Do Multi-Image Facebook Posts Really Increase Reach?

October 31, 2014

Do Multi-Image Facebook Posts Really Increase Reach?

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What’s This?

Most businesses using Facebook on a regular basis to promote their company know by now that posts on Facebook continue to reach fewer and fewer users. With Facebook’s organic reach rapidly in decline, some experts claim it will eventually plunge to virtually nothing.

This realization has driven marketers to devise experimentally creative ways to reach more users. Most savvy marketers know that photos drive engagement on Facebook pages. According to Social Bakers, 87% of a Facebook page’s interactions happen on photo posts. No other content type receives more than 4% of interactions. Facebook pages embrace photos as posts, and 75% of page updates are photos.

Okay, So How About a Facebook Post With Multiple Images?

Early this year, Jon Loomer, one of our favorite marketing consultants, claimed it was possible that using multiple images in a Facebook post may increase Reach.

Loomer explained he had received information from various vendors that if you create a post with multiple images, you will reach far more users than with a typical image share — not a photo album, but a standard text share with added images.

In the example Loomer provides, this is done within the “Status” area of the publisher by typing your message and then clicking the camera icon to add multiple images from your desktop.




The key, says Loomer, is for the images to look presentable when uploaded together. “If you post two or three images, all will be presented side-by-side within the News Feed, on your Timeline and within the permalink.”

Loomer cites several people who provided him with successful illustrations. One was from Patrick Cuttica of SocialKaty.

Patrick provided the examples below:

* Home decor brand page with 5k-10k fans saw 262% increase over average Reach of five prior single image posts

* E-Commerce apparel brand page in 20k-40k fan range saw 280% increase in average organic reach over five prior single page posts

Patrick highlighted a couple of more important points: The decor page saw a 989 % increase in post clicks while the apparel page saw 870%. In each case, this happened even though fewer stories were generated.

Here are a few more success stories people shared with Loomer:

From Michelle Goulevitch:

“If you post 2 images instead of 3 its a better look in the news feed. Not only is reach up on these types of posts, but my engagement is up too (yay!).”

From Dennis Meador:

“Yes I post 3-4 pics at a time and get 2-3 times the reach even with same likes/comments.”

From Jose Mathias:

“Have seen that actually, with a page of 4,200+ likes. Multiple images reach like 3000 while text 2000 and links around 900-1000.”

From Bridget Cleary:

“We’ve found the same, by posting multiple images the reach seems to have improved.”

Considerations

Loomer suggests thinking of this multiple image concept in terms of utility: Do you think that sharing multiple images in this way will provide value? Is it something you think your fans will respond to?

Quick Tip: In Loomer’s own test, he only used square images that were 1200×1200 pixels. Facebook appeared to crop out the outer 5px or so, but kept each image square.

“I plan on experimenting with it. I recommend you do the same. But when you do, make sure you look beyond the metric of Reach. Does it lead to more engagement? More stories? More website traffic? More sales?”

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