20 Ideas for High-Engagement B2B LinkedIn Posts

LinkedIn is one of the best places to attract and engage with a B2B audience. But it has a distinct culture. It’s not Facebook or Instagram. It’s not Twitter. If you want to do well on LinkedIn, you’ll need to customize the content you post so it appeals to a LinkedIn audience.

Fortunately, that’s not hard to do. There are plenty of content types to create posts with, and plenty of approaches for LinkedIn posts. Even the 20 we’ve assembled here are just the beginning of what you could do. So go ahead and steal any one of these 20 LinkedIn post ideas. Use them again and again, month after month.

If you post every weekday, there are enough social media post ideas here for a month. And each idea is flexible enough to be used again and again over the course of the year.

Video-based LinkedIn posts

1. Short videos summarizing new content.

Video may be harder to do than typing up a text post, but it’s worth the extra work. According to LinkedIn:

• “Video is 5x more likely than other types of content to start a conversation among members.
• LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content.”

Here’s the best news: Video doesn’t need to be long to be effective. Even a five to 15-second video is enough to get attention.

There are also plenty of tools that can help you make great videos. Lumen5 is excellent, as is Promo, Crello, Prezi, and Magisto (among many others).

Your new video content shouldn’t just be blog post summaries. Shake it up. Summarize press releases, case studies – anything that can be distilled into a three to four-second message. Your LinkedIn post ideas could include quotes from industry studies, or quotes from your customers or from influencers. They could be short inspirational videos. Anything you can express in text can be made into a video.

2. “Medium” length videos of 30 seconds to two or three minutes.

This type of LinkedIn post is an ideal length for an announcement or a summary of a longer piece of content, like an industry report or a webinar invitation.

Given that the typical person speaks between 125 and 150 words per minute, a 30-second video may give you just enough time to convey some key points. It would be the equivalent of about 60 to 75 words. That’s a medium-length social media post, which is just enough for a one-sentence introduction, three bullet points, and a call to action.

A two or three-minute video will be the equivalent of 300 to 450 words. This is clearly much longer and almost a short blog post’s worth of content. This length may be more suited to a message from your CEO, a quick piece of thought leadership, or the announcement of a new product line or service.

Here’s an example of this type of video marketing post.

3. Long-form video content.

Now and then, it’s nice to add a long video to the mix. “Long” for video on LinkedIn now qualifies as anything over three minutes.

Videos of this length could be reposted from YouTube. Or they could be excerpts of webinars, podcasts, or other company videos.

4. Go live.

This isn’t available to every LinkedIn account, but if you’re in that lucky group of LinkedIn Live beta users, please: Make the most of that privilege.

If you don’t have access to Lives yet, you can apply to become a LinkedIn Live Broadcaster here.

Text-based LinkedIn posts

5. Questions.

One of the better ways to leverage the LinkedIn algorithm is to get people to comment on your posts. And what’s one of the better ways to get people to comment? It’s to ask them a question.

6. Thought leadership.

Got an opinion you want to share? Make it into a LinkedIn post. So long as it’s not overly controversial, it is good to take a stand on an issue in your industry now and then.

Yes, it’s possible your opinion might turn a couple of people off. But if you know who your ideal customers are, and you know your position will resonate with them, speak up. This type of content can require a bit more courage than others, so pick your positions carefully and stay true to the goals of your company.

In the long run, having no positions, no opinions, and nothing that you stand for is more of a risk than speaking up and being true to your company’s goals.

7. How-to posts.

You may not want to fill your queue with tips and tricks, but having a few will help. These are tactical, specific pieces of advice that your audience can apply immediately.

8. Reframe the question or problem.

Mindset is a term that gets used a lot these days, but there’s a reason: Mindset matters.

Three sentences are enough to distill the shift from one mindset to another. These types of posts can get excellent engagement if you really nail the shift.

9. Finish this sentence.

This is a twist on the question format, but it’s different enough to merit its own point. The “finish this sentence” format often gets more engagement than asking an open question. This is because it’s easier to respond to a “finish this sentence” post. The response is better defined, so people don’t have to think as much.

10. A “top 10” post.

This could be the top ten books about your industry, or the ten best company blogs, or just your ten favorite blogs. Or the ten most interesting LinkedIn accounts you know of. Whatever inspires you.

Posts like this don’t take long to create and can get a lot of engagement. They’re also a great way to give a shout-out to a company or to an influencer you’d like to make friends with.

11. Share a win or some experience that demonstrates your insider knowledge or expertise.

Everybody loves a win, even if it’s not their own. So if something great happens, share about it. Even if it’s something only an insider would understand.

12. Tell a story.

You’ve heard about the power of storytelling. So use it. A 100-word story can easily fit into a long LinkedIn post.

Use line breaks strategically to add interest and make the text look easier to read.

Image-based LinkedIn posts

13. Communication excerpts.

Usually these are email messages, but texts and comments on social media count, too. They can be any nice message that made you smile.

Communication excerpts are a great way to humanize your brand and to sneak in a chance to show customers or business partners saying something nice about your company. Just be sure to blur all of the personal information out.

If you’re confident enough, this type of post can also be used to share about something you don’t like, too. Just be extra-careful about blurring out the personal information. Also, think twice before you complain. Ask yourself: “Will this really resonate with my audience, or just make me sound whiny?”

14. Simple infographics.

These aren’t quite memes, and they aren’t quite infographics… but they have a place in your LinkedIn content queue.

15. Infographics.

These are more elaborate than the example above. If they’re too detailed, they can be hard to read in the LinkedIn feed, but most of the time this isn’t a problem.

Extra credit if you can think of something smart to say about one of the data points in the infographic.

16. Memes.

Social media and memes were made for each other. And even on LinkedIn, memes work.

Memes are also a great way to soften up your brand and make it seem a bit more human.

17. Animated gifs.

Is it cheating to use an animated gif to make a text post look like a video post?

No. It’s just a smart shortcut.

18. Inspiration.

You could do an inspirational post with just text, but it usually takes an image to stop the scroll.

Inspirational posts like this should be a regular part of your LinkedIn posting queue, and are a terrific generator for LinkedIn post ideas.

Even in B2B marketing, we’re all human, so we’re still seeing the world largely through emotions.

Emotions drive us. If you understand your audience enough to speak to their aspirations and their fears, you can attract and hold their attention in a way that facts can’t.

Use those insights to create posts that speak to their hearts.

19. Photographs of examples or real things.

Everyone loves an example. Especially visual examples. So share them as often as you can.

Interactive LinkedIn posts

20. Polls.

Polls are a more interactive version of the question post, but they can get more engagement simply because everyone wants to know how other people answered the question. We love to see how we compare to other people.

If you’re having trouble getting people to answer your polls, reach out to a few peers you’re connected to on LinkedIn and ask them to respond to the poll. Getting even a couple of votes can often entice more people to answer the poll.

Closing Thoughts

If you’re getting low engagement for your LinkedIn posts, it may well be because you aren’t “mixing up” what you share enough. Namely, if you’ve only been sharing article links, it’s time to up your game on this platform.

Here’s what that might look like. The calendar below includes almost every one of the types of LinkedIn post ideas we’ve mentioned here. As you can see, there are enough different types of posts so that we aren’t boring our audience by using the same type of post too often. We also aren’t making things too hard on ourselves by posting work-intensive content too often, either. It’s a nice blend of quick and easy posts and posts that require more thought and work.