Study: Facebook’s focus on ‘meaningful interactions’ doesn’t slow video’s explosive growth

Amid a wave of algorithm changes and data privacy scandals impacting Facebook, video continues to outperform other content types on the platform by “a statistically significant margin,” according to a new study by Likeable whose findings were made available to Marketing Dive. Live videos generate high volumes of comments, the digital agency found, and longer video performs slightly better, but there is little connection between video length and social interaction.

The study, which analyzed changes on Facebook since it realigned News Feed to emphasize “meaningful interactions,” suggested product launches drive more social engagement for entertainment and food and drink brands. Promos, giveaways and memes are also strong engagement drivers on Facebook. For other brands, behind-the-scenes content, corporate responsibility posts and thought leadership are top content categories.

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