Facebook Posts Engagement and Reach Correlation Analysis

One of the biggest challenges when work from home marketing on Facebook is to drive engagement (comments+”Likes”) from the users to users. A recent analysis from the digital marketing agency, Web Liquid, investigated how the users behave and interact with Facebook contents affect others.

The analysis gathered data from 16 different brand pages on Facebook with a total of more than 3.5 million fans throughout over than 1500 posts. To eliminate specific industry’s effects, the research covered different brand categories such as consuming products, fashion and sports.

Engagement And Reach Correlation

The analysis shows a very clear engagement advantage for posts with photos or videos over posts with only links or text. Posts with photos scored the highest engagement rate (0.37%) following by posts with videos (0.31%) and posts with text only (0.27%). Posts with only links scored the lowest engagement rate (0.15%).

In terms of reach (impressions), the research has found that even though posts with photos are more engaging than posts with videos, video posts reach almost twice as much audience than photo posts. Link posts scored the lowest in terms of reach while text only posts gained little more impressions.

Enagagement And Reach Correlation By Posts Type

“Likes” Vs Comments

The research had some interesting findings about this issue- While posts received on average more “Likes” than comments, when users are engaging through comments it produces 2.5 times more impressions than “Likes”. In other words, More people are “Liking” posts than commenting, but comments have a wider reach.

Likes Vs Comments Reach and Engagement

Work From Home Conclusions

Deciding on what type of posts to publish (photo, video, link, text) is very much depends on your goals- If its to drive engagement it might be better to publish photo posts, however, if you seek reaching to as much people as you can it might be better to publish video posts.

Additionally, if you seek for as wider reach as possible, you might prefer encourage commenting (call for action) even though encouraging “Likes” might result more interaction.

Advertisement