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Facebook Pages- What’s working and what’s not?

The results are in! The braniacs over at Quintly have recently conducted a new study of 105 million Facebook posts (Yes, you read that number correctly- woah!), so what is it they’ve deduced from their investigations?

Whilst looking at what’s working and what’s not on Facebook Pages, they’ve kindly posted some of their key findings for us to digest:

 

  • They studied pages from 0-1k followers up to 10m followers and more although the biggest bracket was pages with 10k-100k followers. They looked at post type distribution and performance, post length, post time and the split of reactions.

 

  • Some of their findings are no great surprise really; Video wins again, generating 258% more engagement than link posts, however despite this brands are still more likely to post link posts rather than upload video- interesting! Presumably the attraction is that external links drive users through to brand websites, however Facebook is known to restrict the reach of posts carrying external links because it doesn’t like users being encouraged to leave the platform – so you pay your money you take your choice there.

 

  • Quintly notes that image posts (unsurprisingly) come second for engagement and basic status updates third AHEAD of link posts, despite link posts still accounting for 50% of all Page posts. So the restrictions on reach for posts with external links is, inevitably, depressing engagement.

 

  • Its common sense but there is also now clear evidence, the weekend engagement hotspot is an absolute thing! The study reveals that weekends see 13.3% more page engagement than weekdays, as lazy Sunday afternoon scrollers uses their free time to comment, share and like. DESPITE THIS brands are still posting more on weekdays. Time to revisit that posting schedule guys, your consumers are there on a weekend, should you be there too?

 

  • Reactions! Post reactions took off slowly initially and 2018 saw a mere 4.2% decrease in the use of the ‘Like’ reaction compared to a 1.3% increase in the ‘Love’ emoji. Small movements that suggest consumers haven’t adopted reactions in a substantial way, yet. There is evidence however that Facebook rewards pages that attract a higher density of reactions in place of likes, so watch this space.

To summarise? Post native video that stirs the emotions and generates reactions on a Sunday. Simples!

Interested in the days of the week and times of the day that your competitors post? Could this reveal new engagement hotspots that you could capitalise on for your brand? All this and more is contained in our FREE Competitor Benchmarking Report - no hidden catch, we’re just sharing the wisdom…

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