It looks like links are getting better for interactions on Facebook as interactions on other post types are on the decline.
Have you seen better reach and/or interactions with your links than you were seeing in the past? Let us know in the comments.
Adobe’s Social Intelligence Report looks at social media patterns throughout Q2. It finds that “recent algorithm changes” have led to declining interaction rates in all industries while interaction with links on Facebook continues to grow. Other post types are “slow to respond” to those changes, it says.
Here’s what social interaction rate looks like by industry:
And social interaction rate by post type:
As you can see, images are still getting the most interaction, but links are now on par with video in this area.
A couple months ago, we looked at a study from Simply Measured finding that Facebook status update engagement was down 72%.
“Links and photos dominate when it comes to overall engagement, but video and photos are the post types to keep an eye on if you want your content to spread more widely on Facebook,” the report said. “Top brands are investing less in status updates and yielding less engagement from this type of post.”
Media brands were most successful with links as a post type, it found.
“Retail brands have experienced lower engagement quarter-over-quarter, but higher engagement year-over-year,” that report said. “Retail brands excel with links and videos, and eBay does especially well among its peers in this vertical. This vertical responds to fans the most.”
Socialbakers found earlier this year that links were getting better average organic reach than photos, but not as much as status updates or video.
Facebook is testing a feature with some Facebook Pages, which would make it easier for them to get a better read on what types of posts are working. This would be a “View Insights” button that appears on posts. It tells you how many people the post reached, how that compared to the average, and how many clicks it received. You can already see insights on posts in the current Insights tab for the page, but seeing it on each post should prove all the more helpful.
Anther study we recently looked at found that Pages are seeing increased organic reach, which is certainly some welcome news after the last year or two. The data from Locowise, which analyzed 5,000 pages, found that the average reach per post for Pages had increased by 103% month-over-month. Here’s what page reach share looked like by post in that study. Links were just behind videos:
Facebook has recently added some feature that could help links even more. For one, the new “add a link” feature encourages users to share links that are already on Facebook.
Interest targeting lets Pages target their links to the people that will have the best chance of clicking them.
Facebook is also giving users a way to prioritize certain friends and pages in their News Feeds. A Page that can convince users to prioritize their content has the potential to see a great deal of potential with the links they share.
Check out Adobe’s full report here.
Have you found links to be performing better than they used to? Let us know in the comments.
Images via Adobe, Socialbakers, Locowise, Facebook