Best LinkedIn Post Formats for Marketers: Text vs Carousel vs Video vs Polls (Data-Backed Analysis)
Performance data, templates, and strategic frameworks for choosing the right LinkedIn format. Learn when to use text, carousels, videos, or polls based on your marketing goals.
Shanjai Raj
Founder at Postking
You've spent 30 minutes crafting a LinkedIn post. Hit publish. And then... crickets.
Meanwhile, someone in your feed posts a basic carousel about "5 marketing tips" and gets 10x your engagement.
Here's the uncomfortable truth: the format matters more than most marketers realize.
LinkedIn's algorithm treats different formats differently. Carousels get 24% engagement rates. Text posts? Just 6.67%. Videos get 5x the comments. Polls drive reach but tank conversions.
But here's what nobody tells you: the "best" format depends entirely on your goal.
If you're trying to build authority, carousels might actually hurt you. If you want inbound leads, polls are a waste of time. If you're optimizing for virality, text beats everything else.
In this guide, you'll learn:
- Performance data for each format (reach, engagement, conversions)
- When to use text, carousel, video, or poll based on your specific goal
- Template structures that maximize results for each format
- The format-to-goal matching framework
- Tools that make creation faster
- How to test formats systematically
Let's decode exactly which format to use when—backed by data, not guesswork.
Table of Contents
- The Format Performance Breakdown
- Text Posts: Deep Analysis
- Carousels: Deep Analysis
- Videos: Deep Analysis
- Polls: Deep Analysis
- The Format-to-Goal Framework
- Template Structures for Each Format
- Tools for Each Format
- Testing & Optimization Strategy
- FAQ
The Format Performance Breakdown
Let's start with hard data. Here's how each LinkedIn post format performs across key metrics:
Overall Performance by Format
| Format | Avg. Engagement Rate | Avg. Reach | Comments/Reactions | Click-Through Rate | Lead Conversion Rate |
|---|---|---|---|---|---|
| Text | 6.67% | 100% (baseline) | 2.3:1 | 1.2% | 3.8% |
| Carousel | 24.42% | 160% | 1.8:1 | 4.1% | 2.1% |
| Video | 9.14% | 125% | 5.2:1 | 0.8% | 1.4% |
| Poll | 18.21% | 185% | 0.4:1 | 0.3% | 0.6% |
Key Insights:
- Carousels dominate engagement and clicks (great for driving traffic to resources)
- Polls maximize reach but have lowest conversion rates
- Text posts convert 3x better than carousels despite lower engagement
- Videos drive conversations (5x more comments than reactions)
What This Means for Marketers
The "best format" depends on what you're optimizing for:
- Want authority? → Text posts (more thoughtful engagement, higher conversion)
- Want traffic? → Carousels (high CTR to lead magnets, case studies)
- Want conversations? → Videos (humanizes you, builds relationships)
- Want reach? → Polls (algorithm boost, low effort)
- Want virality? → Text (easier to share, comment on)
Format performance comparison chart
Text Posts: Deep Analysis
The Data
- Average engagement rate: 6.67%
- Average reach: Baseline (100%)
- Comments-to-reactions ratio: 2.3:1 (highest quality engagement)
- Lead conversion rate: 3.8% (highest of all formats)
- Optimal length: 1,300-2,000 characters
- Optimal posting time: Tuesday-Thursday, 8-10am
Why Text Posts Work
Text posts are the original LinkedIn format, and they still perform exceptionally well for three reasons:
1. Frictionless consumption: No clicking, swiping, or loading required. People read and engage instantly.
2. Higher-intent engagement: When someone comments on a text post, they're actually engaging with your ideas, not just reacting to visuals.
3. Algorithm favorability for conversation: LinkedIn's algorithm prioritizes dwell time + meaningful comments. Text posts generate longer, more substantive comments than other formats.
When to Use Text Posts
✅ Use text posts when you want to:
- Build deep authority on a specific topic
- Generate thoughtful discussions in comments
- Convert readers to leads (include CTA to profile, DMs, or resources)
- Go viral (text is easier to share and reference than carousels)
- Test messaging before creating formatted content
❌ Don't use text posts when:
- Your content is heavily visual (data, comparisons, step-by-step)
- You need to present complex frameworks
- You want maximum reach with minimal effort
The High-Performing Text Post Formula
Structure:
[Hook - 1-2 sentences that stop the scroll]
[Problem/Story - 2-3 paragraphs establishing relevance]
[Value/Framework - 3-7 bullet points or numbered insights]
[Proof/Example - 1-2 paragraphs showing it works]
[CTA - Single clear next step]
Example:
I analyzed 200 LinkedIn posts from top marketers.
The best-performing ones had nothing to do with format or posting time.
Here's what actually mattered:
→ Specificity: "Increased CTR by 47%" beats "improved results"
→ One clear idea: Posts covering multiple topics got 60% less engagement
→ Earned secrets: Sharing what you learned through experience, not research
→ Conversation starters: Ending with genuine questions, not engagement bait
→ No fluff: First sentence delivers value immediately
The worst-performing posts tried to teach everything.
The best-performing posts taught one thing deeply.
What's the single best piece of marketing advice you've learned this year?
Advanced Text Post Techniques
1. The Pattern Interrupt Hook
Start with something that contradicts conventional wisdom:
- "I stopped posting carousels. My engagement went up 40%."
- "Most marketers are optimizing the wrong metric on LinkedIn."
- "The best performing post I wrote got zero likes. Here's why it worked."
2. The Data-Story Hybrid
Combine hard numbers with narrative:
We spent $12K on a LinkedIn ad campaign targeting CMOs.
Generated 47 leads. Closed 2 deals worth $80K.
ROI looked great on paper.
But here's what the spreadsheet didn't show: [story about what you learned]
3. The Contrarian Take
Challenge popular advice in your niche:
Everyone says "post daily on LinkedIn."
I post 3x per week and get better results than when I posted daily.
Here's why less can be more:
[specific reasoning]
Text Post Conversion Optimization
CTA Placement:
Test these three positions:
- Bottom of post (standard, works for lead magnets)
- Middle of post (works for conversational CTAs: "What's your take?")
- Top of post (bold move, works for highly targeted audiences)
CTA Examples That Convert:
For authority building:
- "Follow me for more data-driven marketing breakdowns like this"
- "I write about B2B marketing strategy every Tuesday and Thursday"
For lead generation:
- "Want the full framework? It's in my featured section"
- "DM me 'FRAMEWORK' and I'll send you the complete template"
For conversation:
- "What's worked for you? Drop your experience below"
- "Agree or disagree? Let me know in the comments"
Carousels: Deep Analysis
The Data
- Average engagement rate: 24.42%
- Average reach: 160% of text posts
- Click-through rate: 4.1% (highest of all formats)
- Lead conversion rate: 2.1%
- Optimal length: 8-12 slides
- Optimal posting time: Tuesday, Wednesday 9-11am
Why Carousels Work
Carousels create micro-commitments. Each swipe is a small "yes" that pulls readers deeper into your content. By slide 8, they're invested.
The format also:
- Increases dwell time: People spend 2-3x longer on carousels than text
- Encourages saves: Users save carousels to reference later (algorithm boost)
- Simplifies complexity: Perfect for frameworks, comparisons, step-by-step guides
When to Use Carousels
✅ Use carousels when you want to:
- Drive traffic to resources (case studies, templates, tools)
- Present step-by-step processes
- Show before/after comparisons
- Break down complex frameworks
- Get maximum engagement with visual content
- Build your content library (saves = long-term reach)
❌ Don't use carousels when:
- You want quick virality (text spreads faster)
- Your idea fits in 3-4 bullet points (over-formatting hurts)
- You need deep, nuanced discussion (carousels get "Nice post!" comments)
- You're building personal thought leadership (carousels feel less authentic)
The High-Performing Carousel Formula
Slide Structure:
- Hook Slide: Stop the scroll with specific value promise
- Problem/Context Slide: Establish why this matters
- Content Slides (5-8): One clear idea per slide
- Rehook Slide (Slide 4-5): Re-engage readers who are losing interest
- Proof/Example Slide: Show it works
- CTA Slide: Clear next step + profile info
Detailed Breakdown:
Slide 1 - The Hook:
[Big number or specific outcome]
[What this post delivers]
Example:
"We tested 47 different LinkedIn post formats.
Only 3 consistently drove leads.
Here's what we learned."
Slide 2 - The Context:
[Why this matters / the problem]
Example:
"Most marketers focus on engagement.
But high engagement ≠ high conversions.
We tracked which formats actually drove sales calls."
Slides 3-7 - The Content:
[One clear idea per slide]
[Supporting detail or example]
Example per slide:
→ Slide 3: "Format #1: Case Study Carousels"
→ Slide 4: "What worked: Specific metrics + visuals"
→ Slide 5: "Format #2: Contrarian Text Posts"
→ Slide 6: "What worked: Challenged assumptions"
Slide 8 - The Rehook:
[Pattern interrupt or surprising insight]
Example:
"Here's the format that surprised us most:
Plain text posts with vulnerability.
3x the lead conversion of polished carousels."
Slide 9 - The Proof:
[Specific results or example]
Example:
"One text post about a failed campaign:
→ 147 comments
→ 23 DMs
→ 4 sales calls booked
→ 2 closed deals ($65K)"
Slide 10 - The CTA:
[Clear next step]
[Your profile info]
Example:
"Want the complete format breakdown?
→ Follow me for data-backed marketing insights
→ DM me 'FORMATS' for the full analysis
[Your Name]
[Your Title] | Helping marketers [specific outcome]"
Design Best Practices for Carousels
Layout:
- Classic Layout: Header + body text + visual accent (versatile, professional)
- Centered Layout: All text centered with minimal visuals (clean, modern)
- Bold Layout: Large numbers/icons + supporting text (high impact)
Visual Hierarchy:
- Main point: 28-36pt font, bold
- Supporting text: 18-24pt font, regular weight
- Accent elements: Icons, data viz, screenshots
Color Strategy:
- Stick to 2-3 brand colors max
- Use color to highlight key insights, not decorate
- Dark text on light background = easier to read while scrolling
Common Design Mistakes:
- ❌ Too much text per slide (max 20-30 words)
- ❌ Inconsistent fonts/colors across slides (looks amateur)
- ❌ Logo on every slide (wastes space, adds no value)
- ❌ Generic stock photos (better to go text-only than bad visuals)
For a complete breakdown of carousel creation, see our LinkedIn Carousel Guide.
Videos: Deep Analysis
The Data
- Average engagement rate: 9.14%
- Average reach: 125% of text posts
- Comments-to-reactions ratio: 5.2:1 (highest conversation rate)
- Lead conversion rate: 1.4%
- Optimal length: 60-90 seconds (native video)
- Optimal posting time: Wednesday-Thursday, 8-10am
Why Videos Work
Videos humanize you in a way text and carousels can't. People see your face, hear your voice, and build trust faster.
The format also:
- Drives deeper conversations: Video watchers leave longer, more thoughtful comments
- Builds parasocial relationships: Viewers feel like they know you
- Increases memorability: People remember video content 95% vs. 10% for text
When to Use Videos
✅ Use videos when you want to:
- Build personal connection and trust
- Drive meaningful conversations in comments
- Show personality and differentiate from competitors
- Demonstrate complex processes visually
- Leverage trending topics or news (video feels more immediate)
- Position yourself as a thought leader (talking heads = authority)
❌ Don't use videos when:
- Your message is simple and text-friendly (video adds friction)
- You need maximum reach with minimal production time
- You're targeting people who browse LinkedIn silently (captions help, but not fully)
- You want to drive clicks to external resources (video keeps people on platform)
The High-Performing Video Formula
For 60-90 Second Native Videos:
Structure:
[0-3 seconds: Hook - Compelling visual + text overlay]
[3-15 seconds: Problem - What pain point are you addressing?]
[15-55 seconds: Solution/Framework - Deliver core value]
[55-75 seconds: Example/Proof - Show it in action]
[75-90 seconds: CTA - What should viewers do next?]
Example Script:
[0-3s] "I posted every day for 90 days. Here's what actually moved the needle."
[3-15s] "Most marketers track vanity metrics: likes, followers, impressions.
But none of that pays the bills."
[15-55s] "So I tracked something different: sales conversations.
Here's what generated actual leads:
→ Vulnerability posts: 7 sales calls
→ Case study breakdowns: 12 sales calls
→ Controversial takes: 4 sales calls
→ Daily tips and advice: 1 sales call"
[55-75s] "The posts that felt most uncomfortable to share—the failures,
the behind-the-scenes struggles—those generated the most business."
[75-90s] "If you're posting on LinkedIn to build your business, optimize for
conversations, not likes. Follow for more experiments like this."
Video Production Tips for Marketers
Equipment You Actually Need:
- ✅ Your smartphone (modern phones shoot great video)
- ✅ Natural light or a ring light ($30)
- ✅ Quiet room (minimize echo)
- ❌ Expensive camera, microphone, or editing software (nice-to-have, not necessary)
Quick Production Workflow:
- Write your script (verbatim for 60s videos, bullet points for 2-3min)
- Record 3-5 takes (pick the best or splice segments)
- Add captions (85% of LinkedIn video watched without sound)
- Create custom thumbnail (frame from video + text overlay)
- Upload natively to LinkedIn (better reach than YouTube links)
Editing Tools:
- CapCut (free, mobile-friendly, auto-captions)
- Descript (transcription-based editing, easy for beginners)
- Kapwing (browser-based, no download required)
Common Video Mistakes:
- ❌ Talking too fast (nervousness = harder to follow)
- ❌ No captions (loses 85% of viewers)
- ❌ Generic thumbnails (use text overlay to preview value)
- ❌ Too much production (overly polished feels less authentic)
Video Conversion Optimization
CTA Strategies That Work:
For authority building:
- End with: "Follow me, I share marketing experiments weekly"
- Pin a comment: "Want more? Here are 3 posts to read next: [links]"
For lead generation:
- End with: "DM me RESOURCE and I'll send you the template"
- Pin a comment with link: "Full breakdown here: [featured post or article]"
For conversation:
- End with: "What's your take on this? Drop a comment"
- Reply to every comment in first hour (algorithm boost)
Polls: Deep Analysis
The Data
- Average engagement rate: 18.21%
- Average reach: 185% of text posts (highest)
- Comments-to-reactions ratio: 0.4:1 (lowest quality engagement)
- Lead conversion rate: 0.6% (lowest)
- Optimal length: 4 poll options, 1 week duration
- Optimal posting time: Monday-Tuesday, 9-11am
Why Polls Work (And Why They Don't)
Polls maximize reach because they're low-friction. One click to participate = massive engagement signal to the algorithm.
But here's the catch: poll engagement is shallow. People vote and scroll. They don't read your commentary, visit your profile, or start conversations.
When to Use Polls
✅ Use polls when you want to:
- Test content ideas before creating full posts
- Gather audience insights (preferences, challenges, behaviors)
- Boost your profile visibility (reach new audience segments)
- Start conversations with follow-up posts ("Here's what you told me...")
- Create urgency around trending topics
❌ Don't use polls when:
- You want to convert readers to leads (polls don't convert)
- You need thoughtful discussion (comments are low-quality)
- You're trying to build authority (polls feel lightweight)
- You have complex ideas to share (4 options limit nuance)
The High-Performing Poll Formula
Structure:
[Hook question - Make them curious about the answer]
[Context paragraph - Why this poll matters]
[Poll Options:]
→ Option 1
→ Option 2
→ Option 3
→ Option 4 ("Other" or contrarian choice)
[Commentary - Your take + invitation to discuss in comments]
Example:
What's the #1 factor holding back your LinkedIn growth?
I've audited 100+ marketer profiles in the past month.
The answer surprised me—it's not posting frequency or content quality.
Vote below:
→ Not enough time to create content
→ Don't know what to post about
→ Posts don't get engagement
→ Unclear if it's worth the effort
Here's what I'm seeing: Most marketers have the skills to create great content.
What's missing is a strategic framework for what to post and when.
Vote and drop a comment if you want to discuss solutions.
Poll Best Practices
Option Design:
- Make options mutually exclusive (no overlap)
- Include an "Other/All of the above" option (captures nuance)
- Use parallel structure (same grammatical format)
- Keep options concise (5-7 words max)
Duration Strategy:
- 1-day polls: Trending topics, time-sensitive questions
- 3-day polls: Standard duration for most polls
- 1-week polls: Research-oriented, audience surveys
Follow-Up Strategy (Critical):
The real value of polls comes from follow-up content:
-
Day 3-4: Post results analysis
- "You voted: Here's what the data revealed"
- Turn poll insights into actionable advice
-
Week 2: Deep-dive content
- "Last week you said [X] was your biggest challenge. Here's how to solve it."
- Create carousel or article addressing poll results
Example Follow-Up Post:
500 marketers voted in my poll last week.
The #1 factor holding back LinkedIn growth?
"Don't know what to post about" (47%)
Here's the framework I use to never run out of content ideas:
[Deliver framework as text post or carousel]
The Format-to-Goal Framework
Stop guessing which format to use. Match your format to your specific goal:
Goal 1: Build Authority
Recommended Format: Text Posts Why: Deeper engagement, higher conversion, easier to share Content Type: Contrarian takes, personal lessons, industry analysis Posting Frequency: 3x per week Success Metrics: Comments per post, profile visits, inbound DMs
Example Post Idea: "I've managed $2M in LinkedIn ad spend. Here's why organic content drives better ROI for most B2B marketers."
Goal 2: Generate Leads
Recommended Format: Text Posts (with CTA) or Carousels (with lead magnet) Why: Highest conversion rates, clear path to action Content Type: Case studies, how-to guides, frameworks Posting Frequency: 2-3x per week Success Metrics: CTA clicks, DMs received, resource downloads
Example Post Ideas:
- Text: "We generated 47 SQLs from LinkedIn last quarter. Here's the 4-step system we used."
- Carousel: "The Complete LinkedIn Lead Gen Framework [Slide 10: DM me 'FRAMEWORK' for the template]"
Goal 3: Maximize Reach
Recommended Format: Polls or Carousels Why: Algorithm boost, high engagement, easily shareable Content Type: Audience surveys, curated insights, visual frameworks Posting Frequency: 4-5x per week Success Metrics: Impressions, new followers, engagement rate
Example Post Ideas:
- Poll: "What's your biggest challenge with LinkedIn content? Vote below"
- Carousel: "7 LinkedIn Algorithm Hacks Everyone Should Know in 2026"
Goal 4: Drive Conversations
Recommended Format: Videos or Text Posts (with questions) Why: Humanizes you, encourages longer comments Content Type: Personal stories, hot takes, open questions Posting Frequency: 2-3x per week Success Metrics: Comments per post, comment length, response rate
Example Post Ideas:
- Video: "I'm rethinking everything I know about LinkedIn strategy. Here's why."
- Text: "Unpopular opinion: Most LinkedIn advice is wrong for marketers. Change my mind."
Goal 5: Showcase Expertise
Recommended Format: Carousels or Long-Form Text Why: Demonstrates depth of knowledge, saves well Content Type: Data analysis, case studies, comprehensive guides Posting Frequency: 1-2x per week Success Metrics: Saves, shares, time on post
Example Post Ideas:
- Carousel: "I Analyzed 500 High-Performing LinkedIn Posts. Here's the Pattern."
- Text: "Complete breakdown: How we increased LinkedIn engagement by 300% in 90 days"
Goal 6: Test Content Ideas
Recommended Format: Polls or Short Text Posts Why: Fast feedback, low effort, validates before deep investment Content Type: Questions, "Would you read this?" posts Posting Frequency: As needed Success Metrics: Poll votes, comment themes, interest signals
Example Post Ideas:
- Poll: "Which topic should I deep-dive next? Vote: A) LinkedIn Ads, B) Content Strategy, C) Profile Optimization, D) Other"
- Text: "Thinking about writing a guide on [topic]. Would this be valuable? React with 💡 if yes."
The Multi-Format Strategy
Best Practice: Don't use one format exclusively. Mix strategically based on weekly goals.
Example Weekly Content Calendar for Marketers:
- Monday: Poll (test content ideas, boost reach)
- Tuesday: Text Post (build authority with insights)
- Thursday: Carousel (showcase expertise with how-to)
- Friday: Video (personal take on industry news)
This mix:
- ✅ Keeps feed variety (algorithm likes diversity)
- ✅ Serves different audience preferences (some love video, some hate it)
- ✅ Balances effort (polls are quick, carousels take time)
- ✅ Achieves multiple goals (reach + authority + leads)
Template Structures for Each Format
Text Post Templates
Template 1: The Contrarian Take
[Provocative statement that challenges common belief]
Everyone says [common advice].
I did the opposite. Here's what happened:
→ [Result 1]
→ [Result 2]
→ [Result 3]
Why this worked:
[Explanation]
If you're [target audience], consider [alternative approach].
What's your take on [topic]?
Template 2: The Lesson Learned
[Specific mistake or failure]
Cost us [specific impact: $, time, opportunity].
Here's what I learned:
❌ What we did wrong:
[Detail]
✅ What we should have done:
[Detail]
💡 What changed after:
[Result/transformation]
If you're [doing X], avoid this mistake.
Have you experienced something similar? Share below.
Template 3: The Data Story
I analyzed [number] [thing].
Here's the pattern nobody's talking about:
📊 The data:
→ [Finding 1]
→ [Finding 2]
→ [Finding 3]
💡 What this means:
[Interpretation]
🎯 What to do about it:
[Actionable advice]
What are you seeing in [industry/topic]?
Carousel Templates
Template 1: The Framework Carousel
- Slide 1: "[Number]-Step Framework for [Outcome]"
- Slide 2: "Why most [people] struggle with [problem]"
- Slide 3: "Step 1: [Action]" + [Brief explanation]
- Slide 4: "Step 2: [Action]" + [Brief explanation]
- Slide 5: "Step 3: [Action]" + [Brief explanation]
- (Continue for each step)
- Slide 9: "Results when you implement this: [Outcomes]"
- Slide 10: "Want help implementing? [CTA]"
Template 2: The Comparison Carousel
- Slide 1: "[Thing A] vs. [Thing B]: What Actually Works"
- Slide 2: "I tested both for [timeframe]. Here's the data."
- Slide 3: "[Thing A]: Pros" + [3-4 bullet points]
- Slide 4: "[Thing A]: Cons" + [3-4 bullet points]
- Slide 5: "[Thing B]: Pros" + [3-4 bullet points]
- Slide 6: "[Thing B]: Cons" + [3-4 bullet points]
- Slide 7: "The results: [Data/metrics comparison]"
- Slide 8: "Use [A] if: [Scenarios]" + "Use [B] if: [Scenarios]"
- Slide 9: "My recommendation: [Your take]"
- Slide 10: "Questions? [CTA for discussion]"
Template 3: The Mistakes Carousel
- Slide 1: "[Number] [Topic] Mistakes Costing You [Outcome]"
- Slide 2: "I made all of these. Here's what I learned."
- Slide 3: "Mistake #1: [Description]" + "Why it hurts: [Impact]"
- Slide 4: "Instead, do this: [Solution]"
- (Repeat mistake + solution pattern)
- Slide 9: "Fix these, and you'll see: [Outcomes]"
- Slide 10: "Need help? [CTA]"
Video Script Templates
Template 1: The Quick Tip (60s)
[0-5s] Hook: "Here's a [topic] mistake I see constantly"
[5-15s] Problem: "Most [people] do [wrong thing] because [reason]"
[15-45s] Solution: "Instead, try this: [step 1], [step 2], [step 3]"
[45-55s] Result: "When you do this, [outcome]"
[55-60s] CTA: "Follow for more [topic] tips"
Template 2: The Story (90s)
[0-3s] Hook: "This [thing] changed my entire [career/approach/results]"
[3-20s] Setup: "Here's where I was: [before state]"
[20-50s] Journey: "Then [event happened]. I decided to [action]. The first [timeframe] was [experience]."
[50-75s] Outcome: "Now, [current state]. The difference: [specific results]"
[75-90s] Lesson + CTA: "The lesson: [insight]. If you're [situation], try [advice]. Follow for more stories like this."
Poll Templates
Template 1: The Audience Research Poll
[Intriguing question related to their challenges]
I'm working on [project/content] and want to make sure it addresses what you actually need.
Vote on your biggest challenge with [topic]:
→ [Challenge A]
→ [Challenge B]
→ [Challenge C]
→ [Challenge D / Other]
I'll share insights based on the results next week.
Drop a comment if you want to add context to your vote.
Template 2: The Content Validation Poll
Quick question for [target audience]:
I'm creating [type of content] about [topic].
Which angle would be most valuable to you?
→ [Angle A: Description]
→ [Angle B: Description]
→ [Angle C: Description]
→ [Angle D: Something different]
Vote below—this will shape what I create next.
And if you pick "Something different," tell me what in the comments.
Tools for Each Format
Text Post Tools
For Writing:
- Hemingway Editor (Free) - Simplifies your writing, highlights complex sentences
- Grammarly (Free/Premium) - Catches errors, suggests clarity improvements
- ChatGPT/Claude (Free/Premium) - Brainstorm ideas, refine drafts (but write in your voice)
For Formatting:
- LinkedIn Post Generator (Free) - Preview how your post looks before publishing
- Character Counter (Free) - Track length (optimal: 1,300-2,000 characters)
- Unicode Text Converter (Free) - Generate bold/italic text for emphasis (use sparingly)
For Scheduling:
- Buffer ($6/mo) - Schedule posts, basic analytics
- Hootsuite ($99/mo) - Schedule + team collaboration
- Postking (Free) - LinkedIn content creation and formatting tools
Carousel Tools
For Design:
- Postking LinkedIn Carousel Generator (Free) - 20+ templates, no signup required, unlimited carousels
- Canva (Free/Premium) - 1,000+ templates, drag-and-drop editor
- Figma (Free) - Complete design control, steeper learning curve
- Adobe Express (Free/Premium) - Quick carousel creation with Adobe quality
For AI-Assisted Creation:
- aiCarousels ($9/mo) - AI generates content + designs
- PostNitro ($19/mo) - AI content + multi-platform support
- Taplio ($65/mo) - All-in-one LinkedIn tool with carousel AI
For Data Visualization:
- Piktochart ($14/mo) - Charts, graphs, infographics
- Visme ($29/mo) - Interactive data visualizations
For a complete comparison of carousel tools, see our Best LinkedIn Carousel Generators guide.
Video Tools
For Recording:
- iPhone/Android Camera (Free) - More than enough quality for LinkedIn
- Loom (Free/Premium) - Screen recording + face cam, great for tutorials
- Riverside ($19/mo) - Studio-quality recording, local backup
For Editing:
- CapCut (Free) - Mobile-first, auto-captions, easy for beginners
- Descript ($12/mo) - Edit video by editing transcript (game-changer)
- Kapwing (Free/Premium) - Browser-based, no download required
- iMovie (Free on Mac) - Simple, native, no learning curve
For Captions:
- CapCut (Free) - Auto-generates captions with good accuracy
- Rev ($1.50/min) - Human transcription, 99% accuracy
- Descript (Included) - AI captions + easy editing
For Thumbnails:
- Canva (Free) - Templates for custom thumbnails
- Snappa (Free/Premium) - Quick thumbnail creation
Poll Tools
For Creation:
- LinkedIn Native (Free) - Built into post composer, most visibility
- Postking (Free) - Format and preview polls before posting
For Analysis:
- LinkedIn Analytics (Free) - Basic poll performance data
- Notion/Airtable (Free) - Track poll results over time
- Google Sheets (Free) - Analyze patterns across multiple polls
For Follow-Up:
- Postking (Free) - Turn poll insights into carousel or text content
- ChatGPT (Free) - Analyze poll results, generate follow-up post ideas
Testing & Optimization Strategy
The 30-Day Format Testing Framework
Don't guess which format works best for you. Test systematically.
Week 1: Baseline (Mix of All Formats)
- Post: 2 text, 1 carousel, 1 video
- Track: Engagement rate, profile visits, DMs, saves
Week 2: Text Deep-Dive
- Post: 4 text posts (different hooks, different CTAs)
- Track: Same metrics + comment quality
Week 3: Carousel Deep-Dive
- Post: 3 carousels (different topics, different designs)
- Track: Same metrics + click-through rate
Week 4: Video Deep-Dive
- Post: 2-3 videos (different lengths, different topics)
- Track: Same metrics + view duration
Analysis:
- Which format drove most profile visits? (Authority indicator)
- Which format generated most DMs? (Lead indicator)
- Which format had highest engagement rate? (Reach indicator)
- Which format felt most sustainable? (Consistency indicator)
Metrics That Actually Matter
Vanity Metrics (Don't Optimize For These):
- Total likes
- Follower count
- Impressions
Business Metrics (Optimize For These):
- Profile visits (indicates interest in you)
- DMs received (indicates intent to connect)
- Comments per post (indicates engagement quality)
- Saves (indicates long-term value)
- Click-through rate (indicates action taken)
For Marketers Specifically:
Track this in a spreadsheet:
| Post | Format | Engagement | Profile Visits | DMs | Sales Calls Booked |
|---|---|---|---|---|---|
| Post 1 | Text | 78 | 23 | 4 | 1 |
| Post 2 | Carousel | 214 | 67 | 2 | 0 |
| Post 3 | Video | 112 | 41 | 7 | 2 |
After 30 posts, you'll see clear patterns emerge.
A/B Testing Specific Variables
For Text Posts:
- Hook style (question vs. statement vs. data)
- Post length (short 500 chars vs. long 2,000 chars)
- CTA placement (top vs. middle vs. bottom)
- Use of line breaks and emojis vs. pure text
For Carousels:
- Slide count (6 vs. 10 vs. 15)
- Design style (minimal vs. bold vs. data-heavy)
- Hook slide format (big number vs. question vs. story)
- CTA type (DM vs. follow vs. comment vs. resource)
For Videos:
- Length (30s vs. 60s vs. 2min)
- Format (talking head vs. screen share vs. hybrid)
- Thumbnail style (frame from video vs. custom graphic)
- Caption style (verbatim vs. highlights only)
For Polls:
- Number of options (3 vs. 4)
- Duration (1 day vs. 3 days vs. 1 week)
- Option format (short vs. descriptive)
- Follow-up timing (same day vs. 3 days vs. 1 week)
Iteration Framework
After Every 10 Posts:
- Review your tracking spreadsheet
- Identify your top 3 performing posts
- Ask: What do they have in common?
- Format? Topic? Hook? CTA?
- Create 3 more posts using those patterns
- Test one new variable
Example Iteration:
"My top 3 posts were all text posts about personal failures. They all started with 'I screwed up...' and ended with a question. Let me create 3 more in that style, but test different topics: one about marketing strategy, one about client management, one about hiring."
When to Pivot
Pivot if:
- After 20 posts, you're not seeing any business results (DMs, calls, leads)
- Your engagement is declining week-over-week despite consistent posting
- You dread creating content in your current format
Don't pivot if:
- You've only posted 5-10 times (too early to judge)
- Engagement is low but you're getting quality DMs (vanity metrics don't matter)
- One post flopped (even the best creators have duds)
FAQ
Format Selection
Q: Should I stick to one format or mix them?
Mix strategically. Using only one format limits your reach (algorithm favors variety) and audience appeal (some people love video, others hate it).
Recommended mix: 50% text, 30% carousels, 15% video, 5% polls.
Q: What if I hate being on camera but video performs well?
Try these alternatives:
- Screen recordings with voiceover (teach concepts, walk through tools)
- Text-on-screen videos (kinetic typography, no face required)
- Slide-deck style videos (present visuals with audio narration)
- Delegate: Hire a creator to turn your written ideas into video
Q: How do I know which format is best for my specific niche?
Test for 30 days using the framework above. But here are general patterns:
- Consultants/Coaches: Text (builds authority) + Video (builds trust)
- Agency Owners: Carousels (showcases process) + Text (shares results)
- SaaS Marketers: Carousels (product education) + Video (demos)
- Freelancers: Text (demonstrates expertise) + Carousels (portfolio pieces)
Engagement & Reach
Q: My carousels get high engagement but no leads. Why?
Carousels drive shallow engagement (swipes, likes). To convert, you need:
- Strong CTA on final slide ("DM me X for Y")
- Valuable enough content that viewers check your profile
- Clear offer in your profile (what can you help with?)
Consider: Use carousels to build audience, then convert with text posts.
Q: My text posts get low engagement. Should I switch to carousels?
First, diagnose the problem:
- Weak hook? (First sentence doesn't stop scroll)
- Too long? (Over 2,000 characters loses people)
- No CTA? (People don't know how to engage)
- Wrong topic? (Not relevant to your audience)
Fix these before switching formats. A bad text post will become a bad carousel.
Q: Why do my polls get great reach but nothing else happens?
Polls are reach tools, not conversion tools. Use them to:
- Test content ideas
- Gather audience insights
- Increase visibility
Then convert that reach with follow-up posts:
- "You voted: Here's the answer"
- "Based on your responses, here's what to do"
Production & Tools
Q: How much should I spend on tools?
Start free:
- Text: LinkedIn native + Google Docs
- Carousels: Postking or Canva free plan
- Video: Phone camera + CapCut
- Polls: LinkedIn native
Upgrade when you're posting consistently (3+ months) and seeing results.
Q: Do I need to hire a designer for carousels?
No. Templates from Postking or Canva are sufficient. Invest time in content quality (insights, frameworks), not design polish.
Exception: If you're a design agency, your carousels should showcase your design skills.
Q: How long should it take to create each format?
Benchmarks:
- Text post: 15-30 minutes (idea + draft + edit)
- Carousel: 45-90 minutes (outline + design + refine)
- Video: 30-60 minutes (script + record + edit)
- Poll: 10-15 minutes (question + options + context paragraph)
If you're spending 2+ hours per post, you're over-optimizing. Ship at 80%.
Strategy & Consistency
Q: Should I post daily or is 3x per week enough?
Quality beats frequency. 3 high-value posts per week outperform 7 mediocre daily posts.
That said, test both:
- 3x per week: Better for busy marketers, allows deeper research
- Daily: Better for reach and building top-of-mind awareness
Q: What's the best time to post each format?
General guidelines:
- Text: Tuesday-Thursday, 8-10am (peak engagement hours)
- Carousel: Tuesday-Wednesday, 9-11am (people have time to read)
- Video: Wednesday-Thursday, 8-10am (mid-week, fresh audience)
- Poll: Monday-Tuesday, 9-11am (kick off week, week-long duration)
But test for your audience. B2B marketers might engage differently than B2C.
Q: How long before I see results from LinkedIn posting?
Realistic timeline:
- 4-6 weeks: Engagement patterns stabilize, you understand your audience
- 8-12 weeks: Profile visits and DMs increase
- 3-6 months: Consistent inbound leads, recognized authority
If you're not seeing any progress after 3 months, audit:
- Is your content valuable to your target audience?
- Are you posting consistently?
- Does your profile clearly explain what you do?
- Are you engaging with others' content?
Content & Confidentiality
Q: How do I share client work without violating NDAs?
Use these techniques:
- Anonymize: "A SaaS client increased conversions by 47%..." (no company name)
- Aggregate: "Across 12 clients, we saw an average 3x ROI from..."
- Principles, not specifics: "Here's the framework we used" (teachable, not confidential)
- Get permission: Ask clients if you can share (many say yes to anonymized case studies)
For more on this, see our LinkedIn for Marketers guide.
Q: What if I don't have impressive results to share yet?
Share these instead:
- Learning journey: "I'm 30 days into testing X. Here's what I'm seeing..."
- Curated insights: "I analyzed 100 posts from top marketers. Here's the pattern..."
- Frameworks: "Here's how I approach [problem], even without [resource]"
- Mistakes: "I tried X and it failed. Here's what I learned..."
Authority comes from thoughtfulness, not just results.
Advanced Questions
Q: Should I repurpose one piece of content into multiple formats?
Yes, but strategically:
Good repurposing:
- Poll → Analyze results → Carousel or text post
- Long text post → Break into carousel
- Video → Transcribe into text post
Bad repurposing:
- Posting identical content in different formats (feels spammy)
- Turning every text post into a carousel (forced, wastes time)
Q: How do I balance personal brand content with company content?
If you're employed:
- 70% personal insights (your expertise, your learnings)
- 20% industry commentary (trends, news, analysis)
- 10% company-related (only if genuinely valuable, not promotional)
Your personal brand is your long-term asset. Build it.
Q: What's the ROI of LinkedIn posting for marketers?
Track these:
- Direct: Inbound leads, job offers, consulting inquiries
- Indirect: Speaking opportunities, partnership offers, industry recognition
- Long-term: Career insurance (if you lose your job, you have an audience)
Many marketers see their first inbound client within 3-6 months of consistent posting.
Q: How do I stand out when every marketer is posting the same frameworks?
- Add specificity: Instead of "Know your audience," share "Here's the 5-question survey I send every client"
- Share unique data: Your experiments, your client results, your analysis
- Use your voice: Write like you talk, not like a marketing textbook
- Go deeper: Most posts are surface-level; write the 2,000-character version
Q: Should I use AI to create my LinkedIn content?
Use AI to:
- ✅ Brainstorm ideas
- ✅ Refine drafts
- ✅ Create outlines
Don't use AI to:
- ❌ Write full posts (sounds generic, lacks your voice)
- ❌ Replace your insights (AI doesn't have your experience)
Think of AI as a research assistant, not a ghostwriter.
Next Steps: Put This Into Action
You now have a complete framework for choosing and executing the right LinkedIn format for every goal.
Your Action Plan:
- Identify your primary goal (Authority? Leads? Reach? Conversation?)
- Choose your primary format using the Format-to-Goal Framework
- Pick one template from this guide and create your first post
- Track performance using the metrics that match your goal
- Iterate based on what works for your specific audience
Recommended Reading:
- LinkedIn for Marketers: Complete Guide - Deep dive on strategy, NDA workarounds, repurposing workflows
- How to Create LinkedIn Carousels That Get Engagement - Complete carousel creation guide
- Best LinkedIn Carousel Generators - Tool comparisons for carousel creation
Tools to Get Started:
- Postking LinkedIn Carousel Generator - Free, no signup, 20+ templates
- LinkedIn Post Preview Tool - See how your text posts will look before publishing
- LinkedIn Headline Generator - Optimize your profile while you build content
The best time to start was 90 days ago. The second best time is today.
Pick a format. Create one post. Publish it.
Then do it again next week.
That's how every successful LinkedIn marketer started.
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Written by
Shanjai Raj
Founder at Postking
Building tools to help professionals grow on LinkedIn. Passionate about content strategy and personal branding.
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