Adding Links to LinkedIn Posts Boosts Engagement by 13%, Study Reveals
A recent LinkedIn study challenges conventional wisdom, showing that posts with links increase engagement by 13.57% and views by 4.90%. Discover how this insight can enhance your social media strategy.
The study, conducted by Metricool, analyzed over 577,000 LinkedIn posts from nearly 48,000 company pages across three years. The findings provide marketers with actionable data to refine their content-sharing approaches.
Links Contradict Long-Standing Myths For years, experts advised against including post links in LinkedIn updates.
- Many believed the platform penalized such posts to keep users on-site.
- This new research disproves that notion.
Approximately 31% of analyzed posts contained external links, and these consistently outperformed posts without links. The data shows a clear engagement boost , contradicting outdated advice.
Content Format Insights Highlight Opportunities The study also uncovered significant variations in how different content types perform on LinkedIn.
- Carousels (document posts) emerged as the top performer for engagement, achieving a 45.85% interaction rate. Users are willing to engage with multiple slides, making this format ideal for detailed content.
- Polls are an underutilized gem. Though they account for only 0.00034% of posts, they deliver 206.33% more reach than average posts. Their rarity and high performance make them worth experimenting with.
- Text-only posts lag behind visual formats. Despite being common, they received the lowest interaction rates, underscoring the importance of incorporating visuals into your strategy.
Key Takeaways for Marketers
- Adding links to posts enhances LinkedIn engagement — contrary to popular belief.
- Visual content, especially carousels, drives higher interaction rates.
- Polls, though rarely used, offer a unique opportunity to maximize reach.
- Text-heavy posts underperform compared to visually engaging formats.
By leveraging these insights, businesses and content creators can optimize their LinkedIn algorithm performance and improve click-through rates, ensuring their content resonates with audiences.
LinkedIn’s Top-Performing Content Formats: Carousels and Video Dominate Engagement
A groundbreaking LinkedIn study reveals that carousel posts (document posts) achieve a 45.85% engagement rate—the highest of any format—while video content sees a 53% growth in posting volume and an 87.32% surge in engagement year-over-year. These findings underscore the platform’s shift toward interactive and visual content, debunking myths about text-only posts’ effectiveness 12.
The research, conducted by Metricool, analyzed 577,000+ posts and highlights actionable insights for marketers:
- Carousels drive prolonged user interaction, ideal for step-by-step guides or data-rich presentations.
- Video content benefits from LinkedIn’s algorithm, with impressions rising 73.39% and views up 52.17% 16.
- Polls, though underused (0.00034% of posts), deliver 206.33% more reach than average, making them a hidden gem for audience interaction 2.
Key Content Format Performance (2025)
| Format | Engagement Rate | Growth/Notes |
|---|---|---|
| Carousels | 45.85% | Highest engagement; ideal for storytelling |
| Video | 5.60%* | +87.32% engagement YoY; best for awareness |
| Polls | 4.40% | +206.33% reach; underutilized |
| Multi-image | 6.60% | Most “likable” format |
| Text-only | ~4% | Lowest engagement; requires bold hooks |
Native video engagement rate per.
Strategic Takeaways:
- Leverage carousels for complex topics—users spend 2.5× longer on these posts.
- Prioritize short videos (<5 minutes) with direct-to-camera delivery for maximum reach.
- Test polls weekly to spark conversations and tap into LinkedIn’s viral feedback loop.
Video Content Drives Remarkable Growth
Last year, LinkedIn video content surged by 53% in posting volume, with engagement rates jumping 87.32%—far exceeding growth on TikTok, Reels, and YouTube. This trend cements LinkedIn as a powerhouse for B2B video marketing, with its algorithm now actively prioritizing video formats.
Key Findings from the Report:
- Algorithm Advantage:
- Video posts saw a 73.39% increase in impressions and 52.17% rise in views, even as overall posting volume grew just 13.77%.
- Quote from Metricool’s study:
“The disparity between posting growth and engagement spikes confirms LinkedIn’s algorithm rewards video—especially native uploads—with disproportionate reach.”
- Industry-Specific Engagement Gaps:
- Manufacturing & Utilities outperformed sectors like Retail and Education in engagement-per-post, despite having 40–60% smaller follower counts.
- Professional Services (e.g., consulting, law) achieved 3.2× more comments on video posts than text-based updates, suggesting niche audiences crave expert-led content.
LinkedIn vs. Other Platforms: Video Engagement (2024–2025)
| Metric | TikTok | YouTube Shorts | |
|---|---|---|---|
| Engagement Growth (YoY) | +87.32% | +62.1% | +58.7% |
| Avg. View Duration | 2.4 minutes | 1.8 minutes | 1.5 minutes |
| CTR on Native Uploads | 5.6% | 3.2% | 4.1% |
Why This Matters:
- For Small Audiences: Quality > quantity. A 10K-follower manufacturing page can outperform a 50K-follower retail brand by focusing on how-to videos and case studies.
- For Algorithm Wins: Native videos under 5 minutes with captions earn 3× more shares than cross-posted content.
Actionable Takeaways:
- Double down on video: Allocate 30–50% of your content calendar to tutorials, interviews, or behind-the-scenes clips.
- Target niche communities: Use LinkedIn’s audience analytics to identify underserved industries (e.g., logistics, energy) where engagement is ripe for the taking.
Practical Tips for Marketers
Based on these findings, here’s how marketers can enhance their LinkedIn engagement :
- Don’t shy away from links: Include them when they add value—links help rather than harm your posts.
- Diversify content formats: Use carousels and polls, as they significantly outperform other types of posts.
- Drive traffic through LinkedIn: With clicks up 28.13% year-over-year, LinkedIn is a powerful platform for directing users to external sites.
- Set realistic expectations for follower growth: Only 17.68% of accounts gained followers in 2024, indicating that growing a LinkedIn following is more challenging than on other platforms.
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Looking Ahead
Reports debunk long-held LinkedIn marketing myths with robust data. A key takeaway for SEO and content marketers is that adding links enhances post performance rather than hindering it.
Marketers should consistently test old strategies against current performance metrics. What worked on LinkedIn in the past may no longer be effective in 2025. Stay adaptable to maximize results.
