What makes an effective Facebook post? Every savvy social media marketer has asked this question. Luckily for us, there are tons of resources at their disposal.
Each week, I see a new article about the “Formula Behind the Perfect Facebook Post.” But the truth is, there’s no one-size-fits-all guide. These guides are certainly worthwhile for someone who is just starting off, but for you serious and seasoned marketers — the answer is in the data. Your own data. Here are the main aspects of each Facebook post that you should be analyzing, how you can measure all of the different variations and what this means for your strategy going forward.
Choose the Most Engaging Content Type
One of the first questions that comes to a community manager’s mind while crafting a post is: “Which type of content should I use?” The majority of recent studies suggest photos perform well on Facebook (including ours), but every audience is different and thus should not all be treated the same way. Let’s take a look at some data from Simply Measured’s own Facebook Fan Page Report.
Photos are the most engaging content type for my brand’s Page. There you have it, right? Well, not quite. Take a look at this second chart.
Be Flexible and Test Everything
Videos are actually in contention with photos in terms of engagement per post.However, during this time period I only posted 3 videos. So the verdict is still out — photos win in terms of total engagement, but videos could surpass it with a little more investment (Take notes, Jade). This is the type of analysis that can vary for each brand, and should not be written off in favor of a one-size-fits-all model.
Decide When to Post
We’ve heard it all. “Post during business hours, over the weekends, in the morning, etc.”
Claiming a universal “sweet spot” for brands all across the world, with different specialities, products, time-zones, audiences, etc. is misleading. A B2B brand’s top time for engagement will be different than that of a B2C company.
For example, should Pizza Hut and Simply Measured post to Facebook at the same time?
We’re targeting fellow social media marketers, who are on their computers during the work day. Pizza Hut has a different product, different target audience, and different hours of activity. This is the type of distinction that some universal best practices overlook. So how do you find the top time to post to Facebook? Simple, check out this chart!
The optimal time to post is specific to your brand. And if you’re planning content based on some external source telling you when to post, you’re missing out on the science and fun of marketing, but more than that, you could be missing out on potential fans and customers.
To discover more advanced types of Facebook measurement, download our Complete Guide to Analytics on Facebook for free by clicking the button below.