Which Facebook Content Type Gets the Most Likes, Comments, and Shares?
- Sweta Panigrahi
- 6 days ago
- 13 min read
Facebook might be the platform you keep around like an old hoodie. For brands, it’s the awkward but necessary bridge between LinkedIn and Instagram.
You can’t ghost it completely, but going all-in often feels like shouting into the void. That’s why so many brands have slowed down posting, tossing Facebook the leftovers from their Instagram greatest hits.
But even though most brands overlook and turn their backs on Facebook, most don't realize it can still be a solid performer if you play your cards right. Maybe not in the “spray and pray” kind way, but if used effectively it can be a boost for your brand.
That’s exactly what we're covering today: the different types of content that should be in your Facebook mix if you want to squeeze every drop of engagement out of it (and maybe land a few surprise wins).
Why does posting on Facebook matter?
Ever post about your logo revamp, a major product update, or a founder story on Facebook… and get barely a like or comment?
Meanwhile, some random reel you threw together hits thousands of views overnight. It’s confusing, but reach isn’t the problem on Facebook. The problem is relevance.
Posting content that doesn’t resonate with the current audience just doesn’t work.
Facebook’s demographics have shifted over the years. The platform that was once dominated by younger users is now full of diverse audiences like older professionals, niche communities, and people looking for entertainment, connection, or inspiration.
What worked five years ago won’t cut it today. Your approach needs to change along with the people scrolling through the feed.
Randomly reposting Instagram hits or recycling old campaigns won’t do you any good.
To get meaningful engagement, brands need to understand which formats, topics, and styles actually capture attention on Facebook now. That’s why investing time and strategy into Facebook is still worth it.
When done right, it can deliver high visibility, real interaction, and even conversions. You can turn those random viral moments into a repeatable formula and finally make your posts work as hard as you do.
Are text posts still relevant on Facebook?
While everyone is chasing Reels, Carousels, and clever memes, plain text posts on Facebook still get the job done, just not for extended periods of time.
Facebook text posts are your quick-hit updates. Perfect for bold opinions, spicy takes, or sharing a thought without needing a designer or video editor.
Whether you're posting a lesson learned, a behind-the-scenes insight, or something a bit raw and unpolished, text posts make it super easy to hit publish and get noticed fast.
In our analysis of hundreds of thousands of posts, text posts reach 95% of their lifetime within just 10 days.
That spike in the first couple of days? That’s where your content does most of its heavy lifting. After that, the algorithm basically ghosts it.
Unlike Videos or photo posts that keep chugging along, text posts flame out fast, but this short lifespan can actually work in your favor if you post strategically.
Innocent Drinks nails Facebook text posts with playful, witty updates that feel personal and relatable.
How they do it:
Share humorous observations or lighthearted commentary aligned with their brand voice.
Keep the tone simple, friendly, and conversational.
Post timely content that taps into current trends or events.
Why it works:
Sparks genuine conversations and invites meaningful comments.
Stands out in a feed full of flashy visuals.
Quick to consume, but hard to ignore.
Takeaway:
If your brand has something valuable to say and wants to connect without relying on flashy visuals, text posts are your go-to. Focus on clarity, relevance, and conversation, and watch your engagement rise fast, even if short-lived.
How long does a Facebook video live in the feed?
Videos on Facebook are the slow burners of your content mix. They don’t spike and vanish like text posts. They stick around for a while, giving your brand a longer runway to get noticed.
According to Measure Studio's analysis, Facebook videos typically live for about 70 days, giving you plenty of room to accumulate views and engagement after day one. Unlike text posts, which flame out fast, videos let your content continue to perform over weeks.
Facebook videos outpace TikTok in initial reach, but die quicker than Reels. So while you may get a strong early showing, the engagement curve eventually flattens out. That makes it crucial to optimize your video for both early impact and long-tail value.
National Geographic consistently nails Facebook videos, from breathtaking wildlife clips to short explainer segments. Their videos hook viewers in the first few seconds and keep them engaged long enough to generate comments, shares, and repeat views.
How they do it:
Start with a visually striking moment to grab attention immediately.
Keep storytelling clear and concise, don’t drag out the intro.
Include captions so videos work even when viewers watch without sound.
Why it works:
Early engagement boosts the algorithmic push, helping the video reach new audiences.
A long lifespan allows content to keep performing well after the initial spike.
Shareable storytelling invites comments and reactions, not just passive views.
Takeaway:
Videos are your mid-term performers on Facebook: not as fleeting as text, but not as long-lasting as Reels. Focus on strong hooks, clear storytelling, and early engagement, and your videos can deliver both quick wins and steady reach over time.
Is Facebook still a place for photos?
If videos are your mid-term performers, photos are the marathon runners. Facebook photos share the platform’s longevity crown with Videos, making them one of the most durable content types you can post.
Measure Studio found that Facebook photos last more than 3x longer than images on Instagram. This means a well-crafted image can continue gathering likes, comments, and shares long after you have hit publish, giving your content real staying power.
Photos are versatile too. They can be used for product highlights, behind-the-scenes peeks, user-generated content (UGC), or simply beautiful visuals that stop the scroll.
Unlike text posts, which burn out in days, photos keep performing over weeks, giving your brand consistent visibility without constant posting.
Patagonia nails Facebook photos with striking imagery that reflects their brand values. From epic outdoor shots to community-driven campaigns, their visuals capture attention and spark engagement.
How they do it:
Use high-quality, visually compelling images that tell a story at a glance.
Align visuals with brand values and lifestyle messaging.
Encourage interaction by pairing images with engaging captions or calls-to-action.
Why it works:
A long lifespan keeps content relevant and discoverable for weeks.
Strong visuals stand out in a crowded feed of text and video.
Encourages shares and saves, amplifying reach organically.
Takeaway:
Photos are your long-term performers on Facebook. Focus on quality storytelling and brand alignment, and your images can keep engaging audiences long after they first appear in the feed.
Should you post more Carousels on Facebook?
Carousels sit right in the middle of Facebook content lifespans. They are shorter-lived than Videos or photos, but longer than text posts.
According to Measure Studio’s data, Carousels typically take about 35 days to reach 95% of their lifetime views. That’s roughly half the lifespan of Videos, making them ideal for short-term campaigns or timely content.
Carousels are perfect for step-by-step guides, product showcases, or multi-part storytelling. They let users swipe through multiple cards, increasing engagement and time spent on your post without requiring long-form video production.
Sephora uses carousels effectively to showcase new products, seasonal collections, or tutorials. Each swipeable card keeps users engaged while giving a complete view of what’s on offer.
How they do it:
Highlight multiple products, features, or tips in a single post.
Use clear visuals and concise text on each card.
Encourage interaction with captions that prompt swiping or engagement.
Why it works:
Keeps users engaged longer than a single image or text post.
Ideal for product launches, tutorials, or limited-time campaigns.
Timely and visually appealing, helping posts stand out in a crowded feed.
Takeaway:
Carousels are your short-term, high-engagement content type. Focus on clarity, visual storytelling, and interaction prompts, and they can generate meaningful engagement in a condensed timeframe.
Should Reels be part of your Facebook strategy?
Facebook Reels have a different vibe compared to Videos or Carousels. They start slow but grow steadily over their lifetime, giving your content a prolonged engagement curve.
Facebook Reels typically last about 65 days, slightly shorter than Instagram Reels, but long enough to make a real impact, as per Measure Studio's recent study.
Reels are perfect for trendy, snackable content like behind-the-scenes moments, tutorials, or fun, shareable clips. The slow burn means your content can pick up momentum over time, reaching new audiences as it gets reshared or surfaced by the algorithm.
Red Bull consistently nails Reels with high-energy, action-packed clips. Whether it’s extreme sports highlights or quick lifestyle moments, their content hooks viewers and builds steady engagement over weeks.
How they do it:
Lead with attention-grabbing visuals or action in the first few seconds.
Keep clips short, punchy, and mobile-friendly.
Ride trends and use popular sounds or effects to increase discoverability.
Why it works:
Steady growth allows content to reach new audiences over time.
Fun, dynamic format encourages sharing and repeat views.
Builds a sense of momentum that keeps your brand visible in feeds.
Takeaway:
Facebook Reels are your longer-lasting, trend-friendly content type. Focus on entertaining, highly visual storytelling, and give them time to grow. Your audience (and engagement metrics) will follow.
Do link posts work on Facebook?
Links are the sprinters of Facebook content, they last less than a week, giving them the shortest lifespan of any post type.
Most link posts reach 95% of their lifetime views in just a few days. That doesn’t mean they're useless.
Links are perfect for timely announcements, blog posts, or external resources you want to share quickly. And because they burn out fast, they give you plenty of opportunity to repost or refresh the content over time, keeping your audience engaged without spamming the feed.
TechCrunch uses links effectively to drive traffic to its latest articles. Short, punchy captions paired with a strong headline encourage clicks, while the fast turnover allows them to repost key stories or updates over time.
How they do it:
Pair links with compelling headlines or captions.
Use attention-grabbing visuals or previews to increase click-throughs.
Repost or update links strategically to maximize reach.
Why it works:
Quick content consumption matches audience attention spans.
Reposting ensures important links get multiple chances to be seen.
Short lifespan keeps your feed dynamic and timely.
Takeaway:
Links are fast, fleeting, and perfect for driving traffic. Focus on clarity, strong headlines, and strategic reposting, and they can punch above their lifespan in terms of impact.
What about other Facebook post types?
1. Groups
Facebook Groups may feel like niche corners of the platform, but they’re engagement powerhouses for brands that know how to nurture a community.
Whether it’s a private fan community, a product support group, or an industry-specific discussion hub, Groups foster conversations, Q&As, and resource sharing in ways public pages rarely do.
They have a long shelf life, posts within Groups often keep generating engagement for weeks as members comment, ask questions, and share.
Peloton leverages Groups for its workout community. Posts about new classes, challenges, and milestones spark comments, celebrations, and tips from fellow riders.
How they do it:
Regularly post discussion prompts and polls.
Encourage members to share achievements and questions.
Monitor and respond to maintain a welcoming, active environment.
Why it works:
Builds a loyal, engaged micro-community.
Posts stay relevant as long as the conversation continues.
Fosters organic advocacy and peer-to-peer sharing.
2. Stories
Stories are short-lived, vertical, full-screen posts that disappear after 24 hours. They're ideal for behind-the-scenes, quick updates, or micro-content.
Though fleeting, Stories can drive high engagement because they appear at the top of the feed and feel more personal than regular posts.
Starbucks Taiwan shares Stories highlighting seasonal drinks, promotions, or fun staff moments. They use playful visuals and stickers to keep content fresh.
How they do it:
Use engaging visuals and minimal text.
Include interactive elements like polls, questions, or GIFs.
Post frequently to stay top-of-mind.
Why it works:
Feels personal and ephemeral, encouraging quick engagement.
High visibility due to Stories’ placement.
Great for testing new creative or messaging quickly.
3. Polls
Polls are short, interactive posts designed to spark engagement and insights. They are quick to consume, encourage participation, and give brands valuable feedback.
Polls are highly shareable and often generate comments as people justify their choices. Mark of Falworth is a LEGO creator who actively engages his audience through Facebook Polls.
For instance, he conducted a poll asking followers to choose the theme for his next 24-hour build challenge. This approach not only involved his community in the creative process but also sparked discussions and excitement among LEGO enthusiasts.
How he does it:
Posts polls in LEGO-focused groups and on his Facebook page.
Offers multiple themed options for followers to vote on.
Encourages comments to discuss choices and share opinions.
Why it works:
Builds a sense of community by involving followers in decision-making.
Generates excitement and anticipation for upcoming builds.
Encourages interaction and discussion among LEGO fans.
4. Events
Events are perfect for launches, webinars, sales, or community meet-ups. They create a dedicated space where followers RSVP, discuss, and share the event.
Event posts often get additional visibility because Facebook surfaces them to invitees, making them great for driving attendance.
Heinz Hall uses Facebook Events to host concerts, special performances, and community programs. Each event page includes clear details, showtimes, ticket links, and discussion threads to keep attendees engaged before, during, and after the event.
How they do it:
Provide detailed event info, time zones, and CTAs.
Promote the event through feed posts, Stories, and email.
Encourage attendees to invite friends and share the event.
Why it works:
Centralizes engagement around a specific activity.
Drives attendance and awareness efficiently.
Builds anticipation and a sense of community among followers.
5. Live
Facebook Live is your real-time, unmissable content type. Unlike static posts, Live creates urgency, your audience knows the content is happening right now.
Perfect for Q&As, product launches, tutorials, or behind-the-scenes moments. Live videos boost reach during the broadcast and get a replay lifespan that often lasts a few days, sometimes longer if interactions continue.
Discovery Channel UK uses Facebook Live to engage viewers with live events, behind-the-scenes content, and interactive sessions.
For instance, they recently hosted a live broadcast from Camp Discovery, featuring staff bonding activities and interactive sessions. This approach allows fans to connect with the brand in real-time and participate in the experience.
How they do it:
Promote the session ahead of time.
Start with a hook to retain viewers.
Engage viewers by responding to comments live.
Why it works:
Creates urgency and excitement.
Encourages real-time interaction and deeper connections.
Replay content keeps adding value post-broadcast.
6. Promotions
Offers and promotions are short-term, scroll-stopping attention-grabbers, perfect for driving clicks, sales, or sign-ups. These posts have a short shelf life, but urgency drives immediate action.
It can be limited-time discounts, exclusive bundles, or seasonal deals. They work best when paired with eye-catching visuals and clear product listings that communicate value instantly.
Glossier shares promotional posts highlighting limited-edition products or seasonal bundles. Each post clearly showcases the products, often in a clean, playful layout that makes the offer feel exclusive and easy to shop.
How they do it:
Highlight scarcity or urgency (“Only 24 hours left!”).
Use bold, product-focused visuals with clear listings.
Include a direct CTA linking to the product or offer.
Why it works:
Immediate engagement and conversions.
Drives traffic and encourages sharing to friends and family.
Perfect for timed campaigns with measurable results.
How do you plan a foolproof Facebook calendar?
Once you start posting a mix of different content types on Facebook, use Measure Studio’s dashboard to track top metrics like:
Total engagement (likes + comments + shares)
Engagement rate (great for comparing posts with different reach)
Impressions or views
Click-through rates (for link or offer posts)
This gives you a clear view of what’s resonating with your audience, regardless of follower count or post format. You can also create custom metrics for deeper insight.
Pay attention if:
Your videos consistently outperform on weekends.
Carousels spike engagement mid-week but taper off fast.
Reels grow steadily over their lifetime but start slow.
Text posts get tons of likes but fewer comments.
These are strong signals for the types of content you should double down on. Under the Posts section, you can check your top-performing posts, average performers, and those that need improvement.
You can group your posts by:
Type (e.g., “video,” “photo,” “carousel,” “Live”)
Theme (e.g., “product tips,” “founder story,” “customer spotlight”)
This makes it easy to compare formats side by side or see which topics are hitting the mark.
Measure Studio also lets you create custom reports to track cross-platform analytics, trending data over days, weeks, or any custom range.
See which formats have longer lifespans and which burn out fast. No more guessing why a post that felt amazing vanished after day two.
Wrapping up
It’s time to make a real comeback on Facebook. Despite all the buzz about newer platforms stealing the spotlight, Facebook remains one of the richest ecosystems for content diversity with post formats.
Add to that its vast, multi-generational audience, and you have a platform that can still deliver serious results if you approach it with intent.
Too many brands treat Facebook like a dumping ground for recycled content from other channels, posting without direction or understanding the platform’s strengths.
That’s the silent felony, wasting a space where relevance, timing, and format mastery could yield disproportionate rewards.
The brands winning on Facebook today aren’t just “present” there, they are strategic. They study what resonates, tailor content to audience behavior, and leverage each post type for its unique strengths.
They know that quick-hit formats like text or link posts can fuel immediacy, while longer-lived content like videos, photos, and Reels can build sustained visibility over weeks or even months.
Facebook rewards intentionality. By mapping out your content mix, tracking performance over time, and leaning into what works, you can transform your presence from forgettable to influential.
The platform’s reach is still massive, the engagement potential is still real, and those who combine creativity with strategy will be the ones enjoying the long-term benefits.
If you're ready to stop guessing and start growing, use Measure Studio to track, analyze, and optimize your Facebook content mix. See exactly what works, double down on your winners, and turn Facebook into one of your top-performing channels.
Frequently Asked Questions
Is Facebook still worth posting?
Absolutely. While other platforms may dominate headlines, Facebook’s audience reach, diverse content formats, and targeting capabilities remain unmatched. With the right strategy and post type mix, brands can still see high engagement and long-lasting results.
Which Facbeook post has the longest lifespan?
Based on Measure Studio’s analysis of thousands of posts, videos and photos share the crown for longevity, lasting up to 70+ days, while formats like links and text posts tend to burn out faster.
How do I know which Facebook post type works best for my brand?
Test a variety of formats and track their performance using metrics like engagement rate, impressions, and reach. Tools like Measure Studio make it easy to compare formats, spot trends, and double down on the content types that consistently deliver.
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