X (Twitter) Media Tweet Performance Calculator

The calculator needs two groups of your own posts from one period: posts with media and text-only posts.

1. Pick a period, such as the last 30 days, and sort your posts into media posts and text posts.
2. Count the posts in each group and add up their view counts.
3. Enter both counts and both view totals. The percent difference appears at once.
4. Add total engagements for each group to compare engagement rates.

Media tweet performance is how posts with a photo, GIF or video perform against text-only posts on the same account. X Help states that a post may contain photos, GIFs, videos, links and text.

Two measures carry the comparison:

• Views per post: total views divided by the number of posts. It shows how widely a post type is seen.
• Engagement rate: engagements divided by views. It shows how often a view turns into an action.

A post type can win one measure and lose the other. A photo post seen by fewer people can still earn more actions per view.

This page compares two groups of posts. For the engagement rate of a single post, use the impression to engagement ratio calculator.

1. The tool divides each view total by its post count.
2. It divides the media figure by the text figure and subtracts 1. That is the percent difference.
3. It divides each engagement total by its view total. That is the pooled engagement rate.
4. It subtracts the text rate from the media rate. The gap is in percentage points.
5. It divides engagements by post count for the last line.

The engagement rate is pooled. It weights every view equally, so one large post counts for more than one small post.

Example values only. An account posted 16 media posts and 24 text posts in 30 days. The media posts total 88,000 views and 3,080 engagements. The text posts total 96,000 views and 2,400 engagements.

• Views per media post = 88,000 / 16 = 5,500.
• Views per text post = 96,000 / 24 = 4,000.
• Difference = (5,500 / 4,000 - 1) x 100 = +37.5%.
• Media engagement rate = 3,080 / 88,000 = 3.50%.
• Text engagement rate = 2,400 / 96,000 = 2.50%.
• Gap = +1.00 points, a relative change of +40.0%.
• Engagements per post = 192.5 against 100.0, a change of +92.5%.

Media posts lead on both measures in this example. The text group still holds more total views, because it has more posts.

One Very Large Post

A single viral post lifts an average. Five media posts at 2,000 views and one at 40,000 average 8,333 views. That reads as +317% against text posts at 2,000, from one post.

Sample Size

Three media posts cannot describe a post type. The method line shows both post counts so the reader can judge.

Different Topics

Media posts and text posts often cover different subjects. The gap then reflects the topic as much as the format.

Post Age

A post from yesterday has fewer views than a post from last month. Use a period that ended a few days ago.

The Engagement Counting Rule

The X developer documentation lists likes, replies, reposts, quotes, bookmarks, URL clicks and profile clicks as separate post metrics. Pick the ones you count and use the same rule for both groups.

Video View Counts

The X developer documentation states that video views are aggregated across all posts containing the video. A post's view count and its video views are different numbers. Enter post views.

Views per post measures how widely a format is seen, and engagement rate measures how the viewers respond. The table shows three outcomes from the preset buttons.

In the mixed case, media posts still earn 42.0 engagements per post against 37.5 for text, a change of +12.0%. For the size of a gap between two rates, the percentage difference calculator shows the working.

Monthly Review

Run the comparison on last month's posts. Save the result and repeat next month.

Testing One Format

Enter only video posts as the media group, then only photo posts. Two runs show which format carries the difference.

Planning Production Time

A photo or video costs time to make. The percent difference shows what that time returned on your own account.

Link Posts

Treat posts with a link as a third group in a separate run. To measure clicks on those links, use the click through rate calculator.

1. Quoting a Universal Multiplier

Claims such as "video gets 5 times more reach" have no source in X documentation. Your own two groups are the only data that describe your account.

2. Comparing Totals

Total views favour the group with more posts. Divide by post count first.

3. Averaging Per-Post Rates

The mean of ten engagement rates differs from pooled engagements over pooled views. This tool pools.

4. Mixing Periods

Media posts from this month against text posts from last year compare two different accounts.

5. Reading a Gap as a Cause

The difference is an association. Topic, timing and luck sit inside it.

6. Using Video Views as Post Views

Video views count plays of the video. Post views count the post appearing on a screen.

The division is exact for the totals you enter. The comparison is observational, so it describes the past and does not prove what caused the gap.

No benchmark is built in. X publishes no typical view or engagement figure by media type.

It depends on the account. X publishes no figure for it. Divide your own media views and text views by their post counts and compare the two results.

X Help states that a post can include up to 4 total media items, for example 2 photos, 1 GIF and 1 video. That page was read on 2026-10-03.

No. X Help states that photo and GIF attachments do not count towards the character limit in a post.

X Help states that accounts without Premium can upload videos up to 140 seconds long with a maximum file size of 512MB. Premium subscribers have longer limits, listed on the same page.

Count the same actions for both groups. Likes, replies, reposts, quotes and bookmarks are public counts on each post. The X developer documentation also lists an engagements total among the private metrics for your own posts.

No fixed number applies. More posts give a steadier average. A group of 3 posts moves a lot when one post does well.

Pooling divides all engagements by all views. It matches the rate for the group as a whole and stops a tiny post with a high rate from skewing the result.

X documentation gives no figure for that. Alt text describes an image for people who use screen readers. Add it for access, and measure views with your own posts.

Yes. Enter photo posts in one group and video posts in the other. The labels say media and text, and the maths is the same for any two groups.

No. The maths runs in your browser and nothing is sent to us. Save keeps a result only in this browser.

• How to Post (X Help Center, read 2026-10-03; post contents, up to 4 media items per post, 280 character limit).
• How to share and watch videos on X (X Help Center, read 2026-10-03; video upload length and file size limits with and without Premium).
• View counts (X Help Center, read 2026-10-03; view count definition and repeat views).
• X API metrics: fields and definitions (X developer documentation, read 2026-10-03; list of post metrics, video views aggregated across posts, impressions not unique).