Social media is an important part of many marketers' digital strategy, as we wrote two weeks ago. But what is best to put in such a post and when do you publish it? quintly analyzed 105 million Facebook posts from 94.000 pages, throughout 2018. Below we provide the two most important conclusions from their report.
1. Video generates the most interaction
Facebook offers four types of posts: status updates, links, photos and videos. Not only does the nature of those posts differ, Facebook's algorithm also ensures that they are distributed differently among followers. By far the most posts that Quintly viewed were link posts: they make up 54.9% of the total. Photos are used a lot less at 29.1%, followed by video (14.1%) and status updates (1.8%). The use of link posts is especially high among pages with more than 100.000 followers. Pages with fewer than 100.000 followers use more photo posts.
If the purpose of your post is to generate more traffic to your site, it is not crazy to use a link post. However, this type of post performs poorly on another criterion: the degree of interaction. Quintly shows that videos generate many more likes and other comments than the three other types of posts. Photos also work well, but link posts and status updates do not perform well. For example, a link post results in 72% less interaction than a video post.
2. Followers interact more on weekends than during the week
The posts that Quintly viewed were posted slightly more often on a weekday than on the weekend. However, that is also not useful for interaction. On their lazy Sunday morning, followers appear to be on average more active on Facebook than during a working day. Posts on weekend days generate 13.1% more interaction than weekday posts.
