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.