Some people think of Facebook as “the old man of social media,” meaning it’s not as hip or cool as some of the newer, trendier networks. But there’s no denying the immense influence it still has. Brand Watch even found that it had 1.71 billion monthly active users as of June 2016, and 38.6 percent of the world’s population uses Facebook. Pretty impressive.
Neil Patel (one of the world’s leading Internet marketers) wrote a post entitled, How to Win on Facebook. It contains some valuable insights regarding Facebook marketing that you might not have been aware of but can have big results. Here are some of the key highlights.
Question Posts Receive the Most Interactions
Interactions such as likes, shares and comments are extremely important. These are what eventually lead to a bigger follower-base, more leads, conversions and so on. According to the study this article is based on, which analyzed one billion Facebook posts, question posts receive the most interactions on average. However, the ideal combination is question posts that include images.
Image and Video Posts are Close Behind
Not all that far behind in terms of interactions are image and video posts. These will typically receive a substantial amount of engagement and tend to resonate well with Facebook users in general. However, it’s important to note that videos that are directly embedded within Facebook dramatically outperform videos that are embedded via YouTube.
In fact, “Embedding a YouTube video only gets an average of 140.75 interactions, a fraction of the 951.48 interactions that directly uploaded videos get.”
1,000 – 3,000 Word Posts Perform Best
You’ve probably heard about longform content being the new black. By and large, longer content over 1,000 words tends to get more engagement than shorter posts. This pattern holds true on Facebook with the sweet spot being between 1,000 – 3,000 words. But it’s important to also note that exceeding 3,000 words is actually detrimental and engagement levels decrease at this point.
The Fewer Characters the Better
Here’s another question that many Facebook marketers have. What’s the ideal character count for a post?
According to the findings from this study, it’s best to keep it under 100 characters. The bottom line is that short and sweet is best. Just leave the details in the link you provide.
Posting Images Via Instagram Drives Engagement
Did you know that there’s a simple “hack” for boosting the engagement on your Facebook images? There is, and it’s incredibly easy. Instead of posting images directly on Facebook, post them via Instagram.
In fact, “Images posted through Instagram get a 23% boost in engagement.”
Stay Away from Hashtags
Hashtags work great on networks like Twitter and especially on Instagram. But they won’t do you any favors on Facebook. Using them actually diminishes engagement by 34 percent on average. The bottom line here is to just skip the hashtags.
Considering the fact that the information from this article is based on the examination of one billion Facebook posts, it’s safe to say that the data is very reliable. Use this information to guide your Facebook marketing in 2017 and maximize the results of your efforts.