Matt Cairnduff, Digital Analyst responds to recent data released by Social Bakers.
With the steady decline of organic reach on Facebook – the platform increasingly becoming pay-to-play – techniques to maximise reach efficiency have become a hot topic.
On that note SocialBakers have just released data that shows a breakdown of average organic reach per post by content type.
The content types are as follows: Photo, Status, Link, Video; and represent the four categories by which Facebook groups all content. Their data shows that the Facebook algorithm gives highest organic reach to video, followed by “text-only posts”, then links and finally photos. As a a conclusion they suggest photos aren’t being given high organic reach on the platform anymore.
However, we believe this isn’t entirely the case.
In reality, the “text-only” category they refer to is taking into account any post categorised as a status. This can indeed include text-only statuses, but also encompasses any non-album post with more than one photo uploaded with it – what we term a ‘gallery’ set.
Working across a number of clients, we’ve seen gallery sets generating significantly higher levels of organic reach per post than individual photos or albums (the latter also classed as a photo update). From our experience, photos can still generate high organic reach per post, but primarily only if they are uploaded in batches of two or more with a status update.
What this means for brands
The article is correct in saying that it’s “time to rethink your photo strategy”, but perhaps not through simply replacing it with video strategy. Instead, if a brand is aiming for high organic reach per post, then they should consider posting photos within image sets linked to a status update, rather than as standalone image or album posts. Given the gallery format also tends to generate a high engagement rate as people click from image to image, it’s useful tool to have in your social media arsenal.
Of course it all depends what you’re trying to achieve via your brand page. If we’re not talking about maxmising organic reach per post, the page owner might simply split out all the photos into individual posts and possibly gain an even higher overall organic reach figure, i.e. split 5 posts with 2 photos a piece into 10 posts.