4 Facebook Content Types and How Often to Use Them
What percentage of your content mix should be photos, links, videos, or status updates? For this, you need both a complete picture, and an understanding of what the best brands in your specific industry may do differently.
In this post, we’ll explore stats for both, giving insight into how marketers at the biggest brands in the world plan their Facebook content. Don’t shy away now, numbers here are not intimidating, rather an educational insight that when you look closely at you will see have areas that relate to YOU specifically.
A Bit About Benchmarks
Let’s talk about benchmarks. Social media benchmarks are a great way to get a snapshot of the tactics, successes, and failures of your competition, related industries, and the market as a whole.
One benchmark type that seems to always surface as important to marketers is content type. Everyone wants to know what type of content other teams are producing, and how much of it they’re producing.
Looking to Best-In-Class Brands
There are organizations out there dedicated to issuing reports that give insight into how the best brands in the world use each social network, what different industries do to find success, and what success means in terms of engagement, audience growth, and more.
Total activity and engagement year-over-year from The 2015 Facebook Industry Report
These studies have become very popular among our readers. Our brand and agency partners around the world use them for insight and validation into their own social programs, but it’s important to remember that benchmarks are meant as a component of your social analysis. They’re not your complete strategy.
In the chart above, it’s clear that engagement among top brands grew from 2014 to 2015, but it also raises questions that require our attention as marketers:
Were Brands Putting More Budget Into Ad Campaigns?
Chances are the answer is yes, they’re advertising more. Advertising spend on the network has grown by 31% this year. But, ad spend is private (rightly so), and it’s important to keep that in mind while drawing insights from competitive analysis.
Were Brands Posting Different Content Types This Year?
The Interbrand 100 companies analyzed in this study posted 2% more videos than they did just a quarter ago.
Top brands have all but abandoned status updates for visual media and links, here's why:
1. Visual content has become the most successful type of content on Facebook, and brands recognize the power that photos and videos have on engagement.
2. Many social marketing programs are becoming more integrated with other marketing and advertising efforts, and status posts don’t tie social to other parts of a digital campaign the way a link can, or align with advertising campaigns the way a photo or video can.
Which Industries Doubled Down on Different Types of Content?
This is where benchmarking gets truly interesting. By comparing to the overall averages above, we draw out the tactics being used in various industries.
Lets take a closer look at some of the industry-specific posting habits we can pull from this table...
The media brands from the Interbrand 100 (Disney, MTV, Discovery, and Thomson Reuters) each post an average more than 50 links per week.
While 50% of posts by alcohol brands are photos, only 14% of technology company posts are. This suggests more dynamic (video and link) content is being shared.
While status updates make up only 1% of all posts, 66% of the average weekly posts by the beverage segment (made up of Sprite, Pepsi, Coca Cola, and NesCafe) were pure status updates.
While brands across the board used more video, the biggest adopters were from the automotive industry (made up of Audi, BMW, Chevrolet, Ford, Harley-Davidson, Honda, Hyundai, Kia, Land Rover, Mercedes-Benz, Nissan, Porsche, Toyota, and Volkswagen). These brands average 5.67 video posts each per week.
But What About Engagement?
For a deeper dive into each of the industry segments, you can download this 2015 Facebook Industry Report. The study dives into engagement trends and highlights best practice case studies (wait until you see Adidas’ video engagement).
Keep in mind that increased engagement trends may indicate increased ad spending, but success isn’t solely tied to dollars spent: ultimately, it takes good content to move the needle.