Videos, followed closely by photos, are the content most likely to be shared on Facebook. If you aren't posting videos and photos, you aren't engaging your online fans to the fullest extent possible.
According to a report from Zuum, a social media insight tool, videos and photos have a much stronger probability of being shared than status updates or links. Facebook has made it easier for brand pages to offer visual fare, and the brands that enjoy the highest level of engagement are feeding their fans eye-catching treats.
Of course, it is not an either-or situation with visuals versus words. A mix of relevant material is best. But failing to post videos and photos, including those that are user-generated, is a mistake.
Sharing visual content is what has spurred the remarkable growth and usage of Instagram and Pinterest.
Writing about this trend, Jon Thomas of Story Worldwide provides some compelling examples of visual branding, including Oreo's striking rainbow cookie to celebrate gay pride. The simple graphic generated 300,000 likes, more than 90,000 shares and some 60,000 comments, Thomas reports. Plunging into a controversial subject earned Oreo lots of pushback. But if its goal was engagement, it succeeded.