As your social media audience grows, a microscope is placed on the value you’re driving with your efforts. You can’t afford to be careless with the content you publish.
To get a better understanding of the specific aspects that make a Facebook post successful, we culled the most pertinent data from our Simply Measured Facebook study and other industry research.
Here are seven traits of successful Facebook posts from The Interbrand top 100 global brands, and other industry leading Facebook pages.
1. Include a photo or video
According to our Facebook study, visual content is the primary driver of engagement on Facebook.
After photos, videos are the second most engaging content type, averaging more than 2,500 engagements per post.
Brands have recognized the power of visual content: together, photos and videos account for more than 80% of brands posts.
2. Stay between 50 and 99
It turns out, post length really does matter. The most engaging length for a Facebook post is even less than the maximum 140 character count for a Tweet.
Facebook posts between 50-99 characters see the most engagement, so don’t write a novel. Keep your perfect post sleek, slim, and targeted.
3. Add an emoticon
According to this AMEX Open Forum infographic, posts with emoticons receive 33% more comments, and are also shared 33% more often — two of the major contributors towards engagement.
Moral of the story: don’t be afraid to let your playful side shine. Emoticons aren’t just for teenagers anymore.
4. Ask a question
According to this KISSMetrics infographic, question posts get 100% more comments than non-question posts.
Make sure your post is getting a dialogue going.
5. Offer something
In a survey of 1,000 social media users run by lab42, 34% of those surveyed listed promotions/discounts as their biggest motivator for liking a brand on Facebook.
As a result of liking a brand on Facebook, 77% said they saved money. So, in your perfect post, consider offering more than charm.
6. Publish between 5PM-1AM
According to TrackMaven, posts published between 5PM and 1AM receive the most interactions.
We always recommend testing to make sure your timing is aligning effectively with your specific audience, but this is a good framework to start with.
7. Post on a Saturday or Sunday
TrackMaven found a dramatic drop in the frequency of Facebook posts on weekends but much higher average engagement for posts on Saturdays and Sundays.
Again, results will vary by industry, but there’s no harm in going against the grain and experimenting with weekend posting.
When testing these components with your own account, it’s important to measure the success and optimize based on your own personal results. Click the link below to learn how Simply Measured’s full package of free Facebook measurement tools can help you understand your content.