How to Boost Engagement With LinkedIn Carousel Posts and Ads

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The algorithm giveth and the algorithm taketh away. Such is the cycle of social media. After launching their native carousel post format in July 2022, LinkedIn lately introduced their elimination of it lower than a 12 months later.

Why? Apparently due to user feedback that LinkedIn carousels (and hyperlink stickers and profile movies) weren’t hittin’ the mark for content material creators on the platform.

That’s a bit unusual, contemplating LinkedIn carousels get 5 instances as many clicks as some other submit format.

Don’t fear: there’s nonetheless a approach to make LinkedIn carousel posts. It’s known as the “LinkedIn doc submit” or “PDF submit hack,” and it’s been round lots longer than the precise LinkedIn carousel format.

Right here’s how to create LinkedIn carousel doc posts and adverts that get you observed.

Bonus: Obtain a free step-by-step information to combining natural and paid social techniques right into a successful LinkedIn technique.

What’s a LinkedIn carousel?

A LinkedIn carousel is a content material format that viewers swipe by to see a number of pictures or movies inside a single submit, like a flipbook. Many social platforms, like Instagram and Fb, have carousel submit codecs.

LinkedIn carousel submit

LinkedIn carousel posts used to seem like this:

Supply: Hootsuite on LinkedIn

Since June 2023, you’ll be able to’t showcase a number of pictures or movies as a carousel like that anymore, however you can make a document-based carousel submit like this:

Example of a carousel post on LinkedIn

Supply: Nicholas Petroski on LinkedIn

The one limitation with doc carousels vs. conventional carousel posts is you’ll be able to’t use video information.

LinkedIn carousel advert

LinkedIn carousel adverts are nonetheless a legitimate format. So whilst you’ll want to create natural carousels with PDFs, go forward and prep these image-based carousel adverts!

Example of a carousel post on LinkedIn

Supply: The Dwelling Depot on LinkedIn

LinkedIn carousel specs

Since precise carousel posts aren’t round anymore, right here’s what you’ll want to create doc carousel posts on LinkedIn:

  • A doc file (PDF, PowerPoint, or DOC/DOCX)
  • Most 300 pages
  • File dimension of lower than 100MB

Moreover, whereas both web page orientation works, we suggest utilizing an A4 or US letter dimension panorama orientation in your doc for higher visibility.

For carousel adverts, the present specs are:

  • JPG, PNG or GIF (static solely) format
  • 1:1 facet ratio (sq.)
  • Minimal dimension of 1080 x 1080 pixels
  • Below 10 mb per picture
  • Minimal 2, most 10 pictures

Do carousel posts do higher on LinkedIn? [Experiment!]

We all know carousel posts outperform almost each submit sort on different platforms, even getting 3 instances extra engagement than Reels on Instagram. What about on LinkedIn?

Let’s discover out.

To show the speculation that LinkedIn carousels additionally lead the pack in engagement, I did what any good scientist would: I examined it myself.

Since precise LinkedIn carousel posts don’t exist anymore, I attempted this with the PDF doc technique. (Precise steps to create these are within the subsequent part.)

Just a few issues to learn about this mini-experiment:

  • I created a PDF, a picture submit, and a textual content submit and scheduled them to my LinkedIn profile.
  • I used the identical copy for the textual content content material a part of the submit for all three.
  • I put the touchdown web page hyperlink within the feedback, as these within the know do, as a result of LinkedIn posts with out hyperlinks get higher outcomes.
  • I had Hootsuite autoschedule the picture and textual content posts to maximize their attain, utilizing the Finest Time to Publish characteristic that analyzes your distinctive viewers and publishes posts after they’re almost certainly to be seen.

Scheduling a LinkedIn post in Hootsuite Composer

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Listed here are the posts:

3 LinkedIn posts side by side: single-image post, carousel post, and text-only post

And listed below are the outcomes:

Experiment results for: Do carousel posts perform better than single-image posts on LinkedIn?

What do these outcomes inform us? Nicely, for one, I’m not very talked-about.

Secondly, that sure, doc carousel posts do appear to do higher on LinkedIn.

Why do LinkedIn carousel posts carry out so significantly better? It might be as a result of their visible nature makes them extra eye-catching in your LinkedIn feed, making it extra seemingly you’ll cease and learn it.

Or, it might be as a result of folks need analysis and information on LinkedIn: 77% of technical customers say it’s their favourite sort of content material.

LinkedIn usage data from Statista

Supply: Statista

Statistics and infographics go collectively like peanut butter and jelly. Ergo, doc carousel posts are the peanut butter to LinkedIn’s jelly.

It’s science.

How to submit a carousel on LinkedIn

In case you skipped forward, native picture and video carousels on LinkedIn are gone. These are the steps for a nifty workaround: LinkedIn doc posts that seem like carousel posts.

Doc posts have been round on LinkedIn for a number of years and they perform a lot the identical approach a carousel submit used to: a number of frames customers can swipe by.

Right here’s how to make them:

1. Click on “Begin a submit”

Register to and click on Begin a submit on the high.

2. Create your LinkedIn carousel submit

Sort in the principle textual content content material such as you would for some other submit. Then click on the three dots icon and the doc icon to connect your PDF, PowerPoint, or .DOC/.DOCX file.

Adding a document to a LinkedIn post

Add your doc, give it a title (which is publicly viewable), and click on Performed.

Adding document details when building LinkedIn post

You too can create a doc carousel submit from the cellular app by tapping Put up, then beneath Extra, select Doc to connect your PDF.

Adding a document to a LinkedIn post

3. Put up it

That’s it! Click on Put up and you’re achieved.

Example of a carousel post on LinkedIn

Right here’s what your carousel doc submit will seem like:

Scrolling through a carousel post on LinkedIn

You could possibly additionally go away a remark in your new LinkedIn carousel doc submit with a hyperlink to a touchdown web page the place folks can obtain the PDF, or learn the report, in full.

It’s essential to notice if you add a PDF to LinkedIn, it turns into publicly downloadable. However lots of people don’t know that, and the obtain hyperlink is hidden within the full display view on the high proper, so it’s unlikely folks will obtain it that approach.

Downloading a document from LinkedIn

That’s why it’s nonetheless efficient to hyperlink folks over to a touchdown web page to try to seize their electronic mail so as to obtain the PDF. Get these leads, bebe.

How to create a carousel advert on LinkedIn

Curiously, LinkedIn has stored the picture carousel submit format for paid adverts. Right here’s what they seem like:

Example of a carousel post on LinkedIn

Supply: Motto on LinkedIn

First off, you want a LinkedIn Firm Web page so as to run adverts. Setting yours up from scratch? Optimize your Firm Web page for discovery and engagement first.

Upon getting a Firm Web page, right here’s how to create a carousel advert:

1. Create a brand new marketing campaign

Log in to and head to Marketing campaign Supervisor. Click on Create, then Marketing campaign.

Setting up a LinkedIn ad campaign

2. Enter superior mode

You possibly can solely create carousel advert codecs in “superior mode” so click on on Superior on the high to swap over. It’s going to ask you to create a brand new advert group.

Advanced campaign setup on LinkedIn

3. Select an goal

Give your advert group a reputation and select your goal. I selected “web site visits” since I need folks to click on a hyperlink.

Picking a campaign objective on LinkedIn

4. Set your price range

Like on different platforms, you’ll be able to set both a lifetime or every day price range. You possibly can have the system optimize your advert spend, which is a good suggestion for many LinkedIn customers, or you’ll be able to set guide bids (advisable for tremendous superior execs solely!).

Budgeting an ad campaign on LinkedIn

Fill out the price range and your date vary and click on Subsequent.

5. Select your audience

You may get tremendous particular with viewers focusing on in superior mode, together with importing your individual customized viewers. LinkedIn additionally has in-built audiences based mostly round sure profile attributes, like customers who’ve not less than a Bachelor’s diploma or work in particular fields.

For instance, I selected advertising and marketing professionals.

Clearly, your geographic and demographic focusing on can be distinctive to your wants.

Setting up a target audience for LinkedIn ad campaign

6. Select the carousel format

Now we’re on the good half: the precise carousel creation. Select the carousel advert format:

Selecting an ad format on LinkedIn

The final (non-obligatory) setup job is defining your conversions for correct marketing campaign monitoring. Once more, these are particular to your marketing campaign, so examine LinkedIn’s assist part for the way to arrange conversions precisely the way in which you want them.

Then, click on Subsequent.

7. Create the carousel advert

Click on Create new advert. Add a reputation in your advert (in your personal monitoring functions), and the precise advert copy and hyperlink URL.

After that, you’ll be able to add up to 10 picture playing cards. Every one can hyperlink to a distinct URL, or have all of them hyperlink to the identical place. You want to add a brief headline (max 45 characters) for every card.

Creating a LinkedIn carousel ad

8. Save and activate your marketing campaign

When you’re achieved creating your carousel advert, click on Save on the backside to add it to your marketing campaign.

Repeat the method to create extra carousel adverts inside that group, or go forward and activate your marketing campaign from Marketing campaign Supervisor to begin operating your advert(s).

Campaign group overview on LinkedIn

Need some super-specific ideas to maximize conversions? Take a look at our carousel adverts information.

10 LinkedIn carousel examples

1. Begin with a daring coloration

This carousel catches your eye immediately with its daring background coloration on the primary slide.

Example of a carousel post on LinkedIn

Supply: Dan Nelkin on LinkedIn

Steal this: Pair a brilliant coloration together with a catchy headline to get consideration, then ship worth in your remaining slides.

2. Educate your viewers

Individuals need information, stats, and to study one thing new from LinkedIn. Adobe is aware of this, and ceaselessly provides related recommendation for his or her artistic skilled viewers.

Example of a carousel post on LinkedIn

Supply: Adobe on LinkedIn

Steal this: Use doc carousel posts to train folks a talent, or talk new details about your business.

3. Showcase your organization tradition and values

Carousel posts don’t all the time want to be academic or have fancy infographics. Share photographs from a latest group or workplace occasion and speak about values that matter.

Example of a carousel post on LinkedIn

Supply: Hootsuite on LinkedIn

Steal this: Put collectively a photograph slideshow of a latest occasion you sponsored or simply share photographs from across the workplace. Let clients and potential workers see what your organization is all about.

4. Use a contrarian headline

Brandwatch’s headline caught my consideration as a result of it’s completely different from what we usually see, pushing ideas which are new, distinctive, superb, confirmed, and so on. As a substitute, their headline guarantees “unoriginal ideas that work.” Sincere and descriptive.

Example of a carousel post on LinkedIn

Supply: Brandwatch on LinkedIn

Steal this: Sure, catchy headlines can get clicks, however don’t overthink it. Generally one of the best headlines are essentially the most sincere, or essentially the most… unoriginal.

5. Share a tutorial

Canva is aware of their product has a ton of options, so sharing tutorials as carousels helps shortly train customers one thing new and preserve folks utilizing their product.

Example of a carousel post on LinkedIn

Supply: Canva on LinkedIn

Steal this: Any firm can create step-by-step tutorial carousels, but it surely’s particularly becoming for software program companies or consultants and coaches. It’s additionally an ideal approach to repurpose movies or weblog posts into LinkedIn carousels.

6. Promote an occasion

Since LinkedIn carousel posts get so many extra clicks and far more engagement than different codecs, they’re nice for selling occasions. Google makes use of a doc carousel submit right here to promote their free webinar.

Example of a carousel post on LinkedIn

Supply: YouTube on LinkedIn

Steal this: Create just a few slides itemizing the time, date, and location of your occasion (or the URL to join a web-based occasion). For a bit extra element, get away just a few key factors folks can count on to study, or advantages of attending.

7. Help a brand new product launch

LinkedIn most likely isn’t your primary gross sales channel for e-commerce or B2C merchandise, but it surely’s nonetheless place to speak about your latest stuff, both to entice potential job seekers, or for total model consciousness.

Example of a carousel post on LinkedIn

Supply: Anker on LinkedIn

Steal this: Break down the important thing options of your newest product for a doc carousel submit. Tailor the copy of your submit to the extra B2B-focused viewers of LinkedIn, slightly than a “purchase this now” name to motion.

8. Share analysis

Individuals need information. Give folks information.

Example of a carousel post on LinkedIn

Supply: Pew Analysis on LinkedIn

Steal this: Flip your newest survey or report right into a doc carousel submit. As a bonus, get folks in your electronic mail record by linking to a touchdown web page to obtain the total report.

9. Quote an interview

Who higher to rock a LinkedIn carousel than LinkedIn? This one options recommendation taken from one other LinkedIn submit, repurposed as a carousel. So meta (however not Meta)!

Example of a carousel post on LinkedIn

Supply: LinkedIn on LinkedIn (LoL)

Steal this: Repurpose a podcast episode or YouTube video into LinkedIn carousel slides. Or, take an present interview from some other place and create a carousel along with your key takeaways. Simply make sure to ask permission first from the copyright proprietor earlier than sharing a submit with their content material in it.

10. Create a mini-portfolio

Sherwin-Williams makes wonderful use of the doc carousel format as a mission portfolio in a nutshell — particularly helpful for service suppliers.

Example of a carousel post on LinkedIn

Supply: Sherwin-Williams on LinkedIn

Steal this: Put up to 10 of your finest photographs for a latest mission, together with a abstract of the important thing challenges and huge wins within the submit content material, and increase, you will have a tiny however mighty portfolio to showcase your work. You could possibly additionally create slides of previous consumer testimonials when you don’t have any photographs. Make sure that to embrace your web site hyperlink for prospects to study extra and ebook you.

Simply handle and develop your LinkedIn presence alongside all of your different social platforms in a single place with Hootsuite. Schedule, publish, and analyze content material throughout all of your accounts, have interaction with feedback and messages, monitor rivals, and get detailed studies to measure your success in just some clicks. Attempt it free at the moment.

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