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Mastering LinkedIn Carousel Posts and Ads: The Ultimate Guide to Engaging Content

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LinkedIn is a great tool for marketing and idea exchange, and it is also a professional networking site. LinkedIn carousel posts and advertisements stand out from the other content alternatives because of their entertaining and interactive structure.

Unlike a static post or advertisement, a carousel lets you display several pictures, videos, or documents that visitors may swipe through. This approach works well for sharing stories, presenting a variety of goods, or simplifying complex concepts.

This article covers everything you need to know about LinkedIn carousel posts and advertising, including how to create them, their advantages, and the best ways to increase interaction.

What Are LinkedIn Carousel Posts and Ads?

Carousel Posts

You may publish many media files in a single LinkedIn carousel post, an organic content type. Users may swipe through photographs, videos, and documents (including PDFs) in these postings on desktop and mobile devices.

It’s perfect for explaining complicated concepts or showcasing several goods or services in one post since each page or slide can have a separate set of materials. Carousel posts also come in handy when you want to convey a longer tale or include interactive information to interest your audience.

Carousel Ads

LinkedIn’s advertising platform has carousel advertisements as a premium option. These advertisements let you show several photos or videos within a single ad, much like carousel posts do. Carousel advertisements are different, though, in that they are sponsored content, which means that they are shared outside of your organic network to a more focused and bigger audience.

Businesses wishing to emphasize different features of a service, convey a brand story in parts, or present a variety of items may find carousel advertising appropriate. The carousel style is a popular option for marketers that need more clicks or deeper user connection because of its interactive aspect, which frequently results in better engagement.

Key Differences

The reach and purpose of carousel posts and carousel advertising are the main distinctions between them. As a component of your organic content strategy, carousel articles are solely accessible to your current network until they are shared.

Conversely, carousel advertisements are a feature of LinkedIn’s paid advertising platform that let you target people who aren’t directly related to you. Additionally, ads provide you with greater control over who sees your content and how well it succeeds by offering comprehensive statistics and targeting choices.

Benefits of Using LinkedIn Carousel Posts and Ads

A man is showing Linkedin profile

There are a number of benefits that LinkedIn carousel posts and advertising have over other content formats. These might revolutionize your content strategy for the following reasons:

Enhanced Involvement

Ads and carousel content are interactive by nature. Users are encouraged to spend more time interacting with your content because of the format’s swipeability. Users are more likely to remember your message or act as a result of this involvement.

Carousel content keeps visitors more engaged than static articles since they have to actively scroll through the slides to see the entire image. 

Showcase Multiple Products or Ideas 

The capacity of carousel content to display several items at once is one of its main advantages. A carousel allows you to showcase many items, bits of information, or services in one article or advertisement, whether you’re advertising them all. This makes it an excellent choice for companies that offer several products or services, as well as for individuals who wish to give various viewpoints or examples.

Higher Click-Through Rates (CTR) 

Because carousel ads are more engaging and interactive than static ads, they often drive higher click-through rates. The fact that users can swipe through the content makes them more likely to explore further or click on a link, especially if you include a clear call-to-action (CTA). As a result, carousel ads often provide better returns on investment compared to other ad formats.

How to Create LinkedIn Carousel Posts

Linkedin Carousel posts and advertisments

Creating a LinkedIn carousel post is straightforward, but there are a few specific steps you’ll need to follow to make sure it works correctly. Here’s a detailed guide for both desktop and mobile:

On Desktop

  1. Log in to LinkedIn and navigate to your homepage where you would typically create a post. At the top of the page, you’ll see the “Start a post” button. Click on it to begin creating your carousel.
  2. Choose “Document”: When you click to start a post, you’ll see different options, such as photo, video, and document. Select “Document” because LinkedIn uses PDFs to create carousel-like posts. Each page of the PDF becomes a swipeable slide within your post.
  3. Upload a PDF document: Ensure that the PDF you upload contains multiple pages, as each page will be turned into an individual slide that users can swipe through. It’s important to format your PDF so that each page is visually engaging and contains its own piece of content or idea.
  4. Add a catchy caption: Write an engaging caption that introduces the carousel and entices your audience to swipe through the slides. You should also include relevant hashtags and keywords to increase the post’s discoverability.
  5. Share your carousel post: Once you’ve finalized your post, click share. Your connections will now be able to view and swipe through your carousel.

On Mobile (App)

  1. Open the LinkedIn app on your mobile device and tap the “Post” button, just as you would to create any other LinkedIn post.
  2. Select “Document”: In the options that appear, select “Document” to upload a PDF file. As with the desktop version, the PDF will be converted into a swipeable carousel.
  3. Upload your PDF: Make sure your PDF is formatted in a way that is mobile-friendly. The text and images should be easily readable on smaller screens.
  4. Add captions and hashtags: Write a clear and engaging caption, and include hashtags that will help your content reach a wider audience.
  5. Post your carousel: Once your content is ready, share it with your network. Mobile users will be able to swipe through the slides just like they would on desktop.

How to Create LinkedIn Carousel Ads

Creating a carousel ad on LinkedIn is a bit more involved than creating a simple carousel post, but the process is still relatively straightforward if you follow these steps:

Using LinkedIn Campaign Manager

  1. Log in to LinkedIn Campaign Manager: To create a carousel ad, you’ll need access to LinkedIn’s Campaign Manager, the platform’s advertising tool. Log in or create an account if you don’t already have one.
  2. Create a new campaign: In Campaign Manager, click the “Create Campaign” button. You’ll be asked to select your campaign objective, such as driving traffic, generating leads, or raising brand awareness. Choose the objective that aligns with your marketing goals.
  3. Select “Carousel” as your ad format: After choosing your campaign objective, you’ll be prompted to select an ad format. Choose the carousel format to create a multi-slide ad.
  4. Upload your content: You can upload up to 10 images or videos for your carousel ad. Each image or video will be displayed as a separate slide, allowing users to swipe through them.
  5. Write compelling headlines and descriptions: Each slide can have its own headline and description, so make sure these are clear, engaging, and aligned with your overall message. Each slide should build on the previous one to keep the user engaged.
  6. Set your budget, targeting, and bidding strategy: One of the advantages of LinkedIn ads is the ability to target specific demographics, industries, or job titles. Set your targeting parameters, choose your budget, and select your bidding strategy (e.g., cost-per-click or cost-per-impression).
  7. Launch your campaign: Once everything is set, launch your campaign. Your carousel ad will now be shown to your targeted audience, and you can monitor its performance through Campaign Manager.

Best Practices for LinkedIn Carousel Posts and Ads

To make your LinkedIn carousel posts and ads stand out and perform well, follow these best practices:

  • Maintain It Visually Engaging: Your carousel should have excellent, attention-grabbing graphics. Make sure your material is both aesthetically pleasing and easy to understand by using bright colors, simple font, and consistent branding throughout each presentation. Robust graphics have the power to determine whether viewers will scroll through all of your presentations or stop watching after the first one.
  • Tell a Story: Storytelling works incredibly well with carousels. Build suspense with each new slide after using the first few to establish your plot. The punchline or main takeaway should be presented in the last slides, encouraging users to act. Consider each slide to be a chapter in a novel; they should all flow into one another.
  • Optimize for Mobile: Many users engage with LinkedIn on their mobile devices, so it’s crucial to make sure your carousel content looks great on smaller screens. Test how your slides look on mobile and adjust the formatting to ensure readability.
  • Test Different Formats: Don’t be afraid to experiment with different types of carousel content. Test different headlines, visuals, and slide lengths to see what resonates most with your audience. A/B testing can help you fine-tune your approach for future posts and ads.

How to Track and Measure the Success of Your Carousel Posts and Ads

Linkedin Carousel social media and statistics

Once your carousel posts or ads are live, it’s important to track their performance to see what’s working and where you can improve. Here’s how you can measure success:

LinkedIn Campaign Manager for Carousel Ads

For paid carousel ads, LinkedIn Campaign Manager provides more detailed data. You can track impressions, click-through rates (CTR), cost-per-click (CPC), and conversions. These metrics will help you determine the effectiveness of your ad in reaching your marketing objectives.

A/B Testing 

One of the best ways to improve your carousel performance is by A/B testing. This involves creating two or more versions of your ad or post with slight variations (such as different headlines, images, or CTAs). By comparing the performance of each version, you can identify which elements resonate most with your audience.

Conversion Tracking 

If your goal is to drive specific actions, such as sign-ups, downloads, or purchases, you can set up conversion tracking in LinkedIn Campaign Manager. This will allow you to see how many users take the desired action after engaging with your carousel ad.

Common Mistakes to Avoid with LinkedIn Carousel Posts and Ads

While carousel posts and ads can be highly effective, there are a few common mistakes that can hinder their performance:

  • Lack of a Clear Message: Each carousel should have a clear purpose or message. Trying to fit too many ideas into one post or ad can confuse your audience and weaken your message. Make sure every slide works toward a cohesive goal.
  • Ignoring Analytics: If you’re not paying attention to how your carousel posts or ads are performing, you’re missing out on valuable opportunities to improve. Regularly check your analytics and use the data to refine your approach for future carousels.

Conclusion

LinkedIn carousel posts and advertising are effective ways to interact with your audience, share narratives, and highlight a variety of goods and services. This post will show you how to make engaging carousel content that draws viewers in and encourages action.

To get the most out of your carousel posts and advertisements, keep your attention on clear calls-to-action, succinct message, and excellent imagery. To continuously improve your outcomes, don’t forget to monitor your performance and modify your plan of action in light of the facts.

FAQs

How many slides can I include in a LinkedIn carousel ad?

You can include up to 10 slides in a LinkedIn carousel ad.

Can I use videos in LinkedIn carousel ads?

Yes, LinkedIn carousel ads support both images and videos, allowing you to create a more dynamic and engaging experience.

What’s the difference between a carousel post and a carousel ad?

Carousel posts are organic and free, visible to your connections and followers, while carousel ads are paid and targeted to a broader, more specific audience with advanced analytics.

How do I improve the click-through rate (CTR) on my carousel ads?

To improve CTR, use engaging visuals, compelling headlines, and strong CTAs. Also, make sure your content is relevant to your target audience and optimized for mobile users.

Are carousel ads more expensive than other LinkedIn ad formats?

The cost of carousel ads depends on your targeting and bidding strategy, but they often provide better engagement and returns compared to static ads due to their interactive nature.

Author

  • Emily Johnsen

    Emily is a marketing wiz with a knack for crafting compelling brand stories. Currently works as a Digital Marketing Specialist at Aimfox.

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