Facebook Pages in September: Videos for Reach, Photos for Engagement

Videos posted by Facebook pages drew the most reach in September, but photos edged out videos in terms of engagement, according to the latest study from social analytics and reporting firm Locowise.

Videos posted by Facebook pages drew the most reach in September, but photos edged out videos in terms of engagement, according to the latest study from social analytics and reporting firm Locowise.

Locowise studied 5,000 Facebook pages throughout the month of September, finding that:

  • Organic likes growth averaged 0.24 percent, just behind Instagram’s 0.25 percent but ahead of Twitter’s 0.18 percent.
  • The average post reach was 7.91 percent of the total audience.
  • Engagement was 6.15 percent of users who saw the post.
  • 0.49 percent of users who liked pages engaged with posts, compared with 1.76 percent for Instagram and 0.19 percent for Twitter.
  • The average reach for videos was 9.42 percent, followed by links (8.95 percent), photos (7.75 percent) and text-only status updates (5.51 percent).
  • For average engagement, photos led at 6.6 percent, followed by videos (6.53 percent), status updates (4.25 percent) and links (3.96 percent).
  • 42.95 percent of pages used ads, which paid for 30.83 percent of their total reach.


Locowise offered the following takeaways for page administrators:

Facebook videos and photos work much better for organic reach and engagement. Does each and every of your posts feature an interesting image or a video? It’s worth reworking your content calendar to include some original multimedia. Not only that, but also think about how the introduction of live streaming and 360-degree videos fits your strategy.

Think about how you can improve your customer support on Facebook. The improved features are there, and your customers are messaging you. Now it’s up to you to respond back and create a better user experience in order to get your page likes closer to your brand.

Readers: What did you think of Locowise’s findings for September?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: October 16, 2015 https://dev.adweek.com/digital/locowise-september-2015/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT