A Lesson for Advertisers on Facebook

Source: Meelo Logic.

The simple text-only status post may be the fastest way for brands to reach out to their fans on Facebook. But, as a proportion of responses, people aren’t interacting with them all that much.

Instead, it’s the media-heavy posts like videos and to a lesser extent photos that are driving the most comments, likes and shares for brands. That fact puts the social network’s year-long focus on its native video player in a new light: Video is where the activity is on Facebook when it comes to brands, that’s what the company is pushing, and it wants all aspects of that interaction in-house.

No subscription? You’re missing out.
Join the high-powered community of tech and business leaders who rely on The Information’s original news and in-depth reporting.
Subscribe to read the remaining 449 words of this article.
What’s included in a subscription?
Read The Information’s original, in-depth reporting and analysis
Receive as-they-happen articles via email
Talk with award-winning reporters in subscriber-only conference calls
Join the conversation on our subscriber-only Slack channel
Attend intimate, high-powered events with leaders in tech and business
Subscribe to The Information

The company may soon be solving that issue with the Instant Articles feature, rolled out a few months back. While it was initially intended to be a way for Facebook to host articles directly on the site rather than linking back to the news sites, it could equally function as a place for brands to post their content. Link posts may not get as much user engagements as video posts, but having the sites’ content hosted in-house would make Facebook’s ownership of the engagement circle complete.

Doug Crets commented on this article.
Read comments from top tech and industry leaders
Joe Lonsdale
Joe Lonsdale
Founding Partner, Eight
Chamath Palihapitiya
Chamath Palihapitiya
Founder & Managing Partner, SocialCapital
Tina Sharkey
Tina Sharkey
CEO, Brandless
Jonah Peretti
Jonah Peretti
CEO, Buzzfeed
Adam D'Angelo
Adam D'Angelo
CEO, Quora
Brit Morin
Brit Morin
Founder & CEO, Brit + CO
Dustin Moskovitz
Dustin Moskovitz
Co-Founder, Asana
Christina Miller
Christina Miller
President & General Manager, Turner
Max Levchin
Max Levchin
CEO, Affirm
Adam Mosseri
Adam Mosseri
Director of Product, Facebook
Alex Mather
Alex Mather
The Athletic
Martha Josephson
Martha Josephson
Partner, Egon Zehnder
James Murdoch
James Murdoch
Co-Chief Operating Officer, 21st Century Fox
Andrew Kortina
Andrew Kortina
Founder, Venmo
Ben Chestnut
Ben Chestnut
Co-Founder & CEO, Mailchimp
Ruchi Sanghvi
Ruchi Sanghvi
VP Operations, Dropbox
Login or Subscribe to follow the discussions happening here and real-time in our   Slack Community.