We actually measure post type metrics on a quarterly basis to determine how they impact total engagements, which are defined here as likes + comments + shares (Facebook) or likes + replies + retweets (Twitter). Our Q1-17 post type results were as follows:
Note: Twitter defines post types slightly differently, with their Text posts being Facebook’s equivalent of both Link and Text posts. If a tweet, such as this one, brings in an image via the link preview, it is still classified as a Text post.
Key Take-Aways from Q1 Results:
Video posts outperform other content on both Twitter and Facebook.
Facebook continues to reward link sharing that brings over the preview and image (Link post), in comparison to uploading one’s own image to go with the link included in the post (Photo post). Facebook explained its reasoning here.
The opposite has been true for us on Twitter, so we prefer to upload our own images to go with tweeted links.
We continually track this because the algorithms continually change. In fact, our Photo posts used to slightly outperform our Link posts on Facebook. We need to stay abreast of these algorithm changes and their effects on our accounts in order to adjust accordingly. It’s a continual cycle of algorithm updates and posting adjustments.
Finally, we then compare the post type results alongside the volume metrics for each post type. Ideally, we would publish the best performing post type most frequently. With the recent success of video, this is increasingly challenging. In Q1, video posts comprised 17% of our Facebook posts and 8% of our Twitter posts. Our team wants to increase those percentages to increase our total engagements.