A recent study conducted by Socialbakers examined more than 670,000 Facebook posts from 4,445 brand pages. (The study didn’t look at celebrity, media or entertainment pages.) The study found video posts now reach the most viewers, whereas photo posts—once the darling of the social media network—are the worst-performing posts on brand pages.
Video posts had an organic reach of 8.71 percent, which means nearly nine out of 100 fans saw the posts. By comparison, posts with links had an organic reach of 5.29 percent, text posts had 5.77 percent reach, and photos brought up the rear with only 3.73 percent organic reach.