The LinkedIn link preview card change 2024
LinkedIn made big changes to the link preview card in 2024. This affects how links look in posts. Specifically the link preview image. Not all users see this change right away since this is rolling out over time.
Andi Groke
25 Oct 2024
Mastering LinkedIn
6 min
TABLE OF CONTENTS
In short
LinkedIn made link preview cards smaller to push for more original content. They want users to stay on LinkedIn rather than click away. Smaller previews on LinkedIn posts keep the focus on discussions within the platform.
The new preview design is more compact. It has a left-aligned thumbnail and right-aligned text. This makes links less eye-catching, so you need new strategies to make your content stand out. Posts must be designed to look good on desktop and mobile devices. You need to adjust your approach to stay visible.
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The LinkedIn preview card change 2024
This is how the new LinkedIn preview card looks. LinkedIn changed the preview card to have smaller thumbnails on the left side, with text on the right. This does impact your LinkedIn content strategy. The image sizes and the new layout affect engagement and click-through rates.
This change only affects external link previews. A picture uploaded directly still shows at full width. So native images keep their strong visual impact.
LinkedIn also updated the technical aspects of these preview cards. The change makes link previews more appealing on desktop and mobile.
How exactly did the LinkedIn link preview card change?
Compared to before, the new preview cards have a smaller, left-aligned thumbnail image. The text is now aligned to the right. Before the change, link previews had a full-width image with text below. This gave external links more attention.
Now, previews are a lot smaller and look more like those on other social platforms.
As you can see in the screenshots, the image size now is significantly smaller. Shared links on LinkedIn now become less attractive. And that’s exactly what the platform wants. They want a social media network where content is shared, not links.
These LinkedIn updates make a clear distinction between organic and sponsored posts. Organic posts with external links now have small thumbnails. Sponsored posts still get full-width images, making them more prominent.
But here is what is important:
LinkedIn preview cards automatically change after sharing
If a sponsored post is shared by someone, the link preview card will change. The shared post will then have the new, smaller thumbnail with text on the right. So only the impressions you pay for are getting the large preview image. Any interaction with that promoted post will change the link preview card to the new design. But only those who see the post as a share from someone will get the updated preview card. The initial ad will still show with the large image.
This also works the other way around. If you boost an organic post with the new preview card, the resulting ad will show a large thumbnail.
Let's recap this:
Boost organic post: The organic post has the new link preview card. In the resulting ad, the smaller preview card changes to a full-width image.
Sponsored post re-shared: The sponsored post has the old preview card (large image). In the resulting organic post, the large thumbnail changes to the new preview card.
This is part of LinkedIn's strategy. They want to see more native content and increase revenue from sponsored posts. So organic link previews are less appealing. That will push users to post content directly or pay for promotion. Small change, big impact.
You need to change your strategy to make your content stand out. Here are some ways to adapt:
1. Optimize and rethink your link preview
Use high-contrast images: Smaller thumbnails need clearer visuals. High contrast helps smaller images stand out.
Use clear subjects: Avoid complex images. Simple visuals work better as thumbnails.
Readable text: Text in images must be large enough to read in thumbnail size.
Link title: The text next to the thumbnail is more important than ever. Make it short.
If you control the website you are linking to:
Using Open Graph meta tags helps control how these previews look on social media. These tags let you decide what title, image, and description show up. Optimizing these tags for the new LinkedIn preview card. It will increase your visibility and click rates.
2. Rewrite your post copy
Lead with a strong hook: Grab attention right away. Use bold statements or questions.
Text format: Shorter paragraphs are easier to read, especially on mobile.
Create micro-stories: Use a narrative to set up your link. Stories can draw readers in.
3. Placing links
In the post: Only use the external link in the post when you need the clicks. The LinkedIn algorithm doesn’t like outbound clicks anyway.
In the comment: Place the link in the first comment when it’s complementary to your content. This enables you to use a native image in full width to grab more attention.
You can also use the LinkedIn post inspector to see a preview of your post.
Yes, old links now show the smaller preview in the LinkedIn feed. Even if you don’t see the change on your old posts, it’s likely that other people will. LinkedIn is rolling out this feature over time. As with all social media platforms, changes are applied to new content first.
The LinkedIn link preview card change also affects company pages. All posts to your website from a company page will also change. That's why it's very important to check your website's meta data.
Yes, many LinkedIn members have seen a drop in click-through rates (CTR). The smaller preview makes it less likely that others will click.
Smaller images are less appealing. They do not attract as many clicks. But not everyone sees lower engagement. Some users report no change.
With smaller images, good titles and descriptions are even more important. Make headlines strong, and add visuals that make people want to click.
But the real problem is this:
The LinkedIn algorithm wants users to stay on the platform. So even if you manage to keep good click-through rates on your links, you will see a dip somewhere else. In your impressions. The algorithm will rank down any posts that see a lot of outbound clicks.
What you need to do:
Only share links in sponsored posts. Or at least don’t expect your posts to perform well when you use outbound links. So if your goal is to get clicks to that link, promote your post.
In all other cases, place the link in the comment. Summarize the information from the link in your text, carousel post, or video. LinkedIn wants content on its platform. So instead of sharing links to a blog post, repurpose blog content for LinkedIn.
LinkedIn says the change is to make the feed simpler. Well, it's also to make the platform more revenue. They want more discussion and original content. Smaller previews keep users on LinkedIn rather than clicking away.
Sponsored posts still get a large LinkedIn image. This difference encourages businesses to pay for promotion. The changes also make the LinkedIn experience better on mobile.
These updates align LinkedIn with trends seen on other platforms. They want higher-quality visuals and better content on their platform to boost interaction.
Did LinkedIn change the link preview?
Yes, LinkedIn changed the link preview image for organic posts. They now have smaller images and text previews.
How do I change the preview of my LinkedIn URL?
Update the meta title and description of your webpage. You can also upload a custom image for the preview.
Why is LinkedIn not showing the new link preview?
LinkedIn is rolling out smaller link previews over time. Not everyone may see them yet.
How do I fix the LinkedIn link preview?
You cannot "fix" the preview. But you can optimize the meta description, thumbnail, and post copy. You can also place the external links in the first comment.
How do I remove a link preview from a LinkedIn post?
Delete the link from your post. Then upload your own image or use LinkedIn’s native features.
How do I remove an embedded link from a LinkedIn post?
You need to delete the link from the post. There's no way around it.
How do I hide a link in LinkedIn post?
Place the link in the first comment. Users can still see it when clicking on comments.
Can I still customize my LinkedIn link preview images in 2024?
Yes, but uploading a custom image means you lose the pre-filled headline and URL. You can still add a link in the post copy or comment.
What size should my LinkedIn preview images be in 2024?
For sponsored posts, sizes are between 360 x 640 and 2430 x 4320 pixels. For organic posts, testing square images is recommended.
Are there any exceptions to the new LinkedIn preview card format?
Yes. Sponsored posts and uploaded images or videos still use the full-width format.
Author
Andi Groke
Andi is the CEO of Mind Nexus and Co-Founder of postline.ai. He is a serial entrepreneur, keynote speaker and former Dentsu executive. Andi worked in marketing for more than 15 years, serving clients such as Disney and Mastercard. Today he is developing AI marketing software for agencies and brands and is involved in several SaaS projects.