Content Formats That Increase Clicks in 2025

When video RPMs fall by more than half, publishers can't afford to stick to passive formats. Video monetisation is no exception to the accelerating pace of change in digital publishing. According to Google AdSense Publishers' report, publishers have experienced significant declines in their earnings and RPMs (revenue per thousand impressions) since late February 2024, with some claiming drops of up to 70% or more. This signals a critical shift for publishers relying on traditional placements. Passive video strategies can no longer sustain healthy revenue streams. But amid these challenges, three innovative content formats are not only holding their ground; they’re thriving. 1. Interactive Explainers: Say goodbye to linear storytelling. Interactive explainers are redefining how audiences engage with video content. These dynamic experiences allow viewers to click, pause, explore, and dive deeper into topics at their own pace. The result? Higher engagement, extended watch times, and improved retention, all of which translate into more substantial monetisation potential. When users feel in control of their journey, they're more likely to stay engaged and convert. 2. Shoppable Tutorials: The era of passive product placement is over. Shoppable tutorials offer a seamless blend of education and commerce by embedding real-time shopping capabilities directly within the video experience. Whether it’s a beauty tutorial featuring clickable products or a DIY guide with integrated tools, this format creates a direct path from interest to purchase. For publishers already invested in e-commerce or brand partnerships, this is a powerful way to turn viewer attention into actual revenue. 3. Annotated Archives: Don’t let your old content go to waste. By repurposing existing video libraries with expert annotations, timely updates, and targeted calls to action, publishers can see a remarkable increase in conversions compared to unedited replays. This low-effort, high-impact strategy allows you to breathe new life into evergreen content, without starting from scratch. Monetisation isn’t about views, it’s engineering value into seconds. Here are the key takeaways: ✅ Standard video formats are losing their monetisation power. ✅ Engagement-driven features, such as interactivity, utility, and relevance, are now key differentiators. ✅ Smart repurposing of existing content can be just as impactful as creating something entirely new. Now is the time to start experimenting. Identify where your audience already shows intent, then build immersive, value-driven content flows around those moments. Monetisation is no longer about where you place ads, but about how much value you deliver within the video itself. Which format will you prioritise next? A) Interactive Explainers B) Shoppable Tutorials C) Annotated Archives Let me know in the comments below! #VideoStrategy #ContentMonetisation #PublisherRevenue #DigitalPublishing #AudienceEngagement

In 2025, video is no longer optional for SEO. We ran a series of experiments: - Adding a simple talking-head video to a 4-year-old listicle → 300% increase in impressions in 30 days - Embedding a 45-min expert interview in a technical article → search impressions surged (even if clicks lagged due to AI overviews) - Publishing a blog with video from day 1 → top 5 rankings within the first month, climbing into the top 3 by month 3 Here's why video works: → Extends dwell time (2.6x longer sessions than text-only pages) → Unlocks rich snippets and video thumbnails in SERPs → Gets pulled into Google’s AI summaries → Boosts perceived page quality in search algorithms And don't obsess over your setup. Production value matters less than relevance. Our best results came from basic, authentic videos - tutorials, listicle walkthroughs, expert interviews. If you’re serious about SEO in 2025, embed video into your content engine. The lift doesn’t have to be huge, but the ROI is.

Your best content is stuck in a file no one opens. It’s time to 𝘶𝘯𝘭𝘰𝘤𝘬 it. No one wants to read a 17-page PDF. And not because the insights aren’t valuable. Because they’re buried under 6 layers of formatting, a gated form, and a block of “synergistic value propositions.” We tested something better. We took one of our long-form whitepapers — well-designed, great results, but low engagement — and turned it into a multi-format video series. 𝗛𝗲𝗿𝗲’𝘀 𝗲𝘅𝗮𝗰𝘁𝗹𝘆 𝗵𝗼𝘄 𝘄𝗲 𝗯𝗿𝗼𝗸𝗲 𝗶𝘁 𝗱𝗼𝘄𝗻: → Hook Video (30–60 seconds) → Stat Breakdown Video (under 30 seconds) → Strategy Explainer (60–90 seconds) → Client Quote Video (15–20 seconds) 𝗧𝗵𝗲 𝗶𝗺𝗽𝗮𝗰𝘁? → 3x the engagement vs. promoting the PDF → 2x more time spent on site after viewing → Prospects mentioned specific videos during discovery calls → Our sales team stopped asking, “Did they read it?” and started hearing, “I saw that clip. How did you do it?” 𝗪𝗵𝘆 𝗶𝘁 𝘄𝗼𝗿𝗸𝗲𝗱: → People 𝘸𝘢𝘯𝘵 the value, but they don’t want the friction → Video meets them where they already are (scrolling, skimming, searching) → Short, snackable content builds enough interest to justify the deep dive, if they still want it So no, you don’t need to throw out your whitepapers. You need to 𝘶𝘯𝘭𝘰𝘤𝘬 them. Because in 2025, great content isn’t just written. It’s watched, clipped, captioned, repurposed, and strategically placed where your buyer is already looking. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone still hiding their best content in PDFs.

You’ve been posting, commenting, even showing up daily... And still, no traction? No growth? No inbound leads? Why so? Because the line between posting for engagement and posting for brand-building has never been sharper. And in 2025, if you’re not intentional, you’re invisible. So, if you're a beginner or even someone who's been around but not growing, here’s what actually matters this year: 1. Quality > Quantity. Always. The top 1% of posts are performing better than ever. Average content? It’s getting lost in the noise. You need clarity, depth, and relevance every single time. 2. Carousels are not optional anymore. Rich media posts are leading the way. → Carousels with more than 5 images = 11.2x more impressions → Infographics = 5.4x more reach → Portrait images > landscape ones If you want reach, visuals matter. 3. Career growth and work-life content still win. People are here to grow. Whether that’s skill-wise, emotionally, or financially. Speak to that. Even when sharing personal stories, tie them back to growth. 4. Your hook is your headline. Challenge assumptions. Flip expectations. Start with what people don’t expect to hear. This alone will boost your post’s reach. 5. Long-form > one-liners, but format matters. Ideal post length? 1,242–2,500 characters → Break them into short paras. → Use white space wisely. → Grade 5–7 reading level works best. 6. Emojis? Strategic, not spammy. Use them to highlight, break, and guide. (1–8 is the sweet spot.) 7. Hashtags? Keep it simple. More than 3 can hurt reach. Let your content speak; LinkedIn’s algorithm is smart enough now to detect keywords on its own. 8. Link it right. Yes, external links can help especially if they’re genuinely valuable. Just be smart, put them in comments or structure your post around them naturally. 9. Timing = visibility. Try early mornings (4–5 AM GMT) or late mornings (11 AM–1 PM GMT). Surprisingly, weekends perform better especially Sundays. 10. Consistency is still king. The most consistent creators get the most impressions. That doesn’t mean daily, it means repeatable. Find your rhythm. And lastly, comments are your secret weapon. Not just on your posts, but on others’. Comment where you want to be seen. Add value. Start conversations. Be human. Building a LinkedIn presence in 2025 is not about hacks. It’s about value + visibility + vulnerability. So post less for performance, more for purpose and the results will follow. P.S. Let me know if you're just starting out. I’d be happy to answer questions or review a post. P.P.S. Want to build a personal brand that actually grows your career or business? Book a 1:1 branding consult, link’s pinned in the comments 💬 I’ll help you go from “What do I even post?” to “People are DMing me to collaborate.” #LinkedInTips #PersonalBranding #ContentStrategy #LinkedIn2025 #BeginnerGuide #BuildYourBrand

“Carousels drive saves.” “No, videos are king.” “Actually, plain text posts go viral.” Everyone has an opinion about content in 2025. We didn’t want more opinions - we wanted proof.  So in August, we ran a 4-week experiment across LinkedIn + Instagram.  22 posts. 4 content formats. 1 big question: What actually works best for creator-first brands like ours today? The results flipped some assumptions on their head On IG → Reels crushed carousels for reach + saves. On LinkedIn → Blog snippets + storytelling outperformed both Short videos and carousels. Text-only founder POV posts? They became comment magnets. This case study isn’t theory, it’s data-backed clarity for creators who want growth without wasting months testing blindly. Swipe through this carousel for key takeaways 👀 and tell us: Which format is working best for you right now on LinkedIn & Instagram?

LinkedIn 2025 Content Creator Update … The Great Reset is Here From algorithm upheavals to monetization breakthroughs, LinkedIn has entered a new era. If you’re a content creator, strategist, founder, or solopreneur, this is your 2025 playbook 1) The Algorithm Reset: - Expertise > Engagement Bait • Original insights > Virality tricks • LinkedIn punishes clickbait (“Comment YES if you agree”) • Prioritizes domain expertise, comment quality, and dwell time • Posts live longer: 5 days vs 3, with relevance > recency • External links? Deprioritized. Use native content (text, carousels, videos) - New Distribution Signals • Comments after 90 mins = 1.8x more reach • 2nd-degree comments = 2.6x more distribution • 10+ word comments = 2x boost, 15+ = 2.5x distribution 2) Creator Features for All (No More Toggle) - Analytics, follow buttons, and creation tools now default - “Creator Mode” has been absorbed into the core experience - Profile hashtags removed; “Follow” or “Connect” now simplified 3) Video: Still Evolving: - Standalone vertical video feed now on desktop - Native live video recording from mobile - Enhanced watch-time analytics - But video reach dropped 200–300% vs early 2025 highs - Focus on value-rich formats: carousels, formatted text 4) Monetization Arrives: BrandLink Launch: - Ad revenue sharing with selected creators (via video content) - Not about followers: quality + professional authority matter - Mandatory “Brand Partnership” tags ensure ad transparency - LinkedIn aligns with EU DSA compliance on disclosures 5) Format Power Plays: - PDF-based carousels = 1.9x more reach - Polls: Now support 5 options, get 5x engagement - Formatted text > plain: 2.1x better performance 6) Analytics & Growth Metrics: - Track profile impact per post - Measure comment impressions on others’ posts - 365-day trend analysis - “Where you appeared” now shows search + feed visibility 7) LinkedIn Games, Engagement Surprise: - 80%+ user retention after 7 days - Used for networking and cross-platform visibility - Pinpoint, Crossclimb, Zip & more driving micro-interactions 8) Premium Company Pages: - AI-powered post creation - Testimonial features, CTAs, deeper analytics - Invite credits now separated from followers for easier growth 9) AI Content Warning: - AI-generated posts/comments = 5–7x less engagement - Risk of algorithmic suppression - Use AI for drafting only—always add personal stories, voice, & proof What Should Content Creators Do Now? 1) Share insights that prove your expertise 2) Use native formats: carousels, polls, videos 3) Focus on meaningful conversations, not vanity metrics 4) Post less, but better, your best content lives longer 5) Prepare for monetization by building authority first 6) Avoid full-AI posts, authenticity is your MOAT LinkedIn is no longer just a networking too It’s becoming the B2B creator economy’s most powerful platform LinkedIn for Marketing | LinkedIn Guide to Creating | Digital Marketing

q3 2025 organic reach dropped 66% from peak, but the top 1% are growing 157x faster. spoiler: it's not the algorithm's fault. Jan and I just post weekly and saw this huge hit, so went through and analysed what was performed (and what was not). the platform shift this quarter has been huge. and the gap is widening between creators who adapt and creators who just complain about the algorithm. organic reach is at its lowest point ever (66% down from peak). but you're not too late if you stop guessing and start doing what actually works. here is what we found: - median impressions dropped 18% year over year - suggested content is taking up more feed space - average creators are growing 20% slower since Q2 - prioritising discovery (more opportunity for niche creators) - virality caps are creating space for focused content - going viral matters less than consistent performance with your audience what the top 1% do differently: - 150-165 conversations that aren't just "love this! - they comment like humans - focus on relationship building - mix up the formats (carousels one day, video the next, infographics after that). the algorithm rewards creators who master multiple formats. they stay consistent with quality. 90% of their views come from their top 20% of posts and they know what works and double down hard. winning post formats ranked by reach multiple: - carousels (4.0x) - story-driven education  - video (1.9x) - face-to-camera builds trust - text-only (1.0x) - still works but needs 14+ paragraphs - infographics (3.0x) - best format for newsletter signups - personal stories (2.3x) - BTS pictures outperform polished selfies - motivational quotes (2.5x) - keep visuals on brand with your identity tactics to boost performance immediately: - structure matters - write as if you are nattering to a friend - posts with shorter words perform 35% better - length is your friend (1,300-3,000 characters get 38% more reach) - less than 7 paragraphs? 74% drop in performance (the algo wants deep dives) - weekend posting works with Sunday posts see highest reach - links don't kill reach anymore. posts with 3+ useful links get 236% better performance feel free to drop ask any questions & ♻️ repost so non of us get left behind!

Here's the biggest shift in podcasting strategy this year: Design for short clips first and full episodes second. The reality is most new listeners will discover your podcast on TikTok, YouTube Shorts, Instagram Reels, or Twitter. NOT on Spotify, Apple, or YouTube. You must be outlining episodes with highlight moments in mind (the spicy hot take, the heartwarming anecdote, the 30-second wisdom nugget), and ensure those happen clearly with good audio and video framing. After recording, produce 5-15 short videos per episode tailored to vertical format. These hit social media in the days and weeks after release, each one acting as a funnel back to the full episode. It aligns with how younger audiences in particular consume media: flicking through TikTok and Reels, finding an interesting clip from a podcast, then deciding to seek out the long-form. 80% of U.S. podcast listeners age 13–24 say they have discovered new podcasts via TikTok, making it the #2 app for podcast discovery after YouTube. And Gen Z is discovering new podcasts at twice the rate of other age groups, largely thanks to short-form video. A single viral clip on TikTok can drive a huge spike in listens. One show we work on had middling growth until a 20-second provocative clip blew up on Reels. The next week the clip had over 1.5M views, follower count skyrocketed from 1.5k to 25k people, and YouTube views surged. The lesson: in 2025, you’re not just making a podcast. You’re making an always-on stream of micro-content that feeds the podcast. Long gone are the days of “just post the episode and done”; now it’s “the episode is the engine for dozens of pieces of content.” Anecdotally, our clients (and I) hear on a daily basis, “hey, I love your podcast!” So, we ask them which episode was their favorite. Unsurprisingly, they just quote the most recent short-form clip that they saw on social. The data backs this up, too. One of our shows, The Optimist, reached over 6 million organic views on Instagram Reels alone in the last 90 days and grew from 0 to 37k followers in the same time frame (see image). Brands/sponsors reach out to us on a daily basis asking to send merchandise in exchange for content or to sponsor upcoming content. Engagement is HUGE, with tens of thousands of DMs and comments continuing to flood in every week. Yet, those full-length episodes received only around 10k views across YouTube, Spotify and Apple combined! Long story short: short-form IS the name of the game now.

It’s 2025, and LinkedIn has changed—but most people are still stuck posting like it’s 2020. Here’s the thing: the platform evolves, and so do its audiences. If you want to stay ahead, it’s time to shake up your content game. Here are 10 ideas that no one is using yet (but will soon): 1️⃣ Interactive polls with insights: Instead of simple yes/no, create polls that spark debates or teach something new. 2️⃣ Behind-the-scenes AI workflows: Share how you’re using AI tools like ChatGPT or MidJourney to work smarter. 3️⃣ Voice-first updates: Experiment with audio content as LinkedIn increasingly integrates voice-friendly features. 4️⃣ Story-style sequences: Post engaging carousels that tell a story over multiple slides. 5️⃣ Collaborative posts with clients or peers: Highlight lessons from real-life partnerships. 6️⃣ Live event recaps: Summarize key takeaways from virtual or in-person events. 7️⃣ Visual resumes or portfolios: Showcase skills in a visual format that grabs attention. 8️⃣ Day-in-the-life short videos: Humanize your brand by sharing real moments of your workday. 9️⃣ Challenge series: Start a 30-day challenge and involve your network to build engagement. 1️⃣ 0️⃣ Swipe-worthy carousels: Share step-by-step guides or mini-case studies. The beauty of LinkedIn in 2025? It’s still about connections—but creativity is what gets you noticed. Now’s the time to try something different. What’s the boldest LinkedIn content experiment you’ve seen lately? Let’s discuss below. 👇

Let's talk about what's actually going to work on LinkedIn in 2025... Been studying the platform like a hawk this past year, and honestly? Everything's about to change. Let me share what I'm seeing Here's what we should all stop doing right now (because it's already feeling stale) -Those AI-written inspiration posts (we can tell ) -Pretending our work life is perfect -Following "viral post templates" Instead, here's what's working (and will explode in 2025) 1. "Real Talk" Posts Just had a chat with a creator who said: "I was scared to post about my failed startup. That post? Most engagement ever." Why? Because we're all tired of perfection. We want real. 2. "Show & Tell" Content Not just saying "I did XYZ" but actually showing your process. Like screen-recording your workflow or sharing specific numbers. Think: "Here's my exact content calendar for next month" with actual screenshots. 3. "Future-Focused" Stories Share what you're learning RIGHT NOW about upcoming trends. Not "I succeeded" but "I'm figuring this out, come along for the ride"  Little secret  The best performing posts in my feed lately? They read like WhatsApp messages to a friend. Natural. Human. Real. Quick tip: Before posting, ask yourself "Would I say this to a friend over coffee?" If not, rewrite it. Want more? I'm building a simple guide for authentic posting in 2025. #RealLinkedIn #ContentTips #2025Strategy