Getting LinkedIn post size right is a small technical job that quietly costs a lot when it is done badly. An image at the wrong ratio gets cropped in the feed and your headline disappears. A caption three characters over the truncation point loses its hook behind a see more link. A video shot for Instagram runs as a letterboxed strip on desktop. None of these are dramatic failures, which is exactly why they persist for years.
The short version: for feed images use 1200 by 1200 pixels for square or 1080 by 1350 for portrait, both of which occupy more vertical space than the old 1200 by 627 landscape default. For video, 1080 by 1350 or 1080 by 1920 for mobile-first content. For text posts, write the first 140 characters as if they are the whole post, because on mobile that is often all anyone sees before the truncation.
Everything below is the detail: the full specification table by post type, how the feed actually crops and truncates on each device, the character limits for posts, headlines, articles and profile fields, and the part most guides skip, which is what drives reach once your dimensions are correct. We produce and schedule LinkedIn content for Singapore B2B clients every week, so the guidance here reflects what we see in live feeds rather than what a specification sheet claims.
Why LinkedIn post size matters more than it used to
Two changes made this worth caring about.
The first is that the LinkedIn feed became genuinely competitive. When the platform was mostly job updates and article shares, a badly cropped image was survivable. Now the feed is a real attention market and the visual footprint of your post is a direct input to how long someone looks at it. A portrait image occupies close to twice the vertical screen space of a wide landscape one, which means roughly twice the dwell time before a thumb passes it.
The second is that mobile now dominates. The majority of LinkedIn sessions happen on a phone, and phone rendering is where cropping and truncation bite hardest. A layout that looks correct on a 27 inch monitor can lose its bottom third on a handset. When we audit client content, this mismatch is one of the most common findings, and in our experience it is almost always because assets were designed and approved on desktop.
There is a third, less visible reason. Assets sized correctly at creation get reused. Assets sized wrongly get recropped by hand every time someone repurposes them, which is a slow tax on a content team. Setting a template library once is one of the highest-return hours a marketing manager can spend.
The full LinkedIn post size specification
These are the working dimensions we use for client production. Where LinkedIn accepts a range, we recommend the figure that renders most reliably across devices rather than the theoretical maximum, because our clients publish to a mixed audience of desktop and mobile readers and cannot optimise for one.
| Post type | Recommended size (pixels) | Aspect ratio | Notes |
|---|---|---|---|
| Single feed image, square | 1200 x 1200 | 1:1 | Safest default, renders consistently on all devices |
| Single feed image, portrait | 1080 x 1350 | 4:5 | Largest reliable vertical footprint in the feed |
| Single feed image, landscape | 1200 x 627 | 1.91:1 | Use only when the image is genuinely wide |
| Link preview image | 1200 x 627 | 1.91:1 | Pulled from the page open graph tag, minimum 1200 wide |
| Carousel or document post | 1080 x 1350 | 4:5 | PDF upload, 300 pages maximum, under 100 MB |
| Native video, vertical | 1080 x 1920 | 9:16 | Best mobile footprint, keep key content off the edges |
| Native video, portrait | 1080 x 1350 | 4:5 | Good compromise for desktop and mobile viewing |
| Native video, square | 1080 x 1080 | 1:1 | Reliable, slightly smaller footprint than portrait |
| Native video, landscape | 1920 x 1080 | 16:9 | Use for screen recordings and interview footage |
| Profile photo | 400 x 400 minimum | 1:1 | Displays as a circle, keep the head centred |
| Personal profile cover | 1584 x 396 | 4:1 | Heavy cropping on mobile, keep text central |
| Company page logo | 300 x 300 | 1:1 | Displays small, avoid fine detail or taglines |
| Company page cover | 1128 x 191 | 5.9:1 | Very shallow, treat as a texture not a message |
| Article cover image | 1920 x 1080 | 16:9 | Also used as the preview when the article is shared |
| Event image | 1600 x 900 | 16:9 | Crops to a wide strip in some placements |
File format notes that save time later. Use PNG for anything containing text or flat colour, and JPG for photography. Keep images under 5 MB. Native video is capped at 15 minutes for feed uploads through most surfaces and 10 GB, but practical limits matter more than technical ones: we rarely publish anything over 90 seconds for a client, and the strongest performing cuts are usually 20 to 45 seconds.
Document posts deserve a specific mention. Uploading a PDF creates the swipeable carousel format that performs well on LinkedIn. Design it at 1080 by 1350 per page, export as PDF, and keep it between 5 and 12 pages. Text needs to be much larger than you think, because the rendered version on a phone is roughly the width of your palm.
Character limits on LinkedIn
Dimensions are half the specification. The other half is text, and LinkedIn applies different limits in different places.
| Field | Limit | What actually matters |
|---|---|---|
| Feed post text | 3,000 characters | Truncates at around 140 to 210 characters depending on device |
| Article body | 110,000 characters | No practical constraint, structure matters more |
| Article headline | 100 characters | Aim for under 70 so it does not wrap awkwardly |
| Profile headline | 220 characters | Shows around 60 to 70 in the feed and search results |
| About section | 2,600 characters | Truncates at roughly 265 characters before see more |
| Comment | 1,250 characters | Long comments perform well, they are underused |
| Connection request note | 300 characters | Short and specific beats a paragraph |
| Company page tagline | 120 characters | Appears under the page name |
| Job title on profile | 100 characters | Do not stuff keywords, it reads badly |
The truncation point is the number to design around. On the LinkedIn mobile app, a feed post typically shows about three lines before collapsing behind see more, which works out to somewhere between 140 and 210 characters depending on the device width and font settings. On desktop you generally get a little more.
Because the exact cut-off varies, we recommend writing to a hard 140 character hook, and it is the standard we hold ourselves to for every client post. That is the first sentence, and it has to work as a standalone. Everything after the truncation is read only by people the hook has already convinced.
Two formatting habits follow from this. Put a line break after the hook, because a visible break makes the preview feel deliberate rather than clipped. And never put your most important sentence at the bottom, which is a habit carried over from writing memos and it fails on every social platform.
How the feed crops and truncates
Knowing the numbers is not the same as knowing what the feed does with them. Here is the behaviour worth designing around.
Vertical images get capped. LinkedIn will not let a single image occupy unlimited vertical space. Anything taller than roughly 4:5 gets cropped toward the centre, which is why 1080 by 1350 is the practical portrait limit rather than 1080 by 1920. Uploading a 9:16 still for a feed post is a common error and the top and bottom get cut.
Multi-image posts crop hard. Post two to nine images together and LinkedIn arranges them in a grid with aggressive centre-cropping. Any text near an edge disappears. If a multi-image post matters, design each image square with a generous safe margin, or use a document post instead where every page renders in full.
Link previews depend on your own site. When you paste a URL, LinkedIn pulls the preview image, title and description from the page open graph tags. If the preview looks wrong, the fix is on your website, not in the post. This is a routine finding when we audit a client's site during a website design review: we have seen missing or undersized open graph images make every shared link look broken for years without anyone noticing.
Video safe zones are real. Interface elements, the caption overlay and the profile chip sit over the lower and left portions of a video in the feed. Keep subtitles and any burnt-in text within the central 80 percent of the frame. Subtitle everything, because most feed video is watched muted, and LinkedIn's automatic captions are adequate but not accurate enough for technical or accented speech without editing.
The first frame is a thumbnail. Whatever frame your video opens on is doing the job of a still image in the feed. Choose or design it deliberately rather than accepting the default, which is frequently a half-blink or a blur.
A common mistake we see
A common mistake we see is teams treating LinkedIn post size as the reason their content underperforms. Someone finds a dimensions guide, rebuilds every template to spec, and expects reach to follow. Three weeks later the numbers are unchanged and the conclusion is that LinkedIn suppressed them.
In reality, correct dimensions are a floor, not a lever. Getting them right stops you losing attention you had already earned. It does not create attention. We have never seen a resize alone produce a durable change in a client's LinkedIn performance, and we have resized a lot of libraries.
What does move reach, in the order we see it matter:
The first two lines. More posts fail at the hook than anywhere else. A specific claim, a number, a disagreement or a concrete situation earns the expansion. A throat-clearing opener like a thought on leadership does not.
Native versus outbound. Posts that keep people on the platform get distributed more reliably than posts whose main purpose is to send them away. If the destination matters, put the link in the first comment and say so in the post.
Early engagement, particularly comments. The first hour matters, and comments count for more than reactions because they signal something worth responding to. This is why a post asking a genuine question outperforms a post making a closed statement, and why replying to every comment within the first hour is a habit worth enforcing.
Dwell time. How long a post holds the screen. This is where format choice earns its keep. Document carousels and portrait video hold attention longer than a square image, not because the platform prefers them but because people spend longer on them.
Consistency of the poster. An account that posts weekly for six months is distributed differently from one that posts eleven times in a fortnight and then stops. Cadence beats intensity.
Whether the content is worth reading. Unfashionable, but it is the largest term in the equation. A specific, useful, slightly uncomfortable observation from someone who does the work outperforms a well-designed graphic saying something everyone already agrees with.
The honest summary: spend one afternoon setting your templates correctly, then never think about dimensions again and put the rest of the effort into hooks, formats and cadence. Teams that invert this ratio spend months on artboards and wonder why nothing changes. This is the same reason a serious content creation function is worth more than a design tool subscription.
Choosing a format for the job
Dimensions follow format, and format should follow purpose. This is how we brief it for clients.
Text-only post. Best for opinion, observation and questions. Highest ceiling for engagement, lowest production cost. Requires the strongest writing, which is why it is not the easy option it appears to be.
Single image post. Best for photographs, charts, product shots and event coverage. Use portrait at 1080 by 1350 unless the image is genuinely wide. A chart needs to be legible at palm width or it is decoration.
Document carousel. Best for frameworks, checklists, teardowns and step-by-step explanations. High dwell time, strong saves, and reusable as a lead asset afterwards. Design at 1080 by 1350, 5 to 12 pages, one idea per page, and a first page that works as a cover.
Native video. Best for demonstrations, founder commentary and anything where tone carries the message. Vertical at 1080 by 1920 for mobile-first, portrait at 1080 by 1350 if desktop viewing matters. Subtitle everything. Keep it short. Event footage and interview content usually needs proper capture rather than a phone, and a single day of videography can supply a quarter of clips.
Link post. Lowest reach of the formats and worth using anyway when the destination is the point, such as a substantial article or a research piece. Write the post so it stands alone, and check that your open graph image is 1200 by 627 before you publish.
Poll. Useful occasionally for genuine research and reach. Overused, it trains your audience to react rather than read. We recommend capping these at roughly one a month for a client account.
Case study: a Singapore engineering firm
One Singapore B2B business we worked with, an industrial engineering firm with around 60 staff, had been posting on LinkedIn twice a week for a year with almost nothing to show. Their marketing executive had inherited a template set built years earlier for a different platform: every asset was 1200 by 627 landscape with a caption running to about 900 characters and the point in the final paragraph.
The audit was quick. Their images occupied roughly a third of the vertical space of a portrait asset. On mobile, the visible preview text ended mid-sentence in a preamble, so the actual message was behind see more on every post. Their site had no open graph images, so every shared link rendered as a grey box. And their best material, detailed explanations of how they solved specific client engineering problems, was being published as 900 character text blocks that nobody expanded.
We changed four things. Templates moved to 1080 by 1350 portrait, with a document carousel template at the same size. Captions were rewritten to lead with a specific hook inside 140 characters, with a line break after it. The technical explanations moved from long text posts to eight page document carousels, one problem per carousel. And we fixed the open graph tags on their website so shared links previewed properly.
We did not increase posting frequency, change the topics, or spend anything on promotion.
Over the following four months, average impressions per post rose from about 640 to 2,900. Comments per post went from a median of 1 to a median of 9. Document carousels averaged 4,100 impressions against 1,800 for single image posts on the same topics. Company page followers grew from 1,240 to 2,610. Most usefully, the firm recorded 23 inbound enquiries citing LinkedIn over the four months, against 3 in the preceding four. The total cost of the work was under SGD 9,000, most of which was template design and the website fix.
The point of that case is not that dimensions caused the improvement. Roughly a third of the gain came from sizing and layout, and the other two thirds came from moving the right content into the right format and rewriting the first 140 characters. The sizing work simply made the rest of it visible.
Building a template set that lasts
If you take one action from this guide, make it this. Create a small template file with five artboards: 1080 by 1350 portrait image, 1080 by 1080 square image, 1080 by 1350 carousel page, 1920 by 1080 article cover, and 1200 by 627 open graph. Lock brand fonts, colours and a safe margin of at least 80 pixels on every edge. Export presets for PNG and JPG.
Then write two rules into your process. Every asset gets checked on a phone before it is approved, not on a monitor. And every caption gets its first 140 characters read aloud in isolation, because if it does not make sense alone it will not survive truncation.
That is the whole system. It takes a designer about half a day to build and it removes the entire category of problem permanently. Teams that hand this to whoever is free each week keep re-solving it, which is one of the arguments for a managed content calendar rather than an improvised one.
Field Notes
Figures from our own production and client reporting, offered as calibration.
Across the Singapore B2B accounts we manage, portrait assets at 1080 by 1350 have produced 30 to 60 percent more impressions than the same content published at 1200 by 627 landscape, tested on paired topics over 8 to 12 week windows.
Document carousels outperform single image posts on impressions in roughly 8 out of 10 client accounts where we run both, typically by a factor of 1.5 to 2.5, and they produce noticeably more saves.
Captions under 900 characters have outperformed captions over 1,500 characters in our accounts, but the difference is small and inconsistent. The first 140 characters explain far more of the variance than total length does.
Fixing open graph images on a client website changes nothing about the post itself and still lifts click-through on shared links by 15 to 40 percent in the cases we have measured, simply because the preview stops looking broken.
A template set takes us about 4 to 6 hours to build and costs a client between SGD 800 and SGD 1,800 as a one-off. It is the cheapest thing we sell and it has the highest ratio of result to effort.
Posting cadence of two per week has been the reliable sweet spot across our client base. Accounts pushed to four or five per week have shown lower engagement per post without a matching increase in total conversations, measured over 12 week periods.
Video under 45 seconds retains 60 to 75 percent of viewers to the end in our client data. Video over 2 minutes rarely clears 25 percent, regardless of how good it is.
Frequently asked questions
What is the best LinkedIn post size for images? 1080 by 1350 pixels in portrait, ratio 4:5, for most feed images. It occupies the largest reliable vertical footprint on mobile without triggering a crop. Use 1200 by 1200 square if you need a single asset that also works on other platforms, and reserve 1200 by 627 landscape for images that are genuinely wide.
How many characters can a LinkedIn post have? Three thousand characters in the main post body. The practical limit is the truncation point, which is roughly 140 to 210 characters on mobile before the see more link appears. Write the first 140 as a complete, standalone hook.
Does image size affect LinkedIn reach? Indirectly. LinkedIn does not reward specific dimensions, but larger vertical assets take up more screen space and hold attention longer, and dwell time is a genuine input to distribution. Correct sizing prevents a loss rather than creating a gain.
What size should a LinkedIn carousel be? Design each page at 1080 by 1350 pixels and export the set as a single PDF. Five to twelve pages works best. Keep type large, one idea per page, and treat page one as a cover that has to earn the swipe.
Should I put links in the post or the first comment? Put substantial links in the first comment and say so in the post. Native posts get distributed more consistently than outbound ones. If the link is the entire point of the post, accept the reduced reach and make sure your open graph image is correct.
Why does my LinkedIn link preview show the wrong image? Because LinkedIn reads the open graph tags on the destination page. Set an og:image of at least 1200 by 627 pixels, along with og:title and og:description, and use LinkedIn's post inspector to clear the cached version. This is a website fix, not a LinkedIn one.
Where to go from here
Correct LinkedIn post size is a one-afternoon problem with a permanent solution: build the templates, write the two process rules, check on a phone. After that, the question stops being what size and starts being what is worth publishing, which is the harder and more valuable question.
If your LinkedIn output is technically correct and still quiet, the issue is format fit and hook quality, not pixels. That is usually a content planning problem, and it is fixable with an editorial calendar, a clear set of topics drawn from real client questions, and someone accountable for the first 140 characters of every post.
If you would rather that ran without you, our social media management service covers template design, content planning, production and publishing for Singapore B2B and consumer brands, with monthly reporting on the metrics that matter rather than impressions alone. Send us your page and we will tell you what we would change first.
Related services and reading: content creation and asset production, event and interview videography, our full production capability, paid social advertising, website design and open graph setup, copywriting support, our guide to choosing a content marketing agency, about our team, and get in touch.
Natasha Tan is the founder of Digital Marketing Singapore, a full-service SEO and digital marketing agency based in Singapore. With hands-on experience across SEO, paid media, and content strategy, she works directly with Singapore businesses to build organic visibility and generate consistent leads. Natasha specialises in the Singapore market — including local search behaviour, PDPA compliance, and government grant navigation for SMEs.
