ktg-plugin-marketplace/plugins/linkedin-thought-leadership/references/linkedin-visual-style.md

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