Research keeps pouring in supporting the use of photos in Facebook posts in order to improve engagement.
Today eMarketer cited data to that effect from two separate studies.
The first was from digital marketing agency Web Liquid, which analyzed 16 brands and more than 1,500 brand posts from March through May and found that Facebook posts that included:
- photos drew an engagement rate of .37 percent, compared with
- .31 percent for videos;
- .27 percent for text only, and
- .15 percent for links.
And the second study came from marketing software provider Momentus Media, which examined posts from the top 20,000 Facebook pages and came up with the following engagement levels:
- .21 percent for photos;
- .11 percent for videos, and
- .07 percent for links.
Momentus also found that status updates on Facebook that contained:
- the word “like” drew an engagement rate of 0.38 percent;
- the word “comment” posted a figure of 0.14 percent, while
- mentioning neither resulted in an engagement rate of 0.11 percent.
While these statistics are interesting, brands should determine which tactics work best for their Facebook page and their fans. Additionally, the upcoming changes to Facebook’s timeline feature and brand pages will change the way consumers interact on the social network.
Facebook’s new timeline relies heavily on photos, so it seems that posts with photos and videos will continue to perform well for brands. And as Facebook introduces more verbs beyond like, companies could develop interesting ways to increase engagement on their pages.
By testing different types of posts and continuing to learn what spurs a reaction, marketers can keep up with what content fans prefer on their brand Facebook pages and keep engagement up.
Readers, do these numbers jibe with what you’ve seen on Facebook?