Spoiler: More reels on Facebook & Instagram coming
Overall, short reels out performed everything else. I’m going to spend my time there on those in the future. I still have Zoho Social posts future scheduled for a long time in the future, about 3 posts a week will be non-video posts. I’m not going to change that schedule.
I’ll post ChatGPT’s analysis on Facebook & Instagram later in this, but I wanted to cut to the big finding on videos. Another finding is that Meta Business center tracks the Facebook & Instagram track statistics on videos much better than Zoho Social.
On the Meta Business mobile app, here’s a comparison the 1st week I shared 5 reels. The previous week was only pictures and words. 5 reels were the only change for this increase.
These were unscripted, unedited, no tripod or special lighting reels. 5 of them did better than all of the other efforts before them combined!
The Facebook views are less, but the interaction is higher. I’m not sure what to make of that yet, but since Meta Business Center allows posting both at the same time, that’s what I’ll do.
As mentioned, here’s the deeper analysis by ChatGPT of the Zoho Social reports, which as I mentioned, didn’t seem to fully capture the impact of these reels. That’s why I needed to treat them separately.
Facebook activity (going back to May 1, 2025):
📈 Top Performing Post Types (by average total engagement)
| Post Type | Avg. Engagement (Likes + Shares + Comments) |
|---|---|
| 🟦 Video | 1.55 |
| 🖼️ Image | 1.34 |
| 📝 Text | 0.94 |
| 🔗 Link | 0.76 |
🔍 Insight:
Your image and video posts perform significantly better than links and plain text. Focus future FB content around visuals—especially images with short captions or emotional/eye-catching visuals.
🏆 Top 5 Highest-Engagement Facebook Posts
| Time Posted | Type | Total Engagement |
|---|---|---|
| 26 May 2025 – 5:00 PM | IMAGE | 7 |
| 17 May 2025 – 9:52 AM | IMAGE | 5 |
| 14 Jun 2025 – 3:05 PM | IMAGE | 5 |
| 05 Jun 2025 – 3:00 PM | IMAGE | 4 |
| 09 Jun 2025 – 10:00 PM | IMAGE | 4 |
🔍 Insight:
All top 5 posts were images—this clearly confirms visual content is your strongest asset on Facebook. We can look deeper into what those images were (tone, style, topic) if needed.
⚙️ Engagement by Publishing Source
| Source | Avg. Engagement/Post |
|---|---|
| 📤 Zoho Social | 1.41 |
| 📱 Facebook (native) | 0.89 |
| 🔌 Jetpack | 0.81 |
🔍 Insight:
You’re actually getting better engagement when posting via Zoho Social than natively through Facebook or automated WordPress/Jetpack shares. This may be due to better formatting or smarter post timing via Zoho.
✅ Recommended Next Steps (Facebook)
- Focus on images and videos for ongoing posts.
- Limit link-only posts unless they include a compelling image and hook.
- Use Zoho for publishing vs. native tools—it’s performing better.
- Let’s review your top post content themes next if you want to know what kind of images are resonating.
Now Instagram activity:
A carousel, to Zoho Social, is when you post multiple pictures and people can swipe thru them.
📊 Avg. Engagement Rate by Post Type
| Post Type | Avg. Engagement Rate |
|---|---|
| 🎥 Video | 0.30 (highest) |
| 🖼️ Image | ~0.22–0.29 |
| 📚 Carousel | ~0.25 |
🔍 Insight:
Your videos and select images are generating the strongest engagement, similar to Facebook. Carousels also show promise, even with fewer posts—worth testing more of those.
🏆 Top Performing Instagram Posts
- Video from June 20, 5:05 PM = Highest engagement
- Image from May 17, 9:52 AM = Strong organic performance
- Carousel from May 5, 7:42–7:53 PM = Good interaction even with low likes
Your audience responds to a variety of formats, as long as the visual content is strong.
✅ Suggested Next Moves for Instagram:
- Post more short-form videos—they consistently drive higher engagement.
- Continue with image posts but focus on emotional or bold designs.
- Test more carousels to educate, tell a story, or show product variety.