Influence of different formats of visual content on Facebook engagement rate - Case study of L'oreal Vietnam luxury brands
Abstract
Objectives of the study: The research aims to measure how different formats of visual content drive engagement rate on branded Facebook pages. The context chosen was Branded Facebook of L’Oréal Vietnam luxury brands including shu uemura, Lancôme and Kiehl’s. The reason why I come up with this topic is as followed:
To date, Facebook facilitates all brands, regardless the size and fame, to directly deliver brand messages and identity, create a two-sided communication in which users are now in the center. As the role of social media marking running on Facebook is such fundamental, a viral post, which generate much engagement and interaction, must not lack an eye-catching and branding visual.
Research method: The research method was qualitative. Descriptive Analysis was applied for data retrieved from Insight of 3 L’Oréal Vietnam luxury brands’ Facebook during the 10-month period from January 1, 2018 to October 31, 2018.
Findings of the research: The research revealed three-fold about how could formats of visual content differently affect the engagement rate.
Firstly, with fun-loving animations and rich information, videos are more enjoyable than photos.
Secondly, videos generate higher engagement rate than photo.
Finally, users want both user-generated textual content and high-quality visual content to engage with a Facebook post.
Keywords: social media marketing, engagement rate, visual content, post, branded fanpage, cosmetics industry, luxury brands, Facebook, Vietnamese users.