But first, what is visual content or rather visual content marketing?
Simply put, your visual content has to make your marketing campaign stick and resonate with prospects.
Visual content comes in many forms, i.e. videos, infographics, photos, emojis, memes, etc.
In this post, we concentrate on the importance of using visual content on social media channels, mainly Facebook.
According to a study released by Simply Measured in summer of year 2013, 98% of top brands have a Facebook fan page. 60% of them post at least one time per day.
Yet the frequency of posts is not that effective in engaging fans than a brand’s content strategy.
What the study found is that visual content is the primary driver for engagement on Facebook. Photos accounted for 95% of total engagement.
Overall, photos posted by top brands average more than 9,400 engagements per post, while video posts average more than 2,500 engagements.
Facebook has made significant changes to benefit brands and users, like improving how visual content is displayed, and introducing clickable hashtags that allow brands to provide additional context with their posts.
20% of Facebook posts included hashtags in 2013. Yet, Simply Measured saw no measurable change in how hashtags influence engagement.
These posts perform as well as posts without hashtags, suggesting that Facebook users are not yet discovering brand posts by their tags.
The Simply Measured Facebook study evaluates brands and verticals in the Interbrand 100, identifying key trends and strategies shaping the way companies engage with consumers through social media.
Visual Content Statistics in 2013
Key findings of the 2013 study found out that:
Length of Posts Matter
Analysis of more than 500 status updates from the top brands showed that the longer a status update is, the less engagement it typically receives.
However, if a status update is too short (less than 50 characters) it may not be long enough to capture viewers’ attention or provide the necessary context to drive engagement.
Not Allowing Fans to Post on Walls Hinders Engagement
29% of top brands do not allow users to post on their wall.
For these brands, engagement on their page is limited to likes, comments and shares on brand posts, resulting in 15 percent less engagement than brands that do allow user posts.
This is despite the fact that brands that don’t allow user posts have 71 percent more fans.
Automotive Brands Dominate the Top 10
Automotive brands are taking advantage of their fans passion for high quality car photos. They keep posting more frequently than other brands. In doing so they receive nearly twice the Interbrand average per post engagement.
Ferrari, Mercedes-Benz, BMW, Harley-Davidson and Audi USA all rank among the top 10 in engagement.
Top Brands Take Different Approaches
The top 10 most engaging brands average 19.8 million fans (more than twice the 7.9 million brand average) and average 2.5 posts per day.
A large variance exists in the number of times brands post, demonstrating the different approaches brands take to serving content.
Facebook, MTV and Coca-Cola Top the List
Facebook claims the top spot with 93 million fans. In second place comes Coca-Cola with 68.6 million. In third place came and MTV with 45.8 million fans.
When it comes to overall engagement, only MTV made the leader list, following behind Disney, Ferrari and Intel.
Read also: Why Do People Follow Facebook Brand Pages
[Photo credit: Flickr / laughingsquid]