Monday,August 21 2017
News
Are Facebook photo posts really toast?

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.

Share on
  • ABOUT US

    Ogilvy Public Relations drives influence at scale to effect change.

    We believe that to deliver commercial value and demonstrable change, we need to drive influence at an ever increasing scale. That means we encourage bigger, simple thinking to drive better results, by fostering a culture of permissive creativity, aggressive curiosity and smart collaboration.

    Ogilvy Public Relations/London is PRCA Large Consultancy of the Year 2013 + 2014

    Ogilvy Public Relations is the Holmes Report 2014 EAME Agency of the Year

    Ogilvy Public Relations is No1 in the Holmes Report 2013 + 2014 Global Creative Index

    OgilvyPR_Logos

     

    FOLLOW US: @OgilvyPRLondon

    INSTAGRAM US AT: OgilvyPRLondon

    VINE US AT: Ogilvy PR London

     

  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 3193 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact:
    E: A.burns@ogilvy.com
    T: +44 (0) 7973673074

     
  • WHAT WE DO

    Our core offerings include:

    • BRAND MARKETING
    • MEDIA RELATIONS
    • SOCIAL MEDIA
    • B2B COMMUNICATIONS
    • INFLUENCER RELATIONS
    • CORPORATE REPUTATION
    • STRATEGY+ PLANNING
    • CONTENT CREATION

     

  • DIRECTIONS

    By Bike: 
    Dock your Bike at Milroy Walk, a 3 minute walk from Sea Containers
    By Tube:
    The nearest tube is Southwark (Jubilee Line), an 8 minute walk from Sea Containers. Alternatively Waterloo (Jubilee, Northern, Bakerloo & Waterloo & City) is 15 minutes walk.
    By Car:
    There is limited car parking near Sea Containers, if you wish to arrive by car please let us know.
    By Bus:
    There are many bus routes that operate around Sea Containers. We advise either using Google Maps or Transport For London’s journey planner to find the best route from your start point to our office.
    By Plane:
    London City Airport is only 40 minutes away via the Jubilee line and DLR (change at Poplar). Other major airports within one hour from Canary Whard are Heathrow and Gatwick.

    WORK FOR US

    Been tempted by what you’ve seen and want to be part of one of our world-class practices? To find out more on current opportunities please click here or send your CV and covering letter to Sara.Walpole@ogilvy.com
     
  • Site map

  • ABOUT US

    Ogilvy Public Relations drives influence at scale to effect change.

    We believe that to deliver commercial value and demonstrable change, we need to drive influence at an ever increasing scale. That means we encourage bigger, simple thinking to drive better results, by fostering a culture of permissive creativity, aggressive curiosity and smart collaboration.

    Ogilvy Public Relations/London is PRCA Large Consultancy of the Year 2013 + 2014

    Ogilvy Public Relations is the Holmes Report 2014 EAME Agency of the Year

    Ogilvy Public Relations is No1 in the Holmes Report 2013 + 2014 Global Creative Index

    OgilvyPR_Logos

     

    FOLLOW US: @OgilvyPRLondon

    INSTAGRAM US AT: OgilvyPRLondon

    VINE US AT: Ogilvy PR London

     

  • WHAT WE DO

    Our core offerings include:

    • BRAND MARKETING
    • MEDIA RELATIONS
    • SOCIAL MEDIA
    • B2B COMMUNICATIONS
    • INFLUENCER RELATIONS
    • CORPORATE REPUTATION
    • STRATEGY+ PLANNING
    • CONTENT CREATION
  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 3193 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact:
    E: A.burns@ogilvy.com
    T: +44 (0) 7973673074

  • DIRECTIONS

    By Bike: 
    Dock your Bike at Milroy Walk, a 3 minute walk from Sea Containers
    By Tube:
    The nearest tube is Southwark (Jubilee Line), an 8 minute walk from Sea Containers. Alternatively Waterloo (Jubilee, Northern, Bakerloo & Waterloo & City) is 15 minutes walk.
    By Car:
    There is limited car parking near Sea Containers, if you wish to arrive by car please let us know.
    By Bus:
    There are many bus routes that operate around Sea Containers. We advise either using Google Maps or Transport For London’s journey planner to find the best route from your start point to our office.
    By Plane:
    London City Airport is only 40 minutes away via the Jubilee line and DLR (change at Poplar). Other major airports within one hour from Canary Whard are Heathrow and Gatwick.

    WORK FOR US

    Been tempted by what you’ve seen and want to be part of one of our world-class practices? To find out more on current opportunities please click here or send your CV and covering letter to Sara.Walpole@ogilvy.com