LinkedIn Post Formats Ranked: Text vs. Carousel vs. Video vs. Polls (2026)

Every founder asks the same question: "What LinkedIn post format actually works?"

The answer isn't what most "LinkedIn gurus" tell you. After analysing 500+ posts across different formats from our Ghost community, I'm sharing the real data on which formats drive reach, engagement, and most importantly — actual business results.

Spoiler alert: The "best" format depends entirely on your goal. Here's what we discovered.

We Tested 500+ Posts — Here's What We Found

Between January and November 2025, we tracked performance across six LinkedIn post formats using our Ghost content analytics. We measured:

• Reach: How many people saw the post
• Engagement rate: Likes, comments, shares per impression
• Quality engagement: Meaningful comments vs. emoji reactions
• Lead generation: Profile views and connection requests
• Conversion potential: How often engaged users became qualified leads

The results challenged everything I thought I knew about LinkedIn content strategy.

Most surprising finding? Document posts — the format everyone ignores — delivered the highest conversion rates. But more on that later.

Here's how each format performed across our key metrics:

Text Posts — Still the King of Reach

Average reach: 2,847 impressions per post
Engagement rate: 4.2%
Lead conversion: 2.1%

Despite LinkedIn's push towards visual content, text posts still dominate reach. Our best-performing text post hit 47,000 impressions — something we've never achieved with video.

Why text posts win on reach:

• LinkedIn's algorithm favours content that keeps users on the platform
• Text posts load instantly — no buffering or download delays
• They're accessible to users with slower connections
• Screen readers can process them perfectly

The sweet spot for LinkedIn text posts? 150-300 words with a compelling hook in the first line. Our highest-reaching text post started with: "I just lost £50,000 because I ignored this LinkedIn metric."

Best for: Building brand awareness, sharing insights, storytelling

Worst for: Complex tutorials, product demonstrations

Carousel Posts — Highest Engagement Per Impression

Average reach: 1,924 impressions per post
Engagement rate: 7.8%
Lead conversion: 3.4%

LinkedIn carousel posts are engagement magnets. While they don't reach as many people as text posts, the people who see them are twice as likely to engage.

Our most successful carousel generated 312 comments with just 2,100 impressions — a 14.9% engagement rate that would make TikTok jealous.

Why carousels drive engagement:

• Multiple slides encourage users to spend more time with your content
• Each slide is an opportunity to provide value
• The swipe action creates a micro-commitment
• Perfect for step-by-step processes

The key to carousel success? Slide 1 must hook, slide 2-8 must deliver value, slide 9 must include your CTA. Never exceed 10 slides — engagement drops dramatically after that.

Pro tip: Use our Ghost carousel generator to create professional-looking carousels in minutes, not hours.

Best for: Tutorials, listicles, case studies, frameworks

Worst for: Breaking news, personal stories, quick updates

Video Posts — Best for Authority

Average reach: 1,543 impressions per post
Engagement rate: 5.9%
Lead conversion: 4.7%

Here's the counterintuitive truth about LinkedIn video posts: they don't get massive reach, but they build serious authority.

Videos convert nearly twice as well as text posts. When someone watches your 60-second video explaining your framework, they're significantly more likely to visit your profile and connect.

Our data shows the optimal LinkedIn video length is 45-90 seconds. Anything longer and completion rates plummet. Anything shorter and you can't deliver enough value.

Video performance factors:

• Captions are crucial: 85% of LinkedIn videos are watched without sound
• First 3 seconds determine everything: Hook immediately or lose them
• Square format performs best: Optimised for mobile feeds
• Face-to-camera builds trust: Screen recordings feel impersonal

The highest-converting video in our dataset? A 67-second explanation of why most LinkedIn outreach fails. It generated 23 qualified leads from just 1,890 views.

Best for: Establishing expertise, explaining complex concepts, personal branding

Worst for: Quick tips, data-heavy content, text-based information

Polls — High Engagement but Low Quality

Average reach: 2,156 impressions per post
Engagement rate: 8.4%
Lead conversion: 1.2%

LinkedIn polls are the ultimate engagement hack — and that's exactly the problem.

While polls generate impressive engagement rates, most of that engagement is low-quality. People vote and scroll. They don't comment meaningfully or visit your profile.

Our poll analysis revealed:

• 94% of poll engagement is just voting (not comments or shares)
• Poll voters are 60% less likely to visit your profile vs. carousel engagers
• Poll-generated leads have lower qualification scores in our outbound system

However, polls do serve one purpose: market research. Use them to gather insights about your audience, then create valuable content based on the results.

The most effective poll strategy? Follow up with a detailed post analysing the results. This two-post approach combines the reach of polls with the value of text content.

Best for: Market research, sparking conversations, re-engaging dormant audiences

Worst for: Lead generation, establishing expertise, driving profile visits

Document Posts — The Hidden Winner

Average reach: 1,234 impressions per post
Engagement rate: 6.1%
Lead conversion: 5.8%

Here's the format nobody talks about but everyone should use: LinkedIn document posts.

Document posts have the lowest reach but the highest conversion rate of any format we tested. Why? Because they attract your ideal audience — people actively seeking detailed information.

Our best document post was a 5-page "LinkedIn Outreach Template Library." It reached only 987 people but generated 34 connection requests and 12 qualified leads.

Document post advantages:

• Perceived as high-value resources
• Easy to save and reference later
• Professional appearance builds credibility
• Perfect for detailed frameworks and templates

The document post formula that works:

1. Page 1: Eye-catching title and overview
2. Pages 2-4: Detailed content with actionable steps
3. Page 5: Contact information and CTA

Best for: Lead magnets, detailed guides, templates, case studies

Worst for: Time-sensitive content, personal updates, quick tips

Which Format for Which Goal

Stop asking "What's the best LinkedIn post format?" Start asking "What's the best format for my specific goal?"

Goal: Maximum reach and brand awareness
Format: Text posts
Strategy: Hook-heavy storytelling with industry insights

Goal: High engagement and community building
Format: Carousel posts
Strategy: Educational content with clear value on each slide

Goal: Establish authority and expertise
Format: Video posts
Strategy: Face-to-camera explanations of your frameworks

Goal: Generate qualified leads
Format: Document posts
Strategy: Detailed resources that solve specific problems

Goal: Market research and audience insights
Format: Polls
Strategy: Follow up with analysis posts based on results

The most successful LinkedIn strategies combine multiple formats. Our Ghost content calendar automatically suggests the optimal format mix based on your goals.

Pro tip: Track which formats drive the most profile visits for your content. This metric correlates strongest with actual business results.

FAQ

What's the best posting frequency for different LinkedIn post formats?

Based on our data, post text content 3-4 times per week, carousels and videos 1-2 times per week, and documents once per week maximum. Polls should be used sparingly — no more than once every two weeks. Over-posting any format leads to audience fatigue and decreased engagement.

Should I use hashtags with different LinkedIn post formats?

Yes, but strategically. Use 3-5 relevant hashtags for text posts, 5-8 for carousels (higher content volume justifies more hashtags), 3-5 for videos, and 2-3 for documents. Avoid hashtags on polls — they dilute the voting focus. Always place hashtags at the end of your post, not scattered throughout.

How do I measure which LinkedIn post formats work best for my business?

Track these metrics by format: reach, engagement rate, profile visits, and connection requests. Most importantly, measure how many engaged users become qualified leads. Our Ghost outbound system automatically tracks content engagement and flags warm leads for follow-up, making this measurement seamless.

Can I repurpose content across different LinkedIn post formats?

Absolutely. One piece of content can become multiple formats: a detailed text post can become a carousel, key points can become a poll, and the full explanation can become a video. We recommend the "content pyramid" approach — create one comprehensive piece, then break it into smaller format-specific posts throughout the week.

Do LinkedIn post formats perform differently in various industries?

Yes, significantly. B2B software and consulting see higher document post performance. Personal brands and coaches perform better with video. Data-heavy industries like finance see strong carousel performance. Test each format for 30 days in your specific industry before drawing conclusions.

How long should I test each LinkedIn post format before deciding what works?

Test each format for minimum 30 days with at least 10 posts per format. LinkedIn's algorithm needs time to understand your content style and audience preferences. Track performance weekly but don't make decisions until you have statistically significant data. Our Ghost analytics provide automated performance reports to simplify this process.

Ready to optimise your LinkedIn content strategy with data-driven insights? Start your free 7-day Ghost trial and discover which post formats drive the best results for your specific business goals. No credit card required.