Reach On Facebook – This Is How Facebook Really Loves Videos

Reach On Facebook - This Is How Facebook Really Loves Videos

Have you thought about how to increase your reach on Facebook? You will have read something like this: Facebook likes photos and likes videos. In this article, I will take a look with you at just how tenable this statement is. To do this, I analyzed 9,000 Facebook posts from our clients in 2018 and 2019.

In case you want to know if Facebook still likes videos, here’s the spoiler: yes, the numbers show it. And the short answer is: 50% more love in the form of video reach.

If you are interested in the details, you can find out in this article:
– how much Facebook prefers videos to other formats
– that a look at the overall reach can be misleading, because the advertising euros distort the image
– that videos bring a lot of reach, but stink when it comes to real KPIs
– that there are exceptions to the “Facebook likes to reach” rule.

I would be happy to share further reviews with you. Email me for this.

structure of the analysis.

These numbers are based on 8,900 Facebook posts from 2018 and 2019 from 20 randomly selected sites. The sites are active in individual countries or across Europe and the world. Pages with a few thousand to several hundred thousand fans were considered. A colorful mix of size and regional orientation, sectors and subjects. The evaluation was carried out with Pandas via Jupyter Notebook. My absolute favorite for exploratory data analysis. If you want to learn more about Jupyter and trial options, send us an email. We are planning a webinar on Jupyter and Pandas basics in the coming weeks.

The results.

The mix of content at a glance.

First, I looked at the data structure. For the question about range benefits, I decided to compare link posts, photo uploads, and video uploads. At 8,150 posts, this accounted for 92% of all posts. About 60% of those posts were pictures. Videos, regular link posts, and status updates accounted for 20% each. The number of images and videos increased significantly from 2018 to 2019, while normal posts decreased.

You see: many site operators rely on images.

Comparison of ranges by type.

To answer the question of whether Facebook is still in videos, I looked at the average organic reach. For me, this is the best metric for evaluating algorithm preferences. To do this, I grouped the 8,150 messages by their type and calculated the average values. At first glance, the claim that Facebook prefers images to videos seems to have some truth to it. Both post types receive higher organic reach on average.

Detailed Facebook reach review for 20 Facebook pages.

The graph in Figure 2 shows the average organic reach values ​​of posts from 20 different pages. Here we see a rule that seems to say Facebook prefers image over video. This begs the question: how common are exceptions to this rule?

To do this, I compared the reach, interactions and interaction rates of the video with the respective maximum and average. Videos have above-average reach for 19 of the 20 sites. Videos reached maximum reach for 2/3 of the pages.

Since I have been preaching in seminars and conferences for 10 years that interaction is important for social media in general and Facebook in particular, I also looked at interactions.

The total number of interactions was above average for video for 16 of the 20 sites, with video having the highest total number of interactions for 13 sites. It makes sense that high-reach posts also get a lot of interactions. I think relative values ​​are more important. Here are the engagement rates or interaction rates.

In terms of engagement rate, the videos were above average for only one of the pages and none had a video with the highest engagement rate. The extra reach that videos get means fewer related interactions.

Summary of the assessment.

Videos have more reach on Facebook, on average 50%.

Bottom line: There seems to be something about Facebook preferring videos. This can be seen in the overview of all posts and in the comparison of individual pages. For all pages, videos play an important role in audience review. Dependency on interaction and audience does not apply to videos. A question that always interests me is how much Facebook prefers videos.

In theory, there is a linear relationship between interacting users and post reach. That’s true – not as well as this 2014 article from Social Bakers – for our data set as well. In theory, every user who interacts should have a certain reach. But that’s not what the results look like.

Videos are not a guarantee of success on Facebook. But they almost always increase range.

Facebook loves video – in terms of total organic reach – 50% more than links and images. How I get this number: If I look at the aggregated data for each type of post, the following values ​​stand out: The average organic reach of all posts is 2,230 users. For videos, this value is 3,356, just over 50% above the average. As is always the case with average values: they apply to many cases but not to all.

Therefore, here is the detailed 20-page review. Here you can see: for both sides, the videos don’t work better. They are in red because their organic video reach is below average. It’s about 10% difference in both cases. Then there are some gray bars: for those seven pages, the video has more organic reach, but they don’t reach the 50% average. And the remaining 11 pages in turquoise achieve more than the 50%. There is a wide range here.

Videos get more exposure from Facebook AND most site owners.

Not only do videos get more exposure on Facebook, but they also get more love in the form of money from site owners. Site operators spend more on video content – ​​expensively produced. Therefore, videos have a high total reach and the proportion of advertising in this total reach is higher.

Video posts are less interactive in comparison.

Facebook offers more videos: they have more reach and more impressions. Overall, they create interactions. In relation, the scope offers fewer interactions. Interaction rates are higher for other post types.

A few notes at the end – it’s still complicated & complex.

Please do not upset all your activities because of this evaluation. Videos and photos get a bonus from Facebook. But that doesn’t mean they guarantee success. So far, we’ve looked at averages together. They are made up of tops and flops. This boxplot shows that video posts perform better.

At higher levels, video and images look better, and shared links and other posts have little relation. There is a range for all categories. And for every page with all posts there is this range. So enough to do and test.
My conclusion is that investing in video makes sense. From a cost-benefit perspective, reach and associated interactions come with a higher price tag. Keep that in mind.

Find out what works for your reach on Facebook.

So you see: the details remain complicated. So close this article with a phrase I used at Social Media Week at the end of my presentation: fuck the plan measure yourself your truth.

Don’t produce your content to serve the algorithm perfectly. Create content that users pick up. Videos may be the appropriate format.

If you are interested in more in-depth reviews of this article, send us an email and we will prepare a PDF for it.

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