According to a new study by Hubspot, the most effective content in social media are photos and videos. In fact, photos on Facebook Pages received 53% more likes than the average post and attracted 104% more likes than the average post. The study looked at 8,800 Facebook posts from B2B and B2C companies.

Facebook Photos Generate Higher Engagement Than Average Post
Engagement Average Post (Link, Text & Photo) Photo Post
Likes only

53%

Comments

104%

HubSpot, October 2012 (B2B & B2C Companies)

Hubspot said that Facebook users are uploading about 300 million photos per day, which is up 20% compared to last year. Instagram, which Facebook purchased in April 2012, increased 1,179% in six months.

So, it means that businesses should include photos and videos as part of their overall content strategy in social media.

The top industries that receive the most engagement are the auto industry followed by fashion.

Top Industries by Engagement Rate
Industry Engagement Rate
Automotive

0.273%

Fashion

0.189

Beauty

0.187

FMGC

0.173

Airlines

0.172

Source: HubSpot, November 2012

Marketers who are using interesting images to their advantage can increase traffic to their websites with an included link, says the report.