Published on January 11th, 2013 | by Colleen Corkery3
Want Better Facebook Engagement? Stop What You’re Doing
When it comes to marketing your business or brand on Facebook, you think you know what works for engaging your followers… but it turns out, you might not.
Buddy Media analyzed user engagement on more than 1,800 Facebook Pages from some of the world’s largest brands. The results? A 32-page report telling us that as marketers, in some cases, we’ve got it all wrong. The extensive report, “Strategies for Effective Wall Posts: A Timeline Analysis” covers the best days and times to post on Facebook by industry, the type of content that resonates best with Facebook users, and posting strategies proven to increase interaction. Let’s uncover the truths about what really works for successful Facebook engagement:
Best & Worst Days to Post on Facebook
One of Buddy Media’s most interesting findings is the fact that marketers, businesses and brands mainly post to Facebook during the week, when in actuality, “the interaction rate for posts on the weekends is 14.5% higher compared to weekday posts.” Turns out, only 14% of posts by brands are actually published on Saturdays and Sundays.
In general, the best day for brands to post on Facebook is Sunday. The worst? “While Monday and Tuesday receive decent interaction rates, brands should avoid Wednesdays when interaction is 7.4% below average.”
Best days to post on Facebook by industry? Here’s just a handful from the report:
- Advertising & Consulting – Best: Saturday & Sunday; Worst: Wednesday
- Clothing & Fashion – Best: Thursday; Worst: Sunday
- Entertainment – Best: Saturday & Sunday; Worst: Wednesday & Friday
- Food & Beverage – Best: Saturday & Sunday; Worst: Monday & Thursday
- Health & Beauty – Best: Saturday, Sunday & Monday; Worst: Tuesday
- Nonprofits – Best: Sunday; Worst: Wednesday
- Technology – Best: Monday; Worst: Friday
- Travel & Leisure – Best: Sunday; Worst: Monday
Best & Worst Times to Post on Facebook
Are you posting to Facebook during the day, like most brands or businesses? Turns out, Facebook interaction takes on more night owl qualities than you might have thought. “Brand posts published between 8 pm and 7 am, which are defined as ‘non-busy hours,’ receive 14% higher interaction than those that post between 8 am and 7 pm,” yet only 18% of posts are sent during “non-busy” hours.
Best & Worst Facebook Frequency
Think posting often is the key to gaining Facebook engagement? As long as you don’t exceed more than 7 posts a week and 1-2 times a day. “Brands that post one or two times per day see 19% higher interaction rates than those who post 3x per day. The key is not to bombard fans with too many posts, as Facebook News Feed Optimization often penalizes for this.” Additionally, brands posting more than seven times a week on Facebook saw a 25% decrease in interaction rates.
Keep it Simple
Giving your Facebook followers a lot of context seem appropriate, as more than 75% of brands write lengthy Facebook posts. However, posts with 80 characters or less receive 23% higher interaction posts. Time to keep it short and sweet!
Be Picture Perfect
Thinking about writing a simple post? Include a picture. Photo posts receive interaction 39% higher rates than average. Although, simple text posts do fairly well with a 12% higher interaction rate than average. Posts with links and videos tend to drive the least amount of likes, comments and shares.
Facebook fans love a good question. “…they generate 92% higher comment rates than non-question posts,” but make sure to ask your question at the end of your post. “Posts that have a question located at the end have a 15% higher overall interaction rate and a 2x higher comment rate than those asked in the middle of a post.”
Think the use of emoticons on your brand/business Facebook page is tacky or unprofessional? Turns out, posts with emoticons receive 52% higher interaction rates, have a 57% higher like rate, 33% higher comment rate, and a 33% higher share rate. Which emoticons receive the highest interaction rates? – No joke! Depending on your industry, however, the use of emoticons could make or break your Facebook interaction. Emoticons are most successful for health and beauty, food and beverage brands. Automotive, clothing and fashion and tech brands don’t do well with emoticons worn on their…Facebook page.
As a marketer, a business owner or a brand on Facebook, do any of these findings surprise you, and will you apply these discoveries to your own social media marketing strategies? Let us know how it goes!
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