Which LinkedIn Post Format Performs The Best: A Look At The Stats
Selecting The Right LinkedIn Post Format
Choosing the right LinkedIn post format is not always straightforward. While the platform offers more options than ever; carousels, video, polls, documents, and text - each of the post types behaves differently in terms of visibility, engagement, and effort required. Whether you're sharing personal experiences, highlighting company culture, or aiming to build authority, the way you format your LinkedIn posts makes a big difference.
This article is grounded in recent findings from Buffer, which analysed LinkedIn post performance across formats. We’ll explore what the data shows, how to interpret it, and how to choose a format that fits both your goals and your team’s capacity. Along the way, we’ll highlight relevant insights and key information that help you write posts that capture attention and drive interaction in the LinkedIn feed.
Rather than follow trends in isolation, we believe content strategy should be nuanced, informed and deliberate. What follows is a practical breakdown to help you make clearer decisions and share post content that resonates with your target audience.
Performance by Post Format: Data Breakdown (2025)
The formats below are presented in approximate order of performance based on overall engagement metrics. That said, each format serves a different function, and context matters.
Here are the headline findings, with the most relevant metrics:
Carousel Posts
Buffer’s analysis found that carousel-style content maintained attention longer than any other format, with LinkedIn users spending an average of 15 to 20 seconds per post, compared to 8 to 10 seconds for single-image or text-only posts. Carousels also tended to outperform average posts in both impressions and click-throughs, particularly when structured clearly and supported by formatted text and key ideas.
Additionally, carousels often receive an engagement rate of around 5.9%, which is notably higher than the platform average of 4.2%. When designed with a clear cover slide and strong narrative structure; using bold text, underlined text, or bullet points to organise content, carousels are more likely to earn saves and shares than static posts.
Buffer also notes that carousel performance increases when the first line of the post acts as a teaser or outlines a numbered list (e.g., “5 ways to…”), with these structures achieving 20 to 30% more dwell time compared to loosely formatted slides. Including at least one image in each slide, along with strategic use of text formatting, can also help encourage people to swipe and engage further.
Document Posts
Buffer found that document posts are:
2.5 times more likely to be reshared
Associated with a 27% higher completion rate than video or image posts
14% more likely to reach decision-makers
Often generate average dwell times similar to carousels, particularly when designed with clean, readable layouts
They typically see moderate click-through rates, especially when the document titles are benefit-led or practical. A well-structured layout with highlighted key points enhances professional appearance and makes the post easier to engage with.
This makes document posts a strong candidate for educational or B2B positioning content.
Videos
While video remains a high-potential format, it is not consistently high-performing. Buffer noted that viewer retention falls sharply after the one-minute point, with only 18% of viewers continuing beyond that. Engagement drops significantly after 30 seconds unless the content is captioned and easy to consume on mute. Average engagement rates for video tend to sit around 3.5%, slightly below the platform average.
Short videos under 30 seconds have been observed to perform up to 40% better in completion rate compared to longer formats, especially when they open with a clear hook or question. Horizontal videos with captions and subtitles tend to display universally, which supports both accessibility and increasing engagement.
However, short, direct video still holds promise, especially when paired with captions and a strong narrative.
Polls
Polls have high visibility but typically less lasting value. Buffer’s data shows:
Polls receive 40% more reach than average posts
They result in 60% fewer comments and reshares
Completion rates are typically high (60 to 70% of viewers vote), but they often lack follow-on engagement
Polls seem to perform best as conversation starters rather than deep engagement drivers.
Text-Only and Image Posts
Text-only posts are quick and direct. Buffer reports:
They deliver 32% lower click-through rates
Image posts can be unpredictable in performance and tend to work best when contextually relevant
Average dwell time sits between 8 and 10 seconds, often at the lower end if the copy lacks a clear first-line hook
While they can still drive good short-term results, their impact fades faster than other formats.
Learn more about the compound effects of your LinkedIn posting frequency.
Summary Comparison
To make these comparisons more tangible: according to Buffer, LinkedIn posts from accounts with 1,000 to 5,000 followers typically earn 1,500 to 3,000 impressions per post. A format that delivers “1.8x higher impressions” would push that range to approximately 2,700 to 5,400 impressions under similar conditions.
These are not fixed benchmarks, but they provide a baseline to interpret uplift percentages with more confidence.
This table provides a side-by-side view of each format's typical performance, grounded in averages reported by Buffer. For reference, Buffer defines the average engagement rate across LinkedIn posts as approximately 4.2%, with a standard dwell time of 8 to 10 seconds. Anything materially above or below these averages is noted.
| Format | Impressions (vs Avg) | Clicks (vs Avg) | Engagement Rate | Reshares | Average Dwell Time | Notes |
|---|---|---|---|---|---|---|
| Carousel | 1.8x higher | 2.2x higher | 5.9% (above avg) | Moderate | 15–20 sec (above avg) | High-performing when structured clearly; ideal for education and frameworks |
| Document | Moderate | Moderate | Moderate | 2.5x higher | Similar to carousel | Strong for professional and B2B audiences, especially when downloadable |
| Video | Variable | Low to moderate | Declining trend | Low | < 30 sec (below avg) | Best used when short, personal, and captioned for silent viewing |
| Poll | 40% higher reach | Low | Low | Very low | Very short (well below avg) | Useful for interaction and testing ideas, not for deep engagement |
| Text/Image | Slightly below avg | Lower CTR | Inconsistent | Low | 8–10 sec (baseline) | Reliable for speed and commentary, not strong for long-term reach |
How to Interpret the Data (and How Not To)
So should you just post carousels? Is video a waste of time? Does the data suggest we should give up on text altogether?
These are understandable questions, but they oversimplify a much more nuanced picture. Performance data is only part of the equation. To apply it effectively, you need to factor in the message, the context, the effort required, and perhaps most importantly; your audience.
What follows is a breakdown of the most important considerations to make sense of the numbers and avoid drawing the wrong conclusions.
Best Practices: Choose The Appropriate Format for the Message Itself
Every format on LinkedIn has strengths. But to get the most from them, you need to align the message you’re sharing with the different styles of posts accordingly. This isn’t about chasing what’s trending. It’s about choosing the format that gives your idea the space and framing it needs to land clearly.
Carousel – Best for list-style content, like “5 lessons from our last campaign” or “7 ways to simplify operations”. Great when you're providing practical advice, or when your message has steps, stages or clear visual elements.
Document post – Ideal for publishing a service or proposal, particularly in B2B. A well-designed PDF lets readers flip through capabilities, testimonials, or case studies at their own pace, rather than trying to digest big blocks of content in the thick of their feed.
Poll – Useful when you want to gather opinions quickly or highlight a trade-off. Works well for validating assumptions or building pre-launch momentum.
Video – Strong choice for walkthroughs, explainers, or personal updates. Use it when tone, demonstration, or emotion are part of the message. Great for building personal connection.
Text – Suitable for quick ideas, short stories, or thought leader opinions. Great when the writing can speak for itself without needing visuals.
There’s no “best” format in isolation - only the one that carries your message with the right weight and clarity. Content performs best when form follows function.
Side Tip: How to Format LinkedIn Text for Maximum Visibility
Text-based posts can be incredibly effective when they’re well-written, but formatted text tends to stand out more in a crowded feed. Using elements like bold text, italics, or even ✅ symbols helps highlight key points, break up blocks of content, and guide the reader’s eye.
However, LinkedIn doesn’t natively support rich text formatting. There’s no built-in way to apply bold, italics, or underlining inside LinkedIn's editor.
To work around this, many creators use a LinkedIn text formatter - a free tool that converts your plain text into unicode symbols that mimic formatting. You just paste your copy in, apply the style you want, and paste it straight into LinkedIn. Tools like this are completely free and take seconds to use.
You can also use ChatGPT to generate formatted post drafts that are ready to paste into LinkedIn, including things like bullet lists, headers, and styled emphasis.
This small step can encourage people to stop scrolling and take notice; especially when used sparingly to emphasise key ideas.
Weighing Up the Effort
Performance is only one side of the equation. Production time matters, especially for small teams.
| Format | Average Time to Create | Best Use Cases |
|---|---|---|
| Carousel | 2 to 4 hours | Frameworks, step-by-step guides, how-tos |
| Document | 4 to 6 hours | Deep-dives, downloadable resources |
| Video | 4 to 12 hours | Demos, personal updates, product walkthroughs |
| Poll | Less than 30 minutes | Topical sentiment, audience interaction |
| Text/Image | Less than 10 minutes | Quick thoughts, announcements, light insights |
Familiarity Breeds Contempt
Buffer’s study showed that pages using at least three post formats regularly saw 37% higher follower growth and 28% more visibility than those who repeated one type.
While it may be tempting to lean heavily into one format; especially if it appears to be performing well, this often results in diminishing returns over time. Audiences respond well to variety. It keeps feeds interesting and gives different types of content the opportunity to land.
A balanced content diet does not have to be overly structured or burdensome. It simply means varying your formats across a typical month, aligning each one with the goal of the post. Over time, this mix allows you to test what’s working, reach different segments of your audience, and build a more resilient and responsive presence.
The Statistics Are Macro – Your Audience Has Nuance
Trends like those shared by Buffer are useful - they give us a snapshot of what’s performing well on average. But averages don’t account for the distinct characteristics of your audience.
What performs best for one business may fall flat for another, depending on a mix of factors such as:
Industry norms — Some sectors expect depth and formality, while others prefer brevity or visual storytelling.
Audience role — Senior decision-makers often engage differently from operational staff or peers in the same function.
Buying context — A founder looking for a partner engages differently than a procurement officer comparing vendors.
Cultural tone — Geographic, regional, or language nuances can influence what style or format feels trustworthy or relevant.
Platform behaviour — Some audiences may be active scrollers but rare commenters. Others may engage more in groups than feeds.
This is why it’s important to test formats within your own community. Use performance data not just to measure reach and clicks, but to observe what kind of content earns trust, invites responses, or drives further conversation.
Over time, those patterns will reveal what “best” really looks like; for you.
A Constantly Changing Environment
LinkedIn’s content landscape is not fixed. The platform continues to refine how content is ranked, shown, and measured; often without formal announcements. What performs well this quarter may behave differently in the next.
Some of the recent and emerging shifts include:
Better visibility for multi-slide and document formats, especially when they are uploaded natively as PDFs
Improved video support, including expanded analytics and in-feed captioning tools
Renewed emphasis on dwell time, making structure and formatting more important than ever
Growing signals around content variety, where pages posting only one format may gradually lose reach
LinkedIn’s algorithm favours content that performs well with real users and those signals evolve. As audience behaviours shift, and the platform adjusts its incentives, format performance becomes fluid rather than fixed.
That’s why the goal is not to find one “winning format”, but to stay observant, make small adjustments often, and treat every month as a chance to test something new.
Read here to learn more about the best times to post on LinkedIn.
How to Proceed
Regular review of your own post data is the most reliable approach. While broader trends are useful for direction, your audience, goals, and delivery cadence are unique.
Track performance across:
Impressions
Dwell time
Click-through rates (CTR)
Comments and shares
Follower growth over time
Over time, you’ll start to see which formats and messages drive which types of response and that’s what helps shape smarter decisions.
There is no perfect LinkedIn format. There is only the one that fits the content, the audience, and your goals.
Some formats will reach further. Others will create more dialogue. The most important thing is not to over-index on any one of them.
Consistency matters. So does reflection.
If it feels difficult to turn these trends into a clear plan, we understand. Many of our clients feel that way at first. We work alongside them to simplify content decisions and build sustainable habits.
We’re always happy to help if you need someone to turn data into content that works.
How We Can Help
Ysobelle Edwards provides an end-to-end LinkedIn marketing services. We take care of everything; from planning and writing, to design, scheduling, and performance tracking.
Our approach is tailored. We work closely with each client to make sure the tone, cadence, and messaging reflect your goals and your brand. Whether you need to post weekly or daily, we’ll handle the delivery so you don’t have to.
If turning trends into a content plan feels overwhelming, you’re not alone. Many of our clients come to us unsure where to start. We simplify the process, bring structure to the workflow, and ensure your LinkedIn presence drives visibility, builds credibility, and supports real commercial outcomes
Frequently Asked Questions
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The best LinkedIn format depends on your message.
Carousels work well for lists and step-by-step content
Document posts are ideal for services and case studies
Videos are great for how-tos and personal updates
Polls spark fast interaction
Text-only suits short ideas and commentary
Test a mix to see what fits your audience.
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Structure your LinkedIn post like this:
Start with a strong first line that grabs attention
Use short sentences and short paragraphs with space between them for better readability.
Share one clear idea or takeaway
Format for readability; use bullets or line breaks
End with a prompt or call to action
Avoid dense blocks of text.
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A 16:9 image on LinkedIn should be 1200 x 675 pixels.
This size works well for banner images and video thumbnails -
Standard LinkedIn post sizes are:
Image posts: 1200 x 1200 pixels
Document posts: A4 (8.5 x 11 inches, PDF format)
Videos: Landscape 16:9, max 5GB file size
Use high-resolution files for better display.
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Yes.
Accounts that rotate formats; like carousels, text, polls, and video content, tend to perform better.
Buffer data shows:37% more follower growth
28% more consistent visibility
Format variety helps maintain engagement over time.
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The best LinkedIn videos are under 30 seconds.
Engagement drops off quickly after 30 seconds.
To hold attention, use subtitles and lead with a strong hook. -
Yes, but they’re best used selectively.
Polls can get 40% more reach than other formats, but they often generate fewer comments or shares.
Use polls to boost visibility or gather fast feedback.
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