The Secret to Boosting LinkedIn Engagement: Insights from the Latest Study

LinkedIn has long been hailed as the platform for professionals, businesses, and thought leaders to connect, share knowledge, and grow their networks. But how do you stand out on a platform that already hosts millions of active users and businesses? If you’re a marketer, business owner, or someone trying to build a strong presence, understanding what drives engagement on LinkedIn is crucial.

A recent LinkedIn study by Metricool provides fresh insights into what truly drives engagement on the platform, and the findings may surprise you. Let’s dive into these key findings and uncover how you can strategically enhance your LinkedIn strategy.

LinkedIn Engagement: What Really Works?

For years, social media experts have given out the same advice: Avoid adding links to your LinkedIn posts as it might reduce your visibility. However, a comprehensive study conducted on over 577,000 LinkedIn posts challenges this age-old belief. The study found that posts containing links actually led to a 13.57% increase in interactions and 4.90% more views than posts without links.

So, what does this mean for your LinkedIn strategy? Well, it’s time to rethink the way you approach posts and engagement. Let’s look at how you can leverage these insights to boost your own LinkedIn game.

Why Do Links Matter?

The research reveals that nearly 31% of posts on LinkedIn contain links to external websites, and those posts consistently outperform others. This directly contradicts the advice that says LinkedIn penalises links by limiting their reach.

Why are links so important? For one, links can provide additional value to your audience by directing them to resources, articles, or even your website. When you add links, you allow users to engage in a way that adds value, and the LinkedIn algorithm seems to reward that. Rather than focusing on keeping users within the platform, LinkedIn seems to prioritise engagement and relevance—and links, when used thoughtfully, increase both.

Content Formats That Get Results

While links are essential, content format plays a major role in determining how well your posts perform. According to the study, certain content formats outperform others when it comes to engagement. Let’s explore the formats that should be part of your LinkedIn content strategy.

Carousels: The Content Superstar

If you’re looking for engagement, carousels (also known as document posts) should be your go-to format. Carousels lead in engagement, with a staggering 45.85% engagement rate, making them the highest-performing content type on LinkedIn.

Why are carousels so effective? They allow you to present information in bite-sized chunks that are easy for users to consume. Plus, users enjoy interacting with multi-slide posts, as they encourage active participation. Whether you’re sharing tips, insights, or case studies, using carousels can significantly boost your post’s engagement rate.

Polls: A Hidden Gem

Polls may only account for 0.00034% of posts on LinkedIn, but the data shows they are a missed opportunity. Posts with polls achieved an astounding 206.33% more reach than average posts.

Why do polls perform so well? Simply put, people love giving their opinions. Polls encourage interaction and generate conversation, making them one of the most effective ways to engage your audience. Despite their effectiveness, very few people are using them, which means if you start using polls, you could quickly stand out.

Video Content: The Growth Powerhouse

In recent years, video content on LinkedIn has exploded. In fact, LinkedIn video posts grew by 53% last year, and their engagement increased by 87.32%. These numbers indicate a significant shift in how users engage with content.

LinkedIn seems to prioritise video content in its algorithm, as shown by the rise in both impressions (73.39%) and views (52.17%). Videos grab attention and convey messages in a more dynamic and engaging way than static images or text. Whether you’re posting behind-the-scenes footage, industry insights, or product demos, incorporating video can dramatically increase your post’s performance.

Text-Only Posts: The Struggling Format

While text-only posts are still common on LinkedIn, they consistently perform poorly in terms of engagement. The study shows that text-only posts received fewer interactions than visual content like images and videos.

Why do text-only posts underperform? In a fast-paced social media world, people are drawn to visually stimulating content. Text-only posts may struggle to stand out in a crowded feed, making it harder to engage your audience. If you want to increase your interactions, consider pairing your posts with visuals, whether it’s an image, video, or carousel.

How to Use These Insights in Your Strategy?

Now that we’ve broken down the study’s key findings, let’s talk about how you can implement them in your own LinkedIn content strategy.

Don’t Avoid Links, Embrace Them

As the study reveals, links in LinkedIn posts can increase engagement and views. So, next time you’re creating a post, ask yourself: Does this content offer additional value if I add a link? If the answer is yes, then don’t hesitate to include a link. Whether it’s to a blog post, a product page, or an external resource, adding links can drive traffic to your website while increasing the engagement of your post.

Experiment with Carousels and Polls

Carousels are the top performer when it comes to engagement, so make sure to use them in your content mix. Share insightful presentations, case studies, or step-by-step guides in a carousel format to encourage users to swipe through your slides.

Polls are another easy way to boost engagement. Start asking thought-provoking questions and encourage your audience to share their opinions. Not only will this increase your engagement rate, but it will also provide valuable feedback on what your audience is interested in.

Use Video Content to Capture Attention

With video content growing rapidly on LinkedIn, it’s crucial to incorporate video into your strategy. Whether you’re sharing a quick tip, an industry update, or showcasing a product, video allows you to engage users in a dynamic way. Remember, video doesn’t always need to be professionally shot—authentic, unpolished videos often resonate more with LinkedIn users. Just make sure the video is informative, engaging, and aligned with your audience’s interests.

Use Text Creatively

While text-only posts might not perform as well as visual content, they can still be effective when used creatively. Try breaking up your text with bold headers, lists, and emojis (sparingly) to make the content more scannable. Additionally, ask open-ended questions to invite comments and foster discussion.

Insights Based on Industry

Interestingly, the study also found that industry-specific performance varies, with smaller sectors often outperforming larger ones. For instance, companies in the manufacturing and utilities sectors, despite having fewer followers, received more engagement per post compared to industries like education or retail, which have larger followings.

This insight proves that engagement isn’t solely about the number of followers you have—it’s about providing content that resonates with your audience. So, if you’re in a niche industry, don’t be discouraged by your smaller follower count. Focus on delivering valuable content that will drive meaningful engagement.

Wrapping Up: Rethink Your LinkedIn Strategy

The LinkedIn study reveals that many commonly held beliefs about the platform’s content performance are not entirely accurate. Posts with links, carousels, video content, and polls are some of the most effective ways to engage your audience and increase visibility.

As you move forward with your LinkedIn strategy, remember the importance of testing and adapting to new trends. What worked last year might not work in 2025, so it’s crucial to stay updated with the latest data and adjust your strategy accordingly.

By incorporating links, experimenting with different formats, and embracing the power of video and carousels, you’ll be well on your way to creating engaging content that stands out on LinkedIn.