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BizReport : Social Marketing : March 03, 2015


Videos best for Facebook reach, but don't ditch the photos

It was not too long ago that social media tracking outfit Socialbakers advised that posting photos on Facebook was the way to engage audiences. But now, things have changed, with video being touted as the key driver of engagement.

by Helen Leggatt

Back in April last year, Socialbakers released data showing that Facebook posts with photos were performing the best in terms of audience reach. But, recently data garnered from 4,445 brand pages and more than 670,000 Facebook posts between October 2014 and February 2015, shows that video is now the most effective.

Socialbakers found that video drives more than twice the reach as a photo. In fact, photos were found to have the lowest organic reach (3.7%) while video drove 8.7%. Text-only statuses had an organic reach of 5.8% and links 5.3%.

The reason given by Socialbakers for video overtaking photos is that "photos were the long-dominant post type, they are both the most common type of post and the most frequently promoted". That, coupled with the introduction of video in the third quarter of 2014, is why the "decline in photo reach has been sudden".

However, Socialbakers' data doesn't mean that marketers on Facebook should abandon the use of photos altogether. Speaking to WebProNews, OutboundEngine Director of Marketing Andrew Szatan and CEO Branndon Stewart warned against this move. In fact, they noted that "photos still have a great deal of importance for pages because of the ability to tag people in them. A good way into the News Feeds of other people is through their friends' activity; photo tagging is a sure-fire way to do that".






Image via Shutterstock

Tags: marketing, photographs, social media, video








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