While Facebook user growth is stagnant, it still has the most monthly users of all social networks. Additionally, many users flock next door to Facebook-owned Instagram, keeping them tightly within the realm of Facebook properties. Regardless, videos have enjoyed rising popularity, both with brands and users on Facebook and Instagram.
Among brands tracked in Gartner L2’s report on the topic, average interactions per video post increased year over year on both Facebook and Instagram, while average interactions per image post decreased. Furthermore, analyzed brands have increased share of video posts on Facebook year over year, while slightly decreasing their share of video on Instagram. However, Facebook continues to be pay-to-play, especially for video: 40% of Facebook video posts are promoted, compared to image posts’ 25%.
Different sectors dominate each platform. Beverages/Food and Restaurant brands’ video posts enjoy the highest average interactions per Facebook post, while Consumer Electronics and Activewear lead on Instagram.