Facebook is an integral part of my small business. See, I own a niche wedding publication and use Facebook to interact with my readers and fans. It’s important to me to have engagement not only on my website, but on my Facebook page, too. I use Facebook to publicize events, tease readers about blog posts, and share information to wedding professionals as well as brides planning a wedding.
I really liked this blog post on DanZarella.com about data he collected on more than 1.3 million posts published on the top 10,000 most-liked Facebook pages on how to get more likes, comments, and shares. He analyzed the posts and here’s what he came up with:
People love eye candy, and the posts that had a photo attached did the best in reference to “Likes” and “Shares” percentage over plain text, video, and a link.
In November, my state will vote on legalizing same-sex marriage. I wanted to know how people felt about it, so I posed a question and attached a photo of two women celebrating at their wedding reception. I got hundreds of responses that ranged from “Gross!” to “Equality!” Had I not included the photo, my bet is that I wouldn’t have gotten nearly the same amount of responses.
Photos trigger emotions in a way that words do not. Plus, it’s simple to view a photo, and photos have no language. People have to actually take time to read text and if it happens to be in Russian—and you don’t know Russian—the meaning is lost on you.
Post that are very short or very long have the highest “Like” percentage. Longer posts have a higher “Share” percentage. Usually, longer posts include a call to action, literally asking people to repost or share with their followers. Which do you find more interesting.
“Anthony John’s Salon has a great promotion.”
“Anthony John’s Salon is having a special this month that you have to take advantage of. If you bring in a canned good for the local food bank, they will give you $15 off a manicure! Share this with your family and friends and help those in need while pampering yourself.”
The more emotion you show in your status update the better. Posts that are neither positive nor negative get fewer “Likes.” However, really negative posts get the most Comments.
Think about it—if you post that your grandma died, people are going to reach out and offer sympathy. If you post negative news, your followers will most likely try to offer condolences or cheer you up. Sharing bad news with the world on your Facebook page is like a cry for help—and unless your friends and family and followers are jerks, they’ll usually step up.
Now I’m not suggesting you share every problem or catastrophe you or your business is facing, that wouldn’t be wise and you don’t want to look like a Debbie Downer. But honesty is rewarded.
Time it Right
The later on in the day that you post, the better.
Content posted later in the day (Eastern time) get more likes and shares. Likes peak around 8 pm while shares peak earlier, around 6 pm. —danzarella.com
Where do your clients live in relation to where you live? If you live in New York City and the majority of your Facebook followers are located in Los Angeles, there’s no point to posting your best stuff on your Facebook page before noon—no one is paying attention.
For my Facebook page I try to post something three times a day because most of my followers live in my time zone. I update my status first thing in the morning, around lunchtime, and before 5 pm. Sometimes I also update my Facebook page at night after dinner and before I go to bed.
Have you noticed a pattern on your blog or Facebook page that corresponds to the day of the week? This study shows that posts published on Saturdays and Sundays receive a higher “Like” percentage than those posted during the business week.
My Facebook insights show the opposite, so I think this depends on what sort of business you are in. Most of my followers are in the wedding industry or are brides getting married—they’re BUSY WORKING on the weekends! The busiest days on my Facebook page are at the end of the week, when people who worked the previous wedding are winding down and those working on the coming weekend are gearing up.
It’s important to pay attention to your Facebook insights so you know when you get the most bang for your buck when it comes to social media. Why work when no one is paying attention? You want to get the most engagement as possible, so listen to your followers.
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