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Report: Video Most Shared Content Type on Facebook


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

Published in: Business, Technology

Report: Video Most Shared Content Type on Facebook

  1. 1. 1Report:Video mostshared brand An analysis ofcontent type how content type impactson Facebook engagement type for brand posts on FacebookApril 19, 2012 © 2012 Zuum
  2. 2. 2 About The ReportAs more and more marketing dollars pour into Facebook, it only makes sense that there will beincreasing 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 contentmarketing 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 thanstatus updates or links.The following report delves into how significantly this is happening, explores specific examples ofwhat’s being shared most, and looks at possible factors causing the trend. Doug Schumacher Co-Founder Zuum © 2012 Zuum
  3. 3. 3 Industries and BrandsThe analysis took into account 7 consumer based industries, with posts from a total of 42 large business pages analyzed over athree month period between Dec 1, 2011 and Feb 29, 2012AirlinesVirgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantageAutomotiveHonda, Hyundai, Ford Motor Company, NIssan, Kia Motors, Volkswagen USA, Toyota USAFashion RetailOld Navy, Gap, H&M, Victorias Secret, Abercrombie & Fitch, Hollister & CoHospitalsCleveland Clinic, Mayo Clinic, Childrens Hospital of Philadelphia, Childrens Hospital Boston, St Jude Childrens Research HospitalQSRJack in the Box, Burger King, Subway, McDonalds, Chick-fil-A, Taco BellSnacksSnickers, Doritos, Oreo, Starburst, Skittles, PringlesSport ShoesNike, Adidas Originals, Converse All Star, Puma, DC Shoes, Vans © 2012 Zuum
  4. 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. 5 Content type performance breakout for each brand in QSR, Snacks and Sport Shoes industriesVery few pages with most shared content typeother than video or photo © 2012 Zuum
  6. 6. 6Content typeperformancebreakout foreach brandin Airlines,Automotive,FashionRetail andHospitalindustries © 2012 Zuum
  7. 7. 7 Posts withAn amplifier the highest percent offor brands on sharing for each industryFacebookOn top posts, shares are often 30 - 50% of overallengagements. © 2012 Zuum
  8. 8. 8 Most Shared An amplifier Status Posts in QSR for brands on Category FacebookAlthough video and photos may generate the bestoverall sharing rates, most brands will still need tomake some status updates. These postsdemonstrate that you can do that and still generate agood amount of sharing. © 2012 Zuum
  9. 9. 9 Volume ofAn amplifier content posted, byfor brands on media type, across all 42 pagesFacebookMedia type volume doesn’t correlate to likelihood ofsharing © 2012 Zuum
  10. 10. 10 3rd Party Posting Tools: Potential factor affecting engagement ratesPages using 3rd party posting tools have an alteredsharing button next to the content they post.Normally, the share button is lined up with the likeand comment button. But when a third party postingtool is used, it moves up into the post content area. © 2012 Zuum
  11. 11. 11 About Zuum helps brandsAn amplifier for brands maximize performanceon Facebook for their Facebook page © 2012 Zuum