What consumers share on Facebook -- and why

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As more and more marketing dollars pour into Facebook, it only makes sense that there will be increasing curiosity and scrutiny in how those pages work to influence readers.

Facebook's announcements last month make it clear the social media giant is ushering businesses into a content marketing world. And in that world, knowing what type of content is most effective is paramount.

For anyone interested in analyzing what types of content drive what types of engagement, there isn't a much better place to look than Facebook. It offers the richest mix of content types, combined with clearly defined interactions, or engagements -- all of which can be tracked with unprecedented access to information.

I've taken a look at some numbers around Facebook content and what kind is the most shared, and have found an interesting correlation: Video and photo posts are far more likely to be shared than status updates or links.

The analysis took into account seven consumer based industries, with posts from a total of 42 large business pages analyzed over a three month period. For 80 percent of the pages, video is the most shared media type. On 95 percent of the pages, video is the first or second most shared media type.

As you can see in the following chart, across the industries analyzed, videos drive sharing 375 percent better that status updates.

Engagement types per media type
Facebook data by Zuum
All data taken from posts between Dec 1, 2011 and Feb 29, 2012

As you can see, photos also correlate closely to sharing. On 78 percent of pages, photos were the first or second most shared media type.

Why the correlation between sharing and richer content types?



Nick Stamoulis
Nick Stamoulis April 20, 2012 at 1:46 PM

"What that difference in value is between a "like" and a share could be another article or ten, but the point is, there's a difference. "

Great point! In my opinion, getting Likes and Fans isn't nearly as important as getting a piece of content shared. Having someone like your page and then never return doesn't do much. Sharing your content shows they are engaged and interested.