LinkedIn is no longer just a job-hunting platform. It has transformed into a powerhouse for thought leadership, B2B marketing, and professional networking. In 2025, it’s a go-to space for marketers, particularly those targeting B2B audiences and Gen Z professionals, according to recent industry reports. With its algorithm favoring engagement and its user base craving value-driven content, it’s critical to know which content types perform best on this platform. Some of the top-performing content formats on LinkedIn in 2025 are polls, carousels, and videos. So, optimizing LinkedIn content is now essential to boost your reach and engagement.
Understanding LinkedIn’s 2025 Algorithm
LinkedIn’s algorithm in 2025 prioritizes three key factors:
- Dwell time- This refers to how long users linger on your content
- Engagement signals- This includes likes, comments, and shares
- Relevance to the audience- This refers to how well your content aligns with the interests, needs, and professional goals of your target audience
Unlike platforms like Instagram, where flashy visuals reign, LinkedIn rewards content that sparks meaningful interaction or delivers professional value. Data from Sprout Social shows that posts encouraging comments or extended viewing time rank higher in feeds, making formats like polls and videos particularly effective.
Users in 2025, especially Gen Z professionals (who make up a growing portion of LinkedIn’s 1 billion+ users), gravitate toward quick, actionable insights or authentic thought leadership. For example, a short post breaking down a complex marketing trend often outperforms a generic company update. Marketers need to focus on metrics like engagement rate (likes, comments, and shares divided by impressions) and click-through rate (CTR) to gauge success and refine their approach.
Top-Performing Content Types on LinkedIn in 2025
Sparking Instant Engagement with Polls
Polls are a standout format on LinkedIn, driving 2–3 times more engagement than text-only posts, according to LinkedIn’s analytics. Their strength lies in their simplicity. Users can engage with a single click, sparking discussions that boost visibility. Polls work best when tied to timely industry questions, like “What’s your biggest marketing challenge in 2025?” or “Which AI tool are you adopting this year?”
Storytelling Through Carousels
Carousels, or multi-image posts or PDFs, are a hit for their ability to break down complex ideas into digestible slides. They encourage longer dwell time, a key algorithm signal. According to a study, Carousels get 278% more engagement than video posts, 303% more engagement than image posts, and 596% more engagement than text-only posts. Carousels excel for how-to guides, case studies, or industry insights, such as “5 Steps to Optimize Your B2B Lead Generation.”
Effective carousels use clean, visually consistent designs with bold headlines and minimal text (3–5 bullet points per slide). A strong call-to-action (CTA) slide, like linking to a whitepaper or inviting comments, can drive further engagement.
Capturing Attention Fast with Videos
LinkedIn’s scrollable video feed, introduced in 2024, has made video a top performer. Native videos generate five times more engagement than text posts. Both short-form (30–90 seconds) and long-form (3–5 minutes) videos resonate, depending on the goal. Short-form videos, like quick tips or behind-the-scenes clips, hook viewers instantly, while long-form videos, such as interviews or webinars, build deeper connections.
The key is grabbing attention in the first three seconds. Start with a question like “Struggling with low ROI on ads?” or a bold stat like “80% of B2B leads come from LinkedIn.” Since over 80% of LinkedIn videos are watched on mute, captions are non-negotiable for accessibility and engagement. A tech CEO sharing a 60-second leadership tip or a brand showcasing a product demo in a 3-minute video can see thousands of views if optimized for LinkedIn’s algorithm.
Text-Based Thought Leadership Posts
Text-based posts remain a cornerstone of LinkedIn, especially when they’re authentic and value-driven. LinkedIn posts sharing personal experiences or industry expertise see twice as many shares as generic updates. A 150–300-word post with a compelling story, like a marketer’s journey from a campaign failure to a breakthrough, resonates deeply with professionals.
For text-based posts, use short paragraphs and line breaks for readability on mobile devices. End with a CTA or question, such as “What’s a lesson you’ve learned in your career?” to spark comments.
Building Loyal Audiences with Newsletters
LinkedIn’s newsletter feature has gained huge traction, with subscribers receiving notifications for new issues, ensuring consistent reach. Newsletters are ideal for niche topics, like “The Future of AI in Marketing” or “Sustainability in Business.” Data shows newsletters retain three times more subscribers than one-off posts, making them a powerful tool for recurring engagement.
Successful newsletters blend text, images, and CTAs, such as linking to a blog post or inviting feedback. However, consistency is key. Weekly or biweekly publishing builds trust and helps in driving both engagement and subscriptions.
Infographics and Single Images for Visual Impact
Infographics distill complex data into shareable visuals. They earn twice as many shares as text-only posts. They are perfect for stats-heavy content, like “2025 Marketing Budget Breakdown” or “Top Industry Trends.” Clean designs with bold colors and minimal text perform best, paired with a short caption to spark discussion. This format appeals to time-strapped professionals scanning their feeds. Tools like Adobe Express make it easy to create professional infographics without advanced design skills.
Emerging Content Trends on LinkedIn
Beyond these core formats, several evolving trends are shaping LinkedIn content. Employee-generated content (EGC) is gaining traction, with employees’ posts amplifying brand visibility. LinkedIn’s new interactive features, like live polls and Q&A sessions, enable real-time engagement, while Groups and invite-only communities foster niche discussions. AI-generated content is also rising, but marketers must balance efficiency with authenticity to avoid sounding generic.
Optimizing LinkedIn Content & Tailoring it to Your Audience
Content performance varies by audience. B2B brands thrive on LinkedIn with thought leadership and case studies, while B2C brands focus on storytelling and visuals. Gen Z professionals, now a significant LinkedIn demographic, prefer authentic, value-driven content over polished ads. Personal profiles often outperform company pages. Posts from individuals see twice the engagement, making employee advocacy a key strategy for LinkedIn.
Measuring & Optimizing LinkedIn Content Performance
Tracking performance is critical. LinkedIn Analytics provides insights into engagement rate, reach, and profile visits, while tools like Sprout Social or Hootsuite offer deeper metrics like dwell time. For optimizing LinkedIn content reach, post during peak hours (Tuesday–Thursday, 9 AM–12 PM local time). Make sure to A/B test headlines, CTAs, and visuals. Repurposing high-performing content, such turning a popular video into a carousel or a poll into a newsletter can extend its lifespan.
LinkedIn is all about connecting with professionals who value content that’s real, engaging, and speaks directly to their world. Formats like polls, carousels, videos, text posts, newsletters, and infographics shine because they each tell a story in a way that clicks with different audiences. So try out one of these formats, maybe a quick poll asking about a hot industry topic, and keep an eye on how it performs. By playing with LinkedIn’s latest tools and digging into your analytics, you’ll find what resonates with your crowd, and be able build a strategy that feels authentic and impactful.