Native videos on Facebook get greatest organic reach

12 March 2015

Social media marketers are always on the lookout for ways to understand and exploit Facebook’s EdgeRank algorithm to achieve the highest possible reach for their posts. For some time, image-based posts have been popular, but new research from SocialBakers suggests that photo posts on Facebook have lost their power.

Instead, native videos shared on Facebook have taken their place. While photos flood the site, there are relatively few videos posted so they are rising to the top in terms of their ability to reach the Facebook audience.

In fact, SocialBakers found that photos are now the least likely type of post to reach the audience organically; videos reach 8.7% of an audience, status updates 5.8%, links 5.3% and photos only 3.7%. This represents a 135% increase in the organic reach of native videos, according to their study of data from 670,000 Facebook posts by 4,445 brands.

This is not to say that every single native video will trump every single photo that is ever posted on a Facebook Page, of course. Quality still rules, and an image that is shared and gets lots of engagement and shares will reach further than a video that does not attract any attention.

A key point to bear in mind is that this increase in reach only applies to videos uploaded directly to Facebook. Videos uploaded to YouTube or elsewhere and shared on Facebook are classed as links, not videos.

SocialBakers concludes, “This is not going to last forever, just like the reign of photos was eventually done in by too much competition. But, right now, Facebook video is one of the best ways to get your content in front of a good audience.”