What's working on LinkedIn in 2026?

We analyzed 110,000 employee LinkedIn posts to find out.

Discover which content format wins for your specific goal.
Get the data behind reach, engagement, traffic, and pipeline.
Build a smarter content mix from day one.

Get the Report

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What's inside:

Which content formats employees share most.

Each format analyzed by reach & engagement.

What good looks like, with expert insights.

A ready-to-use content mix framework.

The data that ends the "best format" debate.

Most employee advocacy programs default to images. The data says that’s a mistake.

We analyzed 110,000 LinkedIn posts published via DSMN8 across January and February 2026, covering six content formats: text, image, gallery, document, video, and link/URL. We measured impressions, reactions, comments, clicks, and total average engagements per post.

The key finding: no single format wins across every metric.

The programs leaving impact on the table are the ones optimizing for a single format. This report shows you what to do instead.

Get answers to questions like:

Which format gets the highest engagement rate, and which gets the most reach?
When does a link post outperform a text post?
What content mix should your team actually be using?
How should Sales, Marketing, HR, and Executive teams approach content differently?

Get the report

Jody Leon

VP of Marketing

“Most teams arrive at format decisions looking for a universal winner. The data doesn’t give you one, and that’s actually good news.

What it gives you instead is precision. Different objectives require different formats, and when you understand that relationship, you stop guessing and start designing programs that perform.

This report is built around 110,000 real posts from real employees. The goal is simple: give program managers and marketing leaders the data they need to make better decisions, faster.”