LinkedIn

LinkedIn readers are at work: they want to learn something, see what peers are doing, or advance their career. Posts that start real conversation among relevant professionals spread through their networks. Credibility matters more than cleverness.

Current facts (as of September 2026 - re-check with web_search if a number matters)

• Post text: up to 3,000 characters.
• "See more" cutoff: roughly the first 140 characters on mobile and ~210 on desktop (varies with line breaks). The opening line or two must earn the click.
• Document posts (carousels): upload a PDF (also PPT/DOC); rendered as swipeable pages. Commonly cited limits: 100 MB, up to 300 pages; 8-12 pages is a practical range.
• Articles and newsletters (long-form) are a separate format with much higher limits.

Audience and what performs

• Professionals, recruiters, founders, B2B buyers, students entering the workforce.
• Performs: specific lessons from real experience, data from your own work, clear how-tos, honest behind-the-scenes (failures included), industry takes with a reasoned opinion, document carousels that teach a framework, thoughtful comments on others' posts.
• Does not: humblebrags, generic motivation, "Agree?" bait, AI-sounding polish, walls of hashtags, obvious engagement pods, posting a link with no context.

Text post structure

1. Hook (before "see more"): one or two short lines with a specific claim, result, tension or question. "We lost our biggest client in March. It was the best thing that happened to the team." Not "I'm excited to share...".
2. Body: the story or the argument. Short paragraphs (1-3 lines), white space, concrete details (numbers, names of tools, timeframes). Lists work for steps.
3. Takeaway: the lesson in one or two lines.
4. Close: a genuine question to the reader's experience, or a clear CTA.

• 800-1,500 characters is a comfortable range for most posts; long is fine if every line earns its place.
• Links: many practitioners report lower reach for posts with external links; common practice is to put the link in the first comment or edit it in later. Verify current behavior if it matters.

Document carousel

• Page 1: title that promises a concrete outcome ("The 7-question checklist we use before every hire").
• One idea per page, big type, consistent template, brand kept subtle.
• Last page: summary + who you are + CTA (follow, comment, download).
• Caption: 300-800 characters of context; do not repeat the slides.

Company page posts

• Show people and work, not just announcements. Product updates framed as customer outcomes. Hiring posts with the team, the problem and the offer.
• Employees resharing with their own comment usually reach further than the page alone.

Comments strategy

• Comment early and substantively on posts by people in the target niche: add an example, data or a respectful counterpoint. This builds visibility more reliably than posting alone.
• Reply to comments on your posts in the first hours.

Hashtags and keywords

• 0-3 relevant hashtags; they have little reach effect. Plain-language keywords in the text help LinkedIn search.
• Tag people or companies only when they are genuinely involved.

Cadence

• 2-4 posts per week is a common sustainable range for individuals; 1 per week done well beats daily filler. Space posts at least a day apart.
• Weekdays during working hours in the audience's time zone usually work; check the user's analytics.

Repurposing

• Blog post or talk -> a story post with the key lesson + a document carousel of the framework.
• X thread -> a single narrative post with more context and a professional takeaway.
• YouTube video -> post with the main insight and the link in the first comment.
• LinkedIn carousel -> Instagram carousel (lighter tone) and vice versa.

Avoid

• Clichés: "I'm humbled/thrilled to announce", "Here's what X taught me about B2B sales", "Agree?", one-sentence-per-line broetry for everything.
• Confidential client or employer information; names of people without permission.
• Fabricated stories, metrics or testimonials.
• Publishing anything without the user's explicit approval.

Output

Use templates/post-and-carousel.md. Show the character count and mark where the "see more" cut falls.