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Social media offers huge potential for corporate communication and branding activities. However, due to the novelty of the research field, many mechanisms regarding communication effectivity are still not fully understood. The aim of this study is therefore to investigate the influence of images, videos, and text on brand post popularity in Facebook. We analyzed 560 Facebook posts of three automotive premium brands to identify most promising communication approaches to increase social media performance. The results show that posts including images are most successful in terms of received likes. Moreover, we found that videos do not trigger as much likes as posts containing images. Regarding verbal post elements, the findings reveal that social media users prefer a moderate amount of text. We conclude that if marketers want to increase post likes, it is important to publish posts that allow fast processing.