Want to Promote a Brand on Facebook? Stop Using Photos

facebook photosAs video becomes an increasingly crucial to Facebook marketing strategies, photos are quickly becoming irrelevant, with new research indicating that links and even text-only posts both perform better in terms of reach now.

The data from Socialbakers examined almost 4,500 Brand pages, and over 670,000 posts made between October 2014 and February 2015. It found that photos now showed the lowest organic reach of any post type, with only 3.73 per cent of fans sharing them, compared to 8.71 per cent for video. Status updates and links performed roughly equally over the period, averaging out at 5.77 per cent and 5.29 per cent respectively.

The data also showed that the percentage of promoted posts on Facebook has almost doubled over the course of the year, increasing from 9 per cent of all posts in H2 2013 to 17 per cent in Q4 2014, meaning that brands must work harder to be seen amongst the growing amount of promoted content.

Photos were previously considered one of the best ways to reach fans, and the change is largely due to a shift in the News Feed algorithm that favours video, and may partially have been in response to page owners attempting to game the system by constantly posting photo content.