Research
What actually works on LinkedIn: data from 116,000+ posts
We analysed 116,000+ LinkedIn posts from 2,400+ creators. Images earn 35% more reactions, personal stories 33% more; question hooks and 'comment KEYWORD' bait earn less. Plus: AI-written posts get about 24% fewer reactions.
Short answer
Across 116,000+ LinkedIn posts from 2,400+ creators: posts with an image earned 35% more reactions, personal stories 33% more, a first-person first line 19% more, and carousels 11% more. Opening with a question earned 17% fewer, and 'comment KEYWORD' bait 24% fewer. Separately, across 2,016 posts from 336 creators, posts that read as AI-written got about 24% fewer reactions.
Most LinkedIn advice is one creator's experience. We wanted numbers, so the team behind this site analysed 116,000+ posts from 2,400+ LinkedIn creators, comparing each post with the same creator's other posts so big accounts don't skew the result.
The headline findings
What it means for your posts
- Add a visual. An image, infographic or carousel is the single biggest lift.
- Tell a story that happened to you. Not a lesson in the abstract: a moment.
- Start with "I". First-person openers beat questions and bold claims.
- Drop the bait. "Comment GUIDE" posts underperform; just share the thing.
AI-written posts: about 24% fewer reactions
In a second study of 2,016 posts from 336 creators, posts that read as AI-written got about 24% fewer reactions. That doesn't mean "don't use AI": it means use AI that writes from your real material and voice, and edit out the tells. Our post generator guide compares which tools do that best.
Which tools help you act on this
The data favours tools that make visuals and draft from your own stories. Flypost is built around this study (its post score uses it); Supergrow captures stories by voice; Taplio and Supergrow make carousels. See the full ranking.
Full methodology: the study on flypost.io.
Frequently asked questions
What type of LinkedIn post gets the most engagement?
In our data, posts with an image (+35% reactions) and personal stories (+33%) performed best, followed by first-person openers (+19%) and carousels (+11%).
Do question hooks work on LinkedIn?
Not in our data. Posts that opened with a question earned about 17% fewer reactions than the same creators' other posts.
Does 'comment for the link' work on LinkedIn?
It backfired in our data: posts asking readers to comment a keyword to get something earned about 24% fewer reactions.
Do AI-written LinkedIn posts perform worse?
Yes. Across 2,016 posts from 336 creators, posts that read as AI-written got about 24% fewer reactions.
How was this measured?
Each feature is compared against the same creators' other posts, so a big account doesn't skew the result. The full study is published at flypost.io/learn.