At Buffer, we love to see new stats and research about how to best share to social media and drive engagement. And as a brand on social media ourselves, we know just how challenging it can be to post engaging content across multiple channels.

To learn more about how brands are tackling social media in 2016, and importantly, to discover what’s working, we decided to study what types of posts brands were sharing the most of on social media.

We examined over 100,000 accounts, which consisted of over 14 million tweets and two million Facebook updates to figure out how brands have been sharing to social media over the past 12 months.

Here’s how it broke down…

How have brands been sharing to social media

Which social networks are brands posting to?

each-network

Facebook and Twitter are still leading the charge

After looking at over 16 million updates over 12 months, covering Pinterest, LinkedIn, Google +, Facebook and Twitter, we found that brands posted primarily to Facebook and Twitter. It makes sense seeing as both social networks have the largest active audiences of the group according to this study.

Here’s the breakdown of percentages:

  • 79.6% of updates were sent to Twitter
  • 13.8% of updates were sent to Facebook
  • 3.6% of updates were sent to Google +
  • 2.3% of updates were sent to LinkedIn
  • .5% of updates were sent to Pinterest

How many times are brands sharing per week

shares-per-week

This data was super-interesting for us as we love to experiment with posting schedules frequencies. We found that brands posted to Twitter more than any other network – which feels about right considering the more real-time feel of Twitter.

I was a little surprised to see that Facebook is the only other network where brands post an average of once per day.

Which types of post are getting the most engagement

type-of-posts

For this part of the study, we looked at how many engagements (clicks, likes, shares) each post a brand shares gets on average across Facebook and Twitter. We found that Facebook video appears to be leading the way here (by a considerable margin, too) and photos are still leading the way on Twitter.

It’s interesting to see that links appear to be driving more engagement than photos on Facebook at the moment. It feels like this could be due to their visual nature, now when you post a link, a large image is displayed, as is meta data from the post, giving brands plenty of opportunities to grab user’s attention as they scroll through their news feeds.

Here’s an example:

fb-link

A cool way to potentially further increase the success of links on Facebook could be to create specific headlines and descriptions for your post. Here at Buffer, we use a neat tool called Yoast to choose the image, title, and description that’ll accompany a link when posted to Facebook:

Yoast

Does Twitter have a noise problem?

Twitter have recently made similar adjustments with links pulling meta data into the timeline. Could this lead to a boost in Twitter link engagement? Maybe. But for now, it feels a little like Twitter has a noise problem, with images being one of the few ways to stand out in the timeline.

Twitter-link

 How are brands posting to each network

post-breakdown

Three 🔑 social media lessons we’ve learned from this study

1. Video is largely underutilised

Despite all the excitement surrounding social video, the data shows that video is still underutilised by many brands.

On Facebook, video gets three times as much engagement as any other kind of content, but in the 7 posts that brands share on Facebook per week, far less than 1% are videos. Of the remaining 99%, 80% are links and 19% are photos.

The lesson here could be to experiment with sharing more video on Facebook, especially with Facebook’s new live feature, to see how it affects brand engagement.

2. Links are engaging (but are we sharing too many?)

While brands share links often, on every social network at least 50% of the content is links. For Facebook and LinkedIn over 80% of the content is links, and on Twitter it’s just over 70%.

However, looking at the data around engagement, links are second to Video on Facebook and second to Photos on Twitter for most engaging types of content.

For many of us, driving traffic back to a website via links is a key part of our social media strategy. I’d be curious to see whether mixing up more non-link based content could actually increase the engagement for links when they’re posted. For example, on Facebook, posting more videos could increase engagement and reach meaning more users may see links when we publish them.

3. Brands are missing out on LinkedIn and Pinterest  

According to this 2016 study, 59% of LinkedIn users don’t visit twitter, 83% don’t use Pinterest and 13% don’t use Facebook. Which means that unless you’re capturing them on Facebook, LinkedIn users could be a completely untapped market for you.

According to our study, brands post to LinkedIn only 3 times per week, whereas in this small business guide by LinkedIn, they share that posting 5 times a week, on week days, allows you to reach 60% of your audience.

Pinterest looks like it might be a lost opportunity for some brands as well. According to this recent Shopify study, two million people save product pins every day and 87% of Pinterest users say they have purchased something they found while pinning.

Despite the potential on Pinterest, brands are only posting to pinterest 4–5 times per week, whereas they could be posting that many times in a day.  Top brands on Pinterest have experienced steady growth by adopting a multiple-times-per-day posting strategy.

Over to you

Thanks so much for reading! I’d love to hear how our findings feel to you…

  • Which networks do you share to the most?
  • How many times do you post per week?
  • What type of content gets the most engagement for your brand?

I’d love to hear what’s working for your and any thoughts you may have in the comments below. I’m excited to join the conversation.

Looking for a better way to share on social media?

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Written by Ash Read

Content crafter at Buffer. I’m fascinated by storytelling, entrepreneurship, and travel. When I’m not writing, you’ll usually find me on a football pitch or basketball court.

  • Kiran Sharma

    we love to see new as a brand on social media ourselves http://ynetworks.in/

  • sosaysi26

    I’m a little skeptical about video from Facebook creating more engagement. In my experience, videos there tend to generate a lot of clicks but less likes, comments and shares. This is likely because people will click to play if auto play isn’t enabled or will click to pause. It could mean anything really, unlike with a link. Video definitely has power, but it depends on what you mean by engagement.

  • ronellsmith

    Sometimes I wonder if we aren’t a wee bit off on how we’ve come to view social media. It’s THE place for sharing; it’s A place for engagement. That is, sharing worthwhile information is the goal. What comes out of that activity (e.g., engagement, clicks on a link, traffic to a site, etc.) should be secondary. I think we should consider value to audience, which might not show up as an attractive metric or lead to the level of engagement we’d hope for. It requires us to be plugged into the what people in our verticals are most in need of, would possibly search for, can benefit greatly from learning and could easily consume.

    • Thanks for your comment 🙂 Love it! Especially the thought around ‘sharing worthwhile information’ being the goal of social media sharing.

  • I prefer Facebook, I’m getting a lot of engagement off of that. I can see how videos can be capitvating, but I’m personally not a fan of Twitter. My problem is how do you get customers to go to your website?!

    • Antonio Brandao

      Engage them through Twitter and they will visit your website.

  • michael

    Great stats;-) However “links” can contain both vids/pics, which I think most of them are. I am in the employee advocacy business (sociuu.com), and what we see is that branded content shared by employees/brand advocates follow a whole different pattern – especially on LinkedIn (b2b)

  • Great post, Ash! My only gripe is that I wish you’d mentioned the caveat that video creation at the level most marketers would need to truly “capitalize” on it’s benefits is a hard sell for most teams. Video is by far the most expensive and time-consuming content to create. Not that all marketers can’t have a good video strategy, but I think the lack of it is more indicative of budget, not lack of strategy.

    • I have to agree with Lindsay. Budget and time constraints are the context behind the underutilization of video.

      There are tactics to help unburden this issue but they still require resources. Example, taking an existing longer video and pulling out a soundbite still requires someone to find the soundbite inside the video, edit it, add in whatever branding/watermark, save and queue up for posting.

      • Hey Damien, Lindsay, 🙂

        Appreciate your thoughts here. I agree that time and budget can be constraints to producing video content. Over the next year-or-so, though I feel we may see some great tools come up to help here. Products like Snapchat and Periscope, I feel are already helping a little with viewers focusing on the content rather than production qualities.

        Thanks a bunch for reading and joining the conversation here.

      • Lesley-Anne Hoxie

        I think that is what makes videos made through Facebook live so appealing– the quality isn’t as important, since you had no time between shooting and uploading: It’s all about the content.
        I also find that short videos that are less than a minute, but just captures something cool to look at (“It’s snowing!” for example) will get a ton of impressions.
        Most FB users watch videos with the sound off, so just focus on something that is visually appealing. When the quality isn’t top notch, it’s ok– it’s great for giving the post an authentic, “hey there’s people who work here” vibe.

    • Eric Weidner

      I agree, as well. Video is by far the most difficult medium to master for marketing purposes.

  • Thanks for the analysis! Were these posts all made through Buffer? If not, what was the source?

    • Hey Ruth, thanks for your comment. All of the posts we analyzed for this study were made through Buffer 🙂

      Totally agree with you on quality. And agree it’s best to work with whatever type of content you feel most comfortable with and use to its full potential. 🙂

  • Great post, Ash! A couple of insight based on the results:

    # 1) Shares are perhaps the underlying key to maximum engagement. When it is shared, your post will have the opportunity to get engaged by people outside your circle, as well as in it.
    # 2) With that, it makes sense that videos are #1, and links #2. As those often are more share-worthy.
    # 3) Even though videos are under-utilized, and they get almost 3x more engagement, it is also way harder to create them than to just post links or videos. So the return on time invested may not be worth it. Depending on if you can do it at a certain level.
    # 4) The alternative is, find an angle and just make simple, short videos that have high shareability rate, and low production time or cost.

    • Heya Leo,

      Thanks for dropping by! Wow, love those insights, thanks so much for digging into the data a little here. Love your thoughts on the importance of sharing 🙂

    • Angela Higbee

      Hey Leo,

      These are some really great insights! We were also surprised to see that videos are the most effective, yet significantly underutilized content medium on Facebook.

      This makes me curious about what existing tools are available (and realistically priced) for small businesses to use when creating a promo video? It would be interesting to see if using short unscripted videos (similar to those created on Snapchat) would be effective for budgetary and promotional purposes.

      Anyway, thanks for the information Ash! Looking forward to reading your work again 🙂

      • Hey Angela, thanks for your comment. Sounds like testing out shorter, unscripted videos could be a great experiment. I feel like FB Live and Snapchat have accustomed viewers to expect video that’s a little rough around the edges – as long as the topic and content within the video is great 🙂

      • Paulo Andrade

        Angela, the easiest tool to produce videos is Adobe Spark video. Hi quality, free Content and fast.

  • Joseph Henry

    Great information here, Ash!

    This puts into perspective how companies can benefit by integrating different media with links to achieve higher engagement. I’d like to see what would happen if more brands changed up their strategies to include more video content. Something like that could be transformational! :^) Also, based on the study, it just makes sense to use LinkedIn and Pinterest to increase brand awareness! Thanks for posting this, as it is good for anybody wanting to learn more about effective social media usage! Can’t wait to read more!

    • Thanks for your comment, Joseph. I’m super excited to see what will happen when more brands are posting video content 🙂

  • Christmas Company

    Hi Ash
    What an informative post I got here about social media. We should avoid from these some unusual post on social media channels.
    Thanks for sharing…..
    http://christmascompany.com/looking-for-a-christmas-lighing-company/

  • I share on twitter nearly 20 times a day! Good to know that video is not used frequently that way video is not being over used now.

    I also like how thanks to snapchat – creating a high quality video is not the only way to create a video. I know my age range likes the real look of videos as it means it is authentic.

    • Hey there Ally 🙂

      Thanks for stopping by. Love your point about Snapchat! I feel apps like Snapchat, Periscope and even Facebook Live are making it so much easier to create video content without having to put in too much time or budget. I think we’re seeing viewers focus more on the quality of content than quality of production 🙂

  • Thanks for the post about social media posts. This will be greatly helpful for me.
    http://www.instagramforpcs.com/

  • This is a really interesting post, I personally prefer Twitter over LinkedIn, G+, FB and Pinterest. It’s quite hard to get engagement on posts on G+, especially if you post them purely on your page and don’t share within groups and communities. Twitter is definitely the place to get more engagement, especially since you can upload videos direct to their site via the app – on my personal Twitter this results in a lot of engagement compared to just posting a YouTube link, which means the person reading the tweet actually has to open another link.

  • Hey Ash, I’ve actually noticed decreased reach on links as a result of sharing a highly popular video. It felt like Facebook decreased the reach of all our other posts for several days as a result of that one video being so popular, even when link posts drew engagement (likes, clicks) that would usually spur increased reach. This was our first natively-shared video, so I’d be interested in hearing if anyone else has experienced this.

    • DanielleGardner

      Interesting you say this Erin, I did my first Facebook Live earlier this week and I got a huge reach. Since then my regular reach for posts has declined, but I haven’t drawn the connection between the two until you mentioned it now .

  • ROSHAN

    Facebook is the all time winner. There are a number of social networking sites but no one like Facebook. Yes it is true now a days These social networking sites are used by different companies to promote their work. But only a good help from someone like http://acoseo.com/ can make better use of these media networks.

  • Erik Gillespie

    What is considered “engagement” for video? I feel like simply watching a video for a period of time would be considered engagement, but doesn’t Facebook count a video as watched if it’s played for only a few seconds? I guess I’m mildly suspicious of how much more engagement video on Facebook gets compared to everything else.

  • Tom Smith

    Valuable information. I’ll keep Pinterest in mind and look to use more visual content to get the message across. Thanks for the insights.

    • Thanks, Tom. Love to hear how you get on with Pinterest if you give it a go 🙂

  • Stephanie Bryant

    Which networks do you share to the most?

    I share/post a LOT on Google+. There’s a very large, active community of tabletop game designers and players there, so I post there a lot and stay engaged in my community.

    I am about to start posting on my recently-funded Kickstarter project weekly.

    How many times do you post per week?

    Probably close to 15-30, between G+ and Facebook.

    What type of content gets the most engagement for your brand?

    Answering this question made me feel really cynical, so I’ll pass. Let’s just say, if you give someone an opportunity to correct you, you get more engagement. Not always useful engagement, but I suppose it’s a brand-booster of a sort.

    • G+ is greatly underestimated, IMHO – some communities are thriving sources of both content and networking.

  • Our field is Fashion so all of our post include an image. We also use Pinterest far more than others. Twitter for us is not nearly as effective as Pinterest & Facebook. Mon-Wed we post twice a day on FB one fashion article and 1 product image. Thursday-Sunday we post 4 times. We buffer on Pinterest quite a bit and mostly at night. This has proven to help drive traffic to our site more than any other social media. But again we are in Fashion. Google+, LinkedIn and Twitter really do nothing for us. If Instagram was a part of Buffer that would be a HUGE benefit for us.

    • Buffer’s IG posting reminder feature is in beta testing phase at the moment.

  • Interesting stats. For media organizations, it seems like many of them post very frequently (hourly to 7x/day) to Facebook. But the average above is only 7/week. Does anyone have any solid conclusions on how often is best in order to maximize page growth and engagement? IE. Will a page that posts 7x/week with stronger posts grow faster than a page that posts 30x/week with weaker individual posts?

  • Nathan Venturini

    Fantastic post!

    Few insights I’ve gathered:

    1) Go where your audience lives. If your audience likes to create online personas (i.e. gaming) hop on Twitter!

    2) Quality over quantity. There’s a page I love but it posts every hour on the hour 8 am to 7 pm and rarely shows up for me. Another one posts once every 2-3 days and I see 80% of the posts.

    3) Use Facebook Linter to check Yoast’s adjustments to a WP site. The OG: tags should be updated but I’ve found some inconsistencies.

    4) Ask people how their day is going! They’re on social media to share their daily whatnots and competing with that idea by sharing a brand’s daily whatnot isn’t going to do so well; give them an outlet (ask how their day is) to talk about themselves.

    • Hey Nathan! Those are great points, thanks for sharing. Quality over quantity and creating content where your audience live are such amazing takeaways

  • Camille

    Hey Ash, thanks for the great article! Maybe a future post could be looking at these numbers through the lense of B2B versus B2C? I work with B2B companies and time and again I see B2Bs think they have to be on EVERY social media platform when the reality is that only Twitter and LinkedIn will act as a sales funnel.

    • Hey Camille, thanks for reading this one. Love that thought, I can see how it may be super useful to look at B2B vs B2C brands and what works for both. We should definitely try to be mindful of this in future studies 🙂

  • Maryse Laflamme

    Thanks for the info! The only thing I can’t help but wonder about is that the article states that brands share on Twitter more than Facebook, but I think it might just appear that way. In Twitter settings, you can add an app that will send all your tweets to Facebook automatically. I do that with some of my twitter accounts. So, you might surmise that I’m only posting on Twitter, when in fact, I’m posting to both. Just sayin’. . . 🙂

  • Patricia Crowell

    Hello Ash, great article. If I were to take the hint that our video is king and we should use it to meet our objective on FB…I have questions and I come at this from the approach of the music industry and don’t really sell things much online but want to find new fans, increase awareness of gigs, new songs etc for our band, Working Class Hussys. Among your research perhaps you have further insights and I wonder about the following:
    1. Best length for video or average length of video – and whether it really matters unless FB uses the viewer abandonment data in any way to promote the post to more people as YouTube does?
    2. Linking to Video from Vimeo or YouTube – is there evidence that it’s also interesting to the audiences or is the preroll of the video on FB the driver for people to click. I presume this preroll happens when you actually load the video to FB instead of providing a link.
    3. If one has a new video to share, is it best to host it natively on the website and share to social media or to host it on Youtube and share it FB or host it natively in all places?
    4. Is there any difference of the data on using video to find strangers versus sharing with your existing followers?
    5. Is there any information about the quality of the videos, in our case some music videos are really polished and some are home made and I’m not sure either one is better. Some may find the honesty and quirkiness of home made videos more endearing?

    • LOVE these questions. I’m wondering too, and following here. Especially #2 and #3. Hope you get some feedback Patricia, and I’ll be here too!

  • Aman Ellis

    I’m guessing these 16MM posts are posted through Buffer correct? I would argue that the data is slightly skewed since most users use Buffer primarily for twitter so the data will lean heavy in that direction.

    • Hey Aman, yep that’s correct, these posts were shared through Buffer. Thanks for sharing that perspective, that’s an extremely valid thought and something I think we should be mindful of in the future.

  • NUGs

    Thanks Ash & Buffer. We find FB and Twitter are must haves but we love and get loads more engagement on Instagram. Do you have any thoughts on that? Are there any plans to include it in Buffer? It is such a positive community. We also want to look more at Pinterest as feel missing out.

  • maria van Vlodrop

    Thank you for this very helpful article. I am launching an art fair from Brussels to NY so we need all the tips you shared. I have only recently joined buffer for business and I am keen to use it. What do you think of Tumblr? it did not come up in your article.

    • Hey Maria, so cool to hear about your art fair. Best of luck with that project. Tumblr is such a fun platform and a great way to bring together a bunch of cool stuff like videos, gifs and images. Curious to learn a little more about how you may be looking to use Tumblr? 🙂

  • ahmet

    hello idiots

  • Alison Hill

    I’m no expert, but the way I see it different channels are for different purposes. My audience is mostly on LinkedIn, and if I were to see a lot of posts from brands I would be annoyed – it’s not the platform for it. LinkedIn is about professional connecting and sharing person to person. I don’t think the audience would welcome posts about the latest shoes or game designs; they look elsewhere for that.

    • Appreciate you sharing that perspective, Alison.:)

    • I think much depends on your audience’s interests – most LinkedIn connections of mine love branded content 🙂

  • tanti

    U dumb bitch, like fuck u got on ? Came for skai but u look like nicki b4 she was discovered.. u have no class u cant even try to have class.. DELETE EVERYTHING cause bitch skai bodied u like a bodymoore whore waiting on a nigga with freak body whores !! U suck dick for dimes hoe.. calling a 14 tear old a bitch.. like getoucha feelings ma ! Yo fans switched over !! They got tired of all the L’s u caught from a FOURTEEN YR OLD !! curse me bitch i dare u !

  • WeAreLittleGiants

    Hi Ash, great article.

    One thing I think missing from the article, data and subsequent analysis (unless it was rolled up and included within the FB stats) was Instagram. Outside of SAAS and B2B companies, I think most brands catering to the 13-40 year old demographic are using IG more than or equally as much as they use FB and Twitter for social marketing and outreach. For example using NiceKicks as an example to show a link post was great (I’m an avid sneakerhead and quite familiar with their site, retail location and also both the FB and IG accounts), but even they as a brand I would say utilize and post more on IG than on FB or Twitter perhaps more than both of the latter two channels combined. Their FB page has approx 1.4 million likes whereas their IG account has approx 2.3 million followers, with a quick cursory glance at both pages one can see their engagement levels are significantly different with IG having many more likes and comments on average per post and not just a little bit, seems like a ton more likes and many more comments. I would assume these increased levels of engagement and the behavioral data that could accompany including instagram would paint a different picture especially the one where it was taking into account how often a company may post on a given social media network.

    Was Instagram not considered to be included in the mix? If so would be curious why they were omitted. Not trying to troll at all, just curious as to what were the factors in choosing which social media platforms to include and which to omit.

    Thanks again I appreciate the amount of time and labor it took to put this all together.

    • Instagram was omitted because Buffer doesn’t have the data in-house. They are only just getting around to setting up sharing to IG. It’s in beta right now. Also, it won’t be able to post directly due to IG’s restrictions. It will only send you a reminder to post. Still helpful, though. Other services do post directly, but several have been shut out of IG’s API in recent weeks, and so it’s safer to follow IG’s rules to the letter.

      • Hey Dylan, thanks a bunch for jumping in here and helping clear things up 🙂

    • Hey there, thanks for such a detailed comment. Great question on Instagram, too. We’d have loved to include IG data however for this study, we analyzed posts shared through Buffer meaning we couldn’t quite access IG data. Dylan is correct below, too – IG for Buffer is in beta and hopefully next time we do a study like this we can also share some IG insights. Thanks again! 🙂

  • Tonya Kay

    My brand shares most on Instagram. Butt photos get the most interaction, specifically.

  • Tanya

    I would love to see the stats GEOtargeted for a country like South Africa where data is still quite expensive and data connection still interrupted, often! Im sure you have enough RSA users to put together some stats for us in Sunny South Africa ?

  • Brady Dyer

    Which networks do you share to the most? Facebook!
    How many times do you post per week? 3 times a day – every day
    What type of content gets the most engagement for your brand? Photos – but I am a photographer, so I’m sharing my work – so might be outside of the normal business just sharing photos for the sake of it haha.

    • Hey Brady, so cool to hear your photos are doing great for you 🙂 Keep up the awesome work.

  • This is a super helpful post! I bet I will use it pretty soon!
    I was wondering, Yoast is only for wordpress. How would I accomodate for Blogger?
    Please send any links for blogger SEO platforms such as Yoast.
    Can we manually use this SEO platform for ourselves or the company does it for us?

  • Appreciate LinkedIn suggestions but I honestly think you don’t understand Pinterest. When I post to Pinterest, I want to move quickly & will do 30, 60 or more pins in under an hour. Buffer is too clumsy for this, so I use my Pin browser button which works so much faster. Just look at this article – you can’t even tell what Pinable images look like without that …

  • Laurie Hall

    Very valuable post! Kind of ironic that there are no videos in it though 🙂

  • Great post, as always. Just curious? Could you tell us the average number of followers for the 100,000 brands you used in the study?

  • Senda Athletics

    We post and share mostly links and pictures, with mixed results, but are about to implement more videos for better traction as this more “alive” content just feels good. Great read, useful tips, thank you!

  • Joy Light

    Which networks do you share to the most? I share on Facebook, Twitter, Instagram, LinkedIn and Google+
    How many times do you post per week? I share 5-7 times per week on Facebook and Twitter. Once or twice a month on Linked In, a few times a month on Google+ (You didn’t mention Instagram at all in your stats, why not?)
    What type of content gets the most engagement for your brand?
    Pictures, links and multiple pictures, sometimes video(rarely)

  • Awesome post, Ash!
    Linkedin is indeed underestimated – people coming from Linkedin tend to spend more time on our website while those coming from Twitter are less likely to read more.

    • Indeed – LinkedIn is one of the main traffic sources for my blog 🙂

  • Interesting as I’ve used YouTube videos on Facebook pages that had poor engagement compared to a similar post with a blog article link. Must be the native Facebook video that is the one to go for. Really useful insights, thanks!

  • AlienCowboyNinjaCop

    I’m pretty curious to know how the engagement of photos compares with engagement on animated .gifs on Twitter

  • Good post Ash! There is a branding perspective to it as well. For a new brand, it becomes even more important to post sharable content to drive engagement. A nike sharing a shoe will obviously get crazy engagement even if its for a random new show, however you will need to work hard and to the point, even if you own a startup that builds rockets. Well, with time and focus, you will reap benefits.

  • Melissa Gamal

    I’m late to the game on this post, but I recently realized the power of using video to drive engagement on Facebook – and I’m glad your findings back up my results. As a performing artist, my video posts definitely get at least 3x the engagement of a post with just text or a link. I think performing artists are definitely not utilizing Facebook video enough in their social media marketing. It is something I am doing more of these days, with great results!

  • Emily A

    I thought Facebook video was kind of shady? Don’t they measure “engagement” quite differently than other platforms? https://medium.com/@hankgreen/theft-lies-and-facebook-video-656b0ffed369#.75xnjpgzt Has this been fixed?

    I’ve noticed in general that our company Facebook page gets AMAZING engagement rates. It blows every other platform out of the water. It’s so good it makes me suspicious… how is it that on Twitter and LinkedIn a rate of 2% looks awesome but on Facebook I’m looking at a high-end of 20%? Granted our following on Facebook is the smallest of the three, but the other two are comparable with different following numbers, so what’s up?

  • Bruce Maples

    I have a significant question about video engagement. I think the numbers are skewed … like, a LOT.

    I created a video, put it on Vimeo, then posted it to Facebook and boosted the post. According to Facebook, the video got thousands of views. On Vimeo, though, it only got about 40 views to completion.

    I think Facebook is reporting a “view” when your video plays for only a few seconds in someone’s feed. In other words, they stopped scrolling long enough for the video to auto-start. I can’t imagine that that causes any sort of real engagement — and it surely doesn’t lead to any traffic on your site.

    So, even though video seems to be increasingly useful, I’m not sure the payback is as great as the numbers seems to show.

    Thoughts?

  • Well, I think we can safely assume Visual Content is almost King

    Will brands realise it?

  • rahul 102
  • Mikel Arenas

    Wow…👏, very helpfull post Ash!

    Thankyou!

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