As we’re nearing the end of 2014, it’s a time to reflect on what progresses we’ve made in marketing in just this past year alone. The latest study from Simply Measured juxtaposes a lot of it’s Q3 2014 research with that of last year in Q2. In just the span of a year, social media marketing has gone through changes, even on the world’s standard social media platform, Facebook.

To begin with, this year we see brand adoption of Facebook for Interbrand’s Top 100 Brands near 100 percent. Exactly 97 percent of the world’s top brands have a Facebook, with 95 percent of them posting at least once in Q3 of this year. These brands have an average audience size of 12 million on their respective Facebook pages. Sixty-five percent of top brands are posting 5 times or more a week and 44 percent post 5-10 times a week.

“Facebook is a mature social network with established standards and practices. Audiences are accustomed to branded content, and are willing to become fans of brand pages,” says Simply Measured in the report.

So, what has changed for these top brands and how they interact For one, brands are getting less reliant on using photos to bolster engagement and are diversifying the types of content they share. Photos for Q3 2014 accounted for 62 percent of brand posts and 77 percent of the engagement. This is down from Q2 2013 when photos made up 75 percent of branded posts and 95 percent of all brand engagement.

The use of links have also increased as well, which could give insight into the rise of content marketing. The usage of links is up from 13 percent last year to 27 percent this year.

When it comes to status length, most top brands are aware that keeping it short and sweet is best. Brand statuses for the most part hovered between 75 and 175 characters on the social platform.