Dive Brief:

• NewsWhip research has uncovered that native video on publishers’ Pages get 268% more shares than article links, according to Marketing Land.
• The study found that the most recent iteration of Facebook’s news feed algorithm rewards video content.
• "We encourage Pages to post things that their audience are likely to share with their friends,” Facebook Engineering Director Lars Backstrom wrote in a blog post.

Dive Insight:

Facebook’s new algorithm for the news feed prioritizes posts from friends such as photos, videos, status updates and links. These changes could have a negative impact on brand Pages, but new research shows that video could help mitigate that. 

“Overall, we anticipate that this update may cause reach and referral traffic to decline for some Pages," Backstrom wrote at the time of the algorithm update. "The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts. We encourage Pages to post things that their audience are likely to share with their friends.”

Based on Newswhip's research, video may now be the most valuable content type on Facebook, with the social media company actively promoting video posts and its new live streaming video feature. Video is particularly effective on mobile, with recent research showing that video ads are the most effective format on mobile devices.