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Shorter, off peak posts will increase Facebook engagements, report suggests

Facebook posts

The use of video, keeping posts down to 50 words and posting during off hours are some key ingredients to more consumer interaction with Facebook posts, according to recent research from BuzzSumo.

The report was based on an analysis of data from 800 million Facebook posts made in 2016. The researchers teamed up with Mari Smith to examine the number of shares, likes, and comments for each post as well as total engagement (combined shares, likes, and comments).

The report suggests that videos garner more shares than any other post types. Additionally, fewer words are favored with posts that are less than 50 characters long getting the most overall engagement (combined shares, likes, and comments), on average, while interactions drop significantly for posts longer than 50 characters.

The research also found that posting to Facebook during off-peak times, such as very late at night, and on Sundays, leads to more engagement, on average.

Use Facebook live, publish five times a week and experiment with posting outside of business hours, the report recommends. The key in any Facebook marketing strategy is to focus on offering value. Teaching them something useful, something that relates to a niche in which you are an expert, and doing so in an enjoyable way, Mari Smith suggests.

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Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

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