Across a simulated dataset of 20 Facebook posts, video posts had the highest average reach and impressions

Content formats

Post Type	Reach (count)	Impressions (count)	Engaged Users (count)	Total Interactions (count)
Link	3,050	4,671	408.8	375.2
Photo	2,815.5	3,597.5	309.75	270.5
Status	2,249.71	3,171.29	271.57	205.29
Video	4,192.5	5,529	268.75	230

Average Reach, Impressions, Engaged Users, and Total Interactions by Post Type

Reader Note:: This table reports average post performance by content type across a simulated dataset of 20 Facebook posts. Video has the highest average reach at 4,192.5 and the highest average impressions at 5,529, while link posts have the highest average engaged users and total interactions. The paper's surrounding text says status updates generated the highest average reach, but the table itself shows video as the reach leader. The source does not disclose how many posts fell into each content type.
Evidence:: Observed behaviour
Vendor interest:: None
Sample:: 20 simulated Facebook post observations, modelled after open-access Kaggle-style data; each observation is a single post.

Good for

Getting a rough orientation, and deciding what to check yourself.

Saying that one thing caused another, or predicting what you would get.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
This is one case — one company, one campaign, one account. Nothing implies it happens anywhere else.

Instagram users respond first to brand’s short videos, then creator-style content

Share of social users most likely to interact with each brand content type on Instagram
Content type	Share of users likely to interact (%)
Short-form video (<60 seconds)	52%
User-generated content	25%
Influencer content	23%
Live video	22%
Static images / Long-form video	19%

Short videos dominate brand engagement on TikTok

Share of social users most likely to interact with brand content types on TikTok
Content type	Share of social users likely to interact (%)
Short-form video (<60 seconds)	60%
Long-form video	32%
User-generated content	30%
Influencer content	28%
GIFs / memes	15%

Interactive Instagram content did the most to build brand trust

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Instagram carousels reach 142% more people than single-image posts and get 819% more saves

34%

of consumers are most likely to interact with Shoppable Pins on Pinterest

Personalized recommendations were the strongest predictor of luxury purchase intention on Instagram