Observed Signal · Jul 26, 2024 · Market Research & Intelligence · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
LinkedIn: Post Types for Maximum Reach
The article reviews findings from a Socialinsider study on LinkedIn content performance. It highlights that multi-image posts generate the most interactions, while video posts deliver the greatest reach and high shares. It notes that LinkedIn removed native carousel posting, with a workaround of posting a PDF containing multiple images to mimic carousels. The piece also reports that companies average up to 18 posts per month on LinkedIn, with overall posting frequency rising about 10% year over year, and emphasizes the importance of a consistent posting schedule. Louise Brogan, a LinkedIn marketing expert, recommends involving employees in the posting plan to extend reach. The content underscores increasing competition on LinkedIn and mentions anticipated algorithm improvements to prioritize high-quality content.
Moderate industry relevance; summarizes LinkedIn posting best practices from a market study
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Key Takeaways & Evidence Grounding
- Socialinsider study finds multi-image posts generate the most interactions on LinkedIn.
- LinkedIn removed native carousel posting; users can emulate carousels by posting a PDF with multiple images.
- Video posts generate the most reach and shares on LinkedIn.
- Companies post up to 18 times per month on LinkedIn on average; posting frequency increased by 10% YoY.
- Louise Brogan, LinkedIn marketing expert, recommends including employees in the posting plan.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
LinkedIn Shares Best Practices for High-Performing Videos
LinkedIn used its Create Video Newsletter to answer creators' common questions about video on the platform and to share practical guidance for better performance. The company recommends finding a sustainable posting rhythm (roughly two to five posts weekly, with one to two videos), prioritizing authentic perspectives, captions/subtitles and strong scroll-stoppers, and using repeatable format structures (e.g., how‑tos or behind‑the‑scenes). LinkedIn noted prior experiments with a short‑form video feed and plans to reintroduce a dedicated Video tab (initially rolling out again in Australia, Canada and the UK). Product leader Lakshman Somasundaram reported test users spent twice as much time in the tab and 60% more time per video. LinkedIn also highlights direct Canva creation and share with a “Made with Canva” deep link.
LinkedIn adds In‑Network and Out‑of‑Network Reach metrics
LinkedIn has introduced two new post-level reach metrics — In‑Network Reach and Out‑of‑Network Reach — to show what share of impressions come from existing contacts/followers versus users who discover content via recommendations, reposts or search. Sam Corrao Clanon, Director of Creator Products at LinkedIn, announced the metrics as a way to add context to impression counts and reveal signals about the platform’s distribution algorithms. Separately, LinkedIn is updating Document Posts (native PDFs and slide carousels) to display more compactly and place reaction/comment counts closer to interaction buttons. A March 2026 Socialinsider benchmark (1.3 million posts from 16,645 company pages) found native Documents averaged a 7% engagement rate and improved 14% year‑over‑year, outperforming multi-image, video, image and text posts.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
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