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Research from Socialbakers has found that photos are the type of post most likely to lead to engagement on Facebook, with 93% of the most engaging posts being photos as compared to only 2% being video posts. (The Drum)

The Research

Socialbakers’ study involved analysing 5000 brand pages on the social networking site, investigating which posts on these pages users most engaged with. Further results showed that posts featuring just a regular text-based status update counted for 3% of engagement, still higher than videos, whilst links in a post accounted for 2%. The overwhelming figure of 93% for photo-based posts is an increase on last year, where 85% of engagement was attributed to photos.

The Lessons

These insights are very useful for destinations and tourism organisations as they look into their digital strategy, most notably when it comes to social media strategy. Facebook is very firmly the most popular and actively used social networking site worldwide, so understanding usage patterns on the site is crucial for marketers.

For destinations on social media, the goal is to encourage user engagement and interaction with the content published, and given these findings, posting photos is what most encourages Facebook’s cross-demographic user base to share, comment and like branded messages.


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