Facebook recently published the results of an internal study regarding what post topics drive engagement. These results validate an obvious assumption– your Facebook fans do not want to see your sales pitch in their Newsfeeds. So what do your fans want to see? What type of content will they (gasp!) value and willingly engage with? Facebook breaks down posts by these three types of content– and shares which one drives the most engagement.
Posts about the Product or Service
Jamba Juice posts about their smoothies.
Posts about the product or service are definitely the most common type of post Facebook users see– and this isn’t necessarily a good thing. In this case, however, Jamba Juice is making the best of this by adding an engaging photo and asking a question in this post about their smoothies. When posting directly about a product or service, don’t be too pushy like a used car salesman. Want your fans to really love you? Make them feel as if they’re part of an exclusive community by offering a fan-only deal when posting about products or services.
Post unrelated to the Brand
Dunkin Donuts posts about having a 'Happy Monday'.
Posts related to the Brand
Posts related to a brand are the winner of these three types according to Facebook– which should come at no surprise. Sadly, most pages aren’t actually making too many posts related to their brand. The brand pages that are doing this are reaping the benefits though as they continue to consistently accumulate fans. Some of these pages include Coca-Cola, Ben & Jerry’s, and Starbucks. Think about what your brand offers and talk to your fans about related topics. If you’re a clothing company you might ask your fans what celebrities they think have the best styles. If you’re an airline company you might want to post about popular vacation destinations.
Coca-Cola asks fans to think back to their first Coke.
What type of posts have you been making lately? Will you be taking Facebook’s advice to make more posts related to your brand rather than directly about your products or services? Let us know your results and don’t forget to check out the original article published by Facebook (also linked at the top!).
Mike
