Facebook Engagement Cheat Sheet

Here’s a little info-graphic we’ve put together detailing best practices or “The Rules of Engagement” for your Facebook Fan Page.

Use Images! Image posts receive 22% more engagement than video posts and 54% more engagement than text posts. Video comes in as a solid secondary favorite with 27% more engagement than text posts.

Schedule Posts for first thing in the AM. Brands that post outside of business hours had 20% higher engagement rates. Though for some verticals, such as quick serve restaurants (i.e. Taco Bell, McDonalds) the data skews differently as consumers search for dinner coupons, overall Facebook posts made before noon (12AM to 12PM) get 65% more engagement for all fan pages analyzed. This correlates to the theory that many people check their Facebook profiles first thing in the morning, quite possibly over a cup of coffee at the office and before the day gets busy.)

Engagement rates on Thursday and Friday are 18% higher than any other day of the week. Post effectiveness varies greatly by industry vertical, but when all the data is viewed in aggregate, Friday posts generate the most engagement while Saturday and Sunday posts have the least engagement. Overall, Friday gets the most engagement with 64% more shares, likes and comments than Sunday (least engagement).

Keep it Short! Posts 80 characters or less in length have 27% higher engagement rate.

Use the Full URL not a “shortened” URL, such as www.bit.ly. Engagement rates are 3 times higher for posts that used a ‘full length’ URL.

Ask a Question! Posts that end with a question have a 15% higher engagement rate. The 5 interrogative keywords that drove the highest engagement were: “Where”, “When”, “Would”, “Should”, and “How”.

Don’t ask “why”! “Why” questions had the lowest number of ‘Likes’ and ‘Comments’ as they are perceived as intrusive and challenging.

Fans follow simple instructions well; asking them to ‘Like’ a post is the easiest. If you want users to take action, you must tell them. Asking fans outright to “Like”, “Post”, “Take”, “Submit” or “Watch” something will drive the greatest level of engagement. Fans will listen and respond.

“Fill-in-the-blank” posts are one of the most effective ways to illicit response, and have shown to have 9x the engagement over other types of posts.

Fans are happy to engage with “Events” and “Winning” offers. Stick with this type of ‘softer’ language, as opposed to more direct language such as “contest” or “promotion”. The 5 best performing keywords for consumer engagement were: “Event”, “Winner”, “Offer”, “New”, and “Win”. Keywords such as ‘save’, ‘free shipping’ and ‘exclusive’ scored the absolute lowest.

The #1 Thing Fans Want: Coupons! Retail brand posts containing “$ off” receive a 55% higher user engagement rate, followed by Posts containing the word “coupon,” which is 39% above the average.

Facebook Rules of Engagement Cheat Sheet

Thomas DiSanto

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