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Report: Video Most Shared Content On Facebook

Report: Video Most Shared Content On Facebook Doug Schumacher
If brands want to increase their sharing, which most do, then video is a good content type to be publishing.

That’s the repeated findings from our analysis of how users engage with different types of content. Initially, this trend surfaced in a report we published 3 years ago. And according to our latest report, the findings still stand.



What video delivers that other content types don’t likely varies from one industry to the next, and even from one video to the next. But one can surmise it’s multiple factors, including a heightened perceived value of video due to it’s more complicated production, and that video can tell a story more convincingly due to it’s immersive combination of visual and audio stimuli.

Highlights

  • For the 7 industries analyzed in this report, video was shared at a higher rate than the other Facebook content types in every industry but one. Fast Food.

  • Industries like Luxury Autos, Energy Drinks and Pet Foods saw video shared at about 2x the rate of any other content type.

  • For the Pet Foods industry, over 27% of all engagements generated by video were shares.


Here's the published report you can view or download.

Doug Schumacher is the co-founder of social media content strategy tool Zuum. Zuum reveals a number of key insights into what type of social media content will generate maximum impact for a given industry. His interactive career began in 1996...

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