There’s something odd happening on LinkedIn right now. Everyone says they want engagement, but very few are willing to create the formats that actually drive it.
One of those formats? Carousels.
Multiple studies and LinkedIn benchmark reports show the same thing: carousels are among the highest-performing organic formats on the platform. They generate more engagement, more saves, more swipes, and significantly longer attention time than static posts.
Which makes sense. A carousel doesn’t just appear in the feed – it creates interaction. People stop, swipe and spend time, all of which signals interest to the algorithm. In other words: exactly what LinkedIn wants.
And yet, most companies barely use them. Why? Because carousels are deceptively hard to scale. They require structure. Narrative flow. Design thinking. Rewritten copy. Formatting. Slide logic. And unlike a text post, you can’t just improvise your way through one in five minutes between meetings.
We're releasing carousels
That’s also why we’re expanding Storykit’s offering to include carousels.
Not because “carousels are trending,” but because communication today requires more than one format.
– For a long time, video was our core format, and still is. But if your goal is continuous communication, you need to adapt to how people actually consume content on social platforms. And right now, that absolutely includes carousels, says Peder Bonnier, CEO and founder of Storykit.
Ironically, we got reminded of that ourselves recently. Peder did a LinkedIn audit of Storykit’s own social presence to identify what was working, what wasn’t, and where we were underperforming. One of the clearest findings: We posted too few carousels.
– We were already seeing strong engagement on the carousel posts we did publish, but the audit made it obvious that we weren’t using the format nearly enough. Only 2% of our posts had a carousel, while the industry top performers use carousels in 30% of their posts, says Peder.
And honestly, that’s probably true for most companies. Because the issue usually isn’t ideas, or even content. Most teams are already sitting on blog posts, webinars, reports, presentations, customer stories, recruitment campaigns, and internal knowledge that could become strong social content.
The real problem is turning all of that into formats people actually want to engage with – continuously.
– Communication tends to break down in the gap between creating content and actually distributing that content. That’s the gap we’re focused on solving, says Fredrik Strömberg, CPO and co-founder of Storykit
Adding carousels is a natural step in that direction. Not as a one-off feature launch, but as part of a bigger shift happening across social media communication: From creating isolated assets to building a continuous presence.
And on LinkedIn today, you probably shouldn’t do that without carousels.
