What Content Works on Facebook?
Using content analysis to determine what your brand should post.
Posting good content on Facebook is critical to success. But in order to “post good content” you need to understand what works and ultimately drives engagement. By taking a data-driven approach to answer this question, you can optimize your Facebook posts around content that drives the best response.
Here are 6 ways you can analyze the effectiveness of your Facebook content. BTW: all this data is available through our new (and free) Facebook Content Analysis Report.
1. Analyze Your Post Categories
To get started, segment your data by category type; this will highlight the content groupings that provide your brand with the most user engagement. Evaluating this data can help determine where you should concentrate your marketing efforts to further fan engagement. You can also map this data over time to visualize the impact your social media campaigns have on engagement.
2. Take a Deep Dive into Specific Types of Posts
After evaluating the high-level data, you can dive into the details and analyse specific types of posts, such as short vs. long posts, questions vs. links or photos vs. videos. Getting down to this level of granularity provides insight to the specific actions that cause your fans to further engage with your brand.
3. Which Posts Are the Most Effective
Going beyond the categories, we can look at the specific posts that were most effective. This table shows your brand’s top 5 Facebook post for each category. This makes it easy to recognize what works well for each category and incorporate that messaging in the future.
4. Know How Your Fans Engage with Your Content
Understanding the way fans engagement with your content can also help inform your strategy. Does your content get more likes than comments or more shares than likes? What type of engagement is the most important to your brand? If you want to drive up a specific user action, then analyze what content is the most effective toward that result. Perhaps questions generate more comments, but photos generate the most likes – these trends can help you hit goals in the future.
5. What Works When Posting Links
Links tend to be a popular choice to include within a Facebook post. But do you know what domains you link to drive the most interactions? The data will tell you what content sources your fans are most interested in and ultimately helps you tailor the content you share (aka link to) to maximize fan engagement and drive more traffic.
6. What Topics Drive the Most Engagement
Finally, you can evaluate how different keywords drive engagement for your brand. By pinpointing the topics that drive the most engagement you can tailor your future messaging to the areas of most interest for your fans.
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Adam is the Co-Founder and VP of Strategy at Simply Measured. In 2010 (aka the dark ages of social marketing), Adam joined Damon Cortesi and Aviel Ginzburg to found "Untitled Startup, Inc" with the goal of helping marketers and analysts use social data to do their best work. The company quickly evolved to become Simply Measured and the trusted leader in social analytics. Outside of Simply Measured, Adam is a golfer, breakfast enthusiast, and long-time data geek.