# LinkedIn Visual Style Guide

Visual content on LinkedIn follows different rules than Instagram or Twitter. For thought leadership, text-first content consistently outperforms image-heavy posts. This guide defines when and how to use visuals strategically.

## The Text-First Principle

LinkedIn rewards dwell time and conversation, not visual impressions. Pure text posts with strong hooks generate more comments and shares than image posts in the thought leadership niche.

**When text-only wins:**
- Personal stories and lessons learned
- Hot takes and opinion posts
- Questions and conversation starters
- Short frameworks (3-5 bullet points)
- Posts under 800 characters

**When visuals add value:**
- Data and statistics that need visualization
- Step-by-step processes (carousel)
- Before/after comparisons
- Screenshots of tools, dashboards, or results
- Diagrams explaining complex relationships

**Rule:** Default to text-only. Add visuals only when they communicate something text cannot.

## Image Specifications

### Single Image
- **Dimensions:** 1200 x 627 pixels (1.91:1 ratio) for feed display
- **Square:** 1080 x 1080 pixels (works well on mobile)
- **Portrait:** 1080 x 1350 pixels (4:5 ratio, takes more feed space)
- **Maximum file size:** 10 MB
- **Formats:** PNG for graphics/screenshots, JPEG for photos
- **Resolution:** 72 DPI minimum for web display

### Carousel (PDF Upload)
- **Slide dimensions:** 1080 x 1350 pixels (4:5, recommended) or 1080 x 1080 (1:1)
- **File format:** PDF (upload as document)
- **Maximum slides:** 300 pages (optimal: 6-10)
- **File size:** Under 100 MB
- **Font size:** Minimum 24pt for body, 36pt+ for headlines (mobile readability)

### Video Thumbnail
- **Dimensions:** 1920 x 1080 pixels (16:9)
- **Custom thumbnail:** Not natively supported — first frame is used
- **Workaround:** Design the first frame as your thumbnail

## Visual Style Principles

### 1. Consistency Over Creativity
Pick a visual identity and stick with it. Recognizable content gets more engagement than surprising content.

**Define once, use always:**
- **Primary color:** One brand color for headers, accents, highlights
- **Secondary color:** One complementary color for contrast
- **Background:** White or very light neutral (high contrast on feed)
- **Font family:** One sans-serif for readability (Inter, DM Sans, or system fonts)
- **Logo/watermark:** Small, bottom-right corner, semi-transparent

### 2. Mobile-First Design
70%+ of LinkedIn consumption happens on mobile. Design for small screens.

**Mobile rules:**
- Text must be readable without zooming
- Minimum 24pt font for body text on slides
- Maximum 5-7 lines of text per carousel slide
- High contrast (dark text on light background)
- No fine details that disappear on small screens

### 3. Clean Over Busy
LinkedIn users scroll fast. Your visual has 1-2 seconds to communicate its value.

**Design principles:**
- One idea per visual
- Maximum 3 colors per graphic
- Generous whitespace (40%+ of the area)
- No decorative elements that don't add meaning
- Left-aligned text (easier to scan)

## When to Use Each Visual Format

### No Image (Text-Only Post)
**Best for:** Thought leadership, stories, opinions, quick tips
**Engagement pattern:** Highest comment rates, strong for dwell time
**Use when:** The value is in the words, not in showing something

### Single Image
**Best for:** Screenshots, data charts, diagrams, quote graphics
**Engagement pattern:** Good for shares, moderate comments
**Use when:** You need to show evidence, results, or a visual concept

**Avoid:** Stock photos, generic motivational images, selfies (unless story-relevant)

### Carousel (PDF Document)
**Best for:** Frameworks, how-to guides, listicles, comparisons, stories
**Engagement pattern:** Highest overall engagement rate (6.6%), excellent dwell time
**Use when:** Content has 5+ distinct points that benefit from visual separation

**Design pattern per slide:**
| Slide | Content | Design |
|-------|---------|--------|
| 1 | Hook + promise | Bold headline, minimal text, brand colors |
| 2-8 | One point per slide | Header + 3-5 lines + visual element |
| 9 | Summary/recap | Key takeaways in bullets |
| 10 | CTA | Follow, save, share, comment prompt |

### Video
**Best for:** Demonstrations, personal messages, tutorials, behind-the-scenes
**Engagement pattern:** High reach but lower comment rates than text
**Use when:** Showing is fundamentally better than telling

### Infographic
**Best for:** Data-heavy content, process flows, comparison matrices
**Engagement pattern:** High save and share rates
**Use when:** Complex information needs visual organization

## Image Decision Framework

Before adding a visual, ask:

1. **Does this need to be seen, not just read?** If no → text-only
2. **Does the visual add information the text doesn't?** If no → text-only
3. **Would someone save this image for reference?** If yes → carousel or infographic
4. **Am I adding an image just because "posts with images get more engagement"?** → Stop. That's a myth for thought leadership content

## Tools by Skill Level

| Level | Tool | Best For | Cost |
|-------|------|----------|------|
| Beginner | Canva | Carousels, simple graphics | Free/$13/mo |
| Beginner | PowerPoint/Google Slides | Carousels (export as PDF) | Free |
| Intermediate | Figma | Custom graphics, consistent templates | Free/$15/mo |
| Advanced | Adobe Illustrator | Complex infographics | $23/mo |

**Recommendation for thought leaders:** Canva or Figma with 2-3 reusable templates. Don't spend time on custom designs for every post.

## Brand Consistency Checklist

When creating visuals, verify:

- [ ] Colors match your defined palette (max 3 colors)
- [ ] Font is consistent across all slides/graphics
- [ ] Text is readable on mobile without zooming (24pt+ body)
- [ ] Background is clean and high-contrast
- [ ] No stock photos or generic clip art
- [ ] Watermark/logo is subtle, not distracting
- [ ] Visual adds information that text alone cannot convey
