Are You Making the Most of Facebook?

According to a recent article on QuickSprout, “As of the start of 2016, Facebook has 1.59 billion active users per month. That’s over 20% of the global population.”

That’s one very good reason you should be using Facebook as a marketing tool.

In the QuickSprout article, “How to Win on Facebook,” Neil Patel shares eight lessons learned from BuzzSumo team data that analyzed over 1 billion Facebook posts. We highlight the first two of his lessons below, and then read his entire article here.

1. The best time to post isn’t when you think it is. When you make posts on Facebook, they are shown to some users that have already “liked” or followed your page.

The exact number (or percentage) will depend on your organic reach.

Your organic reach is determined by a bunch of different factors. The most important ones are the amount of engagement you get on your posts, as well as how much competition there is from other posts.

Competition is a crucial factor. If there are tons of posts made from friends and other pages a user has liked made around the same time, Facebook can only show so many of them. The more competition, the less likely yours will be shown.

Intuitively, it makes sense to post when the most users are online, which is during the day. That way, a greater percentage of your followers could potentially be exposed to your posts.

But the BuzzSumo analysis actually found the complete opposite.

The red line in the following graph represents your competition; the amount of other posts being made around the same time.

The blue line shows you the engagement that posts receive at different times in the day. Engagement includes commenting, sharing, and liking posts.

besttimetopostonFBThe pattern is extremely clear.

Posts get the most engagement when the total amount of posts is at its lowest.

Conversely, there’s too much competition during peak times (during the day), which leads to low engagement.

The conclusion from this data is to post between 9:00 and 11:00pm in the timezone that most of your followers lives in.

BuzzSumo mainly looked at U.S. pages, but you can apply the findings for any timezone.

Why? Because they tested it for another country – France.

They found that posts made between 11:00pm and midnight had the highest average engagement (240.06 shares). Likewise, posts made from 10:00am until noon performed the worst.

Almost identical trends.

2. Certain types of posts perform over 5 times better than others. There are 6 main types of posts you can make on your page as a business:

  1. Questions
  2. Image posts
  3. Videos
  4. Links
  5. Giveaways
  6. Coupons/Discounts

As part of the analysis, BuzzSumo looked at the performance of each type. Note that interactions means the same thing as engagement (total number of likes, shares, comments).

interactionsonpostsbyposttypesThere’s one type of content that isn’t on the graph that actually performs better than all of them.

No, I didn’t lie to you before, there are only 6 main types. But there are a few different subtypes of each of the types.

Most importantly, the BuzzSumo team dug in different types of question posts, and found something huge.

Question posts combined with images resulted in an average of 616.70 interactions. However, questions posts that were only text only received 144.45 interactions (terrible).

Finally, the analysis didn’t just look at the total number of engagements. It also included the breakdown by each type of engagement (comments, likes, and shares).

interactiononpostsbyposttypes2There’s a few interesting points of notes on that graph:

  • videos get the highest number of average shares (83.87)
  • giveaways get the highest number of average comments (33.91)

While the high number of comments is interesting, keep in mind that comments are usually required to enter giveaways, and are almost always low quality.

A more practical analysis would need to look at the average length of comments for each post type (maybe an idea for a future research project for BuzzSumo).

Overall, we can make the conclusion that images and videos perform best when it comes to overall interaction, while videos are best if you’re looking for shares in particular.

Additionally, combining questions with images (or videos) will yield the best results; do so whenever possible.”

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