LinkedIn Video vs Text Post Calculator

The calculator needs the impressions and the interaction counts for your video posts and your text posts. One post of each kind is enough to start.

1. Open your posts under Posts and Activity, then open the analytics below a video post and below a text post. Page admins can use the content analytics for their Page.
2. Type the video numbers into the Video fields and the text numbers into the Text fields. For several posts, add the numbers up and set the number of posts.
3. Add minutes of work, video views and followers where you have them. Each one unlocks one more row of results.

A LinkedIn video vs text post comparison sets the results of your video posts next to the results of your text posts. It divides each format's interactions by its own impressions, so a post shown 9,000 times and a post shown 3,000 times can be read on one scale.

LinkedIn supplies the counts. Its help page on post analytics defines impressions as the number of times a post was shown, and lists reactions, comments and reposts as social engagement. For Pages, LinkedIn defines engagement rate as the ratio of interactions per impressions, where interactions include clicks, reactions, comments and shares.

Who Uses the Comparison

Founders, recruiters and marketers use it to decide whether a video is worth the extra production time. Page admins use it in monthly reports. The comparison is built for anyone who posts both formats and has the analytics for each.

What the Comparison Is Not

The result is not a prediction. LinkedIn publishes no figure on its help pages that says one format reaches more people than the other. The tool reports posts that already ran, and LinkedIn itself notes that the numbers in post analytics are estimates.

1. The tool adds reactions, comments, reposts and clicks for each format. Blank click fields count as zero.
2. It divides each total by that format's impressions and multiplies by 100.
3. It subtracts one rate from the other and divides the higher rate by the lower one.
4. It divides impressions by the number of posts for each format.
5. It divides impressions and interactions by hours of work when you enter minutes.
6. It calls the rates level when the higher one is under 1.05 times the lower one.

The verdict names the higher rate and the format with more impressions per post. It uses no multipliers for industry, day, time or hashtags.

Example values only, not benchmarks. A member with 5,000 followers publishes 2 video posts and 4 text posts in a month. The videos total 9,000 impressions, 180 reactions, 36 comments, 18 reposts, 126 clicks and 2,700 video views, and took 240 minutes to make. The text posts total 12,000 impressions, 360 reactions, 144 comments, 24 reposts and 72 clicks, and took 120 minutes.

• Video interactions = 180 + 36 + 18 + 126 = 360. Video rate = 360 / 9,000 x 100 = 4.00%.
• Text interactions = 360 + 144 + 24 + 72 = 600. Text rate = 600 / 12,000 x 100 = 5.00%.
• Gap = 1.00 point. The text rate is 1.25x the video rate.
• Impressions per post = 4,500 for video and 3,000 for text.
• Comment rate = 0.40% for video and 1.20% for text. Video view rate = 30.0%.
• Impressions per hour of work = 2,250 for video and 6,000 for text.

Each video was shown more often than each text post. The text posts drew more interactions per impression and cost half the time. Which fact matters more depends on the goal: being seen, or starting conversations.

Whether Clicks Are Counted

LinkedIn's Page analytics list clicks and include them in engagement rate. Member post analytics list reactions, comments and reposts. Without clicks, the example rates are 2.60% for video and 4.40% for text. Use the same list on both sides.

Impressions vs Members Reached

Impressions count every time a post was shown. Members reached counts distinct members and Pages. This tool divides by impressions, as LinkedIn does for its own engagement rate.

What a Video View Means

LinkedIn counts a video view after two or more continuous seconds of watching, replays included. A view is a low bar, and it is not an interaction in the rate above.

Sample Size

Two videos are a thin sample. One strong post moves the whole format. Totals for ten or more posts per format give a steadier answer.

Topic and Timing

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

Both formats share the same discovery and engagement counts. Video adds three counts of its own.

LinkedIn states that video performance analytics are available for 365 days, and that discovery and social engagement counts are available for 1,000 days. For long-form writing, the LinkedIn article read time calculator covers a third format.

Deciding Where Production Time Goes

Enter the minutes each format took. Impressions per hour and interactions per hour show which format repaid the effort in this period.

Testing One Topic in Two Formats

Publish the same idea as a short video and as a text post a week apart. Enter one post each and read the two rates.

Reporting on a Company Page

Use the content analytics of the Page for a fixed period and include clicks on both sides. LinkedIn defines CTR there as clicks divided by impressions, the same division as the CTR calculator.

Comparing with Another Platform

Each platform defines a view in its own way. For video on a Facebook Page, the Facebook video completion rate calculator uses Meta's definitions.

1. Comparing Raw Impressions with Unequal Post Counts

More posts add up to more impressions whatever the format. Compare impressions per post.

2. Counting Video Views as Engagement

A two-second view is not a reaction, comment or repost. Keep views in their own line.

3. Trusting Fixed Multipliers

Claims such as video gets three times the reach come from third parties. LinkedIn publishes no such multiplier on its help pages.

4. Adding Clicks on One Side Only

Clicks lift a rate. Fill both click fields or leave both blank.

5. Judging from One Post Each

A single pair is a sample of two. Collect a month of posts before you change a plan.

6. Ignoring the Time Cost

A format with more impressions per post can still return less per hour. To turn any pair of counts into a share, the percentage calculator does the same division.

The arithmetic is exact for the counts you type. The limits come from the counts and from small samples.

LinkedIn publishes no figure on its help pages that says so. Multipliers quoted online come from third-party samples, so the reliable answer is your own analytics for both formats.

Add reactions, comments, reposts and clicks, divide by impressions, and multiply by 100. A post with 150 interactions and 5,000 impressions has a 3.00% engagement rate.

LinkedIn's help page on Page content analytics defines it as the ratio of interactions per impressions. Interactions include clicks, reactions, comments and shares.

LinkedIn counts a video view when the video is watched for two or more continuous seconds, and it includes replays. A video with 1,200 views on 4,000 impressions has a 30.0% view rate.

Open Posts and Activity from the Me menu, find the post, and open the analytics below it. LinkedIn states that your post analytics are private to you.

LinkedIn publishes no pass mark. Compare each format with your own earlier posts measured with the same list of interactions.

Count them only when you have them for both formats. Page analytics list clicks. Member post analytics list reactions, comments and reposts.

Divide impressions by hours of work. A video with 8,000 impressions that took 4 hours returns 2,000 per hour. A text post with 3,000 impressions that took half an hour returns 6,000.

More is better. One pair of posts is a sample of two, so use at least a month of posts for each format.

LinkedIn states that video performance analytics are available for 365 days, and that discovery and social engagement counts are available for 1,000 days.

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

• Post analytics for your content: impressions, members reached, social engagement and video views (LinkedIn Help, read 2026-10-02).
• Content analytics for your LinkedIn Page: engagement rate, clicks and CTR (LinkedIn Help, read 2026-10-02).
• View analytics for your videos (LinkedIn Help, read 2026-10-02).