Photos remain the most common post type by brands on Facebook but video posts are now the most promoted by the social network’s algorithm, according to recent research from Socialbakers.
The analysis of 670,000 Facebook posts by brands found native videos have the most organic (unpaid) News Feed reach of any post type on the social platform. Photo posts, which until recently had the most organic reach, have the least.
Videos have a greater reach with brands’ Fans and non-fans alike, the analysis found. In fact, posting a native video to Facebook instead of a photo leads to a 148% increase in organic Fan reach on average. That’s a pretty stunning number, and a good indication that Facebook is very serious about becoming a big player in video.