Video Posts Have the Most Organic Reach on Facebook

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Facebook’s algorithm now favors brands’ video posts in the News Feed, according to recent research from Socialbakers.

The report was based on data from 670,000 Facebook posts made by 4,445 brands between October 2014 and February 2015.

Videos uploaded to Facebook’s native player have the most organic (unpaid) News Feed reach (8.7%, on average) of any post type on the social platform, the analysis found.

Photo posts, which until recently had the most organic reach, now have the least (2.3%); text-only status updates (5.8%) and link posts (5.3%) fall between the two.

Videos have greater organic reach with brands’ fans and non-fans alike, the analysis found.

Video posts organically reach fans’ News Feeds 5.7% of the time, on average, compared with 2.3% of the time for photo posts.

About the research: The report was based on data from 670,000 Facebook posts made by 4,445 brands between October 2014 and February 2015.

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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