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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
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Report: Video Most Shared Content Type 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
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