According to research, organic interaction is highest on posts featuring videos, accounting for a staggering 13.9 percent. Native videos need more effort to produce, but they are undeniably the sort of content with the highest interaction on the site. According to a study of the top Facebook posts in 2018, 81 percent of them were videos!
Other high-interaction content includes photos (10.4 percent), stories (7.3 percent), and links to other Facebook pages (6.5 percent).
In general, posts from friends or groups account for nearly all interactions with content, followed by brand posts. Businesses should post more often than once per week if they want to increase their audience engagement rate.
Here's how many times people have interacted with each type of content on Facebook:
Photos: 0.77 million comments, questions, and shares per minute posted
Videos: 1.9 million comments and questions per minute posted
Links: 2.1 million comments and questions per minute posted
Stories: 3.2 million comments and questions per minute posted
Native ads: No data available from Facebook about these types of ads, but they probably don't receive as much interaction as other forms of advertising.
Video postings on Facebook garner at least 59 percent greater interaction than other post categories. Of fact, videos accounted for more than 81 percent of the top 500 Facebook postings in 2018! Images accounted for 18% of the top postings, while links accounted for only 0.2 percent. Overall, video is by far the most engaging form of content on Facebook.
It's no surprise then that video posts generate significantly more engagement than any other form of content. Video is also widely regarded as one of the most effective forms of marketing, due to its ability to connect with consumers emotionally as well as provide a better understanding of their needs and desires.
In conclusion, videos are an incredibly powerful tool for marketing products and services. They allow you to reach more people, make your message more memorable and create brand awareness for your company. Therefore, it makes sense to include videos in your social media campaigns.
Put your short videos here. According to HubSpot, social media posts with video receive about 50% more views than non-video posts, while video posts on Facebook receive roughly 66% more interaction than those without video. Short posts (under 500 characters) are also much more likely to get shared.
Also put images here. Images receive more attention than texts alone. According to research from Visual Awareness, photos trigger responses in our brains within 14 milliseconds, while text takes at least 17 milliseconds to process. So including an image with some text will help people understand what you're trying to convey faster.
Finally, put links here. People love free stuff! If you can give them a reason to click on it or visit another site, they'll do so. Including relevant links in your post will make others interested in reading your article or viewing your video.
It's important to note that not all types of posts get equal attention. For example, studies have shown that photo albums tend to go unread because people don't have time to read through long posts. So if you want more attention for something specific, consider making it stand out!
Overall, look at how other popular posts deal with this type of question. See what works and doesn't work for others.
Here are seven of the best-performing Facebook post kinds for driving a lot of engagement:
According to market research firm GlobalWebIndex, watching videos is now the second-most common (50 percent) action on Facebook, with pressing the "like" button at the top of the list (64 percent). The first action in order is writing a comment (63 percent).
Facebook notes that video views account for nearly half of its total mobile traffic. That's because videos allow users to see quickly what they're missing by not being on Facebook - especially useful if they're waiting for something in their feed.
People love videos on Facebook. A recent study from technology company Ometrics found that people spend an average of five hours per month watching videos on Facebook, making it the third most popular website after Google and Amazon for video viewing. It also noted that there are more than one billion video views on Facebook every day.
So, video is becoming more important for Facebook, and its audience is using it to connect with others and share content. And unlike some other social networks, you don't have to be logged in to watch videos on Facebook!
Photo postings not only receive greater interaction than links, videos, or text-based updates, but they also account for 93 percent of the most engaging posts on Facebook. According to Kissmetrics, photographs receive 53% more likes, 104% more comments, and 84% more click-throughs on links than text-only postings. Videos yield 10% more interactions than links but lack comparison to photo content.
Posting at the right time is important for getting maximum engagement from your audience. The study found that posts that arrive during peak hours (between 9 a.m. and 6 p.m.) get twice as many interactions as those posted during off-peak times.
Also worth mentioning is that video posts generate 15% more interactions than photos, but only if they're good quality. If they have technical issues such as bad lighting or an unfocused shot, they may lose potential users rather than attract new ones.
Finally, posting to a popular topic will increase the chances of it being talked about and shared with others. The study showed that topics that gain attention from other users are likely to generate more interactions than those that don't. For example, a post about Justin Bieber would be more likely to receive comments than one about British history.
Overall, photo posts that follow best practices will engage their audience most effectively. These include making sure the picture is high quality, relevant to the topic, and offers something interesting or useful to view/share.
Facebook Engagement Benchmarks A rate of involvement of more than 1% is considered high. The average is 0.5 percent -0.99 percent. If your engagement rate is less than 0.5 percent, it is probable that you need to realign your messaging to meet the expectations of your audience—and, in the process, draw more interesting and engaging contributions from your community members.
The best way to understand how engaged your fans are with your brand is through Facebook Analytics. The number of times their pages are liked, commented on, or shared can all be found here. You can also see the range of activities occurring on their page such as click-through rates for links posted by your fans or advertisements they have clicked on.
There are two main types of engagements: positive and negative. Positive interactions are comments on posts or likes on fan pages. Negative interactions include clicks on the "x" button next to posts, reports to help manage abuse, and cancellations of subscriptions. Engagements are used to determine your fans' level of interest in different categories of content published on your page. For example, if many people are commenting on posts but not liking pages, then you should focus your efforts on creating more interesting content that will attract both likes and comments.
Engagement is important because it shows that you're making your fans feel part of your community. This encourages them to return to see what's new from you and also helps generate publicity for themselves too!