Carousel posts have become a popular format on LinkedIn, allowing users to share multiple images, videos, or pieces of content in one post.
But do they actually help generate engagement and reach? Here’s a quick look at the pros and cons of using carousel posts on LinkedIn.
Pros of Carousel Posts
Allow You to Share More Content
The main benefit of carousels is that they let you share more content than a standard text or image post. You can include up to 10 cards per carousel, with each card containing things like images, videos, text, external links, etc. This allows you to provide more value to your audience in one post.
Help Highlight Key Points
Carousels make it easy to highlight the main takeaways or pieces of information you want to convey. Each card serves like a subheading, guiding viewers through the key details. The visual separation can help reinforce ideas.
Capture Attention with Visuals
Posts with eye-catching visuals tend to perform better than text-only updates. Carousels allow you to pair graphics, photos, illustrations, etc. with your text to capture attention as users scroll through their feeds.
Keep Viewers Engaged
Carousels create a slideshow-like experience that encourages clicking through to consume the full post. This can keep viewers more engaged rather than quickly skimming and moving on.
Cons of Carousel Posts
Can Look Cluttered on Mobile
Carousels work best when users view them on desktop. On mobile, the cards can become very narrow and cluttered looking as they stack vertically. This may frustrate users trying to read the post on their phones.
Too Long Can Cause Tuning Out
While carousels aim to provide more value, sharing too much content can backfire. Posts with more than 5-6 cards risk losing the viewer’s interest as they have to click through too many times.
Less Social Sharing
Data shows carousel posts see lower social sharing rates compared to more standard post formats. The multiple cards don’t lend themselves well to sharing on other networks.
Appear Less Frequently in Feeds
LinkedIn’s algorithm tends to deprioritize carousels in feeds compared to regular photo and text updates. So they may not reach as much of your audience as other post types.
Best Practices for Carousel Posts
If you do want to test carousels for your LinkedIn marketing, keep these tips in mind:
Limit to 5 Cards Max
Research from Socialinsider suggests engagement drops significantly after 5 cards. Keep it to 3-5 cards to minimize fatigue.
Use Eye-Catching Visuals
Images and graphics that stand out visually tend to attract more engagement. Ensure visuals are high-quality and on-brand.
Make the First Card a Hook
Spend time crafting an intriguing first card that makes people want to click through the full post. Ask a question, highlight data, use humor, etc.
Write Scannable Text
Use short paragraphs, bullet points, headings, and bold text to make the text easy to scan in each card.
Link to External Resources
Adding links allows you to drive traffic to your site. Link out from cards to direct interested viewers to more information.
Avoid Text-Only Carousels
Carousels purely with blocks of text don’t take advantage of the format. Include visuals, stats, quotes, etc. to break up the text.
Test What Resonates with Your Audience
Experiment with different content types, post lengths, image styles, etc. Check analytics to see which carousel variants your audience most engages with.
Conclusion
Carousel posts can be an effective format on LinkedIn when used strategically. Keep them short and visual, hook viewers in the first card, and track performance data.
But also intersperse carousels with standard text, image, and video posts to maximize reach. Test different post formats and styles to see what best fits your audience and goals.
