Saturday, March 29, 2025

LinkedIn Posts vs. Articles vs. Newsletters: Which Drives More Growth and Authority for SWMM5 Enablement

LinkedIn Posts vs. Articles vs. Newsletters: Which Drives More Growth and Authority?

LinkedIn offers several content formats – short feed posts, long-form articles, and subscription-based newsletters – each with unique strengths. Below we compare their impact on organic reach, engagement, follower growth, and thought leadership, along with recommended frequency and best practices (with a focus on 2024–2025 insights).

Organic Reach & Visibility

Engagement Rates (Likes, Comments & Shares)

  • Posts: Feed posts typically garner the highest volume of engagement (likes, comments, shares) due to their brief, accessible nature and immediate visibility. A short text or image post makes it easy for people to drop a quick like or comment in their feed. If a post resonates, the conversation can take off in minutes with a flurry of reactions. Posts are ideal for sparking quick, back-and-forth interactions – their “fast-paced conversation” style encourages people to weigh in immediately (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). However, this engagement is often surface-level or fleeting; the goal is to capitalize on a post’s momentum within that first day or two. The LinkedIn algorithm will further amplify posts that get early engagement, spreading them to wider networks.

  • Articles: Long-form articles generally see lower immediate engagement numbers simply because fewer people encounter them without extra promotion. It’s common for an article to accumulate modest likes and a handful of comments, especially compared to a well-performing post. That said, engagement on articles tends to be more in-depth. Readers who invest time to read a 5-minute article are more likely to leave thoughtful comments or share the article with others, even if the overall count of reactions is lower (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). Articles can thus generate quality engagement (e.g. insightful comments, discussions in niche groups) over quantity. They may also continue to receive the occasional new comment as they attract readers over time. Keep in mind that an article’s engagement often needs a catalyst (like sharing it as a post or sending to a group) to get started, due to the initial visibility hurdle.

  • Newsletters: Engagement on newsletters is a bit different because content is delivered to subscribers directly. Many subscribers will read the content from the email notification without necessarily clicking “Like” or commenting on the LinkedIn post itself. Thus, the visible engagement (likes/comments) on a newsletter edition might not fully reflect its impact – you could have many people reading in their inbox. When subscribers do engage on LinkedIn, you’ll typically see a smaller, dedicated group of readers commenting or reacting each time. LinkedIn experts advise not to fixate on like counts for newsletters; what matters is building a loyal audience. “One heartfelt comment can be more meaningful than 100 likes,” one newsletter author noted, emphasizing that depth of engagement beats vanity metrics (How to Grow Your Audience with LinkedIn Newsletters). In practice, a successful newsletter might prompt a few substantial comments or private messages from readers who were truly impacted, rather than hundreds of quick taps on the like button. Shares can occur if readers find an edition extremely valuable – they might share the newsletter post to their feed or forward the email to colleagues, which extends the reach beyond just the subscriber list.

Follower Growth Potential

  • Posts: Consistent, engaging posts are a proven way to grow your LinkedIn following. When a post gains traction (e.g. lots of reactions or comments), it doesn’t just stay within your network – it can spread to second- and third-degree connections as people in your network interact with it. This viral loop exposes you to new audiences: non-connections might discover your post in their feed (because their connection liked or commented) and decide to follow you. A single viral post can sometimes net a significant bump in followers. Even smaller-scale, steady engagement adds up: as you post valuable content regularly, you’ll notice a slow trickle of new connection requests and followers who found your posts helpful. In 2024’s algorithm environment, quality content that resonates with a specific niche tends to attract the right followers, especially since LinkedIn’s feed is becoming more tailored to users’ professional interests (Types of LinkedIn posts). In short, posts provide the fastest follower growth opportunity on LinkedIn, thanks to their sharability and algorithmic push.

  • Articles: Articles are less about immediate network growth and more about long-term audience building. Publishing a highly informative article can certainly attract new followers – for example, if someone outside your network finds it via Google or it’s shared in a LinkedIn Group, they might follow you after seeing the value you provide. However, this is usually a slower process. Articles rarely “go viral” in the way posts do on the feed. Growth through articles often comes in the form of increased profile views (someone reads your article, then checks out your profile) and gradual credibility that makes professionals in your field want to connect with you. So while an article might not yield dozens of new followers overnight, it contributes to your reputation, which in turn can lead to more connection invites and follows over time. Think of articles as planting seeds: each one might bring a few new people who discover you, and collectively they enhance your ability to grow an organic following of people specifically interested in your expertise.

  • Newsletters: Of the three formats, newsletters can have exceptional audience growth potential – often in ways that exceed what posts or articles alone can do. When you launch a LinkedIn newsletter, the platform often notifies a large portion of your existing connections and followers, inviting them to subscribe. Many curious readers will subscribe with a single click, instantly expanding your reach. Crucially, LinkedIn users can subscribe to your newsletter even if they aren’t following you (and even if they’re not a direct connection). This means you can capture potential followers who might not have discovered you otherwise. Real-world examples in 2024 show some individuals rapidly multiplying their audience through newsletters. Case in point: a creator with ~50k followers garnered over 330k subscribers to his LinkedIn newsletter by covering a topic of broad interest (time management productivity) – effectively reaching an audience 6x larger than his follower base (Mastering LinkedIn in 2024: The Power of Newsletters for Enhanced Visibility). Those subscriber numbers indicate a huge pool of people now regularly exposed to his content. Over time, as you consistently deliver value, many newsletter subscribers can convert into engaged followers or even customers. In essence, newsletters are a powerful follower growth hack on LinkedIn: they leverage the platform’s notification system to capture attention at scale, and they build a captive audience that you can nurture with content. The caveat is that you must continue providing quality to retain and grow these subscribers; but if you do, the ceiling for growth is very high.

Building Authority & Thought Leadership

  • Posts: Posting frequently about your industry insights, tips, and commentary helps keep you visible in your field, but each individual post is limited in depth. To build true authority through posts, consistency is key – over time, a series of short posts can showcase your knowledge breadth and point of view. For example, sharing daily quick tips or analysis of news can position you as someone “in the know.” That said, LinkedIn posts alone may not instantly label you a thought leader; they function more as ongoing touchpoints that remind your network of your expertise. They are great for staying relevant and participating in conversations, which is an important aspect of thought leadership (being part of the dialogue). However, because posts are brief, complex ideas often need to be distilled into takeaways or punchy observations. Many LinkedIn influencers use posts to build a personal brand persona – through authentic storytelling or insightful one-liners – which can certainly enhance your authority if the content is consistently valuable and on-topic. In summary, posts contribute to authority by demonstrating activity and topical savvy, but they may not fully convey deep expertise in the way long-form content can.

  • Articles: LinkedIn articles are one of the strongest formats for establishing subject-matter authority. They allow you to do a deep dive into industry trends, case studies, how-to guides, or thought-provoking ideas. By writing in-depth articles, you directly showcase your expertise and experience – effectively positioning yourself as an expert in your field (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). High-quality articles (especially those with original research, unique insights, or thorough analysis) can earn respect from peers and signal to your profile visitors that you’re a knowledgeable voice on specific topics. Because articles stay on your profile, anyone who checks your background can see your “portfolio” of ideas. This permanence means your authority builds cumulatively: a library of well-crafted articles makes your profile look like a rich resource. Moreover, LinkedIn articles can be shared outside the platform and even cited, further boosting your reputation. In 2024, Google continues to reward content demonstrating expertise, experience, authority, and trust (the E-E-A-T principle) – by writing credible LinkedIn articles, you not only gain LinkedIn clout but can also rank in search results, extending your thought leadership beyond LinkedIn (Is it still Worth Writing Newsletters & Articles in 2024? [Here's My Take After Posting For Over A Year]) (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). Bottom line: if your goal is to be seen as a thought leader or specialist, articles are a key tool – they let you say more, and what you publish can carry weight for a long time.

  • Newsletters: A LinkedIn newsletter is perhaps the ultimate authority-building format on the platform right now, as it marries consistency with depth. When you run a newsletter, you are effectively taking on the role of a regular columnist or industry commentator. Subscribers opt-in specifically to hear your insights, which already sets you up as a trusted voice. Each newsletter edition is essentially a long-form article, so all the authority benefits of articles apply here too (detailed content, expertise on display). In addition, the act of publishing on a regular schedule (e.g. weekly) signals commitment and reliability, further cementing your thought leader status. LinkedIn itself has promoted newsletters as a “powerhouse tool” to elevate your personal brand and position yourself as a thought leader with a direct line to your audience (Mastering LinkedIn in 2024: The Power of Newsletters for Enhanced Visibility). Because newsletters feel more personal (landing in someone’s inbox) and often stick to a clear niche, they help you build a loyal community around your ideas. Over time, your newsletter can become synonymous with a topic (for example, people might say “Have you seen X’s newsletter on data science? It’s the go-to resource.”). This kind of association is the hallmark of subject-matter authority. In short, newsletters require effort and consistency, but they can yield a reputation as a leading voice in your domain, as you continually provide value to an interested audience (Mastering LinkedIn in 2024: The Power of Newsletters for Enhanced Visibility).

Recommended Frequency & Consistency

  • Posts: You don’t need to post every day to be effective – in fact, LinkedIn’s 2024 algorithm research suggests that 2–3 posts per week is optimal for most users (LinkedIn: Best Practices to Optimize Your Posts according to the 2024 algorithm report). Posting too frequently (multiple times per day, or every single day without fail) can lead to diminishing returns, as the algorithm might not distribute all your posts widely if they’re too frequent. The key is consistency: it’s better to post regularly (say, Monday, Wednesday, Friday each week) than to flood the feed one week and go silent the next. One expert recommends 2–5 posts per week as a good balance – enough to keep your profile active and audience engaged, but not overwhelming people (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial) (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). Also, allow some hours (often ~18-24 hours) between posts so each has time to circulate. Consistency also applies to style and topic – if you become known for certain themes, stick with them to build recognition. In summary, choose a posting schedule you can sustain long-term. Consistent, value-packed posts (even if infrequent) train your network to expect and engage with your content, whereas irregular or “yo-yo” posting can hurt your momentum (LinkedIn: Best Practices to Optimize Your Posts according to the 2024 algorithm report).

  • Articles: There isn’t a hard-and-fast rule for how often to publish articles; quality trumps quantity here. Since articles take more effort, many creators might publish an article once a month or a few times a year – basically whenever they have something substantial to share. In 2024, long-form content is seeing a revival in importance, but readers (and LinkedIn’s algorithm) will favor only well-written, relevant pieces. It’s wise to only publish an article when you have a topic that genuinely warrants a deep dive. A cadence of one article per month can be a great goal if you have the bandwidth, as it keeps your profile fresh without sacrificing quality. Remember, each article is a “big” content piece that can continue to draw readers over time, so unlike posts, you don’t need a constant stream of them. The main consistency point for articles is to uphold a high standard and relevance to your audience – publishing fewer, excellent articles will do more for you than putting out shallow articles every week. Many experts treat LinkedIn articles like blog posts on a personal website: update your audience only when you have a compelling insight, and perhaps summarize or announce the article via a short post to direct people to it (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial).

  • Newsletters: If you start a newsletter, consistency is critical – subscribers expect a regular schedule. When choosing your frequency, be realistic: LinkedIn recommends sticking to the publishing cadence you promise so that your readers can count on regular content (LinkedIn Newsletters best practices | LinkedIn Help). Common schedules that work well are weekly or bi-weekly (every two weeks); many creators find this is frequent enough to stay top-of-mind without over-committing (How to Grow Your Audience with LinkedIn Newsletters). For example, a weekly newsletter (52 per year) can build strong engagement, whereas a monthly newsletter might risk being forgotten in between issues unless the content is extremely memorable. Whatever you decide (e.g. every Tuesday, or 1st and 3rd Thursday of the month), make it clear to subscribers and stick to it. Inconsistency is the death knell of newsletter efforts – posting one edition then disappearing for weeks will cause people to lose interest (How to Grow Your Audience with LinkedIn Newsletters). So, treat your LinkedIn newsletter like a professional publication: maintain an editorial calendar. It can help to prepare content in advance or have a backlog of ideas so you’re not scrambling each issue. In 2024, audiences have endless content options, so if you can reliably deliver value on a set schedule, you’ll stand out and build loyalty.

Best Practices from LinkedIn & Experts

To maximize each format’s impact, consider these best practices (drawn from LinkedIn’s own guidance and experienced creators):

  • For Posts:

    • Prioritize quality and relevance: Write posts with your target audience in mind, offering insight or information they care about. Provide value first, rather than chasing clicks (LinkedIn: Best Practices to Optimize Your Posts according to the 2024 algorithm report).

    • Optimal frequency: Post consistently but not excessively – roughly 2–3 times per week is recommended for most users (LinkedIn: Best Practices to Optimize Your Posts according to the 2024 algorithm report). Consistency (same number of posts per week) helps the algorithm recognize your pattern, and avoids overwhelming your followers.

    • Hook and format: Start with a strong hook in the first line to grab attention (since the feed truncates long posts). Use short paragraphs or line breaks for easy reading on screen. Incorporate emojis or bullet points if it fits your style – anything to make the post more scannable. If using the full 3,000 characters, ensure the content stays engaging so readers click “...see more”.

    • Visuals and variety: Include visuals (images or videos) when they add value, but remember that text-only and image+text posts currently drive higher narrative engagement, whereas videos or documents work well for informative content (LinkedIn: Best Practices to Optimize Your Posts according to the 2024 algorithm report). Vary your post types; using the same format repeatedly can reduce reach by ~30% over time (LinkedIn: Best Practices to Optimize Your Posts according to the 2024 algorithm report). For example, mix up pure text posts with an occasional infographic or short video to keep your feed content fresh.

    • Encourage genuine interaction: Ask questions or invite opinions to spark comments, as comments boost post visibility. Avoid “engagement bait” phrases (e.g. “Please like/share!”) – LinkedIn’s algorithm actively downranks posts that blatantly solicit reactions (Mastering LinkedIn in 2024: The Power of Newsletters for Enhanced Visibility). Instead, pose authentic questions or offer a bold statement that encourages readers to respond organically.

    • Engage with your audience: Monitor your post after publishing and reply to comments, ideally within the first hour or two. Early engagement signals the algorithm that your post is interesting. Plus, responding shows you’re approachable and invested in dialogue. LinkedIn experts suggest engaging with others’ posts daily as well – the more you interact on the platform, the more visibility your own posts tend to get (LinkedIn: Best Practices to Optimize Your Posts according to the 2024 algorithm report) (LinkedIn rewards being an active community member).

  • For Articles:

    • Choose substance over quantity: Only publish an article when you have something worthwhile to say. Ensure it’s well-researched, informative, and provides unique value (Types of LinkedIn posts). A high-quality article can reinforce your expertise, whereas a fluff piece can dilute your credibility.

    • Structure for readability: Use the tools available in the article editor – headings, subheaders, bullet points, and images – to break up text. A clear structure with an introduction, body, and conclusion will keep readers engaged. A compelling headline and a striking cover image (banner) can significantly improve click-through rates to your article.

    • Support your points: Just like a blog post, cite data, reports, or credible sources where appropriate to back up claims (Types of LinkedIn posts). This not only increases trust with readers but also aligns with LinkedIn’s preference for authoritative content. Outbound links can be included for reference (LinkedIn articles can handle links without the reach penalty that feed posts have for external links).

    • Include a call-to-action (CTA): At the end of the article, consider adding a CTA – for example, asking a question to invite comments, encouraging readers to follow you for more content, or directing them to a related resource (Types of LinkedIn posts). Since articles can be read by people outside your network, a gentle nudge to connect or follow can convert a one-time reader into a follower.

    • Promote the article: Because articles aren’t automatically pushed to feeds, share your article after publishing. Create a post highlighting a key insight or quote from the article and attach the article link (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). When you do so, add a bit of commentary or a question to spark interest, and explicitly invite people to read the full article. LinkedIn’s help center suggests that when sharing your article (or newsletter) as a post, adding a few lines of commentary or a question can increase engagement – and you can even ask readers to subscribe or follow for more (LinkedIn Newsletters best practices | LinkedIn Help). Also, don’t shy away from sharing the article outside LinkedIn (Twitter, Facebook, email) to draw external traffic back to it (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial).

  • For Newsletters:

    • Define your niche and value prop: Choose a clear theme for your newsletter and reflect it in the title (How to Grow Your Audience with LinkedIn Newsletters). The name and description should immediately tell a potential subscriber what they’ll gain. For example, “Remote Work Tips Weekly” is more descriptive than “My Newsletter”. A focused niche helps attract subscribers who are specifically interested in that subject.

    • Professional presentation: Use a custom newsletter logo and banner image for each issue to create visual branding (LinkedIn Newsletters best practices | LinkedIn Help). Issues with appealing cover images (especially images featuring human faces or real context, rather than generic clipart) tend to resonate more with readers (LinkedIn Newsletters best practices | LinkedIn Help). This makes your newsletter look polished and credible, which can improve open rates and sharing.

    • Consistent cadence: Set a publishing schedule (e.g. every Monday morning, or first Thursday of each month) and stick to it (LinkedIn Newsletters best practices | LinkedIn Help). Subscribers will come to expect your content at that interval. Consistency builds trust – if you consistently deliver on time, people are more likely to keep opening your emails. As noted, weekly or bi-weekly tends to work best for maintaining engagement without overload (How to Grow Your Audience with LinkedIn Newsletters). Avoid the pitfall of being gung-ho initially and then fading; an expert explicitly warns that “Posting once and disappearing for weeks? That won’t work” (How to Grow Your Audience with LinkedIn Newsletters) – irregularity will cause audience drop-off.

    • Deliver full value in-platform: A common best practice is to keep the content self-contained in the LinkedIn newsletter. Don’t force readers to click out to an external blog to read the rest; LinkedIn readers prefer to get the whole story then and there (How to Grow Your Audience with LinkedIn Newsletters). Providing the complete article in the newsletter (rather than a teaser) leads to higher satisfaction and engagement. You can still repurpose that content elsewhere, but treat the LinkedIn audience as primary by giving them everything upfront.

    • Engage and build community: Even though the content goes to email, encourage feedback and discussion. You might include a line like “Let me know your thoughts by replying here or in the comments.” When readers do comment on the newsletter edition on LinkedIn, be responsive – it will show other subscribers that there’s an active conversation and that you value reader input. Also, be authentic and personable in your newsletter tone. People subscribe to hear you, not a corporate press release. As one LinkedIn creator advises, “Be genuine. Readers can smell a funnel from a mile away” (How to Grow Your Audience with LinkedIn Newsletters) – meaning, don’t make every issue a sales pitch. Adopt a giving mindset (educate/entertain first, promote rarely) to build goodwill.

    • Grow your subscriber base: Take advantage of LinkedIn’s features to expand reach. When you publish a new edition, share it as a regular post on your feed with an intriguing snippet and invite people to subscribe if they enjoyed it (LinkedIn Newsletters best practices | LinkedIn Help). You can pin your newsletter to your profile as well. Also promote your LinkedIn newsletter outside the platform: for instance, share the subscription link on Twitter or in your email signature. LinkedIn even suggests sharing your newsletter or specific editions on other social platforms or via email to reach beyond LinkedIn (LinkedIn Newsletters best practices | LinkedIn Help). Since LinkedIn newsletters are accessible on the web, non-members can read them too, which can funnel new readers to LinkedIn and ultimately to become subscribers or followers.

Key Takeaways

  • LinkedIn Posts: High immediate visibility and engagement. Posts appear in the feed and can quickly reach a wide audience through the LinkedIn network effect. Great for organic reach and fast feedback (likes/comments), which in turn drives follower growth as new people discover you. However, posts are ephemeral – their impact drops after a day or two (Mastering LinkedIn in 2024: The Power of Newsletters for Enhanced Visibility). Use posts to stay present in your network’s daily feed and to spark conversations, but remember that each post provides only a snapshot of your expertise.

  • LinkedIn Articles: Deep, evergreen content to showcase expertise. Articles won’t get as many eyeballs on day one, but they offer long-term value. They live on your profile forever, can rank in Google search, and serve as a reference for your knowledge (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial) (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). Articles are excellent for building authority – they let you dive into topics and demonstrate thought leadership in a way short posts can’t. Just be aware that you may need to actively share or promote articles for them to reach more people initially. Over time, a collection of strong articles solidifies your reputation.

  • LinkedIn Newsletters: Recurring long-form content with built-in distribution. Newsletters enjoy the depth of articles plus direct distribution to subscribers’ notifications/email, giving them a reach advantage (they aren’t solely at the mercy of the feed) (Mastering LinkedIn in 2024: The Power of Newsletters for Enhanced Visibility). A well-executed newsletter can dramatically grow your audience – even beyond your followers – because anyone can subscribe and LinkedIn helps promote it (Mastering LinkedIn in 2024: The Power of Newsletters for Enhanced Visibility). This format is one of the best for establishing ongoing thought leadership, as you deliver valuable insights consistently. The trade-off is the commitment required: you need to maintain quality and a steady schedule to keep subscribers engaged. When done right, a newsletter can become a cornerstone of your personal brand on LinkedIn.

  • Overall Strategy: These formats aren’t mutually exclusive – in fact, a hybrid strategy is often most effective. LinkedIn experts in 2024 suggest using posts for frequent touch-points and articles/newsletters for depth, complementing each other (LinkedIn Articles vs. Posts: Which One is Better for Engagement? - OnlySocial). For example, you might post quick industry observations during the week and publish a monthly newsletter or article that provides a deep dive on a hot topic. The posts generate buzz and new followers, while the long-form content cements your authority and keeps your dedicated audience satisfied. By leveraging all three formats, you maximize your reach (via posts and newsletter distribution) and your credibility (via insightful articles/newsletters), which together accelerate follower growth and establish you as a leading voice on LinkedIn.

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