Socialbakers Infographic to download here
Most of the content brands post to Facebook includes photos - 75% of all content in a one-month period, to be exact. We examined a large collection of Facebook posts made by over 30,000 brands in order to find which type of post scored the best engagement. There were clear differences between top performers and the rest of the pack.
For brands, a social media presence is a necessity these days. From providing services to selling merchandise to connecting customers across platforms, social media has become an indispensable part of the modern business landscape. For customers, this also means that brands seem available to answer urgent demands or questions at all times.
Not all brands are created equal, and neither are the definitions of social media success. Finding the right engagement rate for your brand’s Facebook page largely depends on these factors: fan size, post frequency and industry. Using data from over 43,000 Facebook Pages of various sizes and industries, we’ve identified healthy engagement rates to help benchmark your brand and better quantify social media success this year. After all, we’re not all selling sexy cars (you'll see) - so it's time we stopped acting like user engagement is a one-size-fits-all metric.
Back in 2012, Facebook put a button on brand’s Walls that gives users the opportunity to send a direct message to the brand. Brands have the option to enable or disable the feature. We looked at the data and found that Pages without a direct message button receive 5X more wall posts than those with a button. What does this mean?