Posts with Links Boost Engagement by 13% [new LinkedIn Study Reveals]

A recent LinkedIn study from Metricool has shaken up long-held assumptions about the platform's post-performance strategies.

For years, social media experts have warned that including links in LinkedIn posts could limit reach. However, the new findings show just the opposite: posts that contain links generate 13.57% more interactions and 4.90% more views than posts without them.

This significant discovery challenges conventional wisdom and presents a golden opportunity for marketers to rethink their LinkedIn content strategies.

Key Findings from the LinkedIn Study

Links in Posts Drive More Engagement

The study analyzed over 577,000 posts from 47,735 LinkedIn pages, providing solid data that contradicts years of advice to avoid external links.

The results are clear: posts with links consistently outperform those without, achieving a 13.57% increase in interactions and a 4.90% boost in impressions.

The research dispels the myth that LinkedIn's algorithm penalizes posts with links in favor of keeping users on the platform. Instead, the data shows that external links actually contribute to higher engagement.

This is a call for marketers to embrace links more frequently, provided they add value to the content.

Carousels and Video Content Continue to Shine

While links are critical, other content formats also play a crucial role in boosting engagement on LinkedIn.

Carousels, or document posts, lead the way with the highest engagement rate—45.85%. These interactive formats encourage users to click through multiple slides, keeping them engaged longer.

Additionally, video content saw remarkable growth in 2025, with posts increasing by 53% and engagement rising by 87%. Video is clearly becoming a key priority for LinkedIn’s algorithm, and marketers who are not incorporating video into their strategy are missing out on a major opportunity to reach their audience.

Polls: The Underrated Engagement Booster

Interestingly, polls are one of the least used post formats on LinkedIn, making up only 0.00034% of all posts analyzed.

Despite their scarcity, polls outperformed expectations, delivering 206.33% more reach than average posts. This presents a unique opportunity for marketers to experiment with polls as a way to engage their audience in a highly visible manner.

With minimal competition in this format, polls can be a powerful tool for increasing interaction and visibility.

Strategic Implications for Marketers

With LinkedIn's algorithm continuously evolving, these new insights offer a critical opportunity for senior marketers to optimize their content strategies. The study highlights key areas where adjustments can lead to stronger engagement and better content performance on the platform.

Rethink Your Approach to Links

The findings from Metricool suggest that senior marketers should reassess the blanket advice to avoid links. Including links in posts can drive additional engagement and traffic to external sites.

However, the key is ensuring that the links add value to the content and aren't overused for promotional purposes. A well-placed link that provides further information or context can enhance the user experience and encourage more interactions.

Prioritize Video and Carousels

While links are crucial, the study highlights that carousels and video content are powerful tools for engagement. Carousels, with their interactive nature, should be used to tell stories or present information in a way that encourages users to engage with each slide.

Video content, on the other hand, should be a core part of your strategy. With LinkedIn’s focus on video, now is the time to experiment with various video formats—whether it's behind-the-scenes footage, interviews, or thought leadership content.

Leverage Polls for Increased Visibility

Polls may seem like a niche tactic, but their ability to gain visibility on LinkedIn makes them an underutilized asset. Given the 206% reach boost that polls receive, they should be integrated into LinkedIn strategies more frequently. Polls can spark conversations, engage users, and drive a significant increase in interactions with minimal effort.

Rethink Your LinkedIn Strategy for Maximum Engagement

The LinkedIn study from Metricool challenges several long-standing beliefs about social media marketing on the platform. Key findings suggest that posts with links can significantly boost engagement, carousels lead the pack in terms of interaction rates, and video content is on the rise.

Senior marketers should take these insights to heart and adjust their strategies accordingly. By incorporating more links, prioritizing carousels and video, and experimenting with polls, marketers can increase their visibility and engagement on LinkedIn. The time to rethink your LinkedIn strategy is now.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.