<b>An agency swapped single images for carousels. Dwell time tripled, demos followed.</b>

<b>An agency swapped single images for carousels. Dwell time tripled, demos followed.</b>

The question: does longer dwell time (seconds a viewer spends before scrolling past) actually move pipeline, or just vanity stats?

The case: a B2B marketing agency rebuilt its LinkedIn output over one quarter — replacing single-image posts with 8-to-10-slide PDF carousels on the same topics. Sample: 40 single-image posts (prior quarter) vs 38 carousels (test quarter), same author, same cadence.

Three findings:
— Estimated dwell time rose from ~4s to ~13s per view (LinkedIn shows partial signals; they triangulated with slide-advance taps).
— Reach per post climbed 2.1x, consistent with dwell being an input the algorithm rewards.
— Most striking: inbound demo requests citing 'saw your LinkedIn' went from 2 to 9 across the quarter.

Limitations: the agency also tightened its topics that quarter, so dwell and relevance are 'confounded' (tangled causes) — correlation, not clean causation. n is small.

What it means for B2B: carousels buy attention seconds cheaply, and attention seconds appear upstream of both reach and intent.

Bottom line: format change plausibly drove pipeline, but a topic change rode along — read it as suggestive.

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Продолжение про campaign objectives — @B2BLever