According to BuzzSumo's analysis of one million articles, which of these formats drives more links and shares than all others?

Original research consistently outperforms other content formats in driving links and shares. This is because it provides unique, authoritative data and insights that are not available elsewhere, making it a valuable resource for other content creators and journalists to cite. Visuals, while engaging, often serve to support content rather than being the primary driver of links themselves. Lists can be shareable but typically lack the depth and unique data that encourages extensive linking. Influencer marketing is a promotional strategy, not a content format, and while it can amplify reach, it doesn't inherently create content that drives links and shares in the same way original research does.