A new LinkedIn study has challenged one of the most common assumptions in social media marketing.
According to research by Metricool, LinkedIn posts that include external links receive 13.57% more interactions and nearly 5% more views than posts without them.
The study analyzed over 577,000 posts from nearly 48,000 company pages over three years and offers a data-driven update to LinkedIn content strategies.
It also reveals which content types perform best and where marketers are missing major opportunities.
Links Don’t Hurt Your Reach, They Help
Marketers have long refrained from including links in LinkedIn posts, assuming the platform’s algorithm limits the reach of posts with external links to encourage user retention.
Recent data, however, challenges this assumption.
Roughly 31% of the posts analyzed contained links, which consistently earned more engagement and views than those without.
This means marketers can include links when relevant, such as to a blog post, product page, or registration form, without worrying about reduced visibility.
Adding a link doesn’t just drive traffic off-platform; it also boosts performance on LinkedIn itself.
Carousels Drive the Most Engagement
Carousel posts stood out among all post types. These are multi-page PDFs that users scroll through, and they had the highest engagement rate at 45.85%.
The interactive nature of carousels encourages users to spend more time on a post, which boosts visibility.
Marketers aren’t using this format nearly enough despite its strong performance.
Polls Are Underused but Highly Effective
Polls made up just 0.00034% of all posts in the study. Yet, they delivered 206.33% more reach than the average post.
These short, interactive posts are easy for users to respond to and often spark further conversation. Despite their potential, they’re rarely used. Brands looking for quick, high-reach engagement should take note.
Text-Only Posts Perform Worst
Text-only content was the least effective format across the board. Even though it’s widely used, it consistently drew the fewest interactions, showing that visuals are key to standing out on LinkedIn.
Marketers should shift away from plain text updates to stay competitive and invest more in formats like images, videos, carousels, and polls.
Video Content on the Rise
Video content on LinkedIn experienced significant growth over the past year, increasing by 53%. Engagement with video content surged by 87.32%, accompanied by a 73.39% rise in impressions and a 52.17% increase in views.
LinkedIn’s algorithm favors video, making it one of the most effective content types on the platform today.
Marketers should make native video a central part of their strategy, whether for thought leadership, product demos, or customer stories.
Smaller Industries See Better Engagement
The study analyzed engagement by industry as well. Surprisingly, companies in sectors like manufacturing and utilities (often with smaller followings) had higher engagement per post than those in education or retail.
This shows that follower count isn’t everything. Engagement depends more on relevance and quality than size.
What This Means for LinkedIn Marketers
This study should prompt a major rethink of LinkedIn content strategies. Old assumptions no longer hold up.
Here’s what marketers should take away:
- Include links when they add value. They help performance, not hurt it.
- Use carousels regularly. They get the highest engagement.
- Don’t ignore polls. They’re rare but extremely effective.
- Invest in video. LinkedIn favors it, and so does your audience.
- Focus on engagement, not follower count. Smaller sectors can still win big.
Key Takeaways
- Posts with links get 13.57% more interactions and 4.90% more views.
- Carousel posts have the highest engagement rate at 45.85%.
- Polls, though rare, drive 206.33% more reach.
- Video engagement jumped by 87.32% in the past year.
- Smaller industries often have higher engagement rates than larger ones.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.