Adweek — October 08, 2017

TAKING A DEEP DIVE INTO BRANDS’ FACEBOOK POSTS. BY EMMA BAZILIAN

Content Aware

INFOGRAPHIC: CARLOS MONTEIRO

DATA POINTS

For even the most experienced marketers, Facebook can be an elusive platform: how do you create content that not only reaches a wide audience

but also spurs user engagement? To help decode what works (and what doesn’t), social media marketing agency Ignite studied more than 18,

posts from 30 different brands between Jan. 1, 2015 and Dec. 31, 2016. The take-away: video works, to an extent. “Given Facebook’s recent focus

on video content, it isn’t surprising that video posts typically reach a larger percentage of fans than link and photo posts ... [but video content] is not

for generating likes, comments or shares,” said Ryan Sweeney, director of metrics and analytics at Ignite. “Marketers should also keep in mind the

objective of each post and how it ladders up to their social strategy and business objectives,” he added. “If they want to reach more than 2.5 percent

of fans or followers as well as a larger audience, they will need to invest in paid promotion on their social channels.”

It took an

average 191

impressions

to generate one

engagement.

Average fan reach, 2015 vs. 2016 Median Fan Reach Percent for

Organic Posts by Month (2016)

Ignite studied 18,538 Facebook posts from 30 brands [Brand breakdown: 18 Retail / 5 CPG / 4 Services Industry / 2 Electronics / 1 Nonprofit]

Photo posts Link posts Video posts

2.5%

2016

2.2%

1.4%

1.6%

2015

0.9%

0.6%

86%

Most common engagements, all posts

Most common engagements,

type of post

10%

4%

Photo posts

Link posts

Video posts

Likes Shares Comments

Total

88%

7.5%

4%

87%

11%

3%

76%

18%

6%

Among retail brands,

video posts generated

the highest median

organic fan reach,

reaching 2.8% of fans.

Video was also the

biggest organic reach

driver for the services

industry brands at 4.9%.

For CPG brands,

link content drove

the most organic fan

reach (1.2%); video was

less successful (0.9%).

Brand

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

J F M A M J J A S O N D

LOW

January

0.6%

HIGH

August

3.5%

SOURCE: IGNITE

14 OCTOBER 9, 2017|^ ADWEEK