In a platform where 99% of users are scrolling but not posting, the right LinkedIn post format can be your secret weapon for standing out. For agency owners and founders, LinkedIn isn't just another social network-it's a business development engine that can generate leads, establish authority, and build valuable connections. This comprehensive guide unpacks the seven most effective LinkedIn post formats in 2025, complete with examples and implementation strategies specifically designed for busy professionals.
Understanding LinkedIn's Algorithm in 2025
Before diving into specific formats, it's essential to understand what the LinkedIn algorithm rewards in 2025. The platform's algorithm has evolved to prioritize content that creates meaningful engagement and keeps users on the platform longer.
Key Algorithm Factors
The LinkedIn algorithm in 2025 evaluates posts based on several critical factors:
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Early engagement: Posts that receive strong engagement within the first hour get pushed to second and third-degree connections, significantly expanding reach. According to Hootsuite's analysis, the first 60 minutes after posting are crucial for visibility.
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Conversation quality: Comments and extended discussions carry more weight than simple reactions. The algorithm favors posts that generate meaningful conversations rather than just likes, as noted in Sprout Social's research.
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Dwell time: Content that keeps users engaged longer performs better. This explains why formats like carousels and videos, which require more time to consume, often receive preferential treatment.
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Value provision: Posts that offer immediate, practical value to specific audience segments tend to perform better than generic content.
For agency owners and founders, understanding these algorithm preferences is crucial for developing content that not only reaches your audience but genuinely resonates with them.
1. The Authentic Story Format
Personal, authentic stories consistently rank among the most engaging post formats on LinkedIn. In an era of polished corporate content, raw honesty cuts through the noise and creates emotional connections.
Why It Works
Authentic stories work because they humanize your professional journey and make your expertise relatable. When you share vulnerabilities alongside victories, you create an emotional connection that encourages engagement.
In 2025, LinkedIn users are increasingly seeking authentic voices rather than perfectly polished content. For agency owners and founders, authentic storytelling positions you as a real person with real experiences, making potential clients more comfortable reaching out.
Format Structure
I [unexpected action/situation] that [challenged conventional wisdom].
Here's what happened:
[Brief story with specific details]
What I learned:
[Key takeaway that provides value to the reader]
How it changed my approach:
[Practical application]
Has anyone else experienced something similar?
Example
I fired our biggest client last month.
They were 40% of our revenue, but their constant scope creep and team mistreatment were costing us more than the contract was worth.
Walking away was terrifying, but here's what happened:
- Team morale immediately improved
- We filled the gap with 3 smaller clients who respect our boundaries
- Our profit margins actually increased by 15%
The lesson? Sometimes walking away from toxic revenue is the best business decision you can make.
Have you ever had to make a difficult decision that ultimately benefited your business?
Best Practices
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Focus on one specific moment or decision rather than your entire journey
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Include specific details and results to add credibility
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Ensure there's a valuable lesson or takeaway
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End with a question to encourage comments
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Keep paragraphs short and scannable
2. Behind-the-Scenes Content
People are naturally curious about how things work. Behind-the-scenes content satisfies this curiosity by offering glimpses into your agency's operations, methodology, or daily work life.
Why It Works
Behind-the-scenes content works because it creates a sense of exclusivity-like your audience is getting special access to information not available to everyone. This format builds trust by demonstrating transparency and helps potential clients understand your process before they work with you.
For agency owners, behind-the-scenes content can demystify your services and showcase your team's expertise without explicitly selling.
Format Structure
Here's something most people don't see about [industry process]:
[Surprising insight or image]
The reality of [process] is:
[Honest perspective that challenges assumptions]
Why we do it this way:
[Explanation that demonstrates expertise]
[Question that invites others to share their experiences]
Example
Here's what client onboarding ACTUALLY looks like at our agency:
[Image of whiteboard with messy notes or team video call]
While many agencies jump straight into deliverables, we spend the first two weeks just listening and asking questions.
Our process includes:
- 3 stakeholder interviews across departments
- Competitive analysis of 5-7 brands in their space
- Technical audit of existing systems
- Alignment workshop to establish success metrics
The extra time upfront eliminates costly pivots later and ensures we're solving the right problems.
How does your team approach new client relationships?
Best Practices
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Use visuals whenever possible (workspace photos, process documents, team meetings)
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Focus on aspects clients or prospects would find surprising or valuable
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Balance authenticity with professionalism
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Demonstrate thought behind your processes
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Include the "why" behind your methods, not just the what
3. Expert Tips and Thought Leadership
Positioning yourself as an authority in your field remains one of the most effective ways to build credibility on LinkedIn. Expert tips and thought leadership content enable you to demonstrate expertise while providing immediate value.
Why It Works
This format works because it directly addresses the core reason many professionals use LinkedIn: to gain insights that help them perform better in their roles. By providing actionable expertise, you demonstrate value before a potential client ever works with you.
For agency owners and founders, thought leadership content establishes you as a go-to expert in your niche, which is particularly valuable for service-based businesses where perceived expertise directly influences buying decisions.
Format Structure
X things I've learned about [topic] after [time period/experience]:
1. [Insight one - surprising or counterintuitive]
2. [Insight two - data-backed if possible]
3. [Insight three - practical application]
The biggest mistake I see most people make:
[Common error]
Try this instead:
[Your recommended approach]
[Question inviting others to share their experience]
Example
3 counterintuitive truths about SEO for SaaS companies I've learned after 10 years and 200+ clients:
1. More content usually isn't the answer. Most SaaS sites I audit have too much thin content, not too little.
2. Technical SEO fixes typically yield faster ROI than content creation. On average, we see a 30% traffic increase from technical fixes alone.
3. Your product's UX impacts your SEO more than you think. Sites with high bounce rates still struggle regardless of perfect on-page SEO.
The biggest mistake I see SaaS companies make? Creating content for keywords without matching search intent.
Instead, analyze the top 3 ranking pages for each keyword and match their content format exactly.
What surprising SEO insights have you discovered in your niche?
Best Practices
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Focus on specific, narrow topics rather than broad generalities
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Include counterintuitive insights that challenge conventional wisdom
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Back claims with data or specific examples when possible
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Keep tips actionable-readers should be able to implement them immediately
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Create numbered lists for easier consumption
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Bold key points to aid scanning
4. Question-Based Conversation Starters
Questions are the simplest yet most effective way to generate comments and create conversations on LinkedIn. The platform's algorithm heavily rewards posts that generate back-and-forth discussions.
Why It Works
Question posts work because they explicitly invite participation and lower the barrier to engagement. They signal to your audience that you genuinely want their input, not just their attention.
For agency owners, question posts can help you better understand client pain points, gather industry insights, and build relationships through meaningful exchanges.
Format Structure
[Thought-provoking question]?
My perspective: [Brief answer to your own question]
I'm asking because [context that adds relevance]
Curious to hear your thoughts in the comments.
Example
What's one marketing "best practice" you think is actually hurting most businesses?
My take: Obsessing over posting frequency at the expense of quality.
I've seen clients triple their results by posting LESS but putting 5x more effort into each piece of content.
Asking because we're revising our client content recommendations for 2025, and I'd love to incorporate different perspectives.
What marketing "best practice" would you retire?
Best Practices
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Ask questions that are easy to answer but still thought-provoking
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Start with your own answer to model the type of response you're seeking
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Provide context for why you're asking
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Avoid yes/no questions in favor of open-ended ones
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Be genuinely interested in the responses
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Respond to comments to create multi-level conversations
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Consider polarizing (but not offensive) topics that encourage debate
5. Carousel/Document Posts
Carousel posts (now implemented through LinkedIn's document sharing feature) consistently outperform standard text posts for engagement and reach. This format allows you to present information in a swipeable, visually engaging sequence.
Why It Works
Carousel posts work because they enable you to deliver more comprehensive information in an easily digestible format. They take up more screen real estate, encourage interaction through swiping, and keep users engaged longer-all signals the LinkedIn algorithm rewards. According to LinkedIn carousel research, these posts can generate up to 3x more engagement than standard posts.
For agency owners, carousels are particularly effective for breaking down complex concepts, showcasing methodologies, or presenting case studies in a visually compelling way. For more details on carousel dimensions and best practices, check out our LinkedIn carousel post size guide.
Format Structure
The ideal carousel structure includes:
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A strong hook slide with a compelling title
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5-10 content slides (each focused on a single point)
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A clear call-to-action slide
Example
[Slide 1]: 5 Client Acquisition Strategies We're Using in 2025 (That Actually Work for Small Agencies)
[Slide 2]: Strategy #1: Specialized Partnership Ecosystems
• Details and mini case study
[Slide 3-6]: Strategies #2-5 with similar format
[Slide 7]: Results Snapshot:
• 40% increase in qualified leads
• 25% reduction in sales cycle
• 3x improvement in client fit
[Slide 8]: Want to implement these strategies in your agency? Here are 3 immediate action steps... (Call-to-action)
Best Practices
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Create a compelling first slide that works as a "scroll-stopper"
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Use one idea per slide (20 words max per slide) to maintain clarity
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Include clear swiping cues like "Swipe to continue" or slide numbers
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Maintain consistent visual branding across all slides
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Use high-contrast text and backgrounds for readability
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End with a clear call-to-action
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Add subtle animations if possible to increase engagement
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Use white space effectively to avoid cluttered designs
6. Video Content
Video posts are receiving significantly higher engagement on LinkedIn in 2025, with the platform actively prioritizing this format to compete with video-centric platforms.
Why It Works
Video content works because it creates a more personal connection with viewers and communicates more information in less time. LinkedIn's algorithm is now heavily favoring video, with research showing video posts get five times more engagement than text posts and Live videos generating 24 times more comments.
For agency owners and founders, video allows you to showcase your personality and expertise simultaneously, helping potential clients feel like they already know you before your first conversation.
Format Structure
[Attention-grabbing opening statement]
[Personal introduction if needed]
Today I want to share [topic/insight]
[Main content delivered in 2-3 key points]
[Actionable takeaway]
[Engagement question]
[Optional call-to-action]
Example
[Video of agency founder speaking directly to camera]
"The biggest mistake I see service agencies make with their proposals isn't pricing-it's presentation structure.
After analyzing 200+ winning proposals, we've found three elements that consistently convert at over 80%:
1. Problem statement in the client's exact language
2. Clear outcomes before deliverables
3. Risk-reversal guarantee
In this quick video, I'll break down how to implement each one...
[Content delivery]
Which of these three elements do you currently include in your proposals? Drop a comment below and I'll share some specific examples that might help.
Best Practices
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Keep videos under 2 minutes for highest engagement
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Start with a hook in the first 3 seconds
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Add captions (most LinkedIn videos are watched without sound)
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Speak directly to camera when possible to create connection
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Focus on a single, specific topic rather than multiple ideas
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End with a clear question or call-to-action
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Upload natively to LinkedIn rather than sharing links to external platforms
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Use a vertical or square format that occupies more screen space on mobile
7. Polls and Interactive Posts
Polls and other interactive posts are among the easiest ways to generate engagement on LinkedIn, as they require minimal effort from your audience while still providing valuable insights.
Why It Works
Polls work because they offer the lowest barrier to engagement-a single click-while still providing value to both the audience and the poster. They trigger LinkedIn's algorithm by generating immediate engagement signals and often spark follow-up conversations in the comments.
For more guidance on creating effective LinkedIn polls, see our LinkedIn poll guide.
Format Structure
[Thought-provoking question]
[Poll options (typically 2-4 choices)]
I'm asking because [context that adds relevance]
Share your reasoning in the comments!
Example
What's the BIGGEST challenge for agency owners in 2025?
• Finding quality talent
• Differentiating from competitors
• Adapting to AI tools
• Managing profitability
I'm asking because we're developing new resources to help agency owners overcome these specific challenges.
Share more context about your choice in the comments!
Best Practices
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Keep questions relevant to your professional expertise
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Offer clear, distinct answer options
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Provide context for why you're asking
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Ask for elaboration in the comments to extend engagement
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Follow up with insights after the poll concludes
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Consider slightly controversial topics that encourage debate
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Keep the voting period shorter (2-3 days) to concentrate engagement
Implementing These Formats With LiGo
As an agency owner or founder, consistently creating high-quality LinkedIn content can be challenging alongside your core responsibilities. This is where LiGo transforms your LinkedIn strategy:
Theme-Based Content Generation
Define themes aligned with your expertise (like "agency scaling" or "client management"), and LiGo generates content ideas across all seven formats covered in this guide. Our content theme feature helps you develop a strategic foundation for consistent growth.
Format-Specific Templates
LiGo offers customizable templates for each post format, helping you quickly create:
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Authentic stories with the right emotional arc
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Expert tip posts with proper formatting
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Question posts that drive engagement
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Carousel outlines for PDF creation
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Video scripts that hook viewers
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Poll questions with strategic options
Consistent Voice and Quality
LiGo's memory system ensures all your LinkedIn content maintains a consistent voice and quality level-critical for building a recognizable brand presence.
Scheduling Optimization
Plan your content mix to include all seven formats, and LiGo helps you schedule them for optimal posting times when your audience is most active. Learn more about why scheduling LinkedIn posts is no longer optional.
Conclusion: Building a Strategic LinkedIn Content Mix
The most effective LinkedIn strategies for agency owners and founders don't rely on a single post format but instead leverage a strategic mix of formats to accomplish different goals:
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Authentic stories build emotional connection and humanize your brand
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Behind-the-scenes content demonstrates transparency and builds trust
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Expert tips establish authority and provide immediate value
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Questions generate conversations and community engagement
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Carousels deliver comprehensive information in a digestible format
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Videos create personal connection and stand out in the feed
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Polls gather insights while boosting algorithm visibility
By implementing these seven proven formats in your LinkedIn strategy, you'll create a content mix that consistently engages your audience, establishes your expertise, and generates meaningful business opportunities-all while making efficient use of your limited time as a busy professional.
The key is consistency and intentionality. Each post should serve a specific purpose in your overall strategy, whether that's building authority, generating leads, or nurturing your professional network. With the right approach and tools, LinkedIn becomes not just another social media platform to manage, but a powerful engine for your agency's growth.
Ready to implement these post formats in your LinkedIn strategy? Try LiGo today and see how our AI-powered content tools can help you create engaging LinkedIn posts faster.
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