According to the latest edition of the 360º Social Media report (#MS360FAAP), carried out by the Center for Digital Media Innovation at FAAP University Center (NiMD-FAAP), in partnership with Emplifi, the format of Reels is preferred by creators.
The survey found that creators find it easier to produce videos compared to brands. Thus, the algorithm better delivers the format created by the creators.
Meanwhile, brands prefer to use more photos. According to the study, 40.2% of marketing posts are in static image, while Reels follows with 32.1% and the carousel with 25.7%.
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When analyzing the percentage of posts by creators, we see an inversion. Reels are the most used, as already mentioned, with 43.2%, followed by the carousel with 29.1% and lastly with the photos, with 27.7%.
It is noteworthy that the study is conducted quarterly. Therefore, all analyzes were carried out based on the first quarter of 2023. Therefore, according to the Meta platform, among the most used hashtags at the beginning of the year are #carnaval, #carnaval2023, #diadamulher and #diadasmulher.
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Scenario on Facebook is a drop in interactions with influencers
The report also did an analysis on Facebook, which showed a drop in interactions on influencers' posts in the first quarter of the year. In this way, while in the last third of last year, the average of interactions in paid posts was 938, this year, it dropped to 569.
However, there was a slight improvement in organic content, going from 236 to 247 in this quarter. Thus, according to experts, there is a factor that can explain the event, the decrease in funds for the period.
