What type of content really works best on LinkedIn? Experts debate whether articles, comments, images, carousels, or video work best. Here, our latest clips from The Crowded Market Podcast reveals all.
In this podcast episode, George Terry breaks down one of the biggest mysteries creators and marketers face – why LinkedIn performance seems to change week by week – and what you can do about it.
Even though the platform is heavily pushing video, the results often don’t match the expectation.
Sometimes text posts gain a lot of comments and shares – and sometimes carousels can do the same.
And video – despite the hype it gets – it varies if it ‘moves the needle’ for your profile or company page.
So, what’s really going on?
The truth is less about chasing ‘the one winning format’, and more about experimenting, mixing content types, and prioritising genuine human connection.
That final point is often missed by those posting on LinkedIn.
Is video the future of LinkedIn?
Inside LinkedIn itself, video is the format the company is pushing hardest. Agencies, individuals and companies are being encouraged to pivot toward video ads and video-first content strategies.
But the reality for many creators is different – and the results show that.
Even high-quality videos, produced with care, aren’t always getting the massive organic reach you’d expect if LinkedIn was truly rewarding the format. And then there’s the infamous compression issue. You upload a crisp, beautifully edited clip, only to watch it appear in the feed looking like it was filmed on a potato.
It’s frustrating. Creators feel it. Agencies feel it.
And yet… video is still worth doing.
You must work with a high-quality production company in order to maximise your video content.
Video still matters most
The numbers don’t always reflect it, but video creates a human connection that other formats simply can’t match.
When someone sees your face and hears your voice, they feel like they’ve met you.
No text post can replicate that.
Video accelerates trust. It makes you memorable. It brings your personality to the front of your brand. And on a relationship-driven platform like LinkedIn, that matters.
So, while video may not always perform in the traditional sense, it plays a long game that is hard to measure, but powerful to experience.
Stay on top of the latest trends
LinkedIn (much like Google and other social media platforms) is constantly tweaking its algorithm, and the effects differ from person to person based on what they like, engage with, and linger on. For that reason, there is no single format that will win across the board.
Some people’s audiences thrive on text posts. For others, carousels consistently outperform. And every now and then, a rough-cut video will outperform a polished one – because the right idea beats perfect execution.
That’s why the smartest creators don’t commit to a single content type. They commit to a mix.
Quantity and quality
This is where seasoned content creators share a universal truth – you can’t always control the quality (and results), but you can always control the quantity.
You cannot predict which piece will take off. You cannot guarantee results. And you’re not supposed to.
What you can do is keep publishing. Keep experimenting and see what sticks.
Even top agencies admit they’ve launched ads they were sure would crush – and then it flopped. And other ads they were lukewarm on ended up performing incredibly well.
Creativity isn’t predictable. And that’s what keeps the game interesting.
There’s no formula. Only feedback loops. The creators who adapt the fastest win.
Watch the clip here:
- How to get featured on LinkedIn news
- How to stop wasting LinkedIn ad spend
- LinkedIn as a growth tool for your B2B podcast
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