Photos Generate 200% Higher Interaction Rate Than Links On Facebook

author: Kyle date: July 12, 2011
You know what they say, “Content is king.”  and while this maybe true.  In this post we examine this notion in more depth to find out which type of content gets the most interaction on Facebook.
Our data comes from scraping the posts of the top 20,000 Facebook pages. Our sample size was 50,000 posts.

When we take a look at the number of posts for each content type we see:

  • Music- 78
  • SWF- 128
  • Video- 7,018
  • Photo- 9,594
  • Status- 10,936
  • Link- 21,527

We found the average interaction rate for the six types of content.  In the order of interaction rate from lowest to highest, they are:

  • Link-0.07%
  • Music-0.08%
  • SWF-0.08%
  • Video-0.11%
  • Status-0.15%
  • Photo-0.21%

Photos by far has the highest interaction rate which is 200% higher that the lowest, links.  Interesting to note, the second highest interaction rate comes from status messages.

Photos Generate 200% Higher Interaction Rate Than Links on Facebook >tweet this<

As we see here, links are most frequently posted but have the lowest interaction rate.  While photos are posted less often, but have the highest interaction rate. It makes sense that photos generate the highest interaction rate as they draw the user in visually, are easily digestible and can elicit an emotional response quickly.  Using photos can increase interaction rate with your Facebook fans.

Interaction rate definition
We took  number of Likes and Comments for a post and divided it by the number of Page Likes at the time of publish.

Please note that this is our definition of interaction rate since it slightly differs from Facebook’s definition which is (Likes + Comments)/Impressions.

*This article is part of our Engagement & Interaction white paper. (Download below, it’s free!)
We answer the questions that every Page Admin is asking with definitive answers from scientific analysis.  We analyzed the top 20,000 Facebook Pages to find posting techniques that really work. It is free and quick to download. Get it now!

If you are a Facebook page admin looking for ways to increase Facebook engagement feel free to reach out to us:

cateogories: Analysis, Blog, data, Facebook, Techniques

  • Asking Users To “Like” Gets 216% Higher Interaction Rate : Momentus Media

    [...] and “Like” have a higher interaction rate when compared to normal text statuses posted (not including photos, links, video, etc.) What is notable is how much interaction is increased by asking users to [...]

  • sildiko

    The graphs are missing.

  • sildiko

    The graphs are missing.

  • Joseph

    Graphics missing.

  • Photos Draw Most Facebook Interactions, Links Draw the Least

    [...] this year, Momentus Media did a somewhat similar study that analyzed 20,000 Facebook business/brand pages and analyzed tens/hundreds of thousands of [...]

  • What are the most effective ways to share information on Facebook?

    [...] links to other sites that interest them, sharing music, updating their status and uploading videos. Momentus Media posted a report back on July 12, 2011 regarding a study they performed gathering data about what type of content gets shared the most on [...]

Want your Facebook fans to engage and share your brand?

We are specialists in virality. We look at how people share and why people share on Facebook. Learn more about creating your own viral Facebook app today.