LinkedIn continues to be the go-to platform for professionals and brands looking to expand their reach, establish thought leadership, and engage with their audiences. In 2025, an effective LinkedIn organic strategy requires the right mix of content types, best practices, and posting cadence. This guide will walk you through everything you need to know to optimize your brand’s LinkedIn presence this year.
Table of Contents
LinkedIn Organic Post Specifications
Image Specifications
- File types: JPG or PNG
- Square images: 1200 x 1200 pixels (aspect ratio 1:1)
- Horizontal images: 1200 x 628 pixels (aspect ratio 1.91:1)
- Vertical images: 960 x 1200 pixels (aspect ratio 4.5:1)
Video Specifications
- Aspect Ratios: 16:9 (standard widescreen), 1:1 (square format), 9:16 (vertical on mobile)
- File Size: Up to 5 MB
Text Specifications
- Introductory text: 150 characters to avoid truncation on all devices
- Maximum character count: 3,000 characters
Third-Party Link Recommendations
- Use 3:2 or 16:9 aspect ratios for optimal rendering
- Organic posts using third-party links will default to a smaller layout
- Sponsored posts reshared or commented on will adopt the new organic post sizes
Top LinkedIn Organic Post Types for 2025
1. Thought Leadership Posts
- Share original insights, industry trends, and expert opinions.
- Best Format: Long-form text (600–1,200 characters) with an image or document.
- Posting Frequency: 1–2 times per week.
Read more on The Rise of Agentic eCommerce here.
2. Engagement-Focused Polls & Questions
- Spark discussions and increase engagement.
- Best Format: Polls (4 options max) or short-form text with an open-ended question.
- Posting Frequency: 1 per week.
See an example, from our CMO Johnny Hughes, here.
3. Company Culture & Employer Branding
- Showcase behind-the-scenes content, employee spotlights, and company values.
- Best Format: Images, carousels, or short videos (15-60 sec).
- Posting Frequency: 2–3 times per month.
Source: Google’s LinkedIn
4. Case Studies & Customer Success Stories
- Demonstrate impact with real-world examples.
- Best Format: Carousel posts, testimonial videos, or text posts with key takeaways.
- Posting Frequency: 1–2 times per month.
Source: Eli Bar-Din
5. Industry News & Curated Content
- Share relevant third-party articles with added insights.
- Best Format: Link posts with a short commentary (150–300 characters).
- Posting Frequency: 2–3 times per month.
Source: Avenue Z’s LinkedIn
6. Product Announcements & Service Updates
- Highlight new offerings and features.
- Best Format: Text with an image or short video.
- Posting Frequency: 1–2 times per month.
Source: Semrush’s LinkedIn
7. Data-Driven Insights & Infographics
- Share proprietary research, reports, and key statistics.
- Best Format: Infographic (1200 x 1200 pixels) or carousel post.
- Posting Frequency: 1–2 times per month.
Source: McKinsey & Company’s LinkedIn
8. Video Content & Webinars
- Leverage LinkedIn native video for deeper engagement.
- Best Format: Short-form videos (30–90 sec) for awareness, long-form (3–5 min) for deep dives.
- Posting Frequency: 1–2 times per month.
Source: Tommy Clark
Ideal LinkedIn Posting Cadence for Brands
- B2B Brands: 3–5 posts per week.
- B2C Brands: 2–4 posts per week.
- Small Businesses & Startups: 2–3 posts per week.
- Enterprise Brands: 4–6 posts per week.
Best Times to Post (Based on 2024 LinkedIn Data)
- Tuesdays & Wednesdays: 8 AM – 11 AM.
- Thursdays: 10 AM – 12 PM.
- Fridays: 9 AM – 11 AM.
Post Styles & Best Practices for Maximum Impact
- Use Engaging Hooks: First 2–3 lines should grab attention (e.g., “Did you know 70% of LinkedIn users engage with industry news?”).
- Keep It Scannable: Use line breaks and bullet points for readability.
- Tag People & Companies Strategically: @Mentions increase reach and engagement.
- Use Hashtags Wisely: 3–5 hashtags per post (mix of branded, industry-specific, and trending hashtags).
- Mix Media Formats: A combination of images, carousels, polls, and videos keeps content engaging.
- Prioritize LinkedIn Native Content: Native posts (text, images, videos) outperform external links.
- Track Metrics & Optimize: Monitor impressions, engagement rate, and CTR to refine strategy.
Reputable Sources & Further Reading
- LinkedIn Marketing Solutions Blog
- LinkedIn Best Practices for Organic Engagement
- Hootsuite’s 2025 LinkedIn Strategy Guide
- Sprout Social’s LinkedIn Posting Guidelines
- HubSpot’s LinkedIn Engagement Study
Final Thoughts
A strong LinkedIn organic strategy in 2025 requires a combination of engaging content, strategic posting times, and consistent optimization. By following these best practices, your brand can maximize its visibility, connect with the right audience, and build a credible online presence.
Need help kickstarting your organic LinkedIn strategy? Talk to our experts.
