Choose the Right LinkedIn® Post Format
Choose LinkedIn® Company Page post formats based on the idea and audience rather than forcing every message into the format currently attracting attention.
The best LinkedIn® post format is the one that communicates the idea effectively. Format should support the message rather than determine it.
Start with the job the content needs to do
A short observation may need only text. A process or set of findings may work better as a document. A visual result may need an image. Demonstration, personality or movement may make video appropriate.
Use documents when sequence helps
Documents can be useful for structured explanations, reports, step-by-step material and ideas people may want to work through. Do not turn three sentences into a ten-page document simply to manufacture swipes.
Use images when the image adds information
Photography, diagrams, charts and designed graphics can improve understanding or recognition. Generic decoration rarely compensates for a weak idea.
Use video deliberately
Video can demonstrate, explain or humanize a subject particularly well, but it creates additional production demands. Use it when motion, voice or presence contributes to the content.
Build a mixed system
Different formats give the Page different ways to communicate. Review performance by objective and subject as well as by format so you do not conclude that one format is universally superior.
Your task
Take your next five planned ideas and choose the format for each only after writing the core message in one sentence. Explain why the chosen format makes that message easier to understand or more useful.
Course details:
Choose the Right LinkedIn® Post Format
- Intermediate
- FREE
A Free LinkedIn® Course by:
Fox Tucker
About This Series
This module helps you build a practical LinkedIn® Company Page content system. You will decide what the organization should talk about, set a workable posting cadence, plan a content calendar, choose formats, use articles and newsletters, target posts, schedule content and repurpose useful website material.
Each lesson can be completed independently or as part of the module.
Lessons In This Series
Requirements
- Access to, or responsibility for, an established LinkedIn® Company Page
- A desktop or laptop is recommended for Page administration and Business Manager tasks
- Some actions require the appropriate LinkedIn® Page admin role or Business Manager permission
Audience
- Anyone responsible for managing an established organization’s LinkedIn® Company Page
- Marketing and communications professionals
- Social media managers
- Owner-managers responsible for their organization’s LinkedIn® presence
Expert Tip
Across the course, I use a box like this for practical notes based on managing and improving LinkedIn® Company Pages.
LinkedIn® Premium Notes
I use a box like this when a feature or option depends on LinkedIn® Premium Company Page access. Premium features can change, so each note explains the relevant use rather than assuming Premium is required.