Most of the content brands post to Facebook includes photos - 75% of all content in a one-month period, to be exact. We examined a large collection of Facebook posts made by over 30,000 brands in order to find which type of post scored the best engagement. There were clear differences between top performers and the rest of the pack.
A little while back, we previewed our upcoming conference, Engage London 2014, by sharing some data on different post types and the absolute interactions they receive. Let’s dive into it a bit deeper now.
Again, three-fourths of all posts by the brands we monitored included photos.
By examining the average number of interactions that the different post types received, photos’ dominance becomes even clearer. Firstly, it is essential to segment the monitored pages according to page size. Much larger pages have a wider reach (and often, higher budgets), so it logically follows that each post type would increase its average number of interactions as the size of the pages increase. Photos garner the highest average number of interactions per post for all three page sizes, but it is not until the largest group of pages (1,000,000+) that the difference becomes extreme.
Looking at interactions among the top 10% of all monitored content, we can see that videos and albums have almost the same percent share (3–4%) of total interactions as they do overall share of published content. Links and statuses lose some of that overall share of engagement when we look solely at the top 10%.
Conversely, photos increase their share; the vast majority of the top 10% were photo posts.
Despite all this, our data does not necessarily imply that a photo post will automatically be among the most engaging on Facebook. It simply reveals a common trait that the best posts feature more frequently than do ordinary posts. In order to take advantage of insights like these, you need to know more than just one metric – you need to know all of them.
Understand your audience, create more effective content to engage and grow your customer base, and measure social media’s impact on your business goals.