LinkedIn Text Format
Mastering Formatting on LinkedIn: Bold, Italics, Underline
Learn to wield bold, italics, and underline to highlight your message and captivate your audience. Elevate your posts from ordinary to extraordinary with these simple yet powerful techniques.
Glenn Burgess
Glenn Burgess

Glenn P Burgess Author, Speaker - UK's No1 Fintech & SaaS Marketing expert.

LinkedIn Text Format

Want to make your words stand out on LinkedIn? Formatting on LinkedIn is like painting a picture with words. Even if you have something super important to say, if it’s not set up right, people might miss it.

Yep, it’s a big deal. Get it right, make sure your bold and italic words pop, and your post will catch eyes like never before. But if your posts look like a whole book, don’t be surprised if nobody gives them a thumbs up.

Whether you want to make your words more interesting or just easier to see, there are lots of ways to set up your posts. We’re diving deep into the world of LinkedIn text styling in this guide. And it’s not just about bold and italics.

Even though you can’t change your text’s appearance in a LinkedIn post, there are tricks and tips you should know about. Here’s what we’ll cover:

  • Different ways to style text on LinkedIn and when to use them
  • How to make text bold in LinkedIn posts and use fancy formatting
  • The top tips for writing LinkedIn posts that really hit home

Why Format LinkedIn Posts In The First Place?

Is LinkedIn formatting really that important? In short: Yes. Even though it might not seem like a big deal, think about how people browse through LinkedIn. With millions of businesses and individuals posting all the time, it’s super crowded.

And here’s the thing: people are just scrolling, not really paying attention. So, if you want to catch their eye, your posts need to look good (check out how to bold text on LinkedIn below). When you format your posts right, here’s what happens:

  • You get seen more – Start with a catchy first sentence to hook your reader.
  • It’s easier to read – Bold text or shorter paragraphs make it simpler for people to follow along.
  • Your message stands out – Splitting up your text helps important info pop.

Now, before we dive into how to bold text on LinkedIn, let’s take a peek at all the different types of post formats you can use.

The 8 Types of LinkedIn Post Formats

If you’re gearing up to share a bunch of stuff on LinkedIn, knowing the different formatting options is key. Before we get into how to bold on LinkedIn, let’s take a look at the types of posts you can create:

  1. Text-only posts: These are the most common. This is where you’ll play around with bold text, italics, emojis, and such.
  2. Single image posts: Use visuals to spice up your content. Show examples or add a personal touch with a picture.
  3. Multiple image posts: Share more than one image to tell a story or highlight different aspects.
  4. LinkedIn carousels: Tell a story with multiple slides. You can format these like a PDF using tools like Canva.
  5. Video posts: Get personal with videos. Just make sure to grab attention fast!
  6. LinkedIn articles: These are different from regular posts. You can format text with bold, italics, bullet points, and quotes for smoother editing.
  7. Celebrations: Share personal updates like new projects or achievements.
  8. LinkedIn polls: Start conversations with polls, especially by reaching out to voters.

Remember, the first sentence should hook your reader, so they click “see more”. That’s why formatting matters.

Stefan Smulders post about formatting

Now, let’s dive into how to make text bold on LinkedIn and other ways to spice up your posts with rich text formatting (and when it’s best to use each method).

Mastering 5 Rich Text Formatting on LinkedIn

Everyone can write amazing content for LinkedIn. But with nearly 800 million users worldwide, grabbing attention isn’t easy. You’re not competing directly with all those users, but you have to think about how your connections scroll through their feeds.

You might only have a couple of seconds to catch their eye. Before we get into text formatting on LinkedIn, let’s talk about the different types of rich text, what they mean, and when to use them. Then, we’ll show you how to use them on LinkedIn.

Here are your formatting options for LinkedIn posts:

  • Bold text
  • Italics
  • Underlined text
  • And emojis.

Some of these are pretty straightforward, but let’s take a quick look at each.

Bolding Text on LinkedIn: A Quick Guide

Bold text is all about emphasis. It grabs attention, shining a spotlight on key words and important phrases. Use it whenever you want to make something stand out.

You’ve probably seen us use bold to highlight important stuff in this article. But be careful not to overdo it. Too much bold can be distracting and actually hurt your message.

In short, use bold sparingly in your LinkedIn posts. Since most people skim, bold helps them quickly spot what matters.

Utilising Italics for Emphasis on LinkedIn

Italics add a conversational touch to your sentences. They’re often used for dialogues, quotes, or names. They’re a bit subtler than bold and not as common. Since bold stands out more, you can think of italics as a gentler way to emphasise or to convey thoughts or feelings.

For instance:

  • “It is recommended to NOT use LinkedIn automation without first warming up your account.”
  • “Wait, this seems counter-intuitive, you might be thinking…”

See how it adds a little flair?

Mastering Underlined Text on LinkedIn

Underlined text is pretty uncommon! Usually, it’s used to show a link.

Like this: [This is a link to our blog.]

Or sometimes just for emphasis: This is a piece of sample text that’s underlined.

You don’t see it much on the web. It’s more common in books or newspapers. When you’re writing online, it’s best to use it sparingly. Otherwise, your readers might think it’s a link.

In most cases, italic or bold text works better for getting your message across.

Using Capital Letters on LinkedIn: Dos and Don’ts


Even if you’re trying to convey strong emotions, there are better ways than using all caps.

Save it for acronyms like:

  • “SEO – Search Engine Optimisation.”
  • “CR – Conversion Rate.”

Using Emojis Effectively on LinkedIn

Emojis are a fairly recent addition to online writing. Even though they’re not exactly text formatting, they’re still awesome for adding emotion to your content. We’re seeing them pop up more and more, especially on LinkedIn.

Our advice?

👉 Use emojis wisely. They can help you stand out and keep your content flowing smoothly, but too many can be overwhelming.

For example, try using emojis instead of bullet points and see how it changes your text. Depending on the emojis you choose, they can subtly grab attention or be distracting.

Here’s how to add emojis on LinkedIn (or anywhere else):

  • Mac: Press control + command + space bar keys together.
  • Windows: Press windows and “.” (period) keys at the same time. Or right click and choose emojis.

Now, let’s talk about text formatting on LinkedIn, where you can use it, and some other tips and tricks you should know.

Bold Text and Rich Formatting on LinkedIn

As mentioned earlier, it’s crucial to understand that LinkedIn doesn’t allow native rich text formatting. This means when you’re crafting new posts directly from your LinkedIn feed, you won’t find options to format your text there.

Classic shortcuts like CTRL+B for bolding text also won’t work. However, you can use rich formatting when creating a LinkedIn article. So, you might still be wondering how to make text bold in LinkedIn posts?

While LinkedIn doesn’t offer formatting options for text posts, there’s a workaround you should know about: you can use rich formatting when creating a LinkedIn article.

Bolding Text and Formatting on LinkedIn

To bold text in LinkedIn, you’ll need to format your text on other sites and then paste it into LinkedIn. It’s that simple. Just search for text font generators online, or use a LinkedIn text font generator tool.

Write your text in the tool and choose the font style you want. Then, paste the formatted text into your LinkedIn post or any other part of your profile where you want to use bold text.

Remember, the same method applies to using bold text (or any other formatting) in your LinkedIn headline, summary, and more. Before you jazz up your LinkedIn profile with formatting, there are a few important things to keep in mind.

Rich Formatting: When to Avoid on LinkedIn

While rich formatting can add flair to your profile, there are some downsides worth considering:

  1. Accessibility: Special characters may not be readable by screen readers, making your content inaccessible to some users.
  2. Display Issues: Some devices may not display custom formatting correctly, resulting in strange symbols or rectangles instead of text.
  3. Searchability: Custom text may not be indexed properly by search engines, potentially affecting the visibility of your profile in search results.
  4. Professionalism: Overuse of bold text or emojis can come across as unprofessional, depending on your audience.

If you prefer to play it safe and avoid custom formatting, here are some best practices for creating LinkedIn posts without rich text:

8 Essential LinkedIn Formatting Tips

Knowing how and when to bold text on LinkedIn is just the beginning. To truly elevate your LinkedIn content, pay attention to overall formatting to effectively convey your message.

While rich formatting and LinkedIn post formatter tools can add personality and make your content stand out, it’s essential to follow general best writing practices for LinkedIn.

Whether you’re crafting regular text posts or LinkedIn carousels to boost engagement and expand your network, adhere to these LinkedIn formatting practices:

  1. Start with a strong hook to capture attention.
  2. Use AIDA (Attention, Interest, Desire, Action) to ensure your post flows logically.
  3. Structure paragraphs for easy skimming.
  4. Use emojis thoughtfully.
  5. Write with a specific audience in mind.
  6. Employ the PAS (Problem, Agitation, Solution) formula to structure your posts.
  7. Keep your content straightforward.
  8. Conclude with a clear call-to-action (CTA).

Now, let’s delve into each LinkedIn post formatting best practice with detailed examples.

1 . Start with a strong hook

The hook is crucial for your LinkedIn posts. It’s what grabs people’s attention in those first few lines, determining if they’ll keep reading. Many use clickbait or attention-grabbing hooks to make readers curious.

Here are some hooks you can try:

  1. Start with shocking statistics to intrigue or alarm.
  2. Pose a thought-provoking question or share a surprising fact.
  3. Promise something valuable if they keep reading.

For instance:

  • “Don’t waste time! You’ve built a network and brand on LinkedIn. Isn’t it time to reap the benefits?”
  • “Everything you know about LinkedIn lead generation is wrong. Here are # things marketers get wrong every time.”
  • “Discover the exact #3 email templates that get me a 70% open rate. They work in every niche!”

These tactics help capture attention and encourage readers to dive deeper into your post.

2. Use AIDA

AIDA is a timeless copywriting formula:

  • Attention
  • Interest
  • Desire
  • Action

And it works like magic for regular LinkedIn posts too!

Check out this example that nails the AIDA formula:

Let’s dissect the post:

Attention – “Don’t waste time!” and the post includes a video of her speaking directly to the camera, immediately capturing attention.

Interest – “You’ve put in the effort to build a network… Have you thought about hosting a LinkedIn event?” This sparks curiosity and draws readers in.

Desire – “Unlock untapped promotion strategies, attract 1000+ attendees, boost your promotions by 10x,” etc. These enticing promises stoke desire and highlight the benefits of attending.

Action – “Seats are limited, secure your spot, register now!” This clear call-to-action encourages readers to take immediate action and sign up.

3. Organise Your Paragraphs and Use White Space

Formatting your text to be easily skimmed is a top user experience practice. You’ve probably noticed it in this article, but it’s just as effective for LinkedIn content. The idea is to use lots of white space and paragraph breaks to improve readability.

Many LinkedIn influencers use this approach, often keeping paragraphs short, sometimes just 1-2 lines each. This is particularly effective for storytelling content. As mentioned earlier, bolding text on LinkedIn can also be used for emphasis.

4. Embrace Emojis Wisely

Using too many emojis can make your posts stand out in a negative way. Emojis are attention-grabbing, but if you use them excessively, they’ll stick out too much.

LinkedIn is a professional platform, but that doesn’t mean your posts can’t have some personality. Many people use emojis to replace bullet points when listing multiple items. However, it’s important to use them sparingly and stick to just one emoji.

For example:

🔥 Point #1

🔥 Point #2

🔥 Point #3

Like this.

5. Tailor Your Content for Your Audience

It might seem obvious, but one of the most effective ways to improve your LinkedIn posts is through careful structuring and formatting. The aim is to grab attention, but your content also needs to deliver if you want to drive engagement.

Capturing attention is one thing; holding it and inspiring action is another. Next time you create content, consider your audience’s pain points, interests, and what they want to read.

Use language that resonates with them and structure your posts following the best practices we’ve covered. If you’re not sure what pain points to address, take a step back and observe your target audience.

Read their comments on other posts, see if they have questions, and learn more about their needs. Once you understand their perspective, you’ll be better equipped to create content that truly connects with them.

6. Your Message with the PAS Formula

Focusing on your clients’ problems and pain points is crucial, but sometimes it’s not clear how to do that effectively. Here’s a simple formula that works in any niche:

  1. Problem: Start by describing your target audience’s problem in a way that resonates deeply with them. You want them to feel understood.
  2. Agitate: Next, emphasise the problem’s severity by using emotional language. Highlight future negative consequences if the issue isn’t addressed promptly. This step is essential for motivating action.
  3. Solve: Finally, introduce your solution. Explain how you can help them overcome their problem. This approach is more effective than immediately talking about your solution because it first establishes trust and shows empathy towards their situation.

7. Simplify Your Approach

Even though LinkedIn is a professional network, it’s still social media. So, keep it simple. Write like you talk. Keep sentences short and clear, getting straight to the point.

The aim isn’t to impress with big words or show off knowledge. It’s about making your content easy for everyone to understand. Nobody wants to pull out the dictionary just to read your post.

8. Remember Your Call-to-Action (CTA)

Many struggle with LinkedIn content that doesn’t convert, even after nailing the hook and addressing audience pain points. The missing piece? A clear call-to-action (CTA). Without it, people may forget your post or get distracted.

Here are some effective CTAs:

  • Secret and Mystery: Intrigue your audience with words that hint at exclusivity. For example, instead of “Sign up for my graphic design course,” try “Unlock top secrets of graphic design” for more sign-ups.
  • What’s in it for me?: Offer something valuable to your audience. Rather than “Buy now,” say “Order today and get 20% off” to boost conversions.

Remember, stick to one CTA per post to avoid confusion. And not every CTA needs to be about purchasing. Encourage engagement by inviting followers to comment & share their thoughts.


By now, you should have a good grasp on how to bold text on LinkedIn. But remember, effective LinkedIn post formatting goes beyond just bolding text. Here’s a recap of some frequently asked questions about formatting LinkedIn posts:

1. How to make text bold in LinkedIn posts?

You can’t add rich-text formatting like bold, italics, or underlines directly on LinkedIn. However, you can use external text formatting tools or LinkedIn text font generators to achieve this effect. Simply copy and paste the formatted text into your LinkedIn post.

2. Can you bold text in a LinkedIn post?

Yes, you can bold text in a LinkedIn post, but not directly within the platform. You’ll need to use external tools to format your text and then paste it into your post.

3. How can you change up your LinkedIn posts format?

To make your posts stand out and increase engagement, consider these formatting best practices:

  • Start with a strong hook.
  • Use the AIDA formula (Attention, Interest, Desire, Action).
  • Structure your paragraphs and use whitespace effectively.
  • Use emojis strategically.
  • Tailor your writing to your audience’s preferences.

When it comes to lead generation and outreach on LinkedIn, automation tools can help streamline your efforts while ensuring compliance with LinkedIn’s safety practices.

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