For a few years now it was common practice to always include a photo with every post and minimize the number of video posts in order to get the highest engagement. Now research company Socialbakers has found that Facebook video is now the way to go.
In the study of over 4,000 brand pages and 670,000 posts over the last 6 months, the company found that the lowest organic search reach came from a post with a photo. What's more, it averaged out that only about 4 in 100 followers actually see it, which is way down from the already diminished 16 of just a few years ago.
Videos, on the other hand, have an organic reach of 8.7%, or almost 9 people out of 100.
Links and text-only posts now have a 5.3% and 5.8% reach. Once again, this means that around 5 or 6 out of every hundred of your followers will see it.
The reason for the change is that Facebook is trying to evolve into a video platform to rival Youtube, so videos now get priority. The trick is to upload them directly to Facebook though, rather than just embedding them from Youtube.
One of several downsides is the fact that many are already hip to what's happening, so more and more artists are promoting their video posts, which means that there'll be more competition for the 1.3 billion eyeballs that are there.
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