Photo Posts Spark the Most Engagement on Facebook


by Ayaz Nanji:

Brands’ Facebook posts that include photos on average garner the highest number of interactions of any post type, according to a recent report from Socialbakers.

Image posts were found to outperform all other post types—links, videos, text-only status updates—on brand pages with small (1-99,999), medium (100,000-999,999), and large (1M+) fan bases.

However, the difference in engagement was especially noticeable on large brand pages (1M+), with photo posts getting 2,199 interactions (comments, likes, etc.) on average, compared with 1,805 for videos, 777 for links, and 473 for text-only status updates.

Below, additional key findings from the report, which was based on data from Facebook posts of more than 30,000 brands.

Post Types

75% of all Facebook posts from the brands monitored by Socialbakers included photos.

Top-Performing Posts

Of the top 10% performing posts (i.e., those with the most interactions), 87% included photos; a higher share compared with the overall number of posts containing photos (75%).

About the research: The report was based on data from 1,253,840 posts on more than 30,000 brand pages made between February 24, 2014 and March 24, 2014.