You're probably wondering why your LinkedIn posts aren't getting the engagement you desire, despite the effort you've invested in creating them.
Well, here’s the truth:
It's often not about the quality of your content, but the types of posts you publish.
LinkedIn users tend to interact with certain post types more than others, and these are the ones that often go viral in the LinkedIn community.
Want to post content that piques your audience's interest and draws attention? We've got you.
This guide highlights seven types of LinkedIn posts you should prioritize, even as you create other types.
But, before we dive in, you're probably wondering why some types of LinkedIn posts perform better than others. Well, it all comes down to psychology.
Here’s what we mean in simple terms…
The LinkedIn Algorithm Favors Emotion-Centric Posts
Think about the last time you stopped at a LinkedIn post because it made you pause, reflect, or feel something.
Maybe it was a personal story about a professional closing a major deal after countless setbacks, or a challenging experience they overcame, along with the lessons they learned.
You likely stopped because the post felt real, and you connected with their experience.
You didn't just read it—you felt it.
Take this post by Jasmin Alic as an example:
Be sincere:
If you had to choose between Jasmin’s post and a random LinkedIn poll, which would you engage with?
We bet you'd pick Jasmin’s post.
Why?
Well, for starters, it conveys a stronger emotional connection than a LinkedIn poll!
Emotion-centric posts naturally appeal to your audience, encouraging genuine interactions. The LinkedIn algorithm is designed to notice this kind of engagement.
Not sure what types of posts will help you build emotional bonds with your audience? No worries—we'll cover this in detail in the next section.
The Only 7 Types of LinkedIn Posts You Should Be Publishing
Emotion-centric content can be the key to boosting your engagement, but it's essential to know what works.
Here are seven types of LinkedIn posts you should prioritize:
1. Sponsored Content
Sponsored content on LinkedIn is a paid advertising format that allows brands to generate leads or create awareness by collaborating with influencers.
These types of LinkedIn posts often attract higher engagement because of their personalization, value-backed nature, and how effectively they tap into emotions.
For instance, imagine coming across a LinkedIn post where a person shares their experience of losing weight quickly by using a product.
Reading about their experience may trigger an emotional response, prompting you to react, comment, or share the content. You might even feel compelled to try the product if the results are impressive and the post is convincing enough.
Here’s a real-life example from one of the sponsored post campaigns Creator Match executed for BetterHelp:
In the sponsored post above, Linda Le recapped her life’s journey, highlighting how she overcame self-harm tendencies after committing to therapy. She also shared some of her wins, showing readers how their lives could improve by seeking professional support.
Although it was a 'sponsored' post, it felt personal and showed vulnerability. The accompanying discounted therapy offer provided a clear next step for anyone who might relate to her experience.
As expected, the post gained significant traction, generating heartfelt comments like these:
Would you also like to add sponsored posts to your LinkedIn content calendar?
We can help you get started.
As a leading LinkedIn influencer marketing agency, Creator Match connects LinkedIn creators with paying brands.
Want to join our fast-growing network of creators? Fill out this form.
You can also book a call with our team if you run a business and want us to plan and execute your first (or next) LinkedIn influencer marketing campaign. Leading brands like Adobe, Fiverr, and Wix trust our services — and we’re confident you will too.
2. Big Announcements
Big announcement posts are ones shared on LinkedIn to publicize significant news or achievements. These posts evoke strong emotional responses from the LinkedIn community, whether it be curiosity, excitement, or inspiration.
For example, think of a time you saw a LinkedIn post from a professional announcing a major career breakthrough, especially after struggling without seeing results for a long time.
You were probably intrigued by their success story, inspired, and naturally motivated to leave a comment congratulating them on achieving such a milestone.
Consider the example below:
In this LinkedIn post, Tommy Clark announced a career milestone. His intriguing story was carefully crafted to capture his readers' attention and invite them to join in the celebration.
So, what’s the key to creating LinkedIn announcement posts that resonate and drive genuine engagement?
It’s simple. Introduce a storyline that provides context to your announcement.
For instance, instead of simply saying "I’m thrilled to announce my promotion..." explain how you grew into the role and what this step means for your career journey.
Good storytelling fosters connection and encourages deeper interaction.
3. Life Update
LinkedIn users value authentic, relatable content, which is why posts sharing life updates often generate significant traction. These posts offer insights into a creator’s current experiences, typically informal and raw, making them easy to relate to.
For example, when a creator shares a story of overcoming a difficult situation or describes their experience adjusting to a new environment, it feels more genuine than the countless ‘formal’ LinkedIn posts we see every day.
Jessica Young's post below is a perfect example of an emotion-packed life update. She shared a challenging moment in her life, describing how she lost everything—her marriage, business, and life savings.
It’s easy to understand why her post generated significant engagement. The vulnerability and authenticity of her story drew readers in, encouraging them to leave a comment.
Similarly, John Iwuozor’s post drove significant engagement as he narrated his journey of relocating to the United Kingdom and his experience adjusting to a new environment.
The success of these posts highlights one key point:
Sharing life updates is an effective way to humanize your brand and connect with your audience on a deeper level.
4. Humorous Tidbits
Everyone loves a good laugh. Even in a professional community like LinkedIn, a clever joke or a light-hearted post can serve as a refreshing break from the monotony of formal content shared on the platform.
Humourous LinkedIn posts often generate massive engagement, especially because of how effectively they tap into positive human emotion.
For instance, humor can take the form of a question like “Ever realize ‘I'll just work from the couch today’ is the same as saying ‘I'll accomplish nothing today’?”
This example will most likely leave a smile on your face if you work remotely because the content is relatable.
Liam Fallen, for example, often creates humorous posts—and he does it so well.
Here's a snapshot of one of his pieces:
His posts are short, relatable, and funny. They give his readers a good laugh and encourage them to add to the joke in the comments.
Using humor in your content can set you apart on LinkedIn and help establish a memorable personal brand. It makes your presence more enjoyable and ensures people remember you for adding positivity to their feed.
However, if you want to start creating these types of content, you must first know your audience. This is crucial to ensure your humor resonates with them, and to avoid controversial jokes or topics that could be misinterpreted.
Also, keep things short and simple. Humor loses its punch when overstretched. A short, witty caption with a funny image or GIF should do.
5. Carousel Tips
Carousel posts on LinkedIn allow you to deliver information to your audience in the form of slides. These posts often capture attention due to their aesthetic appeal and are effective for how-to guides, as they present information in concise, easy-to-digest bits.
Here’s an example of a carousel post created by Connor Gallivan:
As an SEO and content marketing expert, Connor shared actionable tips his followers can use to optimize their video content for SEO. He organized each tip into separate slides, adding screenshots between points to enhance readability.
To create a carousel, simply design a series of slides in a tool like Canva or PowerPoint.
Keep the slides visually engaging with minimal text, and ensure each one communicates a clear point. Remember, the goal is to make the content easy to skim and understand at a glance.
Once your slides are ready, save them as a multi-page PDF file, which you can then upload directly to LinkedIn.
Carousel posts are a powerful way to communicate your ideas in a simplified, step-by-step manner. When done right, they can effectively grab attention and deliver real value.
6. Event Recap
Posts that highlight key insights and takeaways from events you’ve attended—such as professional conferences—are a great way to connect personally with your audience.
In addition to driving engagement, these posts help position you as a thought leader, someone your audience looks to for up-to-date industry knowledge.
Digital marketing professional Khush Farhan exemplifies this concept in the post below, where she shared her experience at the INBOUND conference:
Event posts can also be effective for networking and community building. By tagging attendees and speakers, you encourage discussions, which increases the post’s visibility.
AJ Eckstein often uses this strategy to draw more attention to his posts. Below is an example where he shared highlights from the Fast Company Innovation Festival and tagged other creators.
When sharing updates from an event, incorporating visuals—such as photos, videos, or key slides—can significantly enhance your post. Visuals help bring the event to life, helping your audience connect with the experience on a deeper level.
Sharing key insights and personal experiences from events is a powerful way to build connections, increase visibility, and establish authority in your field.
7. Video Excerpts
Have a long video—like a YouTube recording, podcast, or live session—full of valuable insights? Share it in bite-sized excerpts instead.
Short videos are highly effective on platforms like Instagram and TikTok, quickly grabbing attention and delivering value. LinkedIn creators are now using this approach to boost their following.
For example, leadership coach Shelley Johnson often uses this strategy to share key insights from her podcasts across multiple posts. Below is one of her posts featuring a video snippet.
Breaking down longer content into shorter clips helps maintain your audience’s attention. It also allows you to stretch your content, giving you multiple opportunities to engage your audience with different angles from the same source.
By incorporating video excerpts into your content strategy, you can repurpose long-form videos into digestible posts that keep your audience engaged while growing your reach.
Grow Your LinkedIn Following with Emotion-Driven Posts
Looking to boost engagement and build stronger connections? Focus on content that resonates emotionally with your audience.
Crafting emotion-driven posts is one of the most effective ways to spark engagement. Whether you’re sharing sponsored content, big announcements, or lighthearted humor, each type gives you a chance to connect with your audience on a deeper level.
Fortunately, many creators in your network are already using these post formats to achieve impressive engagement. Study their posts, see what resonates, and adapt those insights to your own content strategy.
Want to speed things up? Use the CM Chrome extension to quickly analyze top-performing posts from creators in your network.
Our free tool helps thousands of LinkedIn creators craft content their audience loves. Install it now and start creating posts your audience will engage with.
