# Carousel Templates

Slide-by-slide blueprints for LinkedIn carousels (PDF document posts). Carousels/documents are the top organic format on LinkedIn (~7%; see `references/algorithm-signals-reference.md`) because they maximize dwell time and encourage swipe completion.

## Universal Design Specs

- **Slide dimensions:** 1080 x 1350 px (4:5 portrait, recommended)
- **Font:** Sans-serif, minimum 24pt body, 36pt+ headlines
- **Colors:** Max 3 per carousel (background, text, accent)
- **Text per slide:** 5-7 lines maximum
- **Optimal length:** 5-8 slides (including cover and CTA). 7 slides is the sweet spot (18% better performance)
- **Export format:** PDF
- **Caption length:** 300-500 characters with hook and context

---

## Template 1: How-To Guide

**Best for:** Teaching a process, explaining a method, step-by-step instructions
**Structure:** 6-8 slides

| Slide | Purpose | Content Pattern |
|-------|---------|-----------------|
| 1 | Cover/Hook | Bold question or promise: "How to [achieve X] in [timeframe]" |
| 2 | Problem | "Most people [common mistake]. Here's what actually works." |
| 3 | Step 1 | **Step name** + 2-3 lines of explanation |
| 4 | Step 2 | **Step name** + 2-3 lines of explanation |
| 5 | Step 3 | **Step name** + 2-3 lines of explanation |
| 6 | Step 4 | **Step name** + 2-3 lines of explanation |
| 7 | Step 5 | **Step name** + 2-3 lines of explanation |
| 8 | Common mistakes | "3 mistakes to avoid: [quick list]" |
| 9 | Summary | Recap all steps in a numbered list |
| 10 | CTA | "Save this for later. Follow for more [topic]." |

**Cover slide formula:**
```
How to [specific outcome]
(without [common pain point])

[Your name] | [Your title]
```

**Step slide formula:**
```
Step [N]: [Action verb] + [Object]

[2-3 sentences explaining the step]

Pro tip: [One practical detail]
```

**Caption template:**
```
Most [audience] struggle with [problem].

I've been doing [process] for [timeframe], and here's the method that consistently works.

Swipe through for the full breakdown.

Save this if you want to come back to it later.

#[topic] #[niche] #[format]
```

---

## Template 2: Listicle / Top N

**Best for:** Curated lists, tool recommendations, lessons learned, tips
**Structure:** 6-8 slides (1 item per slide)

| Slide | Purpose | Content Pattern |
|-------|---------|-----------------|
| 1 | Cover/Hook | "[N] [things] every [audience] should know about [topic]" |
| 2 | Item 1 | **Name/Title** + Why it matters (2-3 lines) |
| 3 | Item 2 | **Name/Title** + Why it matters |
| 4 | Item 3 | **Name/Title** + Why it matters |
| 5 | Item 4 | **Name/Title** + Why it matters |
| 6 | Item 5 | **Name/Title** + Why it matters |
| 7 | Item 6 | **Name/Title** + Why it matters |
| 8 | Item 7 | **Name/Title** + Why it matters |
| 9 | Bonus | "One more that most people miss: [unexpected item]" |
| 10 | CTA | "Which one was new to you? Tell me in the comments." |

**Cover slide formula:**
```
[N] [things] that changed how I
[outcome]

(#[N] surprised me the most)
```

**Item slide formula:**
```
#[N]: [Item name]

[Why it matters in 2-3 lines]

[Optional: One specific example or data point]
```

**Caption template:**
```
I spent [timeframe] learning about [topic].

Here are [N] things I wish someone told me from the start.

#[N] is the one most people get wrong.

Which one resonates most? Drop a number in the comments.
```

---

## Template 3: Story / Before-After

**Best for:** Personal narratives, transformation stories, lessons from failure
**Structure:** 6-8 slides

| Slide | Purpose | Content Pattern |
|-------|---------|-----------------|
| 1 | Cover/Hook | "How [situation] changed everything I knew about [topic]" |
| 2 | Setting | "[Timeframe] ago, I was [situation]." |
| 3 | Problem | "The problem: [specific challenge in 2-3 lines]" |
| 4 | Turning point | "Then [event/realization] happened." |
| 5 | What changed | "I started [new approach]. Here's what shifted:" |
| 6 | Result 1 | **Before:** [old state] → **After:** [new state] |
| 7 | Result 2 | **Before:** [old state] → **After:** [new state] |
| 8 | Result 3 | **Before:** [old state] → **After:** [new state] |
| 9 | Lesson | "The real lesson: [insight in 2-3 lines]" |
| 10 | CTA | "Has this happened to you? I'd love to hear your story." |

**Cover slide formula:**
```
[Time period] ago, I [starting state].

Today, [current state].

Here's what changed.
```

**Before/After slide formula:**
```
BEFORE:
[Specific old behavior or result]

AFTER:
[Specific new behavior or result]

The difference: [one-line insight]
```

**Caption template:**
```
[Timeframe] ago, I made a mistake that [consequence].

Looking back, it was the best thing that could have happened.

Swipe through for the full story and the lesson I learned.

What's a mistake that turned into your biggest learning?
```

---

## Template 4: Comparison / vs.

**Best for:** Tool comparisons, approach differences, myth-busting, framework contrasts
**Structure:** 6-8 slides

| Slide | Purpose | Content Pattern |
|-------|---------|-----------------|
| 1 | Cover/Hook | "[Option A] vs [Option B]: Which one actually works?" |
| 2 | Context | "Everyone argues about [topic]. Here's what the data says." |
| 3 | Dimension 1 | **[Criteria]:** A = [detail] / B = [detail] |
| 4 | Dimension 2 | **[Criteria]:** A = [detail] / B = [detail] |
| 5 | Dimension 3 | **[Criteria]:** A = [detail] / B = [detail] |
| 6 | Dimension 4 | **[Criteria]:** A = [detail] / B = [detail] |
| 7 | Dimension 5 | **[Criteria]:** A = [detail] / B = [detail] |
| 8 | Summary table | Side-by-side with checkmarks/scores |
| 9 | Verdict | "My recommendation: [nuanced answer based on context]" |
| 10 | CTA | "Which one do you use? Agree or disagree with my verdict?" |

**Cover slide formula:**
```
[Option A] vs. [Option B]

I tested both.
Here's what I found.
```

**Comparison slide formula:**
```
[Criteria name]

[Option A]: [Rating or description]
[Option B]: [Rating or description]

Winner: [A or B] (because [one-line reason])
```

**Caption template:**
```
"Should I use [A] or [B]?"

I get asked this [frequency]. So I compared them across [N] dimensions.

The answer isn't what you'd expect.

Swipe through for the breakdown. My verdict is on slide [N].
```

---

## Template 5: Framework / Mental Model

**Best for:** Original frameworks, decision matrices, thinking models
**Structure:** 6-8 slides

| Slide | Purpose | Content Pattern |
|-------|---------|-----------------|
| 1 | Cover/Hook | "The [Name] Framework: How to [outcome]" |
| 2 | Problem | "Why most [audience] fail at [topic]" |
| 3 | Overview | Visual diagram or named components of the framework |
| 4 | Component 1 | **Name** + What it means + How to apply |
| 5 | Component 2 | **Name** + What it means + How to apply |
| 6 | Component 3 | **Name** + What it means + How to apply |
| 7 | Component 4 | **Name** + What it means + How to apply |
| 8 | Example | "Here's what it looks like in practice: [specific scenario]" |
| 9 | Quick-start | "Start here: [simplest first step]" |
| 10 | CTA | "Save this framework. Tag someone who needs it." |

**Cover slide formula:**
```
The [Name] Framework

[One-line promise of what it enables]

[Optional: diagram or visual representation]
```

**Component slide formula:**
```
[Component Name]

What: [Definition in 1 line]
Why: [Why it matters in 1 line]
How: [Actionable step in 1-2 lines]
```

---

## Caption Best Practices

Carousels need strong captions because the caption appears alongside the cover slide. A weak caption means no one swipes.

**Caption structure:**
1. **Hook** (first line): Question, bold claim, or surprising stat
2. **Context** (1-2 lines): Why this matters to your audience
3. **Swipe prompt**: "Swipe through for..." or "Slide [N] is the one most miss"
4. **Engagement CTA**: Question that invites comments
5. **Hashtags**: 3-4 maximum, at the end

**Do:**
- Reference a specific slide to create curiosity
- Ask which point resonated most
- Tell them to save it for later

**Don't:**
- Write a long caption that says everything the slides say
- Use "link in comments" (carousel IS the content)
- Add more than 4 hashtags

## Carousel Quality Checklist

- [ ] Cover slide has a clear promise or question
- [ ] Each slide has one point (not multiple ideas)
- [ ] Text is readable on mobile without zooming (24pt+ body)
- [ ] 5-8 slides total (7 is optimal. Completion drops 40% beyond 15)
- [ ] Last slide has a clear CTA
- [ ] Caption hooks attention and prompts swipe
- [ ] Consistent font, colors, and layout across all slides
- [ ] Exported as PDF, under 100 MB
