LinkedIn carousels are a powerful tool for professionals looking to capture attention and boost engagement. They provide an interactive way to share insights, stories, and data, helping you stand out in the feed and communicate more effectively.
This article by System SocialZ offers key insights on creating high-impact LinkedIn carousels, from design tips to strategies for maximizing reach. Whether you’re new to carousels or looking to improve, this guide will elevate your LinkedIn presence.
What are LinkedIn carousels?
LinkedIn carousels are slideshow-style posts where readers can swipe through slides to view content. There are two types of carousels on LinkedIn: organic and paid.
Organic carousels are created by uploading documents, allowing up to 300 slides with accompanying text. Paid carousels, or LinkedIn carousel ads, are more targeted, using specific campaign objectives and budgets to boost engagement. While LinkedIn once supported organic carousels with mixed media like images and videos, this feature was discontinued in December 2023.
What is a LinkedIn carousel post?
LinkedIn carousels posts provide a unique way to share PDF documents in an engaging slideshow format. This interactive approach allows you to capture your audience’s attention while delivering valuable content. Like standard posts, carousels can incorporate supporting text, links to your website, and call-to-action buttons, making them versatile tools for driving engagement.
Creating a carousel is straightforward: simply upload your PDF, and LinkedIn will automatically convert it into multiple slides, enabling viewers to navigate through your content effortlessly. This format not only helps in showcasing detailed information but also encourages users to interact with your material, enhancing retention and comprehension.
What is a LinkedIn carousel ad?
LinkedIn carousel ads are a type of advertisement that allows users to swipe through images. Each LinkedIn carousel ad can feature up to 10 slides, with the ability to add links to each image.
This format offers plenty of room to highlight products, new features, services, or events. Like organic carousel posts, carousel ads can include copy, links, and call-to-action buttons to boost engagement. However, to ensure eligibility, carousel ads must meet LinkedIn’s specific posting requirements.
Why use LinkedIn carousels?
Show a bigger story
Using LinkedIn carousels allows you to share more content in a single post by showcasing multiple images or pages. This format effectively conveys detailed messages or tells longer stories by breaking down complex information into digestible segments.
Engaging your audience with a series of slides encourages them to swipe through, enhancing understanding and retention while increasing overall engagement with your content.
Visual appeal
A carousel post on LinkedIn captures attention by presenting a variety of visuals that viewers can scroll through at their own pace, creating an engaging experience. This interactive format allows users to explore each slide, making it easier to absorb information and stay focused on your message.
By combining images, infographics, and text, carousels convey complex ideas more effectively, encouraging deeper engagement. As viewers swipe through, they become more involved, leading to higher retention rates and increased interaction with your brand or message.
Higher engagement
With more content to explore, carousels encourage your audience to interact with your post, resulting in higher engagement and potentially greater visibility within their network. This increased interaction signals to LinkedIn’s algorithm that your content is valuable, which can lead to broader reach as more users see and engage with your carousel.
As viewers share their interest, your post can gain traction, reaching a wider audience and enhancing your overall presence on the platform.
Add creativity
LinkedIn carousels offer a fantastic opportunity to get creative with your LinkedIn posts. By crafting a visual journey through multiple slides, you can present your content in an imaginative and engaging manner.
This format allows you to play with design elements, storytelling techniques, and layouts, making your posts more captivating. Whether you’re showcasing a product, sharing insights, or telling a story, the carousel format enables you to draw your audience in and keep them engaged, encouraging them to explore each slide and interact with your message.
How do Linkedin carousel posts work?
Carousel posts are optimized documents with multiple slides that can be shared on your LinkedIn newsfeed. Viewers can easily navigate through the slides using left and right buttons, much like a PowerPoint presentation.
A major advantage is that LinkedIn lets you incorporate custom logos and contact details into your carousels, making them ideal for personal branding. Users can download and share your carousels, further promoting your brand to a broader audience.
Since carousels are hosted directly on LinkedIn, users can view them without leaving the platform, which boosts their visibility thanks to LinkedIn’s algorithm. With no slide limit, carousels allow you to share far more content than a regular post, which has a 3,000-character limit. Plus, you can include a call-to-action (CTA) at the end to encourage immediate engagement.
LinkedIn carousels: size, format and dimension requirements
LinkedIn carousels ads must meet specific guidelines to be eligible for posting. Here are the recommended specifications for LinkedIn carousels provided by System SocialZ:
Design:
- Ad name (optional): 255 characters
- File type: JPG, PNG, or GIF (non-animated)
- Aspect ratio: 1:1
- Resolution: Minimum 1080×1080 pixels, maximum 4320×4320 pixels (scaled to 312×312)
Text:
- Ad name (optional): 255 characters
- Individual headlines: 45 characters
- Introductory text: Up to 255 characters (150 characters recommended to avoid truncation on devices)
- Headline text: Max two lines per card before truncation
Slides:
- Number of slides: 2-10
- Max file size: 10 MB
URL:
- Landing page URL: Required (with “http://” or “https://”)
- Max URL length: 2000 characters
- Limitations: Each slide can have a unique URL, except for lead gen forms, where all CTAs link to the same form.
Once published, LinkedIn carousel ads cannot be edited, so it’s crucial to review all content beforehand. Ads must also comply with LinkedIn’s advertising guidelines to avoid rejection.
The top LinkedIn carousels generator
Canva
Creating LinkedIn carousels in PDF format is easy with Canva. Start by selecting a LinkedIn carousel template from their library, designed for optimal engagement. Customize the template in the user-friendly editor by adding your text, images, and branding.
Once your carousel looks great, export it as a PDF, and LinkedIn will automatically split it into slides for easy viewing. This method ensures a professional appearance and seamless integration on the platform.
If you already have a paid Canva subscription, you’ll access additional features that enhance your designs. However, if not, consider exploring other free tools that can also help you create attractive carousels without the subscription cost. Whatever option you choose, focus on crafting engaging content that resonates with your LinkedIn audience.
Tapilo
Taplio is a LinkedIn marketing tool featuring a free AI-powered carousel post generator. It allows you to easily convert tweets, Reddit posts, and images into engaging carousel threads for LinkedIn. This not only saves time but also helps maintain a cohesive content strategy across all your social media platforms.
By repurposing content, you can effectively engage your audience and enhance your brand’s visibility. Taplio makes it simple to share insights, highlight key messages, and showcase products, empowering marketers and content creators to maximize their impact on LinkedIn.
Adobe
If you have the Adobe Creative Suite, multiple tools can help you create LinkedIn carousel PDFs efficiently. Depending on your familiarity, you can choose from full-featured editors like Adobe InDesign, Adobe Photoshop, Adobe Illustrator, or simple social media post makers like Adobe Express.
Adobe InDesign is perfect for creating professional, multi-page documents like LinkedIn carousels. You can design each slide as a separate page, use advanced layout features for precision, and easily export the entire project as a PDF. InDesign also allows you to incorporate custom fonts, brand colors, and interactive elements, offering full creative control over your carousel design.
Adobe Illustrator is another great option, where each slide can be created on a separate artboard. Once you’re finished, simply “Save As…” an Adobe PDF, and each artboard will automatically turn into a slide for LinkedIn.
Adobe Express is a more user-friendly tool for quickly creating social media graphics. While it’s often used for animated Instagram carousels, you can also use it for LinkedIn posts with ease.
How to create LinkedIn carousels posts?
Follow these 5 simple steps to create your first carousel post:
Create a carousel document
Select a software tool or an online carousel generator to create your PDF. Save it to your desktop, then double-check that each page has the correct LinkedIn carousel size and dimensions and looks great on your device. Once everything is in order, you’re ready to post your first LinkedIn carousel!
Start a new post
Head to your LinkedIn homepage and click “Start a post.” From there, write or generate a caption to accompany your carousel. If you don’t see the “document” button, click the Plus (+ “more”) to reveal additional options.
Next, click the document icon (“Add a document”) and select your carousel PDF file, or simply drag and drop it into the post box.
Add a title
Add a descriptive title to your carousel post, which will appear above the carousel in your feed. A well-crafted title enhances discoverability, making it easier for users to find and engage with your document.
Schedule or publish
You have the flexibility to either publish your first carousel post right away or schedule it for a later time that suits your strategy. If you choose to schedule your post, the process is straightforward. Just click the “…” icon located at the top right corner of the post box.
From there, select the “Schedule post” option. This feature allows you to choose the specific date and time you want your carousel to go live, ensuring that you can target your audience effectively when they are most active. By scheduling, you can plan your content in advance, allowing for a more organized and efficient posting strategy.
Share your post
After publishing your carousel post, you can easily share it with your network. Click the “…” icon in the top right corner of the post and select “Copy link to post.” You can then paste this link into a message or email to share it whenever you like.
How to launch a Linkedin carousel ads campaign?
Creating a LinkedIn carousel ad campaign requires some preparation before you hit “Post.” Here’s how to set up a successful campaign:
Choose your campaign objective
LinkedIn carousels ads can effectively address every step of the marketing funnel, from brand awareness to conversions.
First, open your LinkedIn Campaign Manager account, ensuring it’s linked to your Company Page to run a carousel ad campaign.
Next, click “Create Campaign” at the top of the screen and select “Advanced.” Name your campaign and choose an overarching goal for your carousel ad from the following options:
- Brand awareness: To share your brand’s story and capture the attention of your target audience.
- Website visits: Designed to increase traffic to your website.
- Engagement: Focused on boosting likes, comments, and shares on your content.
- Lead generation: To collect information about potential leads using pre-filled forms with their LinkedIn profile data.
- Website conversions: To generate more leads through your website.
Set a budget based on your objective
Like other social media platforms such as Facebook or X, LinkedIn carousels ads come with budget settings to help you control your spending.
Your LinkedIn carousel ad should align closely with your campaign objectives. LinkedIn recommends the following bidding strategies:
- For website visits: Select bidding by cost per 1,000 impressions (CPM).
- For lead generation: Choose bidding by cost per click (CPC).
- For increased clicks: Allow LinkedIn to manage bids with automated bidding.
If you’re new to LinkedIn carousel ads, there’s no need to worry—LinkedIn will automatically choose the most suitable bid type based on your selected goal.
To prevent overspending, turn on the budget optimization setting. Then, set a daily or lifetime budget and specify the duration for your campaign.
Build carousel ads based on campaign objectives
Begin by inputting the content for your LinkedIn carousel ad campaign. Under Ad format, select Carousel image ad.
Next, upload your files in JPEG, PNG, or MP4 formats. Add a headline to each slide and set a destination URL that will direct your audience to the desired landing page when clicked.
After uploading the files, arrange the carousel slides for a smooth, engaging flow. Remember to click ALT and add alt text to each image to improve accessibility.
Narrow down your target audience
One of the standout features of LinkedIn carousel ads is its audience targeting.
At this stage of the campaign setup, specify the parameters for your target audience. Select attributes based on factors such as industry, demographics, and interests to optimize your campaign’s reach. Alternatively, you can use LinkedIn’s lookalike audiences feature to target people with similar characteristics to your current and past customers.
Once you’ve finished defining your audience, click Save audience at the bottom of your screen.
Launch, test and optimize
Your LinkedIn carousels will appear in your Campaign Manager dashboard; simply set it to active to launch your campaign.
Keep in mind that the effectiveness of your carousel will depend on your content and campaign goals, as well as your selected target audience and the LinkedIn algorithm. To maximize your ad spend, it’s essential to monitor performance and experiment with different strategies:
A/B test the number of cards: Fewer cards can quickly convey your message, while longer carousels allow for more storytelling. Experiment with different lengths to see which format resonates best with your audience.
Test the sequence order: The first slide is what viewers see first, but the second slide is also partially visible. Consider swapping these two to see if it increases impressions.
Tweak your audiences: A/B test carousels with varying demographics, messaging, and targeting options to optimize impressions and results.
Tips for carousel content that converts
Use a cover image or slide to boost views on your LinkedIn carousels. Opt for square (1:1) or portrait (4:5 or 9:16) formats, as these display better on mobile devices. With 43% of LinkedIn users accessing the platform via mobile, choosing the right dimensions is crucial.
Avoid overcrowding information on each page. Use short paragraphs and generous margins for better readability.
The maximum file size for a document post is 100 MB, and you can include up to 300 pages. However, to keep your audience engaged, limit the number of pages to 30; if you need more, consider splitting the content into two separate posts.
Be mindful that pasting images and media into a PDF can increase its file size. To improve loading times, flatten the file using a free compression tool.
Utilize captions effectively by incorporating post and industry-specific keywords to enhance search visibility.
Note that audio and video are not supported in LinkedIn document posts, so avoid adding them to your slides.
Carousel best practices
LinkedIn carousels enable you to share visual stories and convey information in bite-sized slides. When executed effectively, carousels can help you stand out in the LinkedIn feed and keep viewers engaged from start to finish.
A well-crafted LinkedIn carousel can:
- Educate your audience
- Raise brand awareness
- Promote products
- Drive lead generation and website visits
However, creating an impactful carousel requires a thoughtful strategy and adherence to best practices. Follow these essential steps that top content marketers and social media managers rely on:
Identify your goals first
Before creating your LinkedIn carousels, it’s crucial to define its objectives clearly. Here are some alternative examples of carousel goals:
- Inform your audience about industry trends or best practices
- Showcase customer testimonials or case studies
- Highlight the key features or benefits of a product or service to capture audience attention and drive interest.
- Encourage sign-ups for a webinar or event
With your goals in mind, you can develop content that motivates viewers to take the actions you want.
Outline your content structure
Create an interactive story by mapping out the narrative flow of your carousel with a content outline:
- Hook introduction slide: Capture attention with a compelling opening.
- Key message or theme: Clearly state the main idea you want to convey.
- Supporting points (3-5 slides): Present your core arguments or insights.
- Visual evidence: Include stats, quotes, or images to reinforce your message.
- Strong call to action finale: End with a clear action you want viewers to take.
This structure ensures a logical flow and keeps viewers engaged from start to finish.
Craft visually-compelling slides
Carousels need to grab attention quickly in crowded feeds by utilizing:
- Multiple images: Showcase a variety of visuals to engage viewers.
- High-quality images and graphics: Ensure all visuals are crisp and professional.
- Infographics: Present complex information in an easily digestible format.
- Minimal, readable text: Keep text concise and legible for quick comprehension.
- Effective use of color and negative space: Create visual interest while maintaining clarity.
- Strategic alignment of elements: Arrange components thoughtfully to guide the viewer’s eye.
Draft headlines that draw people in
Write concise, benefit-focused headlines for each slide that pique curiosity and motivate viewers to explore further.
Vague: “Understanding Carousels”
Specific: “Top 5 Tips to Create Engaging LinkedIn Carousels”
Keep headlines concise, easy to scan, and focused on conveying value.
Provide genuine value and insights
Carousels should aim to inform, educate, or entertain rather than merely promoting products. To achieve this, include relevant research and statistics, expert perspectives, behind-the-scenes insights, and actionable advice or best practices. By doing so, you establish your authority and credibility while keeping your target audience engaged.
Wrap up with a strong call to action
Every carousel should end with a clear call to action, prompting your target audience to take specific steps such as downloading an asset, visiting your website, registering for an event, following your company, or sharing the post. Ensure your CTA stands out visually and eliminate any obstacles that might prevent your audience from taking action.
Since December 14, 2023, native carousels have been removed from LinkedIn, and only PDF documents are allowed. While you can embed clickable links within images, these will not function; thus, any call-to-action buttons or in-image links will only serve as visual elements.
By following these carousel best practices, you can enhance engagement, drive website traffic, generate leads, and increase brand awareness. Regularly test and adjust your strategy based on data insights for optimal results.
Promoting your carousel post
If you’ve been posting on LinkedIn for a while, you know that effort and popularity don’t always align.
LinkedIn Carousels posts often require days or even weeks of planning. To promote your posts for free and maximize visibility for your hard work, consider the following strategies.
On LinkedIn
Before posting, analyze audience engagement stats. Generally, Thursday and Friday afternoons see high traffic on LinkedIn, but this can vary by industry and time zone. Once you find the optimal posting time for your business, consider using scheduling tools like Taplio to enhance your reach.
Craft eye-catching captions with buzzwords and use the first three hashtags strategically, as they’re the most important for indexing. After publishing, share the post with relevant connections and groups, and tag co-creators or accounts mentioned to boost visibility.
You can also feature the carousel in your profile’s Featured section for ongoing exposure. Lastly, don’t hesitate to repost your content periodically to prevent the algorithm from burying it.
Using email
To amplify your post’s reach, leverage email as part of your LinkedIn marketing strategy. Segment your email list based on activity and send targeted messages.
If you’ve recently published a carousel, embed the cover page in a newsletter to engage subscribers interested in related topics. This encourages clicks that redirect them to LinkedIn, enhancing your post’s popularity.
Additionally, boost engagement on your LinkedIn feed by offering giveaways or discount codes to top commenters, motivating more interaction.
LinkedIn carousel post examples to inspire you
Brands are leveraging LinkedIn carousels to engage their target audiences and raise awareness about their products. Here are some inspiring examples of LinkedIn carousels to spark your creativity:
Announce company news and partnerships
LinkedIn carousels are an excellent way to establish your authority by showcasing your expertise rather than simply stating it.
For instance, consider a carousel designed to highlight partnerships with recognizable companies. This approach immediately engages your target audience by addressing their goals of creating successful social media campaigns while providing a behind-the-scenes look at how to achieve them.
Talk about company events
Utilize carousel posts to both promote upcoming events and celebrate those that have recently wrapped up.
For example, if you’re hosting a webinar next month, regularly sharing updates through carousels can create buzz and encourage your network to attend. Once the event is over, you can use LinkedIn carousels to recap its success, showcasing key highlights, participant feedback, and any notable achievements.
This dual approach not only keeps your audience informed but also reinforces your brand’s engagement with them throughout the event lifecycle.
Audience engagement for better insights
Use LinkedIn carousels and ads to solicit your audience’s input on a topic. This approach not only boosts engagement but also gathers valuable insights from customers and potential customers regarding products and features. Additionally, it provides an opportunity to showcase your brand personality and inject some fun into the conversation.
Give tips to your target audience
Offering free advice is a powerful way to win over your audience. By sharing valuable insights and practical tips, you establish yourself as a trusted resource and help your followers learn something new.
Alternatively, highlighting common mistakes to avoid can also capture attention effectively. This approach resonates with your audience as they relate to shared challenges. By providing both advice and cautionary insights, you foster a deeper connection, encouraging your audience to turn to you for further guidance. This strategy keeps your content relevant and engaging.
Explain products with images
Utilize carousel ads to effectively showcase your products with engaging images. This format allows you to guide your audience through how a product or feature works. For instance, if launching new software, dedicate each slide to a specific feature, using screenshots or graphics to highlight its functionality.
Start with an eye-catching introduction, then detail each key feature on subsequent slides. Including customer testimonials or use cases can further enhance credibility. By breaking down complex information visually, you keep viewers engaged and encourage them to take action, whether it’s visiting your website or signing up for a demo. This strategy not only boosts interest but also fosters a stronger connection with your brand.
Listicles
With carousels, you can effectively summarize a blog’s content in a listicle format. This approach makes it easier for your audience to process information quickly, saving them time and enhancing their ability to retain key points. By presenting content in a visually engaging way, you encourage greater interaction and comprehension.
Career opportunities
Carousels are a great way to showcase your working environment through real-time images, highlighting what makes your team unique. Use multiple slides to illustrate aspects like company culture, team dynamics, and collaborative spaces.
You can include testimonials from current employees to share their experiences and the benefits of joining your organization. This visual storytelling approach gives potential candidates an insider’s perspective, helping them feel more connected to your workplace and enhancing your recruitment efforts.
LinkedIn carousels- Frequently Asked Questions
How many pages is a LinkedIn carousel?
Remember, you can upload up to 300 pages in a carousel, but keeping it to two to ten pages is most effective. The goal of carousels is to share information quickly and engage your audience without overwhelming them. Striking the right balance ensures your content is digestible and maintains viewer interest.
Can you add a link to LinkedIn carousels?
Yes, carousel ads can include links to landing pages or Lead Gen Forms. Ads that utilize Lead Gen Forms feature a call-to-action (CTA) button in each image description, encouraging users to engage and provide their information seamlessly.
Why are my LinkedIn carousels blurry?
Understand LinkedIn’s compression: LinkedIn compresses images and documents to enhance load times and improve user experience. However, this compression can occasionally reduce the quality of your PDFs upon upload, so it’s important to optimize your files beforehand to maintain clarity and visual appeal.
What is a PDF carousel?
A LinkedIn PDF Carousel post is a content format that allows you to upload a PDF document directly to the platform. Many B2B marketers use this format as an interactive way to engage their audience, offering tips, best practices, and insightful data in a clear and impactful manner. This approach helps capture attention while delivering valuable information effectively.
Why did LinkedIn get rid of Carousel?
LinkedIn is retiring native carousels as of December 14th, 2023, meaning the dedicated carousel format will no longer be available. The reasoning behind this move is the time and effort content creators spent making them. However, PDF slides remain unaffected, allowing creators to continue sharing visual content in this format. This shift encourages users to adapt by using PDF documents for their multi-slide posts, keeping audience engagement high without the native carousel feature.
Conclusion
Moving forward with your LinkedIn carousel strategy in 2024, focus on creativity, clarity, and audience engagement. Use the insights from this guide to enhance your brand presence and foster connections. Experiment with formats, analyze results, and refine your approach to maximize impact. Embrace the potential of LinkedIn carousels to boost your engagement and reach. For more tips and resources, visit System SocialZ.
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