© 2012 Zuum

Report:Video most shared brand content type on Facebook

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April 19, 2012 ZuumSocial.com

An analysis of how content type impacts engagement type for brand posts on Facebook

© 2012 Zuum

About The Report

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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 SchumacherCo-FounderZuum

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© 2012 Zuum

Industries and Brands

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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

AirlinesVirgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantage

AutomotiveHonda, Hyundai, Ford Motor Company, NIssan, Kia Motors, Volkswagen USA, Toyota USA

Fashion RetailOld Navy, Gap, H&M, Victoria's Secret, Abercrombie & Fitch, Hollister & Co

HospitalsCleveland Clinic, Mayo Clinic, Children's Hospital of Philadelphia, Children's Hospital Boston, St Jude Children's Research Hospital

QSRJack in the Box, Burger King, Subway, McDonald's, Chick-fil-A, Taco Bell

SnacksSnickers, Doritos, Oreo, Starburst, Skittles, Pringles

Sport ShoesNike, Adidas Originals, Converse All Star, Puma, DC Shoes, Vans

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© 2012 Zuum

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• 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

Videos and photos most likely to be shared for 6 of 7 industries

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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

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Content type performance breakout for each brand in Airlines, Automotive, Fashion Retail and Hospital industries

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An amplifier for brands on Facebook

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On top posts, shares are often 30 - 50% of overall engagements.

Posts with the highest percent of sharing for each industry

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An amplifier for brands on Facebook

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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.

Most Shared Status Posts in QSR Category

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An amplifier for brands on Facebook

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Media type volume doesn’t correlate to likelihood of sharing

Volume of content posted, by media type, across all 42 pages

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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.

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© 2012 Zuum

An amplifier for brands on Facebook

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