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In 2024, LinkedIn’s algorithm underwent a noticeable shift, leaving many content creators and marketers wondering what type of posts would best boost engagement and visibility.
For years, videos were touted as the ultimate way to capture attention and increase engagement on the platform. However, the landscape has dramatically changed.
Now, pure text posts are dominating LinkedIn, outperforming videos, and this shift is largely driven by the LinkedIn algorithm’s preference for content that fosters genuine engagement and meaningful interactions.
In this article, we’ll explore why text posts are outperforming videos on LinkedIn, break down the dynamics of the LinkedIn Algorithm in 2025, and provide actionable tips on how to craft high-performing text posts that will elevate your LinkedIn Content Creation strategy.
Why Pure Text Posts Are Winning in 2025
1. The LinkedIn Algorithm Favors Engagement
The LinkedIn Algorithm is a complex system designed to prioritize content that sparks real conversations. It rewards posts that inspire engagement, especially through comments and thoughtful responses. Pure text posts often generate more of these meaningful interactions than videos.
Videos, though engaging at first glance, tend to be passive forms of content. People may watch them but often do not engage in the same way they do with text. For instance, a well-crafted text post that asks a thought-provoking question or shares an insightful observation is more likely to ignite discussions and comments, while videos often only receive likes, shares, or quick views.
This preference for engagement is especially important as LinkedIn continues to push its platform toward more professional discussions and debates. Text posts are simply more conducive to creating those authentic interactions and dialogues that the algorithm loves.
2. Text Posts Are More Accessible
One of the major advantages of text posts is accessibility. Not everyone has the time or inclination to watch a video, especially during work hours when professionals are scrolling through their LinkedIn feeds in between meetings, while traveling, or on their lunch breaks.
Text posts, on the other hand, are quick and easy to consume. They can be read in just a few seconds, making them ideal for a professional audience that needs content they can consume quickly and efficiently.
Additionally, text posts are accessible for people who may not have the bandwidth to load a video or who are working in environments where videos aren’t feasible due to noise restrictions or data usage limitations.
3. Higher Organic Reach
LinkedIn’s algorithm rewards content that keeps users on the platform for longer periods of time. Text posts, especially those with an engaging hook or a call to action, tend to keep users engaged and scrolling longer than videos.
This is partly because videos require users to click and wait for them to load, and sometimes, they may even require an external host or platform. This delay can cause users to scroll away before the video fully loads.
On the other hand, text posts are instantly accessible and don’t require additional clicks or waiting time, which helps to keep users engaged within the LinkedIn ecosystem for longer.
As a result, these posts often enjoy higher organic reach, allowing them to be seen by more people without the need for additional marketing efforts.
How to Create High-Performing Text Posts
1. Start with a Strong Hook
The first line of your text post is the most important part. You have mere seconds to grab the reader’s attention before they scroll past. Start your post with something bold, a surprising fact, or a question that piques curiosity. For example:
“Did you know that 80% of LinkedIn users prefer reading text posts over watching videos?”
A strong hook can immediately capture interest and encourage people to stop scrolling and engage with your content. Make it compelling enough that they feel the need to keep reading and contribute to the conversation.
2. Keep It Concise but Impactful
While text posts can outperform videos in terms of engagement, they still need to be concise. Users on LinkedIn, especially professionals, don’t have time for long-winded content. The key is to be impactful in a limited amount of space.
Aim for 3-5 short paragraphs, using bullet points or numbered lists to break up the text. This makes your content scannable and easy to read quickly. You want to deliver value quickly and efficiently, giving your readers a reason to comment, like, or share your post.
3. Ask Questions to Spark Engagement
One of the simplest ways to spark engagement with your text posts is to ask questions. Ending your post with a thought-provoking question or a call to action encourages readers to share their opinions and insights. For example:
“What’s your go-to strategy for creating engaging LinkedIn content?”
This approach invites your audience to leave a comment, which helps boost your post’s visibility on the platform. In fact, posts that generate thoughtful responses are favored by the algorithm and will appear more frequently in users’ feeds.
4. Use Keywords Strategically
Incorporating relevant keywords into your text posts is essential for both SEO and ensuring your content aligns with what your audience is searching for. Keywords like “LinkedIn Content Creation” and “LinkedIn Strategy” are not only helpful for searchability but also increase the likelihood that your post will be discovered by individuals interested in those topics. Make sure to incorporate them naturally throughout your post, without overstuffing.
When creating your content, think about what your target audience is looking for and how you can align your message to meet their needs. This ensures your posts will resonate with your followers and attract new engagement.
The Role of the LinkedIn Algorithm in 2025
As we look ahead to the LinkedIn Algorithm in 2025, there are several key trends to watch for, all of which further highlight the growing importance of text posts. Here’s what to expect:
1. Increased Emphasis on Comments
As LinkedIn continues to refine its algorithm, posts that generate thoughtful and meaningful comments will be prioritized over other types of engagement, like likes or shares. This means that if you want to boost the reach of your content, it’s crucial to focus on creating posts that spark conversations and encourage comments.
2. Decline in Video Dominance
While videos will still have a place on LinkedIn, their dominance will continue to wane in comparison to text posts. Videos often generate more passive engagement, such as views or likes, but they don’t necessarily lead to the deep, thoughtful conversations that LinkedIn values. As a result, text posts will continue to outperform videos, especially when it comes to engagement and visibility.
3. Personalization
The algorithm will continue to place a higher premium on personalized content—posts that are tailored to individual users’ interests and preferences. This makes it essential for content creators to understand their audience deeply and craft posts that speak to their unique challenges and needs. Personalization is one of the most effective ways to foster meaningful engagement on LinkedIn.
Real-World Example: Text Posts vs. Videos
A marketing agency conducted an experiment testing both text posts and videos on LinkedIn over the span of three months. The results were revealing:
- Text Posts: Averaged 2.5x more comments and 3x more shares compared to videos.
- Videos: Received more views but significantly fewer meaningful interactions, like comments or shares.
This case study underscores the importance of text-based content when it comes to driving engagement on LinkedIn. While videos can be useful for increasing visibility, they don’t necessarily translate into the types of engagement that matter most for building relationships and fostering discussions.
Final Recommendations
To stay ahead in 2025 and beyond, here’s what you should do:
1. Prioritize Text Posts
Focus on creating engaging, conversation-driven text content that is easy to consume and prompts your audience to engage. Avoid the temptation to over-rely on video content, as text posts currently offer superior engagement potential.
2. Leverage the LinkedIn Algorithm
Use strategic keywords, such as “LinkedIn Strategy” and “LinkedIn Content Creation,” in your posts to optimize them for searchability and relevance. The more aligned your content is with your audience’s needs, the more likely it will be seen by the right people.
3. Engage with Your Audience
Don’t just post and forget about it. Respond to comments, ask follow-up questions, and engage with your audience to foster a sense of community. Engaging in the comments section can dramatically increase your post’s visibility and performance.
4. Experiment and Analyze
Test different types of text posts, and monitor the results. See which ones resonate most with your audience and adjust your strategy accordingly. The LinkedIn Algorithm is constantly evolving, so continuous testing and adaptation are key to success.
Frequently Asked Questions (FAQ’s)
Text posts generate more meaningful interactions, such as comments and shares, which the LinkedIn Algorithm prioritizes over likes and views. This leads to higher visibility and engagement.
Start with a strong hook, keep your content concise, use bullet points or lists, and end with a question or call to action to spark conversations.
No, videos still have a place on LinkedIn, but text posts currently outperform them when it comes to driving meaningful engagement.
Focus on creating content that sparks discussions, incorporate relevant keywords naturally, and engage with your audience through comments to boost your post’s visibility.
