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Studies Show Food Videos Dominate Facebook Interactions

Updated: Feb 13

Videos on Facebook seem to circulate the most. Facebook algorithms love videos, according to Buffer, and are circulated heavily with status updates and posts that include photographs.

However, using video content to appeal to customers may not always be the first choice for marketers if you're not talking about food. According to Engadget, videos about food dominates user interactions by almost twice the number of average interactions of the runner-up: fashion and beauty. Even videos about pets and animals trail behind in third place, easily garnering no more than half the interactions that videos about food get. Overall, there are a number of reasons marketers should consider this strategy to appeal to a wider variety of potential customers.

People like positive videos

A happy video is more likely to be shared among friends than a video about a depressing news story, or something that people don't consider fun. Food is a very uniting topic; regardless of where you come from or what you do, everyone likes food and likes to eat food with others.

Ad revenue

Ads work best with videos. There is rarely, if ever, a time where a Facebook video won't have an advertisement at the beginning or in the middle of the content. Videos appear to be the best way to generate ad revenue that people are going to see and/or interact with. And in the midst of what Talking Points Editor Josh Marshall calls a "monetization crisis," among companies, advertisement revenue is more crucial than ever before.

Combining an algorithm-happy source of media (videos) that can allow for advertisement revenue and use it to talk about what people love most (food) is the strongest option for marketers to engage with their customers. This can lead to better brand awareness and a strong consumer base by understanding what people are more likely to interact with. Understand Facebook trends and algorithms, and you will ultimately understand your potential customer base even better than before.

About the Author

Michael Arking is the President and Co-founder of Social Motion, a leading video agency working with global brands including MARS, Nestle Sciences, and Panasonic. Contact Michael to learn more about how to leverage your video content for maximum impact.

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