Methodology in brief. First-party LinkPost data: 57,809 real LinkedIn posts and their engagement (likes + comments), segmented by format (video, image, carousel, text-only). Engagement is our robust metric (n=57k). Impressions per format are directional only: our impression samples are too small (video n=6, carousel n=3) to publish as reliable figures — so we rely on engagement. Third-party figures (carousel engagement rate, video reach) are industry estimates, cited, dated and honestly confronted with our data.
Key takeaways
- Video dominates likes: 146 average likes per post, ahead of image (127), carousel (100) and text-only (65). (LinkPost, n=57,809)
- Image earns the most comments: 35 average comments, ahead of carousel (29), video (28) and text (16). It is the most conversational format.
- Text-only underperforms: just 65 likes — about half the likes of video (146) — and ~16 comments. Useful, but clearly the weakest format for reactions.
- Surprise: the carousel does NOT dominate in our data (100 likes, 29 comments) — contrary to the popular "carousel = king" advice. To be nuanced honestly (see §4). (first-party data vs third-party studies)
- Verdict: for engagement, favor video and image. The carousel remains a solid depth format, text keeps its role (speed, opinion) but does not maximize reactions.
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1. Format ranking by engagement (LinkPost data)
Here is the central table, across 57,809 real posts, with average engagement measured per format.
| Format | Avg. likes | Avg. comments | Sample |
|---|---|---|---|
| Video | 146 | 28 | 5,269 |
| Image | 127 | 35 | 36,842 |
| Carousel | 100 | 29 | 4,357 |
| Text-only | 65 | 16 | 11,341 |
Reading. Two formats stand out: video maximizes likes (146), image maximizes comments (35) while staying close to video on likes (127). The carousel comes next (100 likes, 29 comments) — solid, but not king. Text-only closes the ranking: 65 likes, i.e. 2.2x fewer than video, and only 16 comments.
Image is also by far the most published format in our data (36,842 posts, ~64% of the sample) — a practical signal: it is a format that is both high-performing and easy to produce. To turn these formats into a regular publishing habit, LinkPost generates and schedules each format in minutes; its 2026 algorithm playbook details how to maximize the reach of each.
2. Why video and image win engagement
- Video stops the scroll. A format that holds attention for a few seconds sends a strong quality signal to the algorithm (how the LinkedIn algorithm works in 2026): our 146 average likes confirm it. It is the #1 format for reactions.
- Image sparks conversation. With 35 average comments (the record), image is the most conversational format — and the comment is the strongest engagement signal. An image plus a well-crafted hook is the highest-yield combo for replies. And once those comments come in, replying fast extends your reach (see replying to comments on your own posts).
- Both crush text. Video and image beat text-only by +125% and +95% in likes respectively. The visual isn't a bonus: it's the main engagement lever.
3. Is text-only still worth it?
Yes — but not for maximizing reactions. Let's be honest about the numbers:
- 65 likes and 16 comments on average: the weakest of the four formats, ~2x below video on likes.
- Its strength isn't engagement, it's speed and opinion. A text post is written in minutes, with no visual production. It is the ideal tool for a stance, a hot take, an open question.
- Our reading: keep text for consistency and opinion angles, but when the goal is reaction volume, switch to video or image. For the effort/reach trade-off between posting and commenting, see comment or post on LinkedIn.
4. Why doesn't the carousel dominate here (when everyone says it does)?
This is the angle that deserves the most honesty. Most 2026 industry studies crown the carousel / document. A few examples confronted with our data:
- AuthoredUp (2026): document posts generate ~39% more reach and ~30% more engagement than the average post.
- Grow with Ghost (2026): carousel engagement rate around 24% vs ~6.7% for text — and video reach down ~36% year-over-year.
- Socialinsider — 2026 benchmarks: multi-image / document formats top the engagement-rate charts.
In our 57,809 posts, the carousel ranks 3rd (100 likes, 29 comments), behind video and image. How to reconcile? Three honest leads:
- Different metrics. Third-party studies often measure an engagement rate (engagement / impressions) or reach, whereas we measure absolute engagement (likes + comments per post). A carousel can have an excellent rate while collecting fewer raw likes than a viral video.
- Different samples and audiences. Our base reflects our users; third-party studies have their own account mix. Notably, several sources confirm that for small accounts (< 5,000 followers), image outperforms everything else — which matches our data.
- The carousel stays good, not king. Our numbers don't say "avoid carousels": they say video and image win on raw reactions. The carousel keeps its place for education and feed retention.
Our stance: don't treat "carousel = king" as a law. Test all four formats on your audience — exactly what LinkPost enables, by measuring the real engagement of each of your posts.
5. What to post, concretely
- Goal: reactions / awareness → video (146 likes) or image (127 likes, 35 comments).
- Goal: conversation / replies → image first (35 comments, the record).
- Goal: consistency / quick opinion → text, accepting lower engagement.
- Goal: education / dense value → carousel, a solid depth format even if it doesn't maximize likes.
The right reflex: vary formats (2026 benchmarks show accounts that rotate ≥3 formats gain visibility) and measure. Generate, schedule and compare your formats with LinkPost; to weigh posting vs commenting, read comment or post on LinkedIn. Format is just one lever among many: for the full picture, see what makes a post go viral.
FAQ
Which LinkedIn post format performs best? For raw engagement, video (146 average likes) and image (127 likes, 35 comments) dominate in our data (57,809 posts). Image earns the most comments, video the most likes.
Is the carousel really the best format? Not in our data: it ranks 3rd (100 likes, 29 comments), behind video and image. Many third-party studies crown it, but they often measure an engagement rate or reach, not absolute likes. It stays a good format, but not king here.
Does text-only still work? It works for consistency and stances, but it underperforms on reactions: 65 likes and 16 comments on average, ~2x fewer than video. Reserve it for opinion angles rather than engagement maximization.
Why do your figures differ from other studies? Because we measure absolute engagement (likes + comments per post) on our base of 57,809 posts, whereas others measure an engagement rate or reach on different audiences. Both readings are valid — hence the importance of testing on your own account.
Sources & methodology
- LinkPost dataset — average engagement per format across 57,809 real posts: video 146 likes / 28 comments (n=5,269) · image 127 / 35 (n=36,842) · carousel 100 / 29 (n=4,357) · text-only 65 / 16 (n=11,341). See LinkPost and its 2026 algorithm playbook.
- Impressions per format: not published — samples too small (image n=80, text n=536, video n=6, carousel n=3) for reliable figures; we rely on engagement (n=57k).
- Third-party studies (confronted in §4): AuthoredUp · Grow with Ghost · Socialinsider
- Sister studies: Comment or post on LinkedIn? · LinkedIn statistics 2026
About the author
Founder of LinkHub
Yannis writes about social selling, LinkedIn comments and visibility. He builds LinkHub, the extension that helps you attract qualified clients through your comments.
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