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 just lately announced their removing 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 times as many clicks as every other publish format.
Don’t fear: there’s nonetheless a approach to make LinkedIn carousel posts. It’s known as the “LinkedIn doc publish” or “PDF publish hack,” and it’s been round loads longer than the precise LinkedIn carousel format.
Right here’s tips on how to create LinkedIn carousel doc posts and adverts that get you seen.
Bonus: Download a free step-by-step guide to combining organic and paid social tactics into a winning LinkedIn strategy.
A LinkedIn carousel is a content format that viewers swipe through to see multiple images or videos within a single post, like a flipbook. Many social platforms, like Instagram and Facebook, have carousel post formats.
LinkedIn carousel posts used to look like this:
Supply: Hootsuite on LinkedIn
Since June 2023, you’ll be able to’t showcase a number of photos or movies as a carousel like that anymore, however you can make a document-based carousel publish like this:
Supply: Nicholas Petroski on LinkedIn
The one limitation with doc carousels vs. conventional carousel posts is you’ll be able to’t use video recordsdata.
LinkedIn carousel adverts are nonetheless a legitimate format. So whilst you’ll must create natural carousels with PDFs, go forward and prep these image-based carousel adverts!
Supply: The Home Depot on LinkedIn
Since precise carousel posts aren’t round anymore, right here’s what you’ll must 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 advocate utilizing an A4 or US letter dimension panorama orientation on 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
- Beneath 10 mb per picture
- Minimal 2, most 10 photos
We all know carousel posts outperform practically each publish kind on different platforms, even getting 3 times more 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.)
A number of issues to find out about this mini-experiment:
- I created a PDF, a picture publish, and a textual content publish and scheduled them to my LinkedIn profile.
- I used the identical copy for the textual content content material a part of the publish 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 better results.
- I had Hootsuite autoschedule the picture and textual content posts to maximise their attain, utilizing the Best Time to Publish characteristic that analyzes your distinctive viewers and publishes posts once they’re most certainly to be seen.
Listed here are the posts:
And listed below are the outcomes:
What do these outcomes inform us? Effectively, for one, I’m not highly regarded.
Secondly, that sure, doc carousel posts do appear to do higher on LinkedIn.
Why do LinkedIn carousel posts carry out so significantly better? It may very well 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 skim it.
Or, it may very well be as a result of individuals need analysis and information on LinkedIn: 77% of technical users say it’s their favourite kind of content material.
Statistics and infographics go collectively like peanut butter and jelly. Ergo, doc carousel posts are the peanut butter to LinkedIn’s jelly.
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 appear like carousel posts.
Doc posts have been round on LinkedIn for a number of years they usually perform a lot the identical manner a carousel publish used to: a number of frames customers can swipe by means of.
Right here’s tips on how to make them:
1. Click on “Begin a publish”
Sign up to www.linkedin.com and click on Begin a publish on the prime.
2. Create your LinkedIn carousel publish
Kind in the primary textual content content material such as you would for every other publish. Then click on the three dots icon and the doc icon to connect your PDF, PowerPoint, or .DOC/.DOCX file.
Add your doc, give it a title (which is publicly viewable), and click on Completed.
You can too create a doc carousel publish from the cell app by tapping Put up, then below Extra, select Doc to connect your PDF.
3. Put up it
That’s it! Click on Put up and also you’re performed.
Right here’s what your carousel doc publish will appear like:
You can additionally go away a remark in your new LinkedIn carousel doc publish with a hyperlink to a touchdown web page the place individuals can obtain the PDF, or learn the report, in full.
It’s necessary 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 prime proper, so it’s unlikely individuals will obtain it that manner.
That’s why it’s nonetheless efficient to hyperlink individuals over to a touchdown web page to aim to seize their electronic mail with the intention to obtain the PDF. Get these leads, bebe.
Apparently, LinkedIn has stored the picture carousel publish format for paid adverts. Right here’s what they appear like:
Supply: Motto on LinkedIn
First off, you want a LinkedIn Firm Web page with the intention to run adverts. Setting yours up from scratch? Optimize your Company Page for discovery and engagement first.
After you have a Firm Web page, right here’s tips on how to create a carousel advert:
1. Create a brand new marketing campaign
2. Enter superior mode
You may solely create carousel advert codecs in “superior mode” so click on on Superior on the prime to change over. It would ask you to create a brand new advert group.
3. Select an goal
Give your advert group a reputation and select your goal. I selected “web site visits” since I need individuals to click on a hyperlink.
4. Set your funds
Like on different platforms, you’ll be able to set both a lifetime or day by day funds. You may 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 (beneficial for tremendous superior execs solely!).
Fill out the funds and your date vary and click on Subsequent.
5. Select your target market
You may get tremendous particular with viewers concentrating on in superior mode, together with importing your individual customized viewers. LinkedIn additionally has inbuilt audiences primarily based round sure profile attributes, like customers who’ve a minimum of a Bachelor’s diploma or work in particular fields.
For instance, I selected advertising professionals.
Clearly, your geographic and demographic concentrating on might be distinctive to your wants.
6. Select the carousel format
Now we’re on the good half: the precise carousel creation. Select the carousel advert format:
The final (elective) 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 how to set up conversions precisely the best way you want them.
Then, click on Subsequent.
7. Create the carousel advert
Click on Create new advert. Add a reputation on your advert (on your personal monitoring functions), and the precise advert copy and hyperlink URL.
After that, you’ll be able to add as much as 10 picture playing cards. Each can hyperlink to a distinct URL, or have all of them hyperlink to the identical place. You have to add a brief headline (max 45 characters) for every card.
8. Save and activate your marketing campaign
When you’re performed creating your carousel advert, click on Save on the backside so as 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 working your advert(s).
Need some super-specific tricks to maximize conversions? Take a look at our carousel ads guide.
This carousel catches your eye straight away with its daring background shade on the primary slide.
Supply: Dan Nelkin on LinkedIn
Steal this: Pair a vivid shade together with a catchy headline to get consideration, then ship worth in your remaining slides.
Individuals need information, stats, and to study one thing new from LinkedIn. Adobe is aware of this, and incessantly affords related recommendation for his or her artistic skilled viewers.
Supply: Adobe on LinkedIn
Steal this: Use doc carousel posts to show individuals a talent, or talk new details about your trade.
Carousel posts don’t all the time should be instructional or have fancy infographics. Share photographs from a latest group or workplace occasion and discuss values that matter.
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.
Brandwatch’s headline caught my consideration as a result of it’s totally different from what we usually see, pushing suggestions which might be new, distinctive, superb, confirmed, and many others. As a substitute, their headline guarantees “unoriginal suggestions that work.” Trustworthy and descriptive.
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.
Canva is aware of their product has a ton of options, so sharing tutorials as carousels helps shortly train customers one thing new and maintain individuals utilizing their product.
Supply: Canva on LinkedIn
Steal this: Any firm can create step-by-step tutorial carousels, however it’s particularly becoming for software program corporations or consultants and coaches. It’s additionally an ideal approach to repurpose movies or weblog posts into LinkedIn carousels.
Since LinkedIn carousel posts get so many extra clicks and way more engagement than different codecs, they’re nice for selling occasions. Google makes use of a doc carousel publish right here to advertise their free webinar.
Supply: YouTube on LinkedIn
Steal this: Create a number of slides itemizing the time, date, and site of your occasion (or the URL to join a web-based occasion). For a bit extra element, get away a number of key factors individuals can count on to study, or advantages of attending.
LinkedIn in all probability isn’t your most important gross sales channel for e-commerce or B2C merchandise, however it’s nonetheless a very good place to speak about your latest stuff, both to draw potential job seekers, or for general model consciousness.
Supply: Anker on LinkedIn
Steal this: Break down the important thing options of your newest product for a doc carousel publish. Tailor the copy of your publish to the extra B2B-focused viewers of LinkedIn, fairly than a “purchase this now” name to motion.
Individuals need information. Give individuals information.
Supply: Pew Research on LinkedIn
Steal this: Flip your newest survey or report right into a doc carousel publish. As a bonus, get individuals in your electronic mail checklist by linking to a touchdown web page to obtain the complete report.
Who higher to rock a LinkedIn carousel than LinkedIn? This one options recommendation taken from one other LinkedIn publish, repurposed as a carousel. So meta (however not Meta)!
Supply: LinkedIn on LinkedIn (LoL)
Steal this: Repurpose a podcast episode or YouTube video into LinkedIn carousel slides. Or, take an current interview from someplace else and create a carousel together with your key takeaways. Simply remember to ask permission first from the copyright proprietor earlier than sharing a publish with their content material in it.
Sherwin-Williams makes glorious use of the doc carousel format as a challenge portfolio in a nutshell — particularly helpful for service suppliers.
Supply: Sherwin-Williams on LinkedIn
Steal this: Put as much as 10 of your greatest photographs for a latest challenge, together with a abstract of the important thing challenges and massive wins within the publish content material, and increase, you might have a tiny however mighty portfolio to showcase your work. You can additionally create slides of previous consumer testimonials if you happen to don’t have any photographs. Ensure that to incorporate your web site hyperlink for prospects to study extra and guide you.
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