Do Photos Generate More Social Media Engagement?

16 November 2015
Published: By: Chloe Mayo

Everybody wants to increase the level of engagement that they achieve on social media. The tricky part isn’t working out how often to post, but what format your posts should take on. New research confirms that photos could be the answer we have all been looking for when it comes to increasing engagement on Facebook and Twitter.

Photos are the primary type of content posted and shared on Facebook. According to research carried out by eMarketer in March 2014, photos represent 75% of content posted by Facebook pages worldwide. From a user’s perspective, photos are also the most engaging type of content on Facebook, with up to 87% interaction rates from fans. Other types of content received no more than 4% interaction rate.

If we now move over to Twitter, what research shows us is that photos get more retweets than only other form of content. Media Blog analysed the content of over 2 million tweets sent by users over the course of a month; their research shows that adding a photo URL to your tweet can boost retweets by 35%.

Comments and shares are beginning to overtake likes on Facebook, showing that brands are getting better at engaging with fans. According to the Social Intelligence Report Q1 2014 by Adobe Digital Index, Facebook comments are up 16%compared to the same time the previous year. the report also shows that likes have actually gone down from 82% to 78%.

More research published in the Social Intelligence Report indicates that brands are targeting Facebook users on Fridays because that’s the day with the highest engagement rates. For Example, 17% of all comments occur on Fridays, as do 16% of likes and 16% of shares.

However, it is always important to remember that it really does depend on your target audience and type of business when it comes to when your prime time is for engagement on social media.

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