{"id":85653,"date":"2022-06-09T16:12:02","date_gmt":"2022-06-09T16:12:02","guid":{"rendered":"https:\/\/rockcontent.com\/?p=85653"},"modified":"2025-09-18T23:30:40","modified_gmt":"2025-09-19T02:30:40","slug":"best-content-types-for-linkedin","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/","title":{"rendered":"The Best Content Types For LinkedIn, According To A New Study"},"content":{"rendered":"<p>If you\u2019re a LinkedIn user, you have probably seen a \u201cyou can\u2019t post that on LinkedIn\u201d message sometime. Well, LinkedIn has changed a lot in recent years, and so have its users. We\u2019re seeing a lot of gurus telling us that short videos are the present and future on almost every channel, but is that true for LinkedIn?<\/p>\n<p>A <a href=\"https:\/\/www.socialinsider.io\/blog\/linkedin-content-strategy-for-b2b\/\" target=\"_blank\" rel=\"noreferrer noopener\">recent study from Socialinsider and Cloud Campaign<\/a> can help us answer this question and understand the best type of content for the professional social media platform.<\/p>\n<p><script src=\"https:\/\/ionfiles.scribblecdn.net\/scripts\/ionizer-1.3.min.js\" data-ion-embed-hash=\"eyJ1cmwiOiIvL2ludGVyYWN0aXZlLnJvY2tjb250ZW50LmNvbS90aGViZWF0LWJhbm5lcj9faW9uX3RhcmdldD1lbWJlZC0xLjAiLCJpZCI6Il9pb25faW9uaXplcl8xNjQzMzkxMzYyMzY3IiwiYXBwZW5kUXVlcnkiOmZhbHNlfQ==\"><\/script><\/p>\n<h2 class=\"wp-block-heading\">The study findings<\/h2>\n<p>SocialInsider and Cloud Campaign research examined more than 141 thousand LinkedIn posts from 1,126 pages with the objective of analyzing what type of content delivers the highest engagement, highest click-through rate, and more on LinkedIn.<\/p>\n<p>According to the study, <strong>native documents generate 3x more clicks<\/strong> than any other type of content. So, if you want to entertain and engage your audience, remember that this is a good way to retain them.<\/p>\n<p>Oh, another great piece of information, especially for B2B companies. <a href=\"https:\/\/findstack.com\/linkedin-statistics\/#LinkedIn_B2B_Sales_Statistics\" target=\"_blank\" rel=\"noreferrer noopener\">Did you know that 80% of B2B leads come from LinkedIn? This number is pretty high when compared to Facebook (7%) and Twitter (13%)<\/a>, so there\u2019s a great opportunity to reach new audiences and generate more leads with your organic strategy.<\/p>\n<p>But you can\u2019t just rely on one specific format for all the content you have planned. If your brand is more of a video content type, I have some good news for you.<\/p>\n<p>While the research leans heavily on engagement numbers and click-throughs, there\u2019s an invisible bit that\u2019s less discussed\u2014reputation. People on LinkedIn aren\u2019t just scrolling for something shiny; they\u2019re actually sniffing out value (or sometimes, let\u2019s be honest, just updating their \u201copen to work\u201d banner). The kinds of posts that rack up reactions are often those that give away tactical tips or low-key confessionals about career mistakes\u2014there\u2019s kind of an appetite for actual usefulness rather than the same old motivational hashtags. Anecdotally, the status updates that stick in my mind are rarely the ones slickly produced, but those where someone stumbles through a real challenge or shares a process, warts and all.\n<\/p>\n<p><strong>Video content generates the highest engagement per impression rate<\/strong>, especially for accounts under 50k followers. So yes, video is indeed a great resource for LinkedIn as well.<\/p>\n<p>And besides those results, images are a must-have in every strategy, due to the simplicity to create (when compared to native documents and videos) and high engagement rate (up to 4.06% average engagement per impressions rate for pages between 50-100k followers).<\/p>\n<h2 class=\"wp-block-heading\">Create meaningful content for your audience<\/h2>\n<p>That\u2019s the thing about LinkedIn now in 2025: people are craving more realness, even in a space that\u2019s still buttoned-up compared to other networks. Sometimes a post blows up not because it\u2019s polished, but because it taps into what folks are dealing with in their industry at that exact moment\u2014maybe a weird new tool, a changing policy, or just a very honest rant about burnout. There\u2019s room to experiment, honestly. Not everything will work, but the upside is nobody expects perfection (they might even trust you more if you drop the facade once in a while). Don\u2019t be afraid to test out different directions, as long as you don\u2019t totally abandon your audience\u2019s expectations.\n<\/p>\n<p>With this data, you can create a successful content strategy for LinkedIn, but you should not exaggerate or create engagement-baiting content.<\/p>\n<p><a href=\"https:\/\/www.socialmediatoday.com\/news\/linkedin-updates-feed-algorithm-to-downrank-engagement-baiting-posts-and-po\/623313\/\" target=\"_blank\" rel=\"noreferrer noopener\">Recently, LinkedIn also updated its feed algorithm to downrank this kind of content<\/a>. Since the channel is facing a constant increase in activity by users, it was only natural that some \u201cgrowth hackers\u201d would try to take advantage of overposting engaging types of content, especially polls.\u00a0<\/p>\n<p>And here\u2019s what LinkedIn says about this kind of action:<\/p>\n<p>\u201cWe\u2019ve seen a number of posts that expressly ask or encourage the community to engage with content via likes or reactions \u2013 posted with the exclusive intent of boosting reach on the platform. We\u2019ve heard this type of content can be misleading and frustrating for some of you.<\/p>\n<p>We won\u2019t be promoting this type of content and we encourage everyone in the community to focus on delivering reliable, credible, and authentic content.\u201d<\/p>\n<p>Since LinkedIn is one of the best social channels for organic strategies and <a href=\"https:\/\/www.socialmediatoday.com\/news\/linkedin-continues-to-see-record-levels-of-engagement-revenue-up-34\/622752\/\" target=\"_blank\" rel=\"noreferrer noopener\">it\u2019s having record levels of engagement<\/a>, every brand and influencer must have this channel on their radar.<\/p>\n<p>But, how can we as marketers surf that engagement wave? Understanding what the audience wants and giving it to them. We\u2019re talking about a professional social network, so, what we usually see the most is careers and market-related content.<\/p>\n<p>As marketers and content creators, we can take advantage of a new type of content to reach new audiences and boost our engagement rate, but we need to do it in a responsible way.<\/p>\n<p>We need to create quality content that can genuinely catch the user\u2019s attention and create a positive impression about our brands.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re a LinkedIn user, you have probably seen a \u201cyou can\u2019t post that on LinkedIn\u201d message sometime. Well, LinkedIn has changed a lot in recent years, and so have its users. We\u2019re seeing a lot of gurus telling us that short videos are the present and future on almost every channel, but is that [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":85654,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,122],"tags":[],"class_list":["post-85653","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-everybody-writes","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Best Content Types For LinkedIn, According To A New Study<\/title>\n<meta name=\"description\" content=\"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Best Content Types For LinkedIn, According To A New Study\" \/>\n<meta property=\"og:description\" content=\"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/\" \/>\n<meta property=\"og:site_name\" content=\"Pingback\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-09T16:12:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-19T02:30:40+00:00\" \/>\n<meta name=\"author\" content=\"Carolina\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"The Best Content Types For LinkedIn, According To A New Study\" \/>\n<meta name=\"twitter:description\" content=\"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carolina\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/\",\"url\":\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/\",\"name\":\"The Best Content Types For LinkedIn, According To A New Study\",\"isPartOf\":{\"@id\":\"https:\/\/pingback.com\/en\/resources\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2022-06-09T16:12:02+00:00\",\"dateModified\":\"2025-09-19T02:30:40+00:00\",\"author\":{\"@id\":\"https:\/\/pingback.com\/en\/resources\/#\/schema\/person\/5931a4533700c840b9f38199581abc33\"},\"description\":\"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.\",\"breadcrumb\":{\"@id\":\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\/\/pingback.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Best Content Types For LinkedIn, According To A New Study\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/pingback.com\/en\/resources\/#website\",\"url\":\"https:\/\/pingback.com\/en\/resources\/\",\"name\":\"Pingback\",\"description\":\"Marketing for builders\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/pingback.com\/en\/resources\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/pingback.com\/en\/resources\/#\/schema\/person\/5931a4533700c840b9f38199581abc33\",\"name\":\"Carolina\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/pingback.com\/en\/resources\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/70cde532238b4f8bf4a6e7e589ff0a259eda38fa966564ca7ed7d23e61c27774?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/70cde532238b4f8bf4a6e7e589ff0a259eda38fa966564ca7ed7d23e61c27774?s=96&d=mm&r=g\",\"caption\":\"Carolina\"},\"sameAs\":[\"https:\/\/pingback.com\"],\"url\":\"https:\/\/pingback.com\/en\/resources\/author\/adm1n\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Best Content Types For LinkedIn, According To A New Study","description":"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/","og_locale":"pt_BR","og_type":"article","og_title":"The Best Content Types For LinkedIn, According To A New Study","og_description":"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.","og_url":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/","og_site_name":"Pingback","article_published_time":"2022-06-09T16:12:02+00:00","article_modified_time":"2025-09-19T02:30:40+00:00","author":"Carolina","twitter_card":"summary_large_image","twitter_title":"The Best Content Types For LinkedIn, According To A New Study","twitter_description":"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.","twitter_misc":{"Escrito por":"Carolina","Est. tempo de leitura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/","url":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/","name":"The Best Content Types For LinkedIn, According To A New Study","isPartOf":{"@id":"https:\/\/pingback.com\/en\/resources\/#website"},"primaryImageOfPage":{"@id":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#primaryimage"},"image":{"@id":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#primaryimage"},"thumbnailUrl":"","datePublished":"2022-06-09T16:12:02+00:00","dateModified":"2025-09-19T02:30:40+00:00","author":{"@id":"https:\/\/pingback.com\/en\/resources\/#\/schema\/person\/5931a4533700c840b9f38199581abc33"},"description":"Native documents and video. That\u2019s the way to retain your audience on LinkedIn, according to a recent study by Socialinsider and Cloud Campaign.","breadcrumb":{"@id":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/pingback.com\/en\/resources\/best-content-types-for-linkedin\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"In\u00edcio","item":"https:\/\/pingback.com\/blog\/"},{"@type":"ListItem","position":2,"name":"The Best Content Types For LinkedIn, According To A New Study"}]},{"@type":"WebSite","@id":"https:\/\/pingback.com\/en\/resources\/#website","url":"https:\/\/pingback.com\/en\/resources\/","name":"Pingback","description":"Marketing for builders","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/pingback.com\/en\/resources\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Person","@id":"https:\/\/pingback.com\/en\/resources\/#\/schema\/person\/5931a4533700c840b9f38199581abc33","name":"Carolina","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/pingback.com\/en\/resources\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/70cde532238b4f8bf4a6e7e589ff0a259eda38fa966564ca7ed7d23e61c27774?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/70cde532238b4f8bf4a6e7e589ff0a259eda38fa966564ca7ed7d23e61c27774?s=96&d=mm&r=g","caption":"Carolina"},"sameAs":["https:\/\/pingback.com"],"url":"https:\/\/pingback.com\/en\/resources\/author\/adm1n\/"}]}},"_links":{"self":[{"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/posts\/85653","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/comments?post=85653"}],"version-history":[{"count":3,"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/posts\/85653\/revisions"}],"predecessor-version":[{"id":129690,"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/posts\/85653\/revisions\/129690"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/media?parent=85653"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/categories?post=85653"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pingback.com\/en\/resources\/wp-json\/wp\/v2\/tags?post=85653"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}