In March, they examined the Facebook posts made by 30,000 brands including both smaller fan pages and blockbusters with more than 1,000,000 followers.
Of those posts, 75% included a photo. This doesn’t surprise me. A branded Facebook post just looks unfinished if it doesn’t have a photo. Plus, Facebook has made it so easy to add multiple photos and to replace bad photos that come over with a link. (I have this issue all the time and I don’t know why!)
What did surprise me was the fact that only 10% of posts had a link. Even fewer, only 4% had a video. Given that this is business and most brands can’t sell anything on Facebook – I expected to see a lot more linking out to the brand’s webpage.
I also expected to see more videos because. . . well. . . videos are hot. Simple as that.
But just because brands are posting photos doesn’t mean they’re working. So we move on to engagement numbers. SocialBakers then calculated the average number of interactions per type of update and segmented those results out by fan page size.
Here’s what they got:
What we don’t see here is how a photo affects click-through rates. We can see that a link alone isn’t very effective but what if it’s a link with a preview? Honestly, I don’t think we need a chart to tell us that more people will click a link when there’s an image and text preview.
While we’re talking photos, SocialBaker also posted growth numbers for Instagram. The big winners? Forever 21, Nike, Gap and Guess. Each one picked up more than 300,000 new followers in March. What do you make of the fact that they’re all clothing brands? Before you answer think about this; when talking engagement the clothing brands fall away in favor of Addias Football (Soccer), LEGO, Nike Football and Xbox.
I hate to sound sexist – but when I look at those two lists I see girls following and boys engaging. Interesting.
Are you making the most of photos on your social media accounts? How’s that working out for you?