Are you constantly looking for ways to find and convert more leads? Then, you can’t avoid social media.
Social selling on LinkedIn is one of the most widely implemented marketing and sales tactics. But how do you get noticed on this huge platform among hundreds of competitors? By creating attention-grabbing and memorable posts.
If you’ve never posted on LinkedIn strategically before – we got you! Read our guide to learn how to create LinkedIn posts that will help you grow your business.
Outline:
Why post on LinkedIn
Some entrepreneurs disregard LinkedIn posts as unnecessary, centering their strategy strictly around messaging. Yet, according to the LinkedIn report, many prospects will check your profile and the content you post online before engaging with you.
A half-empty LinkedIn profile with a few posts from 2017 can really spoil the first impression. It costs nothing to learn how to post on LinkedIn, but it gives you an immense advantage. LinkedIn posts can help you with:
- Proving your expertise.
- Establishing a positive reputation in your field.
- Promoting your brand and products.
- Finding top specialists to hire.
Naturally, posts aren’t the only way to grow your sales on social media. Still, they are an essential part of the effective social media strategy.
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💡Pro-tip: Regular updates on LinkedIn are an important contribution to lead generation. Check out our video to learn proven strategies for successful prospecting on this platform: |
LinkedIn post types
You can post content on LinkedIn in a variety of formats, each serving a different purpose:
- Text posts
- Image posts
- Video posts
- Document posts
- LinkedIn long-form articles
- Polls
- LinkedIn Live broadcasts
- LinkedIn Events
- LinkedIn Newsletters
Let’s examine each type in more detail.
Text posts
Plain text posts are great for sharing quick thoughts, insights, or updates. What’s more, all types of LinkedIn posts should be accompanied by some text. That’s why you should get comfortable with writing plain text posts before learning how to post on LinkedIn in other formats.
Write in short, clear sentences. One paragraph should contain one idea. Avoid writing more than 1,200 characters — LinkedIn might worry that you’ll bore readers, causing them to leave the platform.
Marketing Specialist at Snov.io
Image posts
It’s always a good idea to enhance your point with visuals. Studies show that people are more likely to remember pictures and videos than words. So, if you want to make your post memorable, try to supplement it with an infographic or a relevant illustration.
Video posts
Dynamic content grabs the audience’s attention. According to Wyzowl, 87% of marketers reported that video increases their number of leads.
Document posts (carousels)
LinkedIn lets you add documents to posts in a PDF format. This way, you can provide informative resources to your audience. More than that, any document that you add to a post is shown on LinkedIn as a carousel of images. It’s a great way to deliver valuable content in a visually appealing way.
LinkedIn long-form articles
LinkedIn is a perfect place to establish thought leadership. You can show your expertise by posting long articles on a specific topic relevant to your audience. In their essence, LinkedIn articles are similar to blog posts but they have an added bonus. As LinkedIn is an established platform, articles posted there usually rank well with search engines.
Polls
LinkedIn polls are the easiest way to quickly gather feedback from your audience. They’re also a powerful tool for engaging with your followers and stirring up conversations in your community. I recommend alternating polls on professional industry-related topics with fun ones.
LinkedIn Live Broadcasts and LinkedIn Events
These two work well together and help you interact with your audience in real time while building a community around your brand. Keep in mind that they take a lot of time to plan and execute. Master more easy-to-create posts first, and then proceed to launch a LinkedIn event or broadcast.
LinkedIn newsletters
Share compilations of your best content with your followers via newsletters. Distribute them to attract more attention to particular pieces. The best part is that you can reuse the existing content, saving you time.
Other ways to engage with your audience on LinkedIn
Remember, you shouldn’t limit yourself to the above types of engagement if you want to maximize your social media success. LinkedIn posts are not the only means of interaction with other users.
Other ways to engage with your potential and existing clients are:
- LinkedIn InMail to reach out to users outside your network;
- Following other LinkedIn pages to express your interest in a particular topic or industry;
- Connecting with your potential clients to show them that you’re interested in engaging with them personally;
- LinkedIn messages to communicate with your connections;
- Likes on other LinkedIn users’ posts to show them that you care about their ideas and struggles;
- Comments on other LinkedIn users’ posts to keep the conversations going and increase your brand’s visibility.
Use these in addition to LinkedIn posts to find and convert leads on social media.
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💡Pro-tip Interacting with each lead individually requires a lot of time and effort. If you already manage your LinkedIn personal and business pages, create posts, and perform other marketing and sales activities, you might get overwhelmed with all of these tasks. LinkedIn automation software can make your life significantly easier, streamlining routine activities and boosting your productivity on social media. Use the Snov.io LinkedIn Automation Tool to:
Send highly personalized messages, follow-ups, and InMail within recommended daily limits to avoid being flagged by LinkedIn. 
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Essential LinkedIn post metrics
To refine your LinkedIn posting strategy, you have to understand how each post performs. LinkedIn analytics are here to help you with this. Pay attention to the LinkedIn post analytics. You can find them under each post.
Visibility metrics
These will help you understand how many LinkedIn users read your posts. There are two types of visibility metrics:
- Impressions indicate the number of times at least half of your post was visible on the LinkedIn user’s screen for at least 0.3 seconds. This metric includes all views, even when the user sees your post for the second, third, or fourth time.
- Unique views (Members reached) indicate the number of users who saw your post for the first time. Therefore, they are best for analyzing your audience’s size.
Engagement metrics
These will show you how interested your audience is in your content. There are five types of engagement metrics:
The number of times when LinkedIn users clicked on your content, profile name, or logo. This usually means that a user wants to get a better look at your content or your profile.
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💡Pro-tip: Your LinkedIn is essentially your business card. Optimizing it is essential to attract new customers. Get a free guide on LinkedIn profile optimization compiled by Snov.io experts and step up your social selling game. |
- The number of times users clicked on the reactions button under your post.
- The number of comments under your post. This includes your replies, so make sure to never leave a comment hanging.
- The number of times other users shared your content with or without adding their own thoughts.
In a nutshell, engagement rate is a complex metric calculated by adding the number of interactions, clicks, and new followers acquired from a post, divided by the number of impressions. It essentially shows how many of the users who see your posts engage with it.
Demographics
The LinkedIn demographics metric shows the job title, location, and company where your post viewers work.
Video-related metrics
Users interact with videos differently than with text or image posts. That’s why LinkedIn tracks additional statistics for such posts. There are two types of video-specific metrics:
- Video views are the number of times users watched your video for at least 3 seconds.
- Watch time is the total number of minutes users have spent watching your videos.
Additional metrics
You can also see other statistics on LinkedIn posts that are very useful in determining your LinkedIn post strategy:
- Click-through rate (CTR) is the number of clicks on your post divided by the total number of impressions.
- The number of follow clicks your post received. This metric is only available for sponsored posts, but it’s a great way to determine the effectiveness of your promo campaign.
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How to write a LinkedIn post
It’s pretty easy to learn how to post on LinkedIn, but creating a LinkedIn post that captures your audience is much more challenging. There’s definitely no one-size-fits-all approach. It takes time and effort to discover how to post on LinkedIn in a way that benefits your brand and brings value to your followers.
But don’t fret—we provide a workflow for creating different types of LinkedIn posts. Start with it and tweak it to be most efficient for you.
1. Define your post’s purpose. Each time you post on LinkedIn, you must have a specific objective in mind. It goes without saying that you want to promote your product on LinkedIn, but promotional posts should be used sparingly.
What value do you provide to your followers? Maybe you share knowledge or contribute to important discussions inside the community. Having a clear purpose will help you create an engaging post that resonates with your audience.
2. Know your audience. You’re not posting in a vacuum. Consider what your followers need at the moment and create a post that covers their needs. Depending on the situation, it can be industry or company news, tips on how to use your product, or solutions to the common challenges your audience faces.
3. Start your post with an engaging opening line. Similar to the subject line in the email, the first sentence is your way to catch your readers’ attention. It has to convey what the post is about and how your followers will benefit from reading it.
4. Keep the post short, informative, and easy to skim through. LinkedIn users don’t read every post on their feed—they quickly scan it and then decide if they want to give it attention. Use short paragraphs, numbered lists or bullet points, bold font, and emojis to catch your followers’ eye.
5. Don’t overburden your post with fancy elements. While emojis and bolded words help keep your post more scannable, be careful not to overdo it. Too many emojis can make your post look unprofessional and distract readers from its content.
6. Include visuals. LinkedIn posts with videos, images, infographics, or carousels get more impressions than plain text posts.
7. Think about your followers’ comfort. If you post a video, make sure it has closed captions so people can watch it in silent mode. If you include an image or an infographic with text, make sure it’s easy to read on both mobile and desktop.
8. Employ storytelling while crafting your posts. Trust us, it’s easier than it sounds. You don’t have to write a novel in your post. Imagine that you’re telling a story to your friends. Share personal thoughts and experiences instead of providing dry facts.
9. Add a call to action (CTA). Depending on your post‘s main purpose, drive your readers to take action. For example, invite them to join the discussion in the comments, direct them to your website for additional resources, or prompt them to follow your company page on LinkedIn.
10. Use relevant hashtags. Hashtags help people who aren’t following your page yet find your posts. Research which hashtags are popular in your industry and use them in your posts. This way, you’ll reach a wider audience and find new followers.
11. Always proofread your LinkedIn posts. Review your post for grammar, spelling, and tone of voice. Typos, errors, outdated info, and slang can overshadow the professionalism of your content and turn your readers away.
12. Ensure that the post’s content aligns with its purpose. Reread your post before publishing and ask yourself what it conveys to the reader. If it’s not clear what the post’s idea is and what action the audience should take, rewrite until you reach clarity.
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💡Pro-tip: Remember that LinkedIn is a social media platform that encourages user interaction and thought exchange. In addition to posting your content, always take time to like and comment on other user’s posts. Liking your connections’ posts will attract their attention, boost your credibility on the platform, and increase your SSI. Use LinkedIn Automation tools to streamline this process and save time. |
Best practices for LinkedIn posts
While the content of your post is crucial, there are other factors that influence its success. You have to consider them in order to learn how to post on LinkedIn in a way that sells. Keep in mind the following best practices:
1. Post consistently. Don’t just spill out a bunch of posts once a month. LinkedIn encourages users to visit the platform frequently. Its algorithm favors those users who come to post and engage with others every day.
People crave consistency as well. If your audience knows when to expect another post from you, they will most likely watch out. This way, a consistent posting schedule will help you to stay on your followers’ radar.
Maintaining a posting schedule can also help you prove your reliability. If you provide valuable information in a timely manner, your audience will trust that you provide your customer service just as reliably.
2. Never compromise quality. While it’s important to post regularly, it should never come at the cost of your content’s quality. Don’t try to boost your engagement with a high volume of posts that don’t offer any value to the reader.
A well-thought-out combination of informative, thought-provoking, and fun content will bring you more leads in the long run. Creating valuable content takes more time and effort, but the outcome is certainly worth it.
3. Alternate between post types. It’s true that some post types perform better than others for certain industries. Yet, it doesn’t mean you should only stick to them and skip other formats. A monotonous feed is a boring feed.
We recommend switching between at least three different types of posts every week. This will help you cater to a broad audience and keep your feed interesting. Alternating between various types of posts will also help you notice if your audience’s preferences change.
4. Join the discussion. Don’t ignore comments under your posts. Engaging with people on LinkedIn will help you boost your Social Selling Index and appeal to the LinkedIn algorithm.
5. Optimize for mobile. According to Statista, over 80% of the US population uses mobile phones to access the Internet. This means your posts must be readable for smartphone and tablet users. Consider this when constructing your posts. For example, split your text into paragraphs to improve its readability on mobile devices.
6. Avoid implementing links to the posts. Why? Because the LinkedIn algorithm doesn’t appreciate links to external sources. So, it’s better to add them to the first comment under your post
Linkedin post examples
I’ve compiled LinkedIn posts mainly using Snov.io’s LinkedIn page to illustrate how you can utilize various types of content on this platform. Hopefully, these examples will help you create your own strategy for posting on LinkedIn.
Plain text LinkedIn post
As you can see, we started this post by clearly stating the problem many LinkedIn users face. It hooks readers and ensures that they will click on the post to read further. Then, we provide valuable tips to help them solve the problem.
Notice how the post is structured to be easy to read on mobile and desktop. We also used emojis to increase readability and make the post more fun.
LinkedIn post with an image
We added a screenshot of the Snov.io dashboard to let our followers know immediately what our new tab looks like. It provides instant value, is easy to read, and attracts attention.
LinkedIn post with a video
We added a value-packed informational video to our post for those followers who are not subscribed to our YouTube channel.
LinkedIn post with a document
Notice how LinkedIn shows a document in a PDF format. Our followers can read the document from the feed or click on the post to magnify it. In the document, we provide valuable information relevant to anyone using email outreach.
This type of post took more time to create than plain text or text with a single image, but it was worth the work. Notice how it got more reactions and reposts than other types of posts.
LinkedIn post with a poll
Who doesn’t like a good cup of coffee? We created this fun poll to brighten our follower’s day and relate to their everyday life. This helps build trust within the community and gives us ground to ask more serious questions, too.
LinkedIn post in the form of an article
![A LinkedIn Marketing Blog article titled '5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare],' written by Alexandra Rynne. Example of how to post on LinkedIn.](https://snov.io/blog/wp-content/uploads/2025/02/LinkedIn-post-in-the-form-of-an-article.png)
When to post on LinkedIn
It’s not enough to know how to post on LinkedIn. Unfortunately, LinkedIn overflows with content, so even the best posts get lost in users’ feeds. You have to choose the time when most people are active on this platform. This will increase your post’s chance of being noticed immediately.
According to research, the LinkedIn audience is most active in the morning and afternoon on workdays.
Nobody wants their carefully crafted informative post to get only a few views before getting lost among other content. Avoid posting your content at 4:00 AM, 10:00 PM, and 11:00 PM on Monday, Sunday, and Saturday.
Remember that the best and worst posting times can slightly differ for different industries. That’s why it’s important to view expert advice as a starting point and experiment on your own.
The frequency of your posts also matters. I recommend posting no more than once every 24 hours and no more than once per week.
Key takeaways
You probably can’t wait to start posting on LinkedIn already. Employ the best practices and tips described in this article, and you will surely start noticing the results. Just remember that selling on social media takes time and a great deal of experimentation. Be consistent, try new things, and optimize your strategy to succeed.
And don’t forget to include other channels besides social media in your strategy! Add email outreach to maximize your marketing efforts. You can find everything you need to launch your first campaign in your Snov.io account.
