How Better Homes and Gardens Builds Facebook Clicks and Engagement
Better Homes and Gardens has successfully made the transition from magazine mainstay to an online media behemoth for all things home-related, and they’ve done so by finding a core audience on Facebook.
Though it’s active on Google+, Instagram, Twitter, YouTube, Pinterest, and Tumblr, Better Homes and Gardens entertains the majority of its audience (almost three million-strong) and engagement (over 800K so far in January 2015) on Facebook.
Of Better Homes and Gardens‘ 25 most engaging posts from 1/1/2015 through 1/19/2015, a whopping 19 were recipe-related.
Each of these posts mentions a specific scenario for enjoying the recipe, such as a party, “chilly winter night,” or breakfast.
These posts won a lot of click-throughs by giving users an idea of when they should make the food, and by combining tantalizing food pictures with short, well-composed text, all pointing towards the link and the recipe at the other end of that link.
I sifted through the brand’s most engaging posts, recipes and beyond, to find out what’s specifically working for Better Homes and Gardens on Facebook.
Asking for Low-Lift Opinions
Better Homes and Gardens finds great success with photo posts which ask for one-word responses about topics that resonate with their audience.
This is their most engaging post in January thus far, with over 12K clicks and over 36K in engagement, seven times its average engagement on Facebook.
This is a worthwhile post type for any media group to consider, because it acts as a gateway towards community-building on the network without asking too much of busy social users.
Focusing on Audience Engagement
As noted above, recipes are a huge winner for Better Homes and Gardens. Breakfast recipes are especially successful.
24% of Better Homes and Gardens most engaging posts for this time period were specifically breakfast-related.
By paying attention to audience engagement, and doubling down on what their audience is loving on, Better Homes and Gardens keeps its Facebook presence thriving.
Add Value for the Reader
Better Homes and Gardens also does well with its storage-tip post series.
These posts are successful because they show the ideal in the image on Facebook, and promise the practical, tactical answer at the other end of the link.
Keeping It Practical
Above all, Better Homes and Gardens fans love practical answers to their common household problems, from what to make for dinner to how to organize their lives.
But, it is no coincidence that their most engaging post for the week before has been more opinion- and diversion-driven. This formula–a heavy dose of pragmatism with a sprinkle of fun–will be invaluable for Better Homes and Gardens to grow on social.
It’s also something that every social marketer can take a hint from: in social’s noisy space, you need to provide true, brand-relevant, well-targeted value as well as amusement.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.