An analysis of how content type impacts engagement type for brand posts on Facebook

1. 1
Report:
Video most
shared brand
An analysis of
content type how content type
impacts
on Facebook engagement type
for brand posts
on Facebook
April 19, 2012 ZuumSocial.com
© 2012 Zuum

2. 2
About The Report
As more and more marketing dollars pour into Facebook, it only makes sense that there will be
increasing curiosity and scrutiny in how brand pages work to influence readers.
With Facebook’s recent announcements, it’s clear they’re ushering businesses into a content
marketing world. And in that world, knowing what type of content is most effective is paramount.
We’ve taken a look at some numbers around Facebook content and what kind is the most shared.
We’ve found an interesting correlation: Video and photo posts are far more likely to be shared than
status updates or links.
The following report delves into how significantly this is happening, explores specific examples of
what’s being shared most, and looks at possible factors causing the trend.
Doug Schumacher
Co-Founder
Zuum
© 2012 Zuum

3. 3
Industries and Brands
The analysis took into account 7 consumer based industries, with posts from a total of 42 large business pages analyzed over a
three month period between Dec 1, 2011 and Feb 29, 2012
Airlines
Virgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantage
Automotive
Honda, Hyundai, Ford Motor Company, NIssan, Kia Motors, Volkswagen USA, Toyota USA
Fashion Retail
Old Navy, Gap, H&M, Victoria's Secret, Abercrombie & Fitch, Hollister & Co
Hospitals
Cleveland Clinic, Mayo Clinic, Children's Hospital of Philadelphia, Children's Hospital Boston, St Jude Children's Research Hospital
QSR
Jack in the Box, Burger King, Subway, McDonald's, Chick-fil-A, Taco Bell
Snacks
Snickers, Doritos, Oreo, Starburst, Skittles, Pringles
Sport Shoes
Nike, Adidas Originals, Converse All Star, Puma, DC Shoes, Vans
© 2012 Zuum

4. 4
Videos and
photos most
likely to be
shared for 6
of 7
industries
• On 34 of the 42 pages, video was the most shared media
format
• In 40 of the 42 pages, video was the most or second most
shared media format
• In 33 of the 42 pages, photos were the first or second most
shared media format
© 2012 Zuum

5. 5
Content type
performance
breakout for
each brand
in QSR,
Snacks and
Sport Shoes
industries
Very few pages with most shared content type
other than video or photo
© 2012 Zuum

6. 6
Content type
performance
breakout for
each brand
in Airlines,
Automotive,
Fashion
Retail and
Hospital
industries
© 2012 Zuum

7. 7
Posts with
An amplifier the highest
percent of
for brands on
sharing for
each industry
Facebook
On top posts, shares are often 30 - 50% of overall
engagements.
© 2012 Zuum

8. 8
Most Shared
An amplifier Status Posts
in QSR
for brands on
Category
Facebook
Although video and photos may generate the best
overall sharing rates, most brands will still need to
make some status updates. These posts
demonstrate that you can do that and still generate a
good amount of sharing.
© 2012 Zuum

9. 9
Volume of
An amplifier content
posted, by
for brands on
media type,
across all 42
pages
Facebook
Media type volume doesn’t correlate to likelihood of
sharing
© 2012 Zuum

10. 10
3rd Party
Posting Tools:
Potential
factor
affecting
engagement
rates
Pages using 3rd party posting tools have an altered
sharing button next to the content they post.
Normally, the share button is lined up with the like
and comment button. But when a third party posting
tool is used, it moves up into the post content area.
© 2012 Zuum

11. 11
About
Zuum helps
brands
An amplifier for brands maximize
performance
on Facebook for their
Facebook
page
ZuumSocial.com
© 2012 Zuum