When paid media was introduced, “offer” posts, on average, resulted in the most organic and viral impressions. Although “status” posts generated 2.5 times fewer organic impressions when paid media was part of the mix, “photo” posts saw a sizable uplift in organic and viral impressions. Posts with video and offers saw 36% and 23% lifts, respectively, in viral impressions when paid media was part of the mix.
In addition to studying the effect post “type” has on organic vs. paid media, ShopIgniter looked at the performance of rich media on Facebook. It found such posts generated a 4.4% post-click conversion rate on Facebook.
There were various nuances to upticks in engagement. For instance, stories told using Facebook's Open Graph tool with large images and links performed more strongly on mobile as opposed to desktop’s strongest contender, photo posts in-body that included links.
ShopIgniter also broke down behaviors associated with “Stories” and “Consumption." Stories were defined as a series of actions that contributed to a post on a brand or engager’s Timeline, while Consumption was more of a one-time action, such as a click on a link or viewing a video.
When paid media was a part of the equation, consumption rates increased substantially for photos, remained the same for video and status updates and dropped for links. The recurring theme, then, is brands can’t take a one-size-fits-all approach to paid and earned media on Facebook, as each content type yields significantly different value for social advertisers.