In one of the largest social media studies ever conducted, BuzzSumo analyzed 25 million Facebook posts to discover which content formats get shared the most.
And the results were eye-opening.
Average total shares by post type:
- Link Post: ~30 shares
- Facebook Video: ~500 shares
That’s a staggering 16x more shares for video content compared to standard link posts.
Let that sink in — the same content, when delivered as a video, can perform 16 times better in terms of reach and engagement.
Why does video perform so well?
- It captures attention in the feed — especially with autoplay.
- It triggers emotion — storytelling is more impactful through visuals.
- It favors the algorithm — Facebook rewards content that keeps users engaged.
- It’s more shareable — people love sharing short, snappy, or entertaining videos.
And here’s a smart hybrid tactic that combines video and conversion:
Use a Facebook Live video, but place your link above it in the caption or description. That way, you benefit from video virality while still driving clicks and traffic.
Important Note:
About 85% of Facebook videos are watched with the volume off, especially on mobile. That means adding subtitles or captions is critical to keeping viewers engaged and delivering your message.
Key Takeaways:
- If you’re still only posting links, you’re missing out on major reach.
- Even basic, low-budget videos can outperform polished blog posts when it comes to shares.
- Optimize for silent viewing — add subtitles, strong visuals, and clear CTAs.
In the battle for attention on Facebook, video isn’t optional — it’s your best weapon.