Report Finds Carousel Posts Drive Highest Engagement on LinkedIn

A recent analysis by Socialinsider has revealed the top-performing content types on LinkedIn for 2025, offering valuable insights for brands aiming to boost their presence on the platform. Based on a review of one million posts across 9,000 LinkedIn company pages, the report identifies carousels and document-style posts as leading formats in terms of engagement.

According to the data, carousel posts – typically PDF slideshows uploaded as documents – garner the most interaction, followed closely by videos. This finding diverges slightly from LinkedIn’s own reporting, which states that video content receives 1.4 times more engagement than other formats. However, LinkedIn’s data includes personal accounts, whereas Socialinsider’s research focused solely on company pages.

The report also highlights that while carousel posts earn the highest number of likes, polls outperform all other formats when it comes to impressions. Videos, meanwhile, remain a strong contender for driving both visibility and interaction.

Despite the rise in performance for these formats, traditional image and link posts continue to be the most commonly used by company pages. This may be linked to LinkedIn’s 2024 update to its link preview design, which reduced the size of preview images for organic posts – prompting some brands to post standalone images with links in the comments instead. Another notable trend is that smaller LinkedIn company pages are currently experiencing the fastest follower growth, suggesting growing interest in niche or emerging brands.

Overall, the findings point to a shift in content strategy priorities for companies leveraging LinkedIn. Document-based carousels, videos, and polls are proving to be the most effective for engagement – with the full report providing greater detail on how and why these formats can be used well.