So, you’ve heard the usual LinkedIn advice: “Don’t add links in your posts. LinkedIn will hide them.” Well that’s old news. A massive study of over 577,000 posts just proved the opposite. According to research, approximately 31% of LinkedIn posts included connections to other websites.

These postings regularly performed better than those without links. Content format performance reveals unexpected winners. The study also discovered significant disparities in how various material kinds function. Let’s break it down so anyone can understand what works on LinkedIn right now.

LinkedIn 2025 Content Study Just Flipped the Script; Here’s What You Need to Know

1. Adding Links = More Views & Engagement

Yes, really. Posts with external links get 13.57% more interactions and 4.9% more views than those without links.

Why does this matter?
It means LinkedIn isn’t punishing you for including links. In fact, they may help your post get more attention.

Pro Tip: Don’t be afraid to include useful links—just make sure they add real value.

2. Carousels Are the King of Content

You know those posts with multiple slides you swipe through? They’re called carousels, and they have the highest engagement rate of any content type—45.85%!

Why do people love them?
Because they’re visual, interactive, and easy to digest.

Pro Tip: Share your tips, case studies, or even simple how-to’s using a clean carousel format.

3. Video Is Blowing Up

LinkedIn video content is exploding. In the past year alone, video views are up 52%, and engagement is up 87%! That’s faster growth than TikTok, YouTube Shorts, and Instagram Reels. LinkedIn is clearly pushing video content more than ever.

Pro Tip: Even a simple 30-second explainer or talking-head clip can make a huge difference.

4. Polls Are a Hidden Gem

Polls are super underused—just 0.00034% of posts had them. But when people use them they get 206% more reach than the average post.

Pro Tip: Ask a fun or relevant question to get people clicking and commenting.

5. The Myth of More Followers

Bigger isn’t always better. Industries like manufacturing and utilities (with smaller followings) actually get more engagement per post than education or retail brands. And only 17.68% of LinkedIn accounts grew their followers in 2024. So don’t obsess over follower counts—focus on content quality and consistency.

Master LinkedIn Content in 2025: Pro Tips

Here’s your updated 2025 LinkedIn content marketing checklist:

• Use links when helpful—they don’t hurt you anymore
• Post more carousels—they’re the engagement kings
• Try polls—they’re fun and seriously underused
• Create videos—they’re growing fast and favored by LinkedIn
• Forget follower envy—focus on value, not vanity

Key Takeaway

This new LinkedIn study isn’t just interesting—it’s a wake-up call. The “rules” have changed, and smart creators are already adjusting. Try, test, and track. If you’re in marketing, sales, or just building your personal brand—now’s the time to ride the LinkedIn wave with content that actually works.