​New data analysis shows that visual web content often has a longer shelf life than Facebook updates.

​In pursuit of content marketing success, brands add fuel to the fire by distributing their collateral across today’s most popular social media networks. While each site offers unique benefits, creative teams must learn the pros and cons of using one media hub over another.​ ​Organizations looking to produce custom content that stands the test of time​ ​must find where updates have the longest shelf life to achieve stronger ROI.

In a recent analysis from Wise Metrics, social media content published to Facebook Pages doesn’t have as long a life span as many had hoped for, or previously thought. The source evaluated median engagement, impressions and reach, discovering that updates often grow stale within a few hours.

75 percent of total impressions max out within two hours and 30 minutes, and 75 percent of Pages’ audiences view updates within an hour and 50 minutes.

Data shows that 75 percent of overall engagement occurs during the first five hours of publication. More, 75 percent of total impressions max out within two hours and 30 minutes, and 75 percent of Pages’ audiences view updates within an hour and 50 minutes. After 30 minutes of live time, posts reach 50 percent of their global reach.

When it comes to other types of web content, video and Pinterest collateral often provide brands with long-term use that outperforms​ ​Facebook. Brafton previously reported that only 66 percent of video content’s total shares will be met within the first three months of publication. Pinterest content receives 30 percent of total Pins within three weeks of being live on the internet. This trend suggests visual marketing materials like video and infographic content may produce greater ROI for businesses than traditional text-only social updates.

As brands grow increasingly savvy with content creation, it’s important for marketers to realize how to balance copywriting and graphic design efforts. A combination of both contextual and visually appealing media establishes a well-balanced strategy, no matter the industry.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.