The Best-Performing LinkedIn Post Types For 2025

As professional conversations shift away from platforms like X (formerly Twitter), LinkedIn has developed its role as the go-to hub for business-focused content.

Brands and professionals alike are seeing stronger engagement than ever on the platform, and if you’re not actively optimising your LinkedIn strategy in 2025, now’s the time.
 

Recent data from Socialinsider, based on a sweeping analysis of over one million posts across 9,000 company pages, reveals what’s truly working on LinkedIn right now, from post formats to engagement trends and follower growth.

Here’s what the numbers tell us, and how you can turn these insights into action.

What’s Performing Best on LinkedIn?
 

1. Carousels Take the Crown

When it comes to sheer engagement, carousel posts are leading the pack. These multi-slide visuals drive more likes, comments, and shares than any other format on company pages. LinkedIn users value depth and storytelling, two things carousels deliver with punch.
 

2. Document Posts and Videos Are Power Plays

Right behind carousels are document posts, which allow users to scroll through downloadable PDFs directly in the feed. These are especially effective for educational or data-heavy content, where bite-sized visuals wouldn’t do the job.
 

Video content, long known to dominate across platforms, also ranks high. LinkedIn itself claims that video posts drive 1.4x more engagement than other formats, but remember, their internal data includes both personal and company profiles. Socialinsider’s report focuses solely on company pages, offering a more tailored benchmark for businesses.
 

3. Polls Get Seen, A Lot

If impressions are what you’re after, polls might be your secret weapon. While they might not drive as many likes or comments as carousels, their reach is significant. Polls spark quick interaction, inviting users into the conversation with minimal friction.

Strategy Over Format: Context Still Reigns
 

Before you schedule your next 10 carousel posts, here’s the key takeaway: format matters, but relevance and alignment with your audience matter more. The best-performing posts aren’t just well-formatted—they’re strategically timed, audience-aware, and valuable.
 

A carousel that’s dry or irrelevant won’t perform better than a thoughtful single-image post. Use these formats as frameworks, not shortcuts.

Image and Link Posts Are Still the Most Common
 

Interestingly, image posts and link shares remain the most common content type among company pages, even if they’re not the most effective. One possible reason? A subtle change to LinkedIn’s link preview system.

Now, organic posts featuring links show smaller thumbnail images, while promoted posts get a full-width preview. As a result, many brands have started posting images with the link in the first comment—a tactic that might explain the prevalence of image-led posts.

Small Pages, Big Growth
 

Another standout finding: smaller LinkedIn pages are seeing significant growth in followers. This is a big deal for newer or niche businesses. With the right content strategy, even small players can make a big impact.

How To Improve Your 2025 LinkedIn Strategy
 

• Prioritise carousels, documents, and videos for engagement.
• Use polls strategically to boost visibility.
• Don’t overlook the role of relevance and timing, great content always beats gimmicks.
• Keep an eye on preview image changes when sharing links.
• If you’re a smaller brand, now’s a perfect time to grow your presence; there’s room to stand out.

LinkedIn is evolving fast, and smart brands are evolving with it.

Whether you’re building thought leadership, driving leads, or growing your audience, using the right formats in the right way can make all the difference.

Want help improving your company’s LinkedIn presence?

Vulse’s employee advocacy tools make it easy to plan, post, and measure high-performing content, no guesswork required.