Even if in 2019 many brands and companies
Quintly has published a current version of its Facebook study and has more than 105 million Facebook content analyzed. The results show very nicely how companies implement their content strategy (hopefully there will be one) on Facebook. At the same time, it can be seen where there are problems and why some of the wrong priorities are set in Facebook marketing.
54.9 & amp; of all Facebook posts by companies are link posts
Google finally replaced Facebook as the main traffic provider a few months ago. Nevertheless, when it comes purely to social networks, Facebook is the leader in referral traffic. At least for most companies.
That 54.9% of published posts are link postings is somewhat surprising. Of course it is important to use social networks for your own channels. This is even a core task. The clear dominance can also be based on the significantly higher activity of publishers.
Furthermore, this is an indication that reach and, above all, interaction are no longer the primary goal on Facebook.
Photos follow with 29.1% and thus we have almost twice as many link posts in the News Feed as photos. The distance to videos is even greater. Only 14.1% of shared posts are native Facebook videos.
As has been the case for years, the mix of content is crucial. But Facebook is not a haphazard left-winger, and Facebook's rules should be taken into account in its own strategy. Of course, the production of videos is more complex than the production of images. But the frequency is no longer decisive for companies on Facebook. But the message, the quality and how the content contributes to your own goals. If a video achieves better results than, say, seven images, there is no reason to oppose the targeted use of videos at the expense of the frequency of images.
The smaller the Facebook page, the more pictures will be published
It is also interesting that smaller Facebook pages share more pictures. Up to 10,000 fans make up 54% of the content. For sites with more than 100,000 fans, the figure is only 29%. A further indication of how the strategic and content orientation of larger companies has changed in recent years.
In addition to the objectives, the available resources certainly also play a role here. But as I said, I prefer less high-quality and targeted content than high frequency. This applies to companies of all sizes.
Facebook videos generate the most interactions
Interactions should always be seen as a means to an end. Quintly found that videos generate by far the most visible interactions. If we were to analyse the users involved now, the gap would be even greater.
Brands and companies most often share links, although the format generates significantly less interaction. Not a problem and not a mistake, but a different approach that prioritises other goals and finally moves away from the
Each company has to decide for itself which format pays best for the set goals. The results speak for themselves in terms of volume for link postings and interactions for videos. Images have been the dominant format on Facebook for years. As it stands, that time is now definitely over. This is not surprising in many cases, as even in combination with ads, an image can only be used to a very limited extent.
The complete study is available Die komplette Studie gibt es at Quintly for download .
Which Facebook format is the number 1 for you?