Our analysis of 110,000 LinkedIn posts revealed that there's no optimal content format for LinkedIn; instead, different formats yield different outcomes. I'd love to hear from marketers about how they decide which content formats to use (especially in employee advocacy programs). Do you prioritize video because you heard it performs well? Or carousels to increase dwell time? Or is your approach based on outcome, e.g., text posts for thought leadership and images for employer branding?