--- title: "Facebook Study: What we learned looking at 105 million posts" description: Facebook is daily businesses for almost every marketer. The blue giant is still the most used social network and can a highly effective marketing channel. Reason enough for us to analyze 105 million posts in 2018. Here's our Facebook study for the year of 2018. image: https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/featured-image-fb-study-v3-1.jpg --- **[🚀 ANNOUNCEMENT: QUINTLY BECOMES FACELIFT DATA STUDIO→](https://www.quintly.com/quintly-becomes-facelift-data-studio)** [![facelift-datastudio-black-1](https://www.quintly.com/hubfs/facelift-datastudio-black-1.svg "facelift-datastudio-black-1")](https://www.quintly.com) ** ** Use cases [Brands Find the KPIs you need, get deep insights and build your brand by understanding your audience on social. ](https://www.quintly.com/brands) --- [Case Study: Benefit Cosmetics How the global beauty brand gained 50% growth in engagement and increased reach across the world. ](https://www.quintly.com/case-study/benefit-cosmetics) [Case Study: Meliá Hotels Int. How social media data is key to Meliá Hotels International and their brand's digital revolution. ](https://www.quintly.com/case-study/melia-hotels-international)   [Agencies Drive better decisions based on quality data using social analytics and reporting for all your clients. ](https://www.quintly.com/agencies) --- [Case Study: The Marketing Arm How this global agency uses social intelligence to win pitches and retain clients with top brands. ](https://www.quintly.com/case-study/the-marketing-arm) [Case Study: bürosüd plusNew! How bürosüd plus increased their audience by 40% ](https://www.quintly.com/case-study/burosud-plus-pr-and-communication-agency-quintly-case-study)   [Media Do more with your data using custom metrics and API integrations to optimize your social strategy. ](https://www.quintly.com/media) --- [Case Study: RTL Media Group How quintly helps a large news-media organization create a data-driven culture for their teams company-wide. ](https://www.quintly.com/case-study/rtl-media-group) [Case Study: Landau MediaNew! How Landau Media manages 50 profiles in one place ](https://www.quintly.com/case-study/landau-media) FEATURES [Analytics Track, benchmark and optimize your social media. ](https://www.quintly.com/analytics) [Data in Depth Secure, trusted data quality for better business. ](https://www.quintly.com/social-media-data)   [Reporting Create or automate reports, exports and live links. ](https://www.quintly.com/reporting) [API and Integrations Take analytics further with our API and integrations. ](https://www.quintly.com/social-media-data-integration) NETWORKS [Facebook ](https://www.quintly.com/facebook-analytics) [Instagram ](https://www.quintly.com/instagram-analytics) [Twitter ](https://www.quintly.com/twitter-analytics) [Snapchat ](https://www.quintly.com/snapchat-shows-analytics)   [LinkedIn ](https://www.quintly.com/linkedin-analytics) [YouTube ](https://www.quintly.com/youtube-analytics) [TikTokNew! ](https://www.quintly.com/tiktok-analytics) Company [About Us We’re people persons – read our story here. ](https://www.quintly.com/about) [Careers Looking for a job? See what we have to offer. ](https://quintly-jobs.personio.de/) [Contact Want to get in touch? Come say hi. ](https://www.quintly.com/contact) Resources [Blog Our latest articles, social news and industry insights. ](https://www.quintly.com/blog) [Social Media Studies Browse our collection of free reports. ](https://www.quintly.com/resources) [Knowledge Base More than a help center – updates, guides and more. ](https://help.facelift-cloud.com/en/collections/6890662-facelift-data-studio)     [Free stats portalNew! Check out popular industries & countries. ](https://info.quintly.com/free-stats) [Product newsNew! Receive the latest news on improvements and updates to our product  ](https://www.quintly.com/product-news) [![facelift-datastudio-black-1](https://www.quintly.com/hubfs/facelift-datastudio-black-1.svg "facelift-datastudio-black-1")](https://www.quintly.com) ** ** Solutions [Brands Find the KPIs you need, get deep insights and build your brand by understanding your audience on social. ](https://www.quintly.com/brands) --- [Case Study: Benefit Cosmetics How the global beauty brand gained 50% growth in engagement and increased reach across the world. ](https://www.quintly.com/case-study/benefit-cosmetics) [Case Study: Meliá Hotels How social media data is key to Meliá Hotels International and their brand's digital revolution. ](https://www.quintly.com/case-study/melia-hotels-international)   [Agencies Drive better decisions based on quality data using social analytics and reporting for all your clients. ](https://www.quintly.com/agencies) --- [Case Study: The Marketing Arm How this global agency uses social intelligence to win pitches and retain clients with top brands. ](https://www.quintly.com/case-study/the-marketing-arm) [Case Study: bürosüd plusNew! How bürosüd plus increased their audience by 40% ](https://www.quintly.com/case-study/burosud-plus-pr-and-communication-agency-quintly-case-study)   [Media Do more with your data using custom metrics and API integrations to optimize your social strategy. ](https://www.quintly.com/media) --- [Case Study: RTL Media Group How this large news-media organization creates a data-driven culture for their teams company-wide. ](https://www.quintly.com/case-study/rtl-media-group) [Case Study: Landau MediaNew! How Landau Media manages 50 profiles in one place ](https://www.quintly.com/case-study/landau-media) FEATURES [Analytics Track, benchmark and optimize your social media. ](https://www.quintly.com/analytics) [Data in Depth Secure, trusted data quality for better business. ](https://www.quintly.com/social-media-data)   [Reporting Create or automate reports, exports and live links. ](https://www.quintly.com/reporting) [API and Integrations Take analytics further with our API and integrations. ](https://www.quintly.com/social-media-data-integration) NETWORKS [Facebook ](https://www.quintly.com/facebook-analytics) [Instagram ](https://www.quintly.com/instagram-analytics) [Twitter ](https://www.quintly.com/twitter-analytics) [Snapchat ](https://www.quintly.com/snapchat-shows-analytics)   [LinkedIn ](https://www.quintly.com/linkedin-analytics) [YouTube ](https://www.quintly.com/youtube-analytics) [TikTokNew! ](https://www.quintly.com/tiktok-analytics/) Company [About Us We’re people persons – read our story here. ](https://www.quintly.com/about) [Careers Looking for a job? See what we have to offer. ](https://quintly.jobs.personio.de/) [Contact Want to get in touch? Come say hi. ](https://www.quintly.com/contact) Resources [Blog Our latest articles, social news and industry insights. ](https://www.quintly.com/blog) [Social Media Studies Browse our collection of free reports. ](https://www.quintly.com/resources) [Knowledge Base More than a help center – updates, guides and more. ](https://support.quintly.com)     [Free stats portalNew! Check out popular industries & countries. ](https://info.quintly.com/free-stats) [Product newsNew! Receive the latest news on improvements and updates to our product  ](https://www.quintly.com/product-news) [![quintly.com](https://www.quintly.com/hubfs/Design/Mayday/Pricing%20Page/white%20icons/AdvancedTraining.svg "quintly.com")](https://www.quintly.com/) ** ** [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) by [David Campbell](https://www.quintly.com/blog/author/david-campbell) on August 11, 2023 [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) ### Filter by Category - [Instagram Strategy (214)](https://www.quintly.com/blog/tag/instagram-strategy) - [Reach vs Impressions (213)](https://www.quintly.com/blog/tag/reach-vs-impressions) - [Twitter Analysis (213)](https://www.quintly.com/blog/tag/twitter-analysis) - [Youtube Analytics (213)](https://www.quintly.com/blog/tag/youtube-analytics) - [featured (213)](https://www.quintly.com/blog/tag/featured) [quintly Blog](https://www.quintly.com/blog)  /   [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Social Media Studies](https://www.quintly.com/blog/tag/social-media-studies) 6 MINUTE READING TIME [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Social Media Studies](https://www.quintly.com/blog/tag/social-media-studies) # Facebook Study: What we learned looking at 105 million posts by [Julian Gottke](https://www.quintly.com/blog/author/julian-gottke) on February 13, 2019 ![](https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/featured-image-fb-study-v3-1.jpg) It goes without saying that Facebook is part of most people’s everyday life. Yes, it’s popularity might have reached its peak but no marketer should ever underestimate the effectiveness of the blue dinosaur. In the following article I will guide you through the findings while analyzing 105 million Facebook posts.  The past, the present and the future of the network is highly interesting to all marketers. We at quintly don’t have a crystal ball to foresee the future, but we are able to set a data-driven foundation for some insights and predictions. That’s why we decided to learn more about the network and how people used it in 2018 by analyzing 94,000 pages and over 105 million posts. Now, let’s jump into the findings. ## The data set of our Facebook study To provide you with a better understanding of our data set, here’s the split of Facebook Pages we’ve analyzed. This info will not only help you to understand the data set but will also allow you to compare your own Facebook pages to our groups of profile sizes analyzed. ![Profile size groups Facebook Study ](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Profile%20size%20groups-3.png?width=1008&name=Profile%20size%20groups-3.png) Here are the points our study covers: - Post type distribution & performance - The length of posts - Posting time - Split of reactions ## Link posts have the biggest share of all posts   55% of the 105 million analyzed posts were Link posts. Photos were used in 29% of them and videos made up around 14%. *![Post types used on Facebook ](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Post%20types%20used-4.png?width=1008&name=Post%20types%20used-4.png) * Knowing which post type is used most frequently is interesting but affects your marketing strategy to just a small extent. That’s why we looked into the average interactions each post type receives. The results are quite surprising to me!   ![Average interaction by post type](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Avg%20interaction%20by%20post%20type-Aug-22-2023-06-53-48-2685-AM.png?width=1008&name=Avg%20interaction%20by%20post%20type-Aug-22-2023-06-53-48-2685-AM.png) Natively uploaded videos seem to be the holy grail of interactions on Facebook, followed by images. Link posts, the most frequently used post type, do not seem to play any role when it comes to interactions. They receive **72% fewer interactions than video posts**. That’s why [social media analytics](https://www.quintly.com/) is crucial! Depending on your goal, it still might make sense to post links but certainly not when you aim to engage your users. Link posts are the only way to drive traffic to your website from Facebook. If that’s part of your strategy, you need to accept the algorithm penalization and live with a lower reach while working towards your goal and sending traffic to your website. Having said that, it always comes back to your strategic goal. You wonder how people interacted? Do 'love', 'haha' and 'wow' play a role or is like still predominantly used? Find out in our study!  [![quintly Facebook Study ](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/c5ddb585-1113-4a42-957b-e1edd1f4243f.jpeg?width=940&height=342&name=c5ddb585-1113-4a42-957b-e1edd1f4243f.jpeg)](https://www.quintly.com/cs/c/?cta_guid=9eb6b4b4-f636-4b6d-9f83-8c3c992fc640&signature=AAH58kES4uRAgaD7qPQOETmJn-8w8I-C9g&pageId=7544431571&placement_guid=5362afa3-0d9a-4967-868f-bfa9a8f2a2c3&canon=https%3A%2F%2Fwww.quintly.com%2Fblog%2Ffacebook-study&portal_id=3330298&__hstc=146014955.4ac32fe5bdcab407482560af6e5d7795.1692631347040.1692631347040.1692631347040.1&__hssc=146014955.6.1692631347040&__hsfp=1561754925&hsutk=4ac32fe5bdcab407482560af6e5d7795&contentType=blog-post) ## Weekend or Weekday? That is the question! On average, we saw a tendency towards posting during the weekday. 23% of all posts are posted during the weekend. As a weekend just consists of two days (versus five working days), we need to take one step back. Distributed evenly, every day would take up 14.23% of an entire week (100% / 7 days = 14.23%). This percentage multiplied by two (two weekend days) equals 28.46%. That’s five percentage points more than the actual 23% found in our study and indicates a slightly higher posting trend during weekdays.  Head over to [our study](https://info.quintly.com/facebook-study) in order to get more insights on this topic!  ## 13% higher interaction on weekend posts! Having discovered that less content is posted on weekends, we dug deeper into the behavior of Facebook users. When do people tend to engage more? On a rather relaxed Sunday or between work and hitting the gym? We found out: on a rather relaxed Sunday! ![Interactions weekdays on Facebook ](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/Interactions%20weekdays-Aug-22-2023-06-53-46-4682-AM.png?width=1008&name=Interactions%20weekdays-Aug-22-2023-06-53-46-4682-AM.png) Now it’s up to you! Dig into your own [Facebook analytics](https://www.quintly.com/facebook-analytics). When is your followership most active? On a weekday or on the weekend? Which post type performs best for you? Feel free to discuss your findings with us on Twitter or LinkedIn! [![quintly Facebook Study ](https://www.quintly.com/hs-fs/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/c5ddb585-1113-4a42-957b-e1edd1f4243f.jpeg?width=940&height=342&name=c5ddb585-1113-4a42-957b-e1edd1f4243f.jpeg)](https://www.quintly.com/cs/c/?cta_guid=9eb6b4b4-f636-4b6d-9f83-8c3c992fc640&signature=AAH58kES4uRAgaD7qPQOETmJn-8w8I-C9g&pageId=7544431571&placement_guid=5362afa3-0d9a-4967-868f-bfa9a8f2a2c3&canon=https%3A%2F%2Fwww.quintly.com%2Fblog%2Ffacebook-study&portal_id=3330298&__hstc=146014955.4ac32fe5bdcab407482560af6e5d7795.1692631347040.1692631347040.1692631347040.1&__hssc=146014955.6.1692631347040&__hsfp=1561754925&hsutk=4ac32fe5bdcab407482560af6e5d7795&contentType=blog-post) ## Recommended readings [Instagram Study: We analyzed 9 million posts ](https://www.quintly.com/blog/instagram-study)[Facebook Post Reach Explained](https://www.quintly.com/blog/facebook-post-reach-explained)  [Facebook Analytics: How to Analyze your Facebook Performance](https://www.quintly.com/blog/facebook-analytics) ### Related Categories [featured](https://www.quintly.com/blog/tag/featured) [Reach vs Impressions](https://www.quintly.com/blog/tag/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/tag/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/tag/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/tag/instagram-strategy) [Social Media Studies](https://www.quintly.com/blog/tag/social-media-studies) ### [Julian Gottke](https://www.quintly.com/blog/author/julian-gottke) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [YouTube Data](https://www.quintly.com/blog/topic/youtube-data) [YouTube Metrics](https://www.quintly.com/blog/topic/youtube-metrics) ## [5 YouTube Analytics Metrics You Should Know](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [Read more](https://www.quintly.com/blog/5-youtube-analytics-metrics-you-should-know) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) ## [7 Tips for Using Social Media Reporting Data To Tell a Story to Your Client](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [Read more](https://www.quintly.com/blog/7-tips-for-using-social-media-reporting-data-to-tell-a-story-to-your-client) [featured](https://www.quintly.com/blog/topic/featured) [Reach vs Impressions](https://www.quintly.com/blog/topic/reach-vs-impressions) [Twitter Analysis](https://www.quintly.com/blog/topic/twitter-analysis) [Youtube Analytics](https://www.quintly.com/blog/topic/youtube-analytics) [Instagram Strategy](https://www.quintly.com/blog/topic/instagram-strategy) [tiktok business](https://www.quintly.com/blog/topic/tiktok-business) ## [How to Build an Engaged Audience on TikTok](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) [Read more](https://www.quintly.com/blog/how-to-build-an-engaged-audience-on-tiktok) ![](https://www.quintly.com/hs-fs/hubfs/Marketing%20/blog-en/General%20Files/5%20Ideas%20banner%20promo%20module-3.png?width=120&name=5%20Ideas%20banner%20promo%20module-3.png "5 Ideas banner promo module-3.png") ## 5 Ideas to Optimize Your Social Media Analysis   [Download the E-book](https://info.quintly.com/optimize-your-social-media-performance) ### Join the conversation. Leave us a comment below! ## See where you stand on social media. Get in touch today to track, benchmark and optimize your social media performance with advanced analytics made easy. #### Solutions #### Integrations #### Platform #### Networks #### Resources What's new #### Company #### Contact Copyright © 2024 Facelift Data Studio. All rights reserved. • [Terms](https://www.quintly.com/terms) • [Privacy](https://www.quintly.com/privacy) • [More...](https://www.quintly.com/transparency) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Julian Gottke", "url" : "https://www.quintly.com/blog/author/julian-gottke" }, "dateModified" : "2023-08-29T10:18:01.125Z", "datePublished" : "2019-02-12T23:00:00.000Z", "headline" : "Facebook Study: What we learned looking at 105 million posts", "image" : [ "https://www.quintly.com/hubfs/archive/98%20Assets_Archive/Blog/Imported_Blog_Media/featured-image-fb-study-v3-1.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.quintly.com/blog/facebook-study", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.quintly.com/hubfs/2024-home/facelift_logo_new_black_rgb.svg" }, "name" : "Facelift brand building technologies GmbH" } } ```