Amidst the accelerating trend of globalization, Chinese B2B manufacturers are increasingly leveraging international social media platforms like LinkedIn to expand their market reach. However, crafting competitive content on LinkedIn poses significant challenges for many companies. Following our previous articles on topic selection and visual presentation, we continue our analysis of the LinkedIn pages of two leading B2B companies, JA Solar and Mindray, to distill best practices in content format, helping other Chinese B2B companies excel on LinkedIn.

The diversity of content formats on LinkedIn offers rich opportunities for expression. Analyzing the LinkedIn pages of these two companies reveals distinct choices in their content formats, influenced by their unique strategic considerations.

1. Single Image Posts for Fast-Paced Engagement: JA Solar

JA Solar primarily utilizes single image posts on its LinkedIn page, aligning with the need for frequent, rapid-response marketing. Specifically, seven out of the last ten posts consist of single images. This format allows for quicker content production and publishing, minimizing resource consumption while highlighting key messages. JA Solar predominantly uses single image posts to promote webinars, trade shows, ESG initiatives, project updates, and holiday greetings.

This “content as speed” strategy reflects the characteristics of its market and audience. As a leader in the PV industry targeting a global audience—from government and enterprise clients to technical partners—its content format must be efficient and broadly applicable. By using standardized templates, supplied images, and photos, JA Solar ensures swift content deployment, which is ideal for companies with frequent update demands, conserving resources while maintaining brand consistency.

2. Video-Centric Content for Deeper Engagement: Mindray

In contrast to JA Solar’s fast-paced content strategy, Mindray places a greater emphasis on video content. Out of its nearly ten recent posts, six are video updates. The extensive use of video content not only boosts audience engagement but also allows for a more intuitive and professional presentation of complex and innovative information, fostering a deeper emotional connection with audiences. Most of Mindray’s video posts are utilized for technology sharing events, product application cases, product R&D stories, trade show previews, and product use scenarios.

Mindray’s “soft landing for hard capabilities” content strategy reflects its commitment to deepening brand awareness and market education. Its target market demands a robust understanding of product performance and technical applications, and videos are well-suited to address this requirement. Unlike static images, videos convey information through multiple sensory channels—such as voice, background music, facial expressions, and tone—which enhances the brand’s professional image and helps audiences better grasp the product details, fostering a stronger connection with the brand.

This approach is particularly suitable for B2B companies with high technical barriers and complex products. Videos deliver richer storytelling, bolstering brand credibility and attractiveness.

LinkedIn content formats extend beyond image-texts and videos to include polls, documents (PDFs, PPTs), and articles. For those interested in exploring more strategies and skills, feel free to connect with Landelion via the contact details provided below.

Conclusion

The analysis of JA Solar and Mindray’s LinkedIn strategies reveals that content formats go beyond technical considerations; they reflect broader strategic decisions. When selecting content formats, companies must consider market characteristics, target audience, and brand positioning to ensure their content aligns with and supports their overall marketing goals.

For Chinese B2B enterprises aspiring to succeed globally, developing a content strategy tailored to their unique attributes and continuously refining it according to market dynamics is key to maintaining competitiveness. Systematic content management and precise market positioning enable companies to build a strong brand presence on LinkedIn, thereby earning the trust and support from global clients.