What 180 LinkedIn Posts Taught Us About Sharing Case Study Content

In October 2025, we ran a bold experiment: nine willowees shared a total of 180 LinkedIn posts based on our customer case studies. The goal? To uncover what actually drives reach, engagement, and visibility on LinkedIn.

What we tested

Each person posted 20 times to explore a mix of formats and strategies:

• Carousels, text-only images, infographics, and promo visuals
• Long vs short captions
• Tagging and including links
• Posting consistently for four weeks

The results

While we have to admit that we didn't get as many impressions, as we would have hoped for, we did learn and/or reconfirm a few interesting things about the LinkedIn algorithm.

What actually worked

Our best-performing posts had a few things in common:

• Posts from the first two weeks significantly outperformed the rest
• Short captions outperformed longer ones
• Story-first posts (personal narratives or human angles) drove more engagement
• Simple visuals like clean carousels or text overlays were far more effective than infographics
• Comments were gold: Even one or two boosted visibility more than likes alone

What didn’t work so well

• Posting promotion content for 20 days in a row.
• Complex visuals (like infographics or billboards) didn’t resonate
• Internal engagement dropped over time, leading to weaker performance across the board

Key takeaways

If you’re sharing case studies on LinkedIn:

• Start with a story, not a pitch
• Keep your caption tight
• Use simple, clean visuals
• Get your team to comment on your posts
• Don’t overwhelm your audience or your team with too many posts

Grab the full report here.