LinkedIn is the world’s largest professional network, with over 850 million members worldwide. It provides numerous opportunities to connect with likeminded professionals and chances for more progression or success in your career.

This social media platform has proven to be powerful in the business world for both individuals and companies alike. As a business looking to build brand awareness on LinkedIn, it’s important to engage your current followers. With this engagement, you will increase your visibility amongst potential followers and growth will inevitably escalate from here, thus increasing opportunities.

What’s a good way to increase engagement on LinkedIn? Take advantage of the different types of content available, experiment and refine to fit your unique strategy. Let’s take a closer look at the content types on LinkedIn as a strong starting point.

What Are the Different Content Types on LinkedIn?

Industry-Specific Polls

One helpful way to measure engagement is by posting an industry-specific poll on LinkedIn. By posing a question related to your area of expertise, current industry trends or any global events you can piggyback, and providing multiple answers, you can engage your audience.

Questions are engaging, that’s a general fact. The answers you provide will be easily clickable buttons which deliver your engagement rate straight to your page. You will be able to see how many people have answered which means you gain an idea of how many people saw your post.

It’s important to use this content type to try and help solve a customer’s pain point, show your industry expertise and appear knowledgeable about your services rather than directly promoting them. In addition to the poll, you’ll be able to write a caption above it, sharing your opinion and encouraging people to take part.

Images can be eye-catching on a news feed. Of course, you can post multiple images for one post, but PDF carousels enable you to display them in a different and more engaging way. When creating a post on LinkedIn, choose “add a document” and select the PDF which includes your graphics, and it will be uploaded as a carousel.

This content type can be used to breakdown helpful information into easily digestible chunks, such as tips and tricks, step-by-step or presenting multiple statistics. You could repurpose content you’ve already created, like a blog article, and use this content type to direct traffic to the article and your website.

You should create graphics that are concise and eye-catching, plus make sure there is clear branding so followers recognise you and new ones remember you. This content type is typically more engaging as people will stop and click through the carousel. By adding a call-to-action on the last slide, you will increase your chances of conversion.

Text Only

Longer captions are more accepted on LinkedIn, so they should definitely be used to showcase your expertise and authority. One of the most important things about this content type though is that you need to have an engaging hook in the first sentence to encourage followers to “see more.”

Clicking the “see more” button contributes to your engagement rate. People obviously want to read what you have to say after your attention-grabbing hook and if the rest of your content keeps them interested, this may lead to a follow and repeat visitors to your page. To keep them interested, make sure you spread the content out with spacing and bullet points.

In the same way you can repurpose a blog article for the PDF carousel, you could also reformat them for text only posts. There’s an option to “write article” when you create a LinkedIn post too, which is another content type that could be used to circulate your blog articles. Try both LinkedIn content types out and see which one works better for you.


Video content has been proving very popular over the years across other platforms and it’s no different on LinkedIn. In the same way that imagery is engaging for followers, so is moving imagery, so try and take advantage of this for your company. It doesn’t matter if you’re a creative company or not, there are plenty of tools out there to help you create video content.

In order to keep your audience engaged, it’s important that the video length is short, preferably between 30 seconds to 3 minutes. Remember to communicate the video length in the caption, along with a short summary of what is in the video, as this will clearly manage their expectations.

Uploading directly to LinkedIn is a lot better than providing a link and leading followers away from the platform. Make sure you add subtitles too, so your video is accessible for everyone. The creativity you can have with video is limitless. Whether you choose to film a talking video, you create a slideshow for viewers to read along with, or go with a full out production, make sure it reflects who you are as a business and provides assistance rather than promotions of services.

If you’d like to get the most out of your social media marketing for your business, get in touch with us today to see how we can help you. Our social media and content writing team love to get creative and bring your brand to life. Visit our contact page, give us a call on 01473 934050 or email us at [email protected] to discuss your project.