Overview of Popular LinkedIn Formats in 2024

Su Reiter 1/1/2024

We show you how you can build your personal brand with content marketing and which LinkedIn formats are particularly promising in this regard.

Table of contents
  1. Content marketing on LinkedIn
  2. These are the most important content formats on LinkedIn
  3. Text posts - The LinkedIn Evergreen
  4. If you want to be visible on LinkedIn, you have to invest in good content. For this you have

With around 17 million users, LinkedIn is the most important B2B platform in the DACH region. It is therefore not surprising that more and more C-Levels, politicians and influencers are drawn to the business platform.

With the new "Creator Mode"LinkedIn has increased the importance of platform-owned content and is increasingly developing into an international content platform for companies, professionals and job seekers.

But especially LinkedIn newcomers have to make a difficult choice when it comes to LinkedIn formats. Which formats work best? And what should you keep in mind? In this article, guest author Su Reiter tells you more.

Content marketing on LinkedIn

LinkedIn offers a variety of creative formats for content creators and those who want to become one. LinkedIn is not to be understood as a rigid business platform, but rather as a social network, which is primarily intended for mutual exchange. After all, like any other platform, LinkedIn relies on interaction with the posts. That's why the interaction rate is the most important currency on the platform.

Further advantages of LinkedIn as a content platform:

  • Even if you're not currently job searching, you can find exciting contacts and job opportunities on LinkedIn.
  • It can also be worthwhile for employers to focus on LinkedIn content. Skillful employer branding can inspire newcomers too.
  • If you are self-employed, you can land a lot of new orders through social selling on LinkedIn.
  • If you are active on LinkedIn, you will also be found via Google. So, it's recommended to use relevant keywords in your profile and always keep your profile up to date.

These are the most important content formats on LinkedIn

As a content platform, LinkedIn offers many formats for posts. The formats that are most popular and work particularly well, I'll show you the following.

Formats for the LinkedIn profile

Whoever thinks that it's enough to just upload your CV on LinkedIn is mistaken: LinkedIn offers many possibilities to personalize your own profile and thus enhance it. Because if you want to be seen in the LinkedIn jungle, you have to differentiate yourself from others. And this is best done through uniqueness and design.

So before you start diligently creating LinkedIn posts, you should prepare your profile as follows:

LinkedIn profile picture (image size: 400 x 400 pixels):

Just like in applications, a whole lot on LinkedIn works through sympathy. Therefore, your choice should be a friendly portrait photo, that shows you neither too much serious nor too revealing.

Profile pictures with a clear focus on the face, for example in a chic office, in the green or with a neutral (or colored) background, have proven their worth. Passport-style profile pictures, especially in black and white, should be avoided at all costs.

Profile banner (image size: 1128 x 376 pixels):

Often forgotten by many and yet so important – the banner at the top of your profile. The profile banner is, besides the profile picture and the profile slogan, the first thing other LinkedIn users see, when they come to your profile. You should use this spot to accommodate your brand colours, convey your core message or incorporate a call-to-action (CTA).

Pro tip:  Keep your profile as uniform as possible. This means: Invest in a good design that underlines your personal brand and runs like a red thread through your LinkedIn profile. This also includes the graphics you use for your posts.

Text posts - The LinkedIn Evergreen

Most posts on LinkedIn are written in text form and published without attachments. There's a logical reason for this: Nothing is easier than jotting down a few lines about a business topic that's currently on your mind and sharing it with the community. Text posts can also be wonderfully automated via automation tools like Hootsuite or Later to publish.

The disadvantage: For LinkedIn beginners, it can be difficult to build a personal brand solely through text posts. Therefore, your content plan should provide a colorful mix of image and text posts.

Good to know: As on classic websites, it is also important for the LinkedIn algorithm how long users stay on your posts. To increase this dwell time, many content creators use provocative headlines that encourage users to click on "show more", only then does the full text unfold - which is usually read with sincere interest and

not just skimmed. So be sure to place your core message at the beginning, and don't reveal too much.Image formats on LinkedIn

Pictures say more than a thousand words – this also applies to LinkedIn. If one looks at the most successful personalities on LinkedIn, it quickly becomes clear that

pictures are an absolute success factor, but it doesn't always have to be a selfie. Quotes, Statements, Visualizations and Infographics also work well on the platform.Pro Tip:


Since most users use LinkedIn on their smartphone, it's advisable to publish graphics either square (1920 x 1920 pixels) or in portrait format (1080 x 1350 pixels) to avoid wasting space.LinkedIn Slides as a reach booster

As in the previous year, this year also applies: If you want to be rewarded by the algorithm, you should befriend

LinkedIn Slides. On the one hand, this feature is currently favored by LinkedIn, on the other hand, the dwell time also increases when users swipe through your posts. It is therefore no wonder that LinkedIn slides are currently true reach boosters.From a strategic point of view, it can also make sense to rely on LinkedIn Slides. Not only can you easily accommodate longer texts here, but also lots of visual elements. Nowhere else on LinkedIn do you have the opportunity to achieve this

information density, while keeping up the fun factor, you can also put good calls-to-action on the last page and drive leads.Pro Tip:

The keyword is "Snackable Content", posts that can be read quickly on the train or 5 minutes before a meeting and still offer a benefit. With LinkedIn slides, you can make it easier for your community to consume your content and find out who you are and what you do without having the feeling of presenting a doctoral thesis.How to create LinkedIn Slides?

To create LinkedIn slides, you need to

export your graphics as a PDF and upload them to LinkedIn. The platform then automatically creates the slides for you. This is how you go about it:You can use the graphic program of your choice (e.g.

  1. ). As a format, you choose Canva Pro1920 x 1920 pixels (square).Now create approx.
  2. 4-8 pages on your desired topic, work with as little text as possible and many visual elements.The
  3. first and last page have the highest relevance. On the first slide, make people curious about the topic. On the last slide, you can include a call to action such as Like, Follow or "get in touch".Finally, link the individual pages in the correct order to a
  4. PDF document and upload this with a short teaser to LinkedIn.With the same method, you can also upload

classic PDF documents to LinkedIn - although this is discouraged, because no one wants to read pages-long text in small font size on the smartphone.LinkedIn videos are still in their infancy

Whether Tiktok videos, Instagram Reels or YouTube Shorts - almost every large platform is currently developing into a

video platform. Video formats are the future and whoever recognizes this development early has a clear competitive advantage. It is also possible to publish videos on LinkedIn. However, videos are (still) not too strongly supported by the algorithm, which is why many well-produced informative or entertaining videos often simply

drown in the newsfeed, but it is only a matter of time until LinkedIn increasingly focuses its algorithm on videos and a fundamental change takes place on the platform.In Short:

Even if video formats on LinkedIn are still in their infancy, as an early adopter you can benefit in the future from publishing videos on the platform early on. Once created, short videos can also be used across platforms (so-called content repurposing).Here is what you need to consider when

creating short videos for LinkedIn:Videos in landscape format are more suitable for YouTube videos, while

  • portrait videos can be used on a wide range of social networks. The ideal video format is therefore 1080 x 1920 pixels.Across platforms,
  • short videos (up to 3 minutes) perform best. The first 5 seconds determine whether a user keeps watching the video.Linking to YouTube videos doesn't work well on LinkedIn because they lead away from the platform. You should always
  • upload videos natively on LinkedIn, not just link to them.LinkedIn Surveys - good for in-between

A good way to get direct feedback are LinkedIn surveys. I like to use this function regularly to find out what my community thinks about

current debates and what content they want from me. So surveys not only serve a self-purpose, but also provide you with a basis for strategic decisions. Because LinkedIn surveys - just like the LinkedIn slides - are pushed by the algorithm, they are currently seen in the newsfeed everywhere. Many posts complain about this condition. Therefore, never use this format


as a standalone and also shouldn't be too frequent, but always anchor it as a small part in your content plan (2-4x per month are ideal for a high posting frequency).Go live with the live format on LinkedIn

A lot has been happening on LinkedIn in terms of

live formats recently. On the platform, you can now not only go live in video format, but also organize live audio events, particularly appreciated for business are audio formats, as they allow users to use LinkedIn as a "side-medium" at work.However, not all live functions are yet released for all LinkedIn users. Especially the audio-only formats are

reserved for creators with a large reach, who are testing the brand new function to the core. Ordinary folks will have to be a bit patient until they can publish their own formats.LinkedIn articles: Sharing knowledge through long form content

A good opportunity to publish

Longform-Content on LinkedIn is provided by the article function. With LinkedIn articles, you can talk about your favorite topics without having to restrict yourself to a certain number of characters. LinkedIn articles are thus the equivalent of a classic blog post.Warning:

According to experience, a LinkedIn article is little "snackable" - that means, the article may not go as viral as a short LinkedIn post with a graphic on the topic. Use this format occasionally to convey knowledge and show expertise, but always supplement it with easily digestible content.Pro Tip:

If you decide to write a LinkedIn article, make sure that it remains readable . Many think that long form content necessarily consists of pure text , however, it has proven particularly beneficial for long text formats to create visual variety (e.g. many paragraphs, bold markings, banners and infographics, bullet points etc.).LinkedIn newsletters - Invisible feature?

A few weeks ago, I published a survey on my LinkedIn profile asking the community how they feel about LinkedIn newsletters. The result of this survey was as I had suspected:

More than 2/3 of my community didn't even know about the feature.And that's not surprising: On a social network like LinkedIn, an integrated newsletter is


completely redundant if it offers the same contents as regular LinkedIn posts.After all, many users scroll daily through their news feeds for a reason, because they want to stay

up to date. My clear recommendation is therefore: Invest your time in good LinkedIn posts, which you publish regularly, rather than setting up a newsletter that nobody on the platform sees in doubt.Conclusion: These are the most popular LinkedIn formats

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If you want to be visible on LinkedIn, you have to invest in good content. For this you have

many tools at your disposal, which simplify the creation and publication of content.In addition to pure text contributions, you should focus on

contributions with images and LinkedIn Slides. Once the live formats become available for your profiles, you can organize regular business talks in video or audio format. If you dare to step in front of the camera and create short videos for LinkedIn, you still have the chance to secure an early adopter status in your industry. in seiner Branche zu sichern.

Su Reiter
Su Reiter

Su Reiter ist Expertin für Content-Marketing und unterstützt als Solo-Selbstständige juristische Unternehmen und Kanzleien bei der Erstellung von LinkedIn-Content und suchoptimierten Rechtstexten.

Mit mehr als 10.000 Followern auf LinkedIn hat die angehende Juristin es geschafft, sich als Thought Leader zu positionieren, praktisches Wissen rund um visuellen Content zu teilen und die Etablierung von ortsunabhängiger Arbeit (Remote Work) voranzutreiben.

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