Choosing the Best Type of LinkedIn Content Format
Published on 03.12.2025 by Chizoba T
LinkedIn has emerged as the leading social media platform for B2B marketing, enabling businesses and professionals to connect with peers, thought leaders, and key decision-makers. For a long time, creating long-form, polished content that positions you as a thought leader in your niche has been the norm on the platform.
However, as attention spans on social media shorten, the popularity of shorter content has increased. Additionally, LinkedIn has introduced short-form video content, which is also gaining popularity. When you consider that video content is one of the most effective options for driving engagement, it can also be a valuable content option. This poses a challenge for creators, who may wonder what kind of content they should create. Fortunately, in this article, we will help you answer that question.
Understanding the Different Types of LinkedIn Content
A good B2B LinkedIn marketing strategy is no longer about posting long-form content. Different kinds of content now dominate it. Here are some of the most popular content formats on LinkedIn to help you get noticed:
Video Content
Video content has become a popular format on LinkedIn in recent years because videos are an effective way to humanize your brand. When you put a face behind your brand or message, you can foster more authentic and deeper connections with your target audience.
This isn’t just about the long, horizontal video format. Today, the short, vertical video format, typically lasting up to 30 seconds, is quite popular, mainly when it focuses on a specific topic. For the best results, ensure that the video remains dynamic, with engaging audio and movement. You can also add text to the video to provide additional content.
Informative Carousel Posts
While carousel sports aren’t new on Instagram, they remain one of the most effective content formats for increasing engagement and visibility, especially when combined with visuals. These content formats are suitable for creating valuable information using dynamic slides.
You can have each slide represent a key point, enabling your audience to absorb the information more effectively. The interactive nature of carousel posts also makes them powerful, as people swipe through slides, creating a more engaging experience. When your content is presented in digestible chunks, you can capture your audience’s attention and hold it.
Personal Branding Posts
Another popular type of LinkedIn post is the personal branding post, which also helps humanize your brand, making it approachable and relatable. Rather than relating to a logo, your audience will appreciate seeing a face behind your brand. These kinds of posts often involve sharing content that is meaningful and personal for a personal connection with your audience.
You can share your thoughts, experience, and personality using a personal story. If you are a brand, you can have an employee or staff member represent your brand and share personal, authentic insights. This can be a good strategy for putting a face behind the company, making it trustworthy and recognizable.
Educational Tips
You can also create content that focuses on sharing advice with your target audience. Since this format offers instant value, it is also recommended on LinkedIn. These posts can be in the form of best practices, actionable steps, and industry insights. If content helps to solve their problem, develop specific skills, or gain knowledge, it will definitely draw people’s attention. This is because this form of content allows people to:
- Take action based on the advice received.
- Share opinions or the advice received in the comments.
Additionally, by offering practical, easy-to-follow steps, you can build credibility and position yourself as an expert in your niche.
Content Analysis
If you want to save time while adding value to your audience, consider analyzing other creators’ content and providing commentary from a unique angle. You can offer a perspective on a trending topic by reviewing successful posts and explaining why specific strategies are more effective.
These posts can position you as a thought leader, keeping you up-to-date on industry trends and sharing essential insights. When you analyze other creators’ content, you can drive engagement and position yourself as a thought leader.
Podcast Extracts
Another content format whose popularity on LinkedIn is increasing is podcast excerpts. This content format is gaining popularity because it enables creators to showcase their valuable conversations and insights. You can, therefore, use this content format to attract audiences who love audio content and need insights in a conversational format.
When creating these types of content, remember to add subtitles, especially for extracts. This will enable viewers watching with the sound off to still engage with the content.
B Rolls and vlog Videos
For Instagram creators who are camera-shy, they can opt for B-roll and vlog videos to connect with their audiences in a low-key manner. These videos can be effective for offering a behind-the-scenes preview, showing daily rounds, or documenting your journey authentically and informally. Vlogs can also help you showcase the person behind the brand, leading to higher trust and deeper engagement.
On the other hand, B-roll videos are supplementary footage used to enhance a story. You can use them to showcase your product in action, for product launches, or to provide more insight into your story. This makes them a good choice for creating engaging and dynamic content that requires minimal effort.
Post Storytelling
To captivate your LinkedIn audience, storytelling is one of the most effective content formats. Rather than just stating facts or giving advice, you can use storytelling to create a narrative that pulls readers emotionally and keeps the post's theme engaged. You can effectively begin by setting the scene, introducing a problem or challenge faced earlier, sharing certain emotions, or explaining the exact action you took. You can also reveal the lessons you learn from the action.
In Conclusion
There are various LinkedIn post formats to consider, depending on your goals. If you choose the correct content format and create high-quality content, you can increase your chances of success on the platform. If you are unsure of what content to use, our detailed guide can help you get started. We recommend you read our guide on cross-platform posting strategy for a consistent social media presence.