Social Media Case Study: Pictures vs. Videos
December 19, 2018
We made the big switch – the one we’ve all been dreaming about. The switch from pictures to video on social media, that is. After years of posting pictures, we shifted gears and focused solely on video. A few months later, we decided to dig into the data and answer the question: Which performs better on social media: pictures or videos? Here’s what we found out.
The Boring Stuff (feel free to skip…)
We analyzed posts across some of our biggest clients. We looked at pictures and videos in both organic and paid posts, with the goal of understanding which performed better regarding reach and engagement.
Why reach and engagement? The success of a post is determined not only by how many people see it, but also how often users interact with it. If a paid or organic post has a bazillion impressions but gets zero additional reach or engagement, odds are it did not make an impact and was not successful.
The Interesting Stuff (you could still skip this…)
We found out it is better to use pictures for organic posts on social media. The average reach for organic pictures was 12% higher than videos.
In contrast, we found it is better to use videos if you are utilizing paid social media. The average reach on paid videos is over 40% higher than the average reach of paid pictures. Not to mention, the average post clicks on videos is more than double compared to the average post clicks on pictures.
The Payoff (you probably don’t want to skip this…)
To sum it all up, boosted videos perform the best. However, if you are posting without boosting, pictures should work just fine. But who posts without boosting these days?