Post table
Northwind Freight Software, LinkedIn and Instagram, 2026-07-01 to 2026-09-30. Goal: engagement rate. Rules: engagement rate = engagements / impressions; click rate = clicks / impressions. Labels are exactly as exported.
| Post | Date | Platform | Format | Topic | Impressions | Engagements | Eng. rate | Clicks | Click rate | Caption note |
|---|---|---|---|---|---|---|---|---|---|---|
| S1 | 07-03 | Document | Customer story | 8,200 | 410 | 5.00% | 120 | 1.46% | carousel with 6 slides, opens with a number | |
| S2 | 07-10 | Text | Product update | 3,100 | 62 | 2.00% | 20 | 0.65% | release notes list | |
| S3 | 07-17 | Video | Customer story | 6,400 | 256 | 4.00% | 70 | 1.09% | 45 s clip, captions on | |
| S4 | 07-24 | Reel | Team culture | 5,000 | 350 | 7.00% | 10 | 0.20% | warehouse visit, no voiceover | |
| S5 | 08-07 | Document | How-to | 7,500 | 300 | 4.00% | 140 | 1.87% | checklist carousel, opens with a number | |
| S6 | 08-14 | Text | How-to | 4,200 | 105 | 2.50% | 35 | 0.83% | long text post | |
| S7 | 08-21 | Image | Product update | 2,200 | 44 | 2.00% | 4 | 0.18% | screenshot | |
| S8 | 08-28 | Video | How-to | 5,800 | 174 | 3.00% | 60 | 1.03% | 60 s screen recording | |
| S9 | 09-04 | Document | Customer story | 9,000 | 495 | 5.50% | 150 | 1.67% | carousel, opens with a number | |
| S10 | 09-11 | Reel | Team culture | 4,600 | 276 | 6.00% | 6 | 0.13% | driver day in the life | |
| S11 | 09-18 | Text | Product update | 2,900 | 58 | 2.00% | 18 | 0.62% | feature list | |
| S12 | 09-25 | Reel | How-to | 3,800 | 152 | 4.00% | 12 | 0.32% | quick tip |
Posts: 12. Note: LinkedIn and Instagram may count "engagements" differently, so compare platforms with care (see Questions for you).
Group rates
Rule: group rate = sum of engagements / sum of impressions for the group's posts. Groups with fewer than 3 posts show "too few posts".
| Group | Label | Posts | Engagements | Impressions | Rate |
|---|---|---|---|---|---|
| Platform | 8 | 1,860 | 47,100 | 3.95% | |
| Platform | 4 | 822 | 15,600 | 5.27% | |
| Format | Reel | 3 | 778 | 13,400 | 5.81% |
| Format | Document | 3 | 1,205 | 24,700 | 4.88% |
| Format | Text | 3 | 225 | 10,200 | 2.21% |
| Format | Video | 2 | 430 | 12,200 | too few posts |
| Format | Image | 1 | 44 | 2,200 | too few posts |
| Topic | Customer story | 3 | 1,161 | 23,600 | 4.92% |
| Topic | How-to | 4 | 731 | 21,300 | 3.43% |
| Topic | Product update | 3 | 164 | 8,200 | 2.00% |
| Topic | Team culture | 2 | 626 | 9,600 | too few posts |
'Video' (LinkedIn) and 'Reel' (Instagram) are kept as separate labels, as exported.
Top and bottom posts
Ranked among posts with impressions at or above the quarter's median of 4,800 (the median of all 12 rows). Six posts qualify: S1, S3, S4, S5, S8, S9.
| Rank | Post | Platform, format, topic | Eng. rate |
|---|---|---|---|
| Top 1 | S4 | Instagram, Reel, Team culture | 7.00% |
| Top 2 | S9 | LinkedIn, Document, Customer story | 5.50% |
| Top 3 | S1 | LinkedIn, Document, Customer story | 5.00% |
| Bottom 3 | S3 | LinkedIn, Video, Customer story | 4.00% |
| Bottom 2 | S5 | LinkedIn, Document, How-to | 4.00% |
| Bottom 1 | S8 | LinkedIn, Video, How-to | 3.00% |
Hypotheses
These are hypotheses to test, not causes. 1. Customer story carousels that open with a number do well on LinkedIn. S9 (5.50%) and S1 (5.00%) are both Document posts about a Customer story whose caption note says "opens with a number". S5 also opens with a number but is a How-to, at 4.00%, so the topic may matter as much as the opening. 2. Team culture Reels draw engagement but few clicks on Instagram. S4 (7.00%) and S10 (6.00%) have the highest engagement rates, but click rates of 0.20% and 0.13%. If clicks matter, these posts do a different job. 3. Text product updates trail. S2 and S11 (Text, Product update) are both at 2.00%. The Text format group is at 2.21% and the Product update topic at 2.00%. 4. LinkedIn Video trails LinkedIn Document on the same topics. S3 (Video, Customer story) 4.00% vs S1 and S9; S8 (Video, How-to) 3.00% vs S5 (Document, How-to) 4.00%. There are only 2 Video posts, so this is weak.
Tests for next quarter
- Opening line on Document posts: post 3 Customer story carousels that open with a number and 3 that don't. Read engagement rate. Prompted by S1 and S9 vs S5.
- Product updates as Document instead of Text: post the next 3 product updates as carousels and compare with S2 and S11 (2.00%). Read engagement rate and click rate.
- A click step on Team culture Reels: test a clear next step in 3 Reels, with the wording from you, and read click rate against S4 and S10 (0.20%, 0.13%).
Questions for you
- Do LinkedIn and Instagram count engagements the same way in your export (for example, are saves or shares included on both)? If not, the platform rates aren't directly comparable.
- Was anything outside the export different for S4 and S10, such as paid boosting or an outside share? I didn't assume anything.
Needs your decision
- No posts are scheduled or changed. Approve the tests before anything is posted.