Publish on LinkedIn : text, image or video? Which format to choose?

You post on LinkedIn but hesitate between text, image, or video? This confusion is probably costing you opportunities. Here’s your guide to choosing the right format based on your objectives.

LinkedIn Algorithm 2025: What has changed for your content

Today, LinkedIn highlights content that genuinely interests users, not just recently published posts. A quality post can explode several days after publication if it generates authentic engagement. This shift changes everything for developing your LinkedIn strategy effectively.

LinkedIn text format 2025: Why it still converts so well

When to Go for Text

• Share your expert insights
• Tell a meaningful personal experience
• Analyze a trend in your industry
• Establish your professional credibility

Why it still works

Unlike other networks, LinkedIn remains a platform where text performs remarkably. Your B2B audience seeks expertise and deep insights, not visual entertainment. Text allows you to demonstrate your unique thinking and apply the art of storytelling to captivate your professional audience.

Winning structure for your text posts

• Hook that grabs attention (“I almost lost my biggest client…“)
• Value with a concrete experience or unique insight
• Engaging question to stimulate comments

This approach works particularly well when you clearly define your target persona.

LinkedIn Video in 2025: How to make the most of it

When to prioritize video

• Demonstrate a process or tool
• Share authentic client testimonials
• Explain complex concepts visually
• Humanize your expertise and personality

The authentic advantage of video

Videos generally generate more engagement and conversations than other formats. In 2025, authenticity matters more than technical perfection. A sincere but imperfect video often performs better than a polished production.

Practical method for your videos

• First 5 seconds: strong visual hook
• Concrete problem you identify clearly
• Actionable solution you propose
• Quick proof or example to build credibility
• Optimal length: 30 seconds to 2 minutes maximum

LinkedIn Carousels 2025: The format that captures attention

Strategic use of carousels

Perfect for presenting step-by-step advice or breaking down complex processes. Carousels generally reach a wider audience than traditional posts and encourage engagement. This is the ideal format to create LinkedIn carousels that generate leads effectively.

Optimal structure for your carousels

• First slide: hook with a clear promised benefit
• Middle slides: one actionable idea per slide
• Last slide: recap + engaging question
• Maximum 10 slides, ideally between 5 and 7

Other LinkedIn formats: Polls and documents to diversify

Polls for immediate engagement

LinkedIn favors this native format that encourages direct interaction. Always accompany your poll with a comment providing context and analysis.

Documents to strengthen your authority

Native PDFs keep users on LinkedIn and reinforce your credibility. They naturally position your expertise in your field. This approach complements your LinkedIn prospecting efforts perfectly.

How to mix your formats intelligently

Don’t limit yourself to a single format. The majority of your posts can be text, complemented by regular carousels, frequent videos, and occasional polls.

Measure what truly matters

Beyond classic metrics, pay close attention to:

• Which formats generate qualified comments?
• Which ones bring relevant connection requests?
• Which posts trigger concrete business conversations?

These indicators will better guide your publishing schedule and optimization of your posting times.

Universal tips to optimize all your formats

• Consistent profile: make sure you’ve optimized your LinkedIn profile first
• Responsiveness: reply to first comments within an hour
• Indirect CTA: favor questions over direct asks

Your immediate roadmap

1. Define your main goal: awareness, lead generation, or showcasing expertise?
2. Choose the most suitable format according to this practical guide
3. Test on 3-4 consecutive posts using the same format to gather data
4. Analyze results and adjust your strategy
5. Gradually diversify by integrating other formats

FAQ: Common questions about LinkedIn formats

What Is the best LinkedIn format for generating Leads?

Text remains highly effective for B2B lead generation because it allows you to establish expertise in depth. Combine it with carousels to maximize results.

Is Video absolutely necessary on LinkedIn in 2025?

Video performs well but is not mandatory. Text posts maintain excellent interaction rates on LinkedIn, unlike other social networks.

Conclusion: Take action now

The secret isn’t finding the perfect format but intelligently adapting your message to the right format according to your goal. As with avoiding common strategic mistakes, the key lies in consistency and continuous improvement.