The report was based on data from 670,000 Facebook posts made by 4,445 brands between October 2014 and February 2015.
Videos uploaded to Facebook's native player have the most organic (unpaid) News Feed reach (8.7%, on average) of any post type on the social platform, the analysis found.
Photo posts, which until recently had the most organic reach, now have the least (2.3%); text-only status updates (5.8%) and link posts (5.3%) fall between the two.
Videos have greater organic reach with brands' fans and non-fans alike, the analysis found.
Video posts organically reach fans' News Feeds 5.7% of the time, on average, compared with 2.3% of the time for photo posts.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji