LinkedIn Basics and Posts That Get Read in Professional Content

LinkedIn is where professional business cards connect

LinkedIn is a network where people write their work history and professional skills in a profile and connect with professional contacts. Posts are mostly about industry trends, lessons learned at work, company initiatives and hiring announcements. Readers have a clearly different purpose than on networks for sharing updates with friends and family.

This difference is a clear advantage for company posts. Readers open LinkedIn for work, so even specialized content tends to be read to the end, and it can reach business partners and job candidates directly. It suits manufacturers, B2B companies, and companies that want to put effort into recruitment communications (social media for manufacturing and B2B, recruitment communications).

Personal profiles and company Pages

LinkedIn has "profiles," which belong to people, and "company Pages," which belong to companies. You can post from either, but they reach people differently.

The feed signals include "who wrote it" and "whether it's from your connections" (see the next section), so a post written from the profile of an executive or the person in charge reaches the people they're connected to more easily. Rather than posting only from the company Page, combining it with the profiles of people inside the company widens your reach.

How the feed is ranked

LinkedIn explains how its feed is ordered in the help page "LinkedIn relevance." The feed is made up of posts from people you're connected to, people and companies you follow, and groups you've joined, plus related posts from outside your network. It is ranked using these three kinds of signals.

It also states that low-quality or unsafe posts are shown less, and that, apart from posts shown as ads, payments from third parties do not change what is shown.

Viewers can unfollow people or company Pages, mute them, or tap "Not interested," and they can switch the feed between "Recent" and "Top." Posts that are all sales pitch become harder to see through these actions.

How to write posts that get read

Start with specifics from your own work

Because the signals include "topic" and "time spent viewing," content that is useful and specific has an advantage. Instead of general industry talk, write about what you tried in your company, a failure you fixed, and what the numbers showed, and people doing the same work will read it. A LinkedIn post can be up to 3,000 characters, so you can explain the story in a bit more depth than on other networks.

Say what it's about in the first two or three lines

In the feed, long posts are folded partway, and only people who tap "See more" read the rest. The basic approach is to put the conclusion or a question in the first two or three lines and give people a reason to keep reading. The whole approach to writing is collected in how to write posts that get read.

Value interactions with your connections

The activity signals include "who they interact with." Replying to comments on your post and writing real comments on your connections' posts both maintain relationships. A line that engages with the content of someone's post makes for a more professional-network style of exchange than a stock greeting.

Keep promotion modest and announcements specific

If posts keep promoting products, they become targets for "Not interested" and muting. When you announce hiring or events, writing specifically what the work involves and who you want to come makes the post useful to readers.

Images and image descriptions

You can attach images to LinkedIn posts. According to LinkedIn's developer documentation "Images API," these are the images you can use (as of October 2026).

The image description is a field for people who learn what's in an image through read-aloud. LinkedIn itself recommends under 120 characters, so for a chart, write briefly what number moved and how, and for a photo from the field, who is doing what.

Because it is a professional network, diagrams that convey content and photos from the field catch the eye more than polished photos. When you want to explain a procedure or comparison, one diagram is easier to read than text. How to make them is in how to make images that work on social media.

Posting to LinkedIn with SNS TOWN

SNS TOWN posts using LinkedIn's official API. What you can connect is a personal profile, and as of October 2026 company Pages are not supported. We assume executives or the person in charge connect their own profile and carry the company's communications.

LinkedIn's authorization expires after 60 days, and under LinkedIn's rules it can't be extended automatically. So SNS TOWN notifies you on the social accounts screen from 14 days before it expires, so the person can reconnect.

LinkedIn's tone differs from other networks, so it isn't included in the simultaneous posting pairs. Rather than posting text written for X as is, we recommend rewriting it for LinkedIn in the composer. Scheduling follows the same flow as scheduled posting, and posts appear on the calendar alongside the other networks. Also note that as of October 2026, SNS TOWN's analytics doesn't read LinkedIn reaction counts.

Frequently asked questions