Contrary to past advice, recent data shows LinkedIn videos perform better with short, concise captions. The platform's UI creates 'context switching' friction between watching a video and reading long text, making brief captions paired with on-screen text more effective for earning likes.

Ads originating from an individual's profile on LinkedIn, known as thought leader ads, leverage authenticity and personal branding. They achieve significantly higher engagement—a 2.2x higher click-through rate—compared to traditional single-image ads from a company page, demonstrating the power of human-centric content.

For strategic lead generation posts on LinkedIn, deliberately omit images and videos. A text-only format removes distractions, forcing high-intent prospects to focus solely on your carefully crafted copy. This can lead to higher quality conversions than visually-driven, engagement-focused content.

Contrary to the recent push for video-first strategies, Digiday data shows LinkedIn video views are declining. The platform is now oversaturated with video, causing a performance dip. This suggests marketers should diversify back to previously effective formats like carousels and text-with-image posts to stand out.

A Buffer analysis of two million posts shows a non-linear return on posting frequency. While posting 2-5 times weekly adds 1,000 views to future posts, increasing frequency to 6-10 times quintuples that boost to over 5,000 additional impressions per post, demonstrating a significant algorithmic reward for high activity.

The Marketing Millennials (1.2M followers) grew by 300k in one year—a 50% increase over the prior year—by shifting focus from posting to commenting. For company pages with declining reach, comments on popular posts, especially with images, can generate more impressions and faster growth than original content.

While certain content formats (like text-only posts on LinkedIn) may currently win algorithmically, relying on them exclusively makes you one-dimensional. Deliberately mix in formats like video that build deeper brand equity, even if they underperform on short-term engagement metrics.

While LinkedIn can suppress posts with a single external link, creating a "resource post" with 4-5 curated links (e.g., a Miro board, article roundup) is rewarded by the algorithm. These posts generate high-value signals like saves and shares, leading to better reach than standard posts.

Data shows LinkedIn's document posts (carousels) massively outperform other content. They earn 278% more engagement than video and 596% more than text-only posts. The feature, found via a specific 'document' icon when creating a post, is a key opportunity for marketers to boost reach.