I’ve got a secret weapon on social media: Layla! I snap photos and even pay for them to be taken. This keeps my Facebook presence running strong. People just adore babies, puppies, and bacon.

That’s a chapter from my book, It’s Not About You! With all the world’s turmoil, people are just looking for happiness. That’s what a picture can do. Even with that, I’ve got thousands of friends and connections. Here’s my 3 (almost daily) posts and the average responses I get. Just so you know, I have 3.3K friends.

I did an AI review of my most-read posts (daily) and asked it to read at least 10 posts each. The caption contest is designed to get viewer comments with a funny twist on the picture, so it’s definitely the winner for conversation.

• 🥓 Deep Bacon Thoughts – Averages: 5 reactions, 0.1 comments per post

• 📸 Tonight's Caption Contest – Average: 12 reactions, 11 comments

• 🐕 Layla Pictures – Average: 17 reactions, 0.8 comments per post

The bottom line is that the picture of Layla is the hands-down winner in creating interaction.

If I asked for help (like I did when asking what car to buy), I got dozens of comments, and they did sway me toward the Tucson (Hyundai). It is clear that Facebook rewards posts that get the most interaction by showing them to more feeds.

Business vs Profile

Facebook doesn’t have a specific “profile vs. page reach” stat, but it seems like your personal profile posts usually get more attention from your network than your business page posts.

Facebook’s feed often shows personal profile content more than page content, assuming everything else is the same. Creators and marketers often say that the same post from a personal profile can get way more views and likes than from a small business page with a similar number of followers, mostly because your friends have been interacting with you for longer, and Facebook likes to show “friends and family” content.

That being said, it's easier to add friends than it is to convince people to like a business page or group.

How business pages perform:

• Recent studies on social media reach show that Facebook Pages usually get about 1–2% of their followers to see their posts organically.
• Some aggregators still say that a wider range of about 3–7% of followers are reached organically, but they note that this is a significant drop from around 16% in the early 2010s.
• So, if your Page has 10,000 followers, a typical, unboosted post might only reach about 100–200 people organically.

So if you run a business, you have some choices:

• You can boost posts to get more eyeballs.
• You can buy ads to expand your reach beyond your current friends & family.
• You can try to friend your customers and followers from your business page.

No matter what you do, it's Facebook's algorithm that dictates who sees what and when.

LinkedIn

If you are in B2b business, LinkedIn is a different animal. You can see impressions, reactions, and comments. On specific posts, you can dig deeper with post analytics. Keep in mind that these numbers are from my profile, which has over 5000 followers.

I primarily have two kinds of posts: Images-only posts called Baconizms (done daily) and Blog Preview posts (for both my blogs and my LinkedIn Newsletter).

• Baconism Averages: Avg Impressions: 15.4 – Avg Comments: 0
• Blog Preview Averages: Avg Impressions: 133.5 – Avg Comments: 0.75

It's clear that the Blog tease posts (which are less frequent) get better impressions. I have to assume that's because the users have read them before and are interested in what I have to say, while the Baconizms are just a graphic, and they have seen them before (redundant).

Here are the types of posts that get the most engagement:

• 🥇 Polls – Generate the highest impressions of any format — LinkedIn's algorithm pushes them widely because they drive quick interaction
• 🥈 Multi-Image / Carousel Posts – Top impressions for pages under 50K followers; swipeable format keeps people on the post longer
• 🥉 Native Documents (- PDFs) Strong reach + highest engagement rate at ~7.00%
• Video – LinkedIn reports video gets 1.4x more engagement than other formats overall
• Text-only posts – Decent reach if the hook is strong; low production barrier
• Link posts – Typically, the lowest reach — LinkedIn suppresses external links in its algorithm

Here are the Average Engagement Rates (FYI – Overall LinkedIn average ~ 6.1% – highest of any social platform):

• Native Documents – (PDFs) – 7.00% — #1 for engagement
• Multi-Image Posts –  6.60%
• Video – 5.60%

Generally, people have more connections as individuals than a business page has. That is why I suggest that you post content to as many people associated with your business as possible.

Now, let's look at the same metrics for LinkedIn Business pages:

• 🥇 Multi-Image Posts – Highest impressions for pages under 50K followers – 6.60%
• 🥈 Native Documents – (PDF carousels) Strong consistent reach – 7.00% (highest!)
• Video – 1.4x more engagement than other formats – 5.60%
• Single Image – Moderate  – 4.8%
• Text Only – Moderate – 4.0–4.8%
• Link Posts – Lowest — algorithm suppresses external links

Here is the overall difference between Profiles and Business posts:

 

The business page has two hidden superpowers that you can take advantage of. That is, you can turn link posts into ads (power #1), and these ads can link back to your website (power #2), which circumvents the algorithm downgrading your links.

Closing Thought

It is clear that a personal profile gets more love from LinkedIn's Algorithm than a business page. The same can be said about Facebook, but Facebook is more explicit that they sell ads.

LinkedIn Ads are a powerful tool when used to drive traffic back to your website (and when properly set up).

When it comes to B2B business, I say Facebook is for fun, and LinkedIn is for fund$! The goal on Facebook is interaction, whereas on LinkedIn it's about people taking action.

Finally, I want to share a comment I got on Facebook about my LinkedIn post: