A URL creates a preview image from the linked site.