A Picture is Worth a Thousand Words (On Facebook)
A new study by social media marketing firm Vitrue found that image-based posts on Facebook brand pages in mobile drew the highest engagement levels:
- Image posts received 22% more engagement than video posts
- Image posts received 54% more engagements than text posts
- But, video posts received 27% more engagement than text posts
So, image and video are superior to text-only posts. That makes sense. A picture is, indeed, worth a thousand words. However, image posts proved more compelling than video. Why? Potentially, videos are more of a time commitment and users are often just skimming Facebook for content.
Good news for advertisers on the effectiveness front! Video is time-consuming for the marketer, and creating good quality video is challenging. Find compelling and relevant images to include as part of your social media strategy to engage consumers.