Organic page reach and post engagement is increasingly hard to come by on Facebook, with Forbes reporting in August last year that Facebook engagement has dropped by around 50% – despite the fact that brands are sharing an additional 20,000 pieces of content per day.

So, what can you do to ensure that Facebook users see and interact with your content? BuzzSumo has conducted a large piece of new research, studying 777 million Facebook posts to find out what it takes to stand out from the crowd. Here’s what the study found…

The most effective post type

The best type of post for generating engagement is video, according to BuzzSumo’s findings. Video is a great choice for generating engagement because it requires viewers stop and pause for a few moments to watch the video play. The Facebook algorithm in turn sees this as a good quality interaction, because of the duration of that engagement period. This can mean that your subsequent posts get a little more organic reach because of the way the algorithm works, leaving you with less need to spend your budget on boosted posts.

Questions and photos were the second and third most engaging formats, though video was found to generate a minimum of 59% more engagement.

What time of day gets most engagement?

One of the most frequent questions our social media services team gets asked is, what’s the best time of day to post on Facebook? BuzzSumo’s research discovered that the sweet spot was between 9pm – 10pm. This of course is very subjective and the best time of day for your business will depend on what you do and who your audience is. If you’re a B2B marketer for example, the sweet spot for engagement may lie in the commuting hours such as between 7am and 9am or 6pm to 7pm. However, it’s well worth using the BuzzSumo research as a starting point if you’re unsure – experiment by scheduling some of your posts for later in the day and then monitor the response you receive.

What’s the best day to post on Facebook to get maximum engagement?

With over two billion active monthly users, it’s fair to assume there aren’t many quiet days on Facebook but, BuzzSumo also assessed which day is best to post to boost engagement. Sunday was the best day overall – if your business usually only posts on weekdays, try mixing it up by posting at the weekend too.

What’s the best length for text-based posts?

When you’re writing out Facebook posts, the most engaging post length was found to be quite short – just 50 characters on average. That’s not to say that your posts should all be this short but, it’s a good reminder to keep things concise and succinct when you’re looking for ways to up your engagement levels.

Want more help with your Facebook posts or social media marketing overall? Get in touch with us now.

Author Rebecca

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