Looking at success in social marketing? Facebook is an ideal platform for business. You must think about why Facebook and not hundreds of other social networks. It is the largest social networking site with over 1.59 billion active users per month. It’s over 20% of the global population and receives the largest amount of referral traffic.
To have an ideal marketing strategy, you need to research competition, audiences and platform. User’s virtual persona helps to include best practices analyzing better. You know, best strategies always win and others fail to make an impact.
So, BuzzSumo team has compiled huge data on Facebook for depth in analysis. Over a billion Facebook business posts were analyzed and come out with interesting findings.
Marketing without support data leads to failure. Findings are an eye-opener in creating successful marketing strategies in Facebook.
Ok, let’s find out the findings of the study.
- Ideal Time to Post
You might have seen some posts are already liked or followed by users. Percentage of this will depend upon your organic reach. The organic reach is determined by numerous factors. Important ones are engagement and competition from other posts.
Tons of posts are shared and liked by your friends at the same time as your post. More competition leads to less chance of your post being shown to others.
You love to post when most of the users are online, intuitively, it is day time. It is done to get your post exposed to most followers and friends, right? But, BuzzSumo finding is startling and completely opposite.
They found posts between 11 PM to midnight get most engagement in term of comments, shares, and likes. Post at 10 AM until noon performed worst. A day is a peak time with more posts and competition leading to lower engagement. Lower the competition higher is the engagement.
It’s good to reschedule your posts to get suitable exposure.
- Good Posts
Some posts get more engagements than others. To get more engagement in business, it is essential to stick to ideal posts.
Here are the 6 types of posts that get more engagement:
- Image posts
For a deeper analysis, BuzzSumo team examined the performance of each type. It has found question posts combined with images get most interactions. But, only text-based questions received a negligible amount of interactions (comments, likes and shares).
Other Interesting findings of the study:
- Videos get the highest average shares (83.87)
- Giveaways get highest average comments (33.91)
It means images and videos perform best in creating interactions. Videos are good if you want shares particularly. Combining questions with images(videos) is a good idea to get more interactions.
- Sunday is Good for Business
You optimize posts to get more engagements.
Though, we have look at the best hours to post but haven’t checked the best day to post. It has been found that posts on weekdays bring the almost the same amount of interaction. But, Sunday receive the highest number of interaction and it is followed by Saturday. A surge in interaction occurs as more people tend to use Facebook in the last two holidays of the week.
Save all important posts for a weekend for business.
- Optimal Length of Articles
Linking content is essential if you’re using Facebook for business. But, most of the users love to consume content from other websites. It has been found that users have preferences to certain kind of contents.
BuzzSumo revealed a strong correlation between preference and length of content in a Facebook post. Let us look at the content length, performance and average engagement:
- Posts with less than 1000 word articles received fewest interactions (171.65)
- Posts having 1000-2000 word articles received best interactions (277.37)
- Posts containing 2000-3000 words content received medium interactions (274.06)
- Articles over 3000 words receive 225.02 interactions.
It shows Facebook users love depth-in post but don’t have much time to read lengthy posts. Keep your content 1000-3000 words to get the best result in post.
- Shorter Description Bring More Interactions
Facebook posts contain two components: a description and an attached link. Posts with shorter description get more interactions. Ideal characters for post description is 0-50 characters (0-10 words) to get the best result i.e. 411.1 interactions on average. But, the number of interactions decreases with an increase in characters in a post.
The bottom line is that make your description of posts as short as possible. Leave to your content to explain the rest in detail to users.
- Don’t Embed YouTube videos in Posts
As we discussed earlier, videos get higher engagement on Facebook (shares). Facebook provides two popular options to embed videos in a post:
- Embed YouTube video
- Directly upload/embed a video on Facebook posts.
You might think there isn’t a big difference between the two, but a result of BuzzSumo research tells a different story.
Posting videos embedding from YouTube get minimal 140.75 interaction compared to 951.48 interactions from directly embedded videos on Facebook. You might think there aren’t enough directly uploaded videos on Facebook. For this conclusion, BuzzSumo team analyzed 53 million YouTube videos posts and 25 million directly embedded posts.
The simple takeaway is source videos from Facebook itself or makes videos yourself to post. Add videos from a computer with a title to your post.
- Facebook Users Prefer Instagram
Facebook integrates with other social networks nicely. You might have seen on Instagram, there is an option to post photo also on Facebook. A post is like a normal Facebook picture post with a “from Instagram” tag. You might be thinking, why am I mentioning this?
Research shows pictures posted on Facebook through Instagram received 23% more interaction than a directly uploaded one on Facebook. Though, there is no specific reason given but data clearly shown that.
It is a good idea to try picture posting on Facebook through Instagram.
- Effect of Hashtags
The massive research ended on analysis of the effect of hashtags in posts. You know about the hashtag, right? Any tag that is preceded by a “#” called hashtag. Earlier hashtags improved engagements almost in every network, but now research tells otherwise.
Data revealed posts without hashtags get 34% more engagement than posts having it. Unless compulsory, avoid using a hashtag in your Facebook posts.
Key Things to Remember of This Research
Findings are correlations and average effects of different variables. In short, the findings are the best practices to get maximum business from Facebook. Though, findings are useful insights for Facebook marketing, but may or not be suitable for business with a different audience. Implement them and observe the performance of strategies in marketing to get the best outcome.
Do you use Facebook marketing? What are your top strategies to get the desired result? Share your experience with a comment below.