Documents are LinkedIn's carousel
The swipeable carousel on LinkedIn is a document post: a PDF, PowerPoint or Word file of up to 100 MB and 300 pages, shown one page at a time in the feed. Design it for a phone. Portrait or square pages, one point per page, type that reads without zooming, and a cover that works as a headline, because the cover is all most people see. Turning a white paper or a talk into a ten-page document is quick work for AI. The charts are the exception: build every chart from the source data and check it, rather than letting a model draw something that looks like the numbers.
Images for a professional feed
Square images at 1200x1200 and landscape at 1200x628 both display cleanly, and portrait images take more room on mobile. The bigger question is what to show. Generic generated imagery of handshakes, glowing networks and robots signals low effort to a B2B audience that has seen it all. Real product interfaces, data made visual, diagrams of how something works and real people at work carry more weight. LinkedIn also shows a Content Credentials icon on images and video signed with C2PA Content Credentials, and one click reveals whether AI was involved. That is fine for an honest illustration, and awkward for a picture presented as your actual team.
Thought leadership needs a thinker
Thought leadership is expertise, not a tone of voice, and readers can tell the difference within a sentence. The workable pattern is an expert's raw material first: notes, an interview transcript, a talk, a disagreement with a common view. AI shapes that into a draft; the expert cuts, corrects and posts it under their own name. Watch for the habits of generated text, such as stock openings, abstract nouns in threes and conclusions that restate the question. The opening lines before 'see more' do all the work, and replies from the author in the comments matter as much as the post itself.
Employee advocacy without copy and paste
Fifty colleagues posting identical text looks orchestrated to anyone who sees it twice, and it teaches no one anything. Advocacy works better as a kit than a script: approved facts, images in each format and several angles on the same news, which each person turns into their own post. Synthetic White can prepare those kits in 30 languages, with approved claims and banned words enforced in each version, so people start from something accurate. In regulated sectors the rules follow the post: in the UK, the FCA's guidance on financial promotions on social media (FG24/1) covers what staff share about products.
Updated 25 September 2026