LinkedIn is crowded. Everyone’s posting. And the shelf life of most posts is only a few hours, if you’re lucky.
But there’s one format that consistently cuts through the noise: carousels.
Though LinkedIn removed native carousels in 2023, the PDF format still works. Upload a multi-page PDF as a document post, and each page becomes a swipeable slide. It’s a simple format that boosts engagement and builds trust, all without ads.
We’ve used them. We’ve seen creators scale their visibility with them. And if you’re not already using carousels in your content strategy, you’re leaving attention, trust, and leads on the table.
Why carousels work so well
Carousels slow the scroll. They’re the only format on LinkedIn that makes someone take action just to consume the content. That tiny swipe keeps people engaged, which signals value to the algorithm.
They’re also familiar. We’ve been swiping stories and slideshows on Instagram and TikTok for years. Carousels tap into that same muscle memory, but with more substance.
Here’s why they’re outperforming other formats:
- Higher dwell time = more reach
- More swipes = more engagement
- Lightweight but structured = easy to consume
- Algorithm-friendly and portable (you can repurpose them across platforms)
Carousels aren’t just a content format. They’re a teaching tool that builds trust through structure. And trust is the currency of B2B.
How to structure a high-performing carousel
There’s a clear rhythm behind every great carousel. It’s not about design alone, it’s how the story unfolds. Here’s the structure we use internally:
Slide 1: Hook
Your first slide has one job: earn the swipe. Think of it like a headline. If it doesn’t grab attention, nothing else matters.
Weak: “5 things I learned from running a startup”
Stronger: “5 painful startup lessons that nearly broke me (but made me better)”
An example from our page:
Slide 2: Setup
You’ve earned the first swipe, now earn the next. Set the scene. Say who this is for and what they’ll walk away with.
Example: “If you’re a founder trying to land enterprise clients, here’s exactly what worked for us (and what didn’t).”
Slides 3–8: Teach something (one idea per slide)
Break your story or framework into bite-sized pieces. Keep each slide focused. Use plain language. And add lots of examples to drive the point home.
Example:
- Slide 3: “Stop relying on cold email alone.”
- Slide 4: “Start with warm content — it builds trust before the pitch.”
- Slide 5: “Then use DMs to start real conversations.”
Each slide should reward attention.
Slide 9: Insight or punchline
This is where you say something memorable: a shift in mindset, or a lesson you wish you knew earlier.
Example: “Most of our clients didn’t come from our pitch. They came from our posts.”
Slide 10: CTA
Give one clear action. Ask a question. Invite DMs. Offer a free template. Keep it simple.
Example: “Want the messaging framework we used? Comment ‘framework’ and I’ll DM it.”
Caption = context, not a summary
Most people treat the caption like an afterthought. But it’s actually the first thing your audience sees — right above the fold, before they ever swipe.
That means it needs to earn the click. A great caption sets the emotional tone. It pulls people in with curiosity, tension, or story. It can be personal. It can be contrarian. It can even be quiet, as long as it’s clear and honest.
The goal is to add something new. Not to repeat what’s already in the slides.
Here’s what works:
- Add a story that sets up the problem the carousel solves
- Introduce the moment of tension or turning point that inspired the post
- Ask a relevant question that starts a conversation (but avoid ending with it — use it to frame, not close)
Think of your caption like a trailer. It shouldn’t spoil the slides. It should make people want to watch.
And bonus: captions help the algorithm understand your post. The more context you give, the better LinkedIn can distribute it. Here’s an example:
Mistakes to avoid
Even strong content can underperform if the format’s wrong. These are the most common mistakes I see when founders post carousels:
- A first slide that tries to be clever instead of clear. You have one shot to hook, don’t waste it.
- Slides that try to say too much. Keep it under 30 words. Use visual breaks. Let your layout do some of the talking.
- Every slide looking the same. Your carousel should have rhythm. Use numbers, icons, arrows, or color changes to signal movement.
- Ending without a clear CTA. Or worse, asking for five things at once. Give people one next step.
- Treating the caption like a summary. Instead, use it to create context, add depth, or tell the backstory.
Carousels are a conversation. And like any good conversation, the pacing matters.
What founders should post in carousels
You don’t need a fancy framework to write a great carousel. You just need to teach what you know, in a structured way.
Here are five types of content that work especially well:
1. Behind-the-scenes of your process: Show people how you actually solve problems. Walk them through your thinking, step by step. These posts build trust because they feel like a peek behind the curtain.
2. Common buyer mistakes: What do your customers get wrong before they work with you? Turn those pain points into content. Help people avoid them.
3. Frameworks you actually use: Have a repeatable way of doing things? Break it down. One step per slide. These posts often become saved, shared, and bookmarked.
4. Case studies (in story form): Don’t just post charts and wins. Tell a story. Start with the problem. Explain what you did. End with the transformation. Real stories beat vague wins.
5. Lessons learned: Be honest about what didn’t work. Share what you’d do differently. This kind of vulnerability connects — and it positions you as someone worth following.
If you’re building something real, you’ve already got the raw material. Carousels just give it structure.
How to repurpose and scale one carousel into a full content system
A single high-performing carousel can become the foundation for an entire month of content — if you know how to break it apart and rebuild it across formats.
Here’s how we do it for clients:
1. Turn each slide into a standalone post
If your carousel has 10 slides, that’s 10 short-form posts. Each slide becomes its own hook or idea. You can expand each one with a story, stat, or example. Spread them out over 2–3 weeks to reinforce the core message.
2. Use the core idea for a long-form article
If a carousel gets traction, that means the topic resonates. Use it as the seed for a deeper article — just like this one. Add more examples, context, and takeaways. Publish it on your website, newsletter, or LinkedIn article.
3. Turn the CTA into a lead magnet
If you offered a free resource — like a template or framework — double down. Build a simple landing page to collect emails. Expand the resource into a short PDF or toolkit. Now you’re generating leads from one idea.
4. Record a quick video breakdown
Take your top-performing carousel and record a 2–3 minute video walking through it. Add commentary or personal context. Use this for LinkedIn video, YouTube Shorts, or to embed in email campaigns.
5. Create variations for different ICPs
Adjust the language, examples, or angle to speak to other personas in your pipeline. One carousel about content strategy for startups could be reworked for agencies, SaaS companies, or consultants.
Carousels aren’t just posts, they’re launch pads. When one hits, it can fuel your content engine for weeks. You don’t need more ideas. You need better systems for squeezing more value out of the ones you already have.
Use carousels to build trust, not just traffic
You’re already sharing ideas in meetings, sales calls, and Slack threads. The difference is: carousels scale that trust.
When someone swipes through 10 slides you wrote, they’re not just consuming content. They’re spending time with your thinking.
And if you do that well — again and again — your next sales call won’t feel like a pitch.
It’ll feel like a formality.
Want help turning your ideas into carousels that move the needle?
At Column, we handle the entire stack — strategy, writing, design, editing, and distribution. You bring the insight. We turn it into high-trust, swipe-stopping content that builds your presence and drives conversations.
Johnson is a Copywriter at Column, helping brands tell their stories with clear, impactful content. Connect with him on LinkedIn.
