EP #068: Video, Image, or Text? How to Pick the Right LinkedIn Format

When it comes to LinkedIn content, one of the most common questions we hear is: "What format should I use?"

The answer isn't as simple as "video performs best" or "stick with text." Because here's what most people miss: the best format is the one you'll actually use consistently.

When choosing your LinkedIn format, you need to balance two critical factors: performance data and your comfort level - and one matters more than you think.

Performance Data

The numbers don't lie, even if they don't tell the whole story.

Video posts get the most engagement at 2.35%, with images right behind at 2.32%. That's a marginal difference - meaning image is just as viable if video doesn't work for you.

That said, text-only posts still work. With an engagement rate of 1.86%, well-written posts without visuals can thrive if they're thoughtful and clear.

Carousels are fading fast, with an engagement rate of just 1.53%. Remember when everyone was making them? Your audience got tired of them too.

Your Comfort Level

This is the one.

The data can't predict whether you'll still be posting six months from now.

Content creation is a grind, and consistency makes all the difference. The truth is, it's nearly impossible to do something consistently if you don't enjoy it.

Think about it:

• If you hate being on camera, no engagement rate on earth will make you do it consistently.

• If it takes you 10 minutes to write a text post but an hour to create video content, that efficiency matters

• If carousels stress you out but images feel natural, that comfort translates to sustainability

Finding Your Format

The most successful LinkedIn creators use the format that works best for them - not necessarily the one that performs best overall.

Here's how to decide:

Choose video if:

• You're comfortable on camera or willing to get comfortable

• You have compelling stories that benefit from personality and tone

• You have capacity for the production time (even simple videos take longer)

• Your message requires demonstration or visual explanation

Choose images if:

• You want reliable, scalable engagement

• You have access to authentic photos (team moments, events, behind-the-scenes)

• You want to break up text and increase scannability

• You can avoid stock photos and screenshots (originality matters)

Choose text-only if:

• You're a strong writer who can craft compelling narratives

• You value speed and simplicity in content creation

• Your insights stand on their own without visual support

• You want to test ideas quickly before investing in production

The Hybrid Approach

You don't have to choose just one format forever. Many successful executives follow a pattern:

• 2-3 image or text posts per week (sustainable, consistent presence)

• 1 video post per month (higher impact, strategic timing)

• Occasional carousels for data-heavy insights or step-by-step guides

This approach balances performance with sustainability.

What This Means for You

Yes, video performs slightly better than images, and images perform better than text. But a text post you actually publish beats a video you never make.

Want to know which format drives the most engagement? The one you post every week without fail.

Your audience wants to hear from you. They want your insights, your stories, your perspective. The format is secondary to showing up.

So ask yourself: What format feels natural? What can you sustain? What will you still want to do six months from now?

Start there. Post consistently. Adjust based on your own data.

The best format is the one that keeps you in the game.

— Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.