Image posts trump text posts on Facebook brand pages. That’s a given. Or at least it was up until a few weeks ago.
Up until the end of September this year when Facebook made some well publicised changes to its algorithm, any image post a brand page made would have further reach and higher engagement than a standard text post.
Over the past few weeks I’ve noticed that a lot of text posts are receiving higher levels of engagement than I would have expected. PostRocket found that text posts are outperforming photo posts by studying Facebook insights data. Strange.
My hunch is that Facebook is grouping text only posts in bundles of other text only posts to display in your newsfeed. Where previously a text post would have got lost between two photo posts, Facebook is now displaying text posts as groups so they less likely to be missed as you scroll through your feed.
Here’s a screenshot of a bunch of text only posts displayed in my feed the other day:
These posts were all made within three days of each other, but Facebook has chosen to display them to me in a bunch.
Here’s another one:
Again, made at least three days apart yet displayed as a unit.
Facebook may be doing this to help out pages who don’t have the time/energy/skills to create engaging visual content. I’m not sure if they’ve got the balance right as a lot of extremely mediocre text posts seem to be getting a helpful push in reach due to the fact they’re text posts (not because they contain anything entertaining or valuable).
Regardless, it may be time to dust off the old text posts again and strike while the algorithm is in your favour.