LinkedIn Text vs. Carousel Posts: What’s Really Winning B2B Engagement in 2025?
- oslezovic
- Aug 11
- 2 min read
In 2025, LinkedIn’s algorithm is playing favourites, and B2B brands are seeing clear winners when it comes to post formats. The rules have shifted from simple recency to a more nuanced focus on relevance, expertise, and genuine engagement.
Why Carousels Are Leading the Pack
Carousel posts, uploaded as native PDFs, have become LinkedIn’s top-performing format for B2B. They invite swipes, which boosts dwell time, a signal the algorithm loves. More time on your post means more chances for it to be shown in feeds, sometimes for weeks after publishing.
This makes carousels ideal for breaking down complex ideas, sharing case studies, or delivering step-by-step guides. But the catch? Your first slide needs to grab attention instantly, or users won’t swipe at all.
Text Posts Still Have a Role
Short, sharp text posts under 300 characters still deliver strong engagement, especially if they spark conversation or debate. They work best for quick tips, bold opinions, and personal reflections. While they can’t match carousels for time-on-post, they remain a reliable tool for staying visible between bigger content drops.
The Algorithm’s Current Priorities
LinkedIn now values depth over noise. Posts that generate thoughtful comments and keep users engaged outperform anything built on shallow “like if you agree” bait. Native formats (carousels, text, and video) get preference over anything driving traffic off-platform.
And relevance trumps recency, meaning a great post can keep circulating for weeks if it continues sparking meaningful interaction.
What This Means for B2B Strategy
If you want consistent results, carousels should anchor your LinkedIn content plan. Use them for deep dives, insights, and thought leadership. Supplement with concise, high-impact text posts to keep momentum between larger content pieces. Keep external links out of the main post, and when possible, mix in short native videos for variety.
Carousels are LinkedIn’s current engagement powerhouse, but text posts still matter for agility and quick audience connection. The brands winning in 2025 are blending both formats—using carousels to educate and inspire, and text posts to provoke discussion and keep their voice present in the feed.
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