Facebook users want to be amused or inspired

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2019, 1:37 PM UTC

Social media management platform Buffer have distilled the key features of 500 top-performing Facebook posts.

The posts, taken from a huge sample of 777 million from 20,000 Facebook Business Pages, showed that video is comfortably the best format for generating engagement. It accounted for more than 80% of the top posts, while it seems links are barely worth posting, making up only 0.2% of the top 500.

After categorizing the types of content shared to examine what users are looking for, inspirational, funny and practical content were found to create the most engagement.

This is backed up by the fact that the ‘LOVE’ and ‘HAHA’ reactions were easily the most popular interactions to these posts, suggesting a clear trend for how best to engage audiences on Facebook.

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