What the research says,
and what we propose
Five findings, each with the decision it forces. Then what we need from you to move. A small system, built once, that one person can run three times a week without a designer.
Findings and decisions
Left: what the 2026 data shows. Right: what we do about it.
Multi-slide posts keep a reader roughly twice as long as a single image, and LinkedIn distributes what holds attention. Document posts are the highest-engagement native format on the platform.
It is also where a template pays for itself: one skeleton produces five to fifteen slides. Single images stay in the mix, but as rotation, not as the default.
1080 × 1350 is native to LinkedIn, Facebook and Instagram at once, and fills more of a phone screen than a square.
One file, no re-crop, no second layout per network. Only link previews and video need their own export.
Moving from one post a week to three widens distribution sharply. A second post inside 24 hours cannibalises the first — the platform generally surfaces one per account per day.
Made in one sitting every fortnight rather than daily. That is what makes it survivable for one person.
Personal profiles reach roughly 5.6× further than company pages on identical content. Page reach fell 60–66% between 2024 and 2026.
Nothing on the artwork says who is speaking — no personal-versus-corporate split to maintain. But posts go out from profiles, with the page as mirror.
A recognisable template is the goal and the hazard at once. Recognition builds one voice; sameness makes the audience scroll past without registering it.
Two fixed elements — the lockup and the accent rule. Everything else moves: tone, whether there is a photograph, how large the type runs.
Four post types
The smallest set that still fills a year — and small enough that nobody has to decide what a post is before making it.
One statement, large. A figure, a deadline, a rule that changed. No photograph needed.
A finished job — what was installed, where, and what it produced.
Programme news: funding, deadlines, eligibility. The reason to keep following.
One of the nine service areas explained, with the incentives it qualifies for.
Any concept direction can carry any of the four types. A good week reads like this — a large metric, work photographed on site, a single sharp statement — with tone alternating so no two neighbours look alike.
dark Service
light Proof
photo Signal
light Claim
metric Proof
photo
Next steps — your side
Then correct or add to the four post types. They should reflect how you actually sell, not how we read the brochure.
Pick the directions you want carried forward. Comments on individual layouts are more useful than a general verdict.
One note on the sketches. They are deliberately not art-directed one-offs — no visuals woven into the typography, nothing that needs a designer to reproduce. What you are choosing is a layout type that you or a non-designer can scale in Canva or Figma without us.