Facebook Content Mix Optimization Calculator

The calculator needs three numbers for each format you publish: posts, total reach and total interactions. Two formats are enough to start.

1. Open Insights in Meta Business Suite, go to Content, and set one period such as the last 28 days. Note the format of each piece of content in the table.
2. For each format, count the posts, add up their reach, and add up their reactions, comments and shares. Type the three totals in.
3. Leave a format blank to skip it. Read the share of posts next to the share of interactions for each format.

A Facebook content mix is the split of a Page's posts across formats such as video, reels, photo, link, text and stories. The mix is a set of percentages that add up to 100. A Page that published 8 videos out of 25 posts has a 32.0% video share.

Content mix optimization means checking that split against results and moving effort toward the formats that return more. This calculator handles the checking step. It shows what each format took from you and what it gave back.

What Meta Shows You

Meta's help page for Meta Business Suite states that the Content overview covers all formats or one chosen format, and that it lists your top content formats. The Content tab is a table with results for individual pieces of content. Those two views hold every number this tool needs.

What This Tool Does Not Claim

No ideal mix exists in Meta's published help pages. The tool prescribes no target percentages and gives no score out of 100. It reports your own past results, format by format.

1. The tool adds posts, reach and interactions across every format you filled in.
2. It divides each format's posts, reach and interactions by those totals to get three shares.
3. It divides interactions by reach inside each format to get the interaction rate.
4. It divides reach and interactions by the number of posts to get per-post averages.
5. It divides the share of interactions by the share of posts to get the index.
6. It subtracts the share of posts from the share of interactions and names the largest gap in each direction.

The index equals a format's interactions per post divided by the average for all formats. Both routes give the same number.

Example values only, not benchmarks. A Page publishes 25 posts in 28 days. Total reach across the posts is 75,000 and total interactions are 4,000. Video and reels: 8 posts, 36,000 reach, 2,200 interactions. Photo: 9 posts, 27,000 reach, 1,400 interactions. Link: 5 posts, 7,500 reach, 240 interactions. Text: 3 posts, 4,500 reach, 160 interactions.

Video takes 32.0% of the posts and returns 55.0% of the interactions, a gap of +23.0 points. Link posts take 20.0% and return 6.0%, a gap of -14.0 points. One video earns 275.0 interactions on average against 160.0 for all formats, and 275 / 160 gives the same 1.72 index.

This Page would test one or two more videos in place of link posts next month, then run the numbers again. The result is a reason to test. It is not a promise that the next video performs like the last eight.

Small Counts

Three text posts are a thin sample. One strong post moves the whole format. Read a format with fewer than about five posts as a hint.

What Counts as an Interaction

Meta counts reactions, comments, shares and clicks as engagement on a post. For reels it lists reactions, comments and shares. Adding clicks for link posts only would tilt the comparison, so use one list for every format.

Stories Report Different Actions

Meta's branded content help page lists reach, taps forward, taps backward, replies and exits for stories. Stories have no comment or share count in that list, so their row is not like for like.

Boosted Posts

Meta states that reach includes boosted posts. A format that received ad spend shows more reach for reasons outside the format. Leave boosted posts out, or note them.

Topic and Timing

A format can look strong because it carried your best topic. Change one thing at a time when you test.

Added-Up Reach

Post reach added across posts counts a follower once for each post seen. Share of reach here is a share of that added-up figure, not of unique people.

The three measures can rank your formats in three different orders. Each one answers its own question.

In the example, text posts have a higher rate than link posts (3.56% against 3.20%) and the same reach per post. To compare stories with Feed posts on fair terms, use the story vs feed performance calculator.

Monthly Content Review

Run the last 28 days at the start of each month. Keep the results with the Save button and compare them with the month before.

Planning a Calendar

Use interactions per post to see what one more post in each format returned on average. Move one or two slots, not the whole plan.

Reporting to a Client or Manager

The share table explains a mix in one view. Add the Page-wide figure from the Facebook Page engagement rate calculator.

Checking a Video Push

After a month with more video, compare the video row with the earlier month. Then check whether viewers stayed with the video completion rate calculator.

1. Copying a Fixed Ideal Mix

Lists such as 40% video and 30% photo come from third parties. Meta publishes no ideal mix on its help pages, and your audience is not an average.

2. Averaging the Rates

Averaging four format rates treats 3 text posts like 9 photo posts. The overall rate is total interactions divided by total reach.

3. Mixing Periods

Video from the last 90 days against photos from the last 7 days compares two different months. Use one period for every format.

4. Dropping a Format After One Bad Month

A low index on five posts can flip next month. Reduce the share first and watch two more periods.

5. Reading Reach Share as People

The reach figures are added across posts. They show exposure, not unique accounts.

6. Ignoring the Goal of a Format

Link posts exist to send clicks. Judge them on clicks as well, with the CTR calculator, before you cut them.

The arithmetic is exact for the counts you type. The limits come from sample size and from what the counts leave out.

No published Meta source sets one. The useful answer comes from your own Page: compare each format's share of posts with its share of interactions, then test a small shift.

Divide the posts in each format by all posts and multiply by 100. A Page with 10 videos out of 40 posts has a 25.0% video share.

The index is a format's share of interactions divided by its share of posts. A format with 25.0% of posts and 45.0% of interactions has an index of 1.80.

It shows the format earned more than its share in this period. It says nothing about why, and a small number of posts can produce a high index by chance.

Divide the format's interactions by its reach and multiply by 100. Four posts with 300 interactions and 6,000 reach have a 5.00% rate and 75.0 interactions per post.

Treat it as a test. Add one or two posts in that format, keep the topics similar, and compare again after the next period.

Yes. A format with 120 interactions on 2,000 reach has a 6.00% rate, and a format with 400 interactions on 10,000 reach has 4.00%. The second one still brings more interactions.

They can sit in the table, but their counts differ. Meta lists replies, taps and exits for stories, and reactions, comments and shares for posts.

Use one fixed period for every format. Meta Business Suite focuses its overview on the past 28 days, so 28 days is a practical default.

No. It describes posts that already ran. Reach and interactions on new posts depend on many things the counts do not capture.

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

• About insights in Meta Business Suite on desktop: the Content overview and top content formats (Meta Business Help Center, read 2026-10-02; the overview focuses on the past 28 days).
• Insights on your Facebook Page: definitions of views, reach and engagement for posts and reels (Meta Business Help Center, read 2026-10-02).
• View branded content insights: the story metrics list (Meta Business Help Center, read 2026-10-02).
• Differences between Facebook Page views, reach and impressions (Facebook Help Center, read 2026-10-02).