Create a LinkedIn post

  • Aug 19, 2026
  • Knowledge

Procedure Steps

  Article updated: July 29, 2026

Create a LinkedIn post

You can create and publish content to LinkedIn profiles or Pages, and add the first comment to your post when you create it. To save time, you can publish to several LinkedIn accounts or social networks at once. Publish posts right away, or schedule them in advance for a specific day and time.

This article describes the new Social OS experience. If you haven't switched yet, select the Classic tab for instructions. Learn more about the Social OS experience.

Create your post

LinkedIn's API doesn't allow Hootsuite to publish carousels, event posts, polls, or articles, or to attach documents other than PDFs to posts.

Social OSClassic
  1. Go to Perch, then select Calendar to start and schedule your post in a calendar view, or select Create a post.
  2. Select the LinkedIn profiles and Pages you'd like to publish to. (Option for Advanced, Business, and Enterprise plans) - Select your organization, and then select Campaign to associate your post with a current or future campaign. Learn more about content campaigns.
  3. Create your post. The character limit for LinkedIn posts is 3,000. You can use all of the following in the body of your post:
    • Links - Enter or paste a link in your post to drive traffic to your website, blog, or product. You can shorten your links in Hootsuite for a tidier look, and add tracking parameters so you can see how much web traffic comes from those links. Learn how to shorten and track links.
    • Mentions of a user or Page - Enter @username in your post to invite others on social to join a conversation, and help your post reach their audience as well as your own. LinkedIn lets you mention LinkedIn Pages. For LinkedIn personal profiles, you can only mention followers of the Page you are posting on and English profiles. The personal profile must have the "Off-LinkedIn Visibility" setting in LinkedIn turned on.
      Note: If the LinkedIn Page you're mentioning contains a space at the end of its name, the Page will not be linked properly on LinkedIn. You (or the Page owner) must remove the space manually from the Page name in LinkedIn. In addition, due to a LinkedIn API limitation, the LinkedIn Page you want to mention must contain at least three characters.
    • Hashtags - Enter your own hashtags or select AI hashtag suggestions to find hashtags that work with your post text and media. Read our guide to using hashtags on every network.
    • Emoji - Select the smiley face to add emoji.
  4. (Optional) Let AI help you write or refine your post - Select Wisdom to have Wisdom help you optimize your post for your selected social network, change the tone of your post, or make your post actionable. This option is only available to organizations who support using AI (see Hootsuite AI terms).
  5. Add media to your post. Drag images, GIFs, or videos from your computer into your post, or select Add media to upload files. You can add images, videos, or a PDF to your LinkedIn Page or profile posts.
    You can also add media using:

    Note: You can add a single PDF with a maximum of 300 pages and 100MB to your post. You cannot combine PDF with images or video in your post or rename your PDF inside Hootsuite. If you have any other social networks selected, you cannot add a PDF to your post.

  6. (Optional) Add the first comment when you create your post. Your comment can include text, hashtags, emoji, and URLs. The post preview shows the first comment so you can see how it will appear in your post.
    • Select AI hashtag suggestions in the first comment section to get hashtag ideas based on your post's caption and media.
    • Enter URLs as raw links. If you want to use a vanity URL or a shortened link (like Owly or Bitly), apply it before pasting the URL into the first comment.
    If your post publishes successfully but the first comment fails, you'll get an email notification and a notification in the content calendar.

Work with images

You can edit your images — crop, add filters, add alt text, and more — right in Hootsuite. Point to the image, select More, and then select Edit image to make changes, or select Edit alternative text to add alt text. Learn how to customize your images in Hootsuite.

A cursor pointing to an image thumbnail, revealing the options to add alt text and edit the image.

Note: When uploading images:

  • Multiple images are combined into a single post. You can drag the images to reorder them.
  • GIFs are limited to one per post.
  • Images posted to Facebook Pages are added to Timeline Photos.

Learn more about image file requirements.

Work with videos

You can edit your videos — add filters, stickers, music, captions, and more — right in Hootsuite. Point to the video, select More, and then select Edit video to make changes, or select Video settings to view file properties and add captions. Learn more about what you can do with videos in Hootsuite.

A cursor pointing to a video thumbnail, revealing the options to view settings and edit the video.

Learn more about video file requirements.

Advanced options

When you create your post, you can take advantage of additional options, such as promoting your post or selecting the specific audience who can see your post.

  • Ask for a review (Advanced, Business, and Enterprise plans) - Invite a team member to review and approve your posts before they go live. Select one or more team members, or a team, from the Request approval list to help make sure your post is on-brand and polished before you publish it. Learn more about approvals.
  • Boost your post - Select Boost this post to boost your post on LinkedIn. Learn how to promote your LinkedIn Page post.
  • Specify targeting for a post - Select Add next to LinkedIn Page audience to select who you’d like to see your post. Select industry, seniority level, functions, locations, language, and company size. The LinkedIn Page must have at least 300 followers that match the selected targeting options to successfully publish a targeted post to that audience. If the number of matched followers drops below 300 at the time of publication, LinkedIn won't publish the post.

    Note: If you or someone else shares a link to your post, the recipient will still be able to see it - even if they don't meet your targeting criteria.

  • Apply a tag (Advanced, Business, and Enterprise plans) - Select Add next to Tags to apply tags to your posts and analyze their performance in Hootsuite Analytics. Find out more about tagging posts.

Publish your LinkedIn post

When you’re finished creating your post, take a look at the preview on the right to see how it will look on your LinkedIn profile or Pages. You'll be alerted to any issues. Save a draft of your post if you're not ready to publish or schedule it. Otherwise, select a Post now or Schedule for later option.

Note: PDFs may take a moment to display in LinkedIn.

Learn how to find and manage your drafts, published posts, and scheduled posts in a calendar view.

  Learn more

 

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