HOW TO ENGAGE YOUR FACEBOOK FANS
|How to Engage Your Facebook Fans
|A new report from Buddy Media has some key findings for businesses
looking to boost their brand's engagement on Facebook. The social media
marketing company is an important factor in determining the success of a
The study reveals that more often than not, a Facebook post is ill-timed, and
that office hours could be the worst time to blast content.
The Insider learned about this report from an article on Mashable.com. We've
edited it down a bit, so it won't take as long to read, but we didn't change or
modify any of the findings or numbers in any way. Here's a link to the original
article on Mashable.com, and a link to Buddy Media, if you'd like to learn
more about the company.
Here are the findings, along with tips about when and how to make the most of
a Facebook post.
Improve Your Brand's Facebook Page Engagement
The study found that daily Facebook engagement has three peaks: early
morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST).
Therefore, posting all of your updates during the workday means you’re
missing key opportunities to engage fans at non-work hours. However, not all
brands’ engagement peaks at these three times so you must work on a case-
Still, brands that posted outside of normal business hours had a 20% higher
Good timing on Facebook depends on the day of the week, too. Thursday
and Friday have 18% more engagement than other days of the week. But, the
study found interesting user patterns and engagement trends throughout the
week that are unique to particular industries.
The findings below are broken down by market so that you can see where
entire industries are missing the mark and where or when there’s room for
Entertainment: Friday, Saturday and Sunday are huge, as that is when
people are most inclined to go out. But, entertainment brands post twice as
much content on weekdays as on Saturday or Sunday. Tip: Take advantage of
Media: Weekends have strong engagement for media brands, but Mondays
are weak. During the study period, most posts went out during the week.
Tip: Avoid Monday.
Automotive: Auto brands see the most engagement on Sundays, but less
than 8% of posts go out on that day. Tip: Capitalize on Sunday.
Business and Finance: Engagement peaks on Wednesday and Thursday,
though this industry tends to spread its posts out evenly from Monday through
Friday. Tip: Post on Wednesday.
Retail: Sunday is a big day for engagement on the shopping and retail front,
but only 5% of retail posts go up on Sunday. The industry’s posts lean heavily
toward Friday, which has below-average engagement. Tip: Target shoppers
Fashion: Engagement peaks on Thursday, but dips on the weekend. The
industry pushes the most content on Tuesday, the day with the lowest
engagement. Tip: Optimize engagement on Thursday.
Healthcare and Beauty: Healthcare and beauty brands see the most
engagement on Thursday. But a lot of content is posted on Mondays and
Fridays, when engagement is lower. Tip: Post content on Thursday.
Food and Beverage: More than the other verticals, the food and beverage
brands do a good job of spreading their posts throughout the week and
weekend. But in this case, engagement peaks on Tuesday and Saturday and
dips on Monday and Thursday. Tip: Target Tuesday.
Sports: Not surprisingly, especially during football season, Sunday is king for
sports brands and teams on Facebook. This data is affected by the fact that
Super Bowl Sunday fell during the data collection period, but Sundays remain
strong during other weeks, too. Tip: Increase your post volume on Sunday.
Travel and Hospitality: The highest engagement occurs on Thursday and
Friday, when the week is winding down and people are looking to escape
from the office. Tip: Get these eyeballs at the end of the week.
The data indicates that the length of the post can determine engagement just
as much as the time of the post. The bottom line: Keep it short and sweet.
Posts with 80 characters or less — the length of a short tweet — garnered
27% more engagement than posts that were more than 80 characters. But,
only 19% of posts in the study were shorter than 80 characters.
And while the content should be short, the URL shouldn’t be. Posts with a full-
length URL had three times the engagement of their shortened bit.ly, ow.ly
and tinyurl counterparts. The reason is likely because readers want to know
where the link will take them. A brand-specific URL shortener, like bddy.me or
on.mash, keeps a post short while also providing context.
Ask For Engagement
If you’re looking to get Likes on a post, all you have to do is ask. Simple,
outright instructions... “Like us if…” are much more effective at getting a Like
than a post with a long explanation of why you should “like” something.
Remember, “liking” only takes one click and then the “liked” item is
syndicated on a user’s own page, so don’t be afraid to ask for the thumbs up.
The same goes for comments. Coming right out and saying “post,” “comment”
or “tell us” motivates fans to engage.
If you’re seeking answers, put a simple “where” or “when” or “would” question
at the end of the post — you’ll get 15% more engagement than if the question
is buried in the middle. Shy away from “why” questions, as they seem
invasive and ask much more of a user than a “what” question.
The Bottom LIne Advice For Smaller Businesses
These findings can help brands better target their consumers, but it is
important to note that the brands studied are all large and well-established.
While URL shortening is a good idea for all brands, the day and time findings
may not apply to businesses of all sizes within each industry.
For small businesses, it’s important to balance the data above with what you
know about your own brand, based on Facebook Insights and your own
experiences with your Page.
It’s important to realize the social marketing space is constantly evolving, and
these statistics can change in a matter of months. If every brand begins to
post when the engagement is high, then engagement either will increase
because of the optimization, or it may decrease because there’s so much
noise at the high-engagement times. Only time will tell for the long-term.
Suggested Reading From The Insider:
Social Media is a Two-Way Conversation
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