Native content is anything published directly on LinkedIn: text posts, images, documents, carousels, polls, and video uploaded to the platform. The opposite is link posts that send people to an external site.

Why native content gets more reach

LinkedIn wants members to stay on LinkedIn. Posts that keep people on the platform tend to earn more distribution than posts that push them away, which is why external links often underperform.

Best-performing native formats

• Text posts with a strong hook: the workhorse format
• Carousels and PDF documents: highest dwell time per post
• Native video: autoplays in the feed and grows year after year
• Polls: cheap engagement, best used sparingly

If you need to share a link, a common tactic is to deliver the value natively in the post and place the link where it does not compete with the content. Track which formats work for you with Taplio's analytics.