> **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.

## 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](https://www.linkpost.gg/fr) generates and schedules each format in minutes; its [2026 algorithm playbook](https://www.linkpost.gg/fr/playbooks/linkedin-algorithm-playbook-2026) 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](/en/blog/algorithme-linkedin-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](/en/blog/repondre-commentaires-ses-posts-linkedin))*.
- **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](/en/blog/commentaire-vs-post-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)](https://authoredup.com/blog/best-performing-content-on-linkedin): document posts generate ~**39% more reach** and ~**30% more engagement** than the average post.
- [Grow with Ghost (2026)](https://www.growwithghost.io/blog/linkedin-post-formats-ranked-text-vs-carousel-vs-video-vs-polls-2026/): carousel engagement rate around **24%** vs ~**6.7%** for text — and **video reach down ~36%** year-over-year.
- [Socialinsider — 2026 benchmarks](https://www.socialinsider.io/social-media-benchmarks/linkedin): 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](https://www.linkpost.gg/fr) 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](https://www.linkpost.gg/fr); to weigh posting vs commenting, read [comment or post on LinkedIn](/en/blog/commentaire-vs-post-linkedin). Format is just one lever among many: for the full picture, see [what makes a post go viral](/en/blog/post-viral-linkedin-statistiques).

## 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](https://www.linkpost.gg/fr) and its [2026 algorithm playbook](https://www.linkpost.gg/fr/playbooks/linkedin-algorithm-playbook-2026).
- **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](https://authoredup.com/blog/best-performing-content-on-linkedin) · [Grow with Ghost](https://www.growwithghost.io/blog/linkedin-post-formats-ranked-text-vs-carousel-vs-video-vs-polls-2026/) · [Socialinsider](https://www.socialinsider.io/social-media-benchmarks/linkedin)
- Sister studies: [Comment or post on LinkedIn?](/en/blog/commentaire-vs-post-linkedin) · [LinkedIn statistics 2026](/en/blog/statistiques-linkedin-2026)