As you know, at BuzzSumo we love discovering insights from big data. We took this to a new level in January when we analyzed over 1 billion posts from 30m brand pages on Facebook. We shared our findings with Neil Patel, who pulled out the key insights from this research for marketers. You can read his post on the implications for Facebook marketing here.
We have summarised the key findings from the research and analysis in the slides below.
In summary, the core findings are as follows:
The post formats that get the most engagement are questions and images.
Short form text posts of less than 50 characters get the most interaction. It seems Facebook is not a place for reading but finding and engaging.
Videos that are directly embedded get over six times the engagement of embedded YouTube videos.
Surprisingly posts without hashtags get more interaction than posts with hashtags.
Posts published between 10 PM and Midnight of your audience’s local time get the most engagement. It seems publishing when there are less posts being published, and vying for attention, increases engagement. Thus you should zig when others zag.
Posts published on Sunday get more engagement on average. Again this seems due to less competition from other posts.
Posts that link to longer form articles over over 1,000 words get the most engagement.
Posting images via Instagram appear to provide a 23% increase in engagement.
How do these findings chime with your own Facebook experience?
Our webinar on outreach and influencer marketing with Paul May, CEO of BuzzStream, created a lot of discussion this week. There were many questions about the right and wrong ways to approach influencer marketing. We have summarised below the key takeaways from the webinar and shared Paul’s practical advice on how you can use BuzzStream and BuzzSumo to maximise the success of your influencer marketing.
Why influencer marketing?
Marketers increasingly recognise the importance of influencer marketing. Shareaholic estimate that a third of all content is discovered as a result of people sharing content via social media. There is also increasing evidence that people trust recommendations from friends and people they respect online and increasingly distrust ads. Thus influencers can help to amplify your content and extend your reach.
Great content marketing reflects an ongoing cycle of Research, Amplification and Monitoring. Hashtags have a role to play at each stage of the content marketing process.
Last week, we partnered with Dan Mazzini, of hashtagify.me for a webinar about Hashtag best practices. Here are our top action points and insights into how hashtags can help drive your content marketing reach.
1. Use Hashtags to amplify your content.
At their most basic level, hashtags are content amplifiers. People use them to search for information on social channels. Thus, tagging your content appropriately makes it easier for an audience to find you.
This week we were privileged to partner with Scoop.it on a webinar to discuss content marketing return on investment (ROI). Their CEO Guillaume Decugis shared his views and tips for maximizing the returns on your content investment. His advice has made us rethink our own content strategy. This is what we took away, along with our own thoughts on content marketing ROI.
1. Be clear on your goals
Content can be used to support many different aspects of marketing. For example, content can:
nurture prospects and clients
Being clear on your goals is an important starting point. For any content initiative it is good to understand your objectives. You also need to understand the stage of the sales funnel you are looking to support with your content.
At BuzzSumo, we believe in the power of engaging with influencers to amplify content marketing. Influencer outreach is a powerful way to increase brand awareness, drive traffic and gain customers. Our own growth has been fed by strong influencer advocacy.
That said, we also acknowledge that the term “influencer outreach” can be a bit slippery. It encompasses a wide-range of activities that fall somewhere on a spectrum between total spam and authentic partnership.
Introducing tools into the process has the potential to push marketers toward either end of this spectrum. If we use the tools well, we gain valuable, enduring relationships. If we don’t, we populate the electronic trash bins of an ever widening circle of people.