Fb advertising and marketing in 2019 isn’t useless. Quite the opposite, it’s removed from it.
Now faraway from the dim outlook that companies confronted originally of 2018, Fb has and can stay an important device for manufacturers’ advertising and marketing methods transferring ahead.
In our upcoming State of Social Media 2019 Report (releasing January 16th) we discovered that 93.7 % of companies use and are presently energetic on Fb — essentially the most amongst every other social media community.
And though we proceed to see a dramatic rise within the utilization and effectiveness of Tales content material, conventional posts within the Fb Information Feed supply a robust outlet for manufacturers seeking to generate engagement and site visitors.
Which is why we requested our associates at BuzzSumo to assist us put collectively an enormous knowledge set trying on the prime Fb posts over the previous yr. In whole, we dwindled down greater than 777 million posts to 500 of the preferred, in line with whole engagements. The highest 500 Fb posts signify a couple of billion engagements throughout Fb.
At the moment we’re excited to share every part we realized about essentially the most profitable posts to assist information your Fb advertising and marketing technique in 2019.
Desk of Contents
- Key takeaways from 777 million Fb posts
- Video performs higher than all different forms of Fb posts
- The commonest reactions to prime Fb video posts are LOVE and HAHA
- Inspirational, humorous, and sensible content material generates essentially the most engagement
- 4 examples of the yr’s most profitable Fb posts
- The Norfolk Police Division (Humanizing your model)
- Brainy Crafts (Hacking your manner into individuals’s hearts)
- Attempt Masiyiwa (Rise of the energetic CEO on social media)
- Funniest Household Moments (Curating the very best content material from across the net)
- Incorporating these learnings into your Fb technique
- Contemplate your personal conduct and posting habits on social media
- Create content material for Fb that’s each human and story-forward
- Play the lengthy sport by specializing in constructing an engaged group
Key takeaways from 777 million Fb posts
BuzzSumo has entry to a few of the world’s most sturdy Fb knowledge, which powers numerous unbelievable analysis research like this one the place we analyzed content material from 20,000 influential Fb Enterprise Pages.
They’re additionally the corporate behind one in all my private favorites, The 2019 Final Information to Fb Engagement, an annual report that analyzes every part that you must know concerning the tactical facet of Fb advertising and marketing.
For sure, their product gives some eye-opening insights into the world of Fb advertising and marketing.
Key takeaway #1: Video performs higher than all different forms of Fb posts
On the subject of taking your Fb technique to the subsequent stage, there isn’t a higher manner to take action than via the usage of video content material.
On common, video posts on Fb get not less than 59 % extra engagement than different submit sorts.
Actually, when what forms of content material made up the highest 500 Fb posts of 2018, greater than 81 % had been movies!
Photos solely accounted for 18 % of the highest posts, whereas Hyperlinks made up a mere zero.2 %.
Alternatively (fairly shockingly), hyperlink posts acquired 76 % much less engagement than movies on common. This consists of hyperlinks with pictures. In different phrases, not even pictures are serving to hyperlink posts to carry out higher.
We’ll get into Fb video themes and content material later on this article, however for now, it’s clear that manufacturers must be investing closely in video content material in 2019.
Key takeaway #2: The commonest reactions to prime Fb video posts are LOVE and HAHA
You is likely to be questioning why we selected to research the commonest reactions to prime Fb posts.
Reactions give us a distinctive look into human psychology and a greater understanding of “why” individuals like sure forms of content material on Fb. Plus, it helps level us within the route of what to create for our personal model sooner or later.
The reactions LOVE and HAHA made up 81 % of the overall Fb video reactions in 2018 (Likes not included within the knowledge set):
Clearly, individuals are interacting with content material that they discover inspirational, humorous, or a mixture of each (extra on that subsequent). Manufacturers that target creating content material round these feelings usually tend to produce profitable content material for his or her Web page transferring ahead.
Although it’s essential to notice right here that, most of the time, content material isn’t essentially loveable or humorous to everybody. In different phrases, one thing that’s “beloved” by one individual is likely to be “humorous” and even “unhappy” to a different.
Which is nice information for manufacturers and B2B companies as a result of it implies that content material doesn’t must be overwhelmingly humorous or inspirational.
Manufacturers and entrepreneurs simply must know what their viewers will discover personally entertaining, which begins with an understanding of who they’re.
Key takeaway #three: Inspirational, humorous, or sensible content material generates essentially the most engagement
With the intention to hone in on the precise forms of content material manufacturers and entrepreneurs must be creating extra of in 2019, we tried to categorize the forms of content material from the info set. Along with the commonest reactions on Fb and a subjective evaluation of the highest 500 Fb posts, three widespread themes began to emerge.
Probably the most profitable content material could possibly be categorized as inspirational, humorous, or sensible.
For instance, the primary most profitable submit on Fb in 2018 was one from speaker and storyteller, Jay Shetty:
Shetty accounts for a number of of the highest 500 posts as a result of he creates content material that evokes individuals. Inspirational content material results in a higher quantity of reactions, feedback, and shares, which in flip, results in higher natural attain.
One of the best half is that any model is able to creating any such content material. All it takes is a renewed understanding of what individuals are on the lookout for on social media (particularly, your viewers as we talked about above) and how one can ship that to them on a constant foundation.
4 examples of the yr’s most profitable Fb posts
In an try to make this examine as related as we may to quite a lot of manufacturers and industries, we determined to not merely cowl the highest 10 Fb posts from 2018. As an alternative, we hand-picked a number of posts from the highest 500 that train us one thing worthwhile concerning the artwork of Fb advertising and marketing.
However in the event you’re curious, listed below are the official prime 10 Fb posts of 2018:
Notice: We’d love to listen to your ideas within the feedback beneath on why you imagine these posts labored so nicely. Let’s assist one another enhance!
10. “An incredible second in African enterprise historical past” – Attempt Masiyiwa
9. “Hero Boy Saves Hen” – Life Altering Movies
eight. “When your canines smells one other canine on you” – Humorous in Public
7. “Tianmen Mountain, China” – Encourage Uplift
6. “Frequent Dental Procedures” – Science Nature Web page
5. “Wow” – Penoy Rap Radio
four. “Earlier than You Take Somebody For Granted Watch This” – Jay Shetty
three. “Scalloped Potato Roll” – BuzzFeed Tasty
1. “Earlier than You Really feel Stress Watch This” – Jay Shetty
Now, onto a extra detailed breakdown of a few of our favorites.
The Norfolk Police Division (Humanizing your model)
You wouldn’t usually classify your native police division as having the most effective Fb Pages and content material of 2018, however the Norfolk Police aren’t your typical division.
Producing greater than three.2 million engagements and rising their viewers to well-over 180,000 followers up to now yr, the NPD is the proper case examine for the way to strategy Fb advertising and marketing with restricted funds and assets.
(Right here’s the hyperlink to the lip sync problem video, which has over 78 million views as of writing. The video can’t be embedded — probably resulting from copyrights of the music.)
Why it really works:
The Norfolk PD gives quite a lot of inspiring and humorous content material that caters to their area people. And whereas they aren’t “promoting enjoyable” per se, they’re constructing a significantly giant and constant following with enjoyable content material.
Most significantly, the NPD makes their content material relatable and human. In every one in all their posts, you get a behind-the-scenes take a look at the officers and workers that make up their division. Then they take it to the subsequent stage with vulnerability.
It’s not simple to get in entrance of the digital camera. And it’s not simple to exit on a limb with experimental content material, particularly as a neighborhood police division. Nonetheless, the NPD threw each conventional rule apart and determined to go for it.
In the long run, they had been rewarded for his or her efforts.
Brainy Crafts (Hacking your manner into individuals’s hearts)
It wouldn’t be a prime Facebooks posts of 2018 roundup with out mentioning the splendidly partaking world of “sensible life and cooking hacks.”
Pages like BuzzFeed Tasty, 5-Minute Crafts, DIY Crafts TV, and much extra have taken full benefit of individuals’s endless need to enhance their lives in a single type or one other.
Right here’s a terrific instance from Brainy Crafts of the way to hack your approach to being extra resourceful within the kitchen:
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16 Life Hacks That Will Make You Extra Resourceful In The Kitchen
Posted by Brainy Crafts on Wednesday, January 31, 2018
Why it really works:
As we mentioned earlier, “sensible” or “the way to” content material makes up a big majority of the highest Fb posts of 2018.
Educating your viewers on Fb isn’t nearly instructing them a brand new ability, it’s about what they may do with that information. As a rule, they’ll share it with their family and friends.
When Quick Firm requested Tasty world GM Ashley McCollum why any such content material is so standard, she responded:
“We didn’t got down to construct a meals community. We didn’t sit in a convention room and say, ‘Oh, let’s do some market analysis.’ What we did is construct content material across the idea that individuals would share it with individuals of their lives. It’s not simply the way to make the recipe, the way to chop the onion. It provides you a cause to succeed in out to your pal. It means that you can join with one other individual.”
One easy suggestion to make this actionable is to repurpose your most-shared weblog posts right into a standalone Fb video submit.
For instance, one of the crucial standard Buffer Weblog posts of 2018 was “The New Fb Algorithm 2018: All the things Entrepreneurs Have to Know” – We turned the textual content right into a one minute explainer video that was seen and shared greater than 16,000 occasions.
One of the best half is it solely took us about one hour to create since we already had the weblog content material to work from!
Attempt Masiyiwa (Rise of the energetic CEO on social media)
One Web page that accounts for a whopping 33 of the highest 500 Fb posts of 2018 isn’t a model in any respect. It’s the Govt Chairman & Founding father of the worldwide enterprise Econet Group, Attempt Masiyiwa.
Masiyiwa has racked up greater than three.5 million followers to his Web page, ranks 437 amongst all Public Figures on the earth, and generated 108+ million engagements to his posts in 2018.
And essentially the most fascinating half is that he’s carried out all of this via pictures and captions (not movies). Quite a lot of his excessive rating posts are extra like micro-blogs, averaging well-over 300 phrases per caption.
Why it really works:
In accordance with knowledge from OkToPost, solely 40 % of CEOs are energetic on social media. Of these customers, 70 % use LinkedIn solely. Nonetheless, this quantity is predicted to develop considerably in 2019 as individuals flip to genuine sources of knowledge.
In an period of mistrust within the information, CEOs and different prime executives have a novel alternative to be extra social. This may also help enhance your model’s fame and construct belief amongst your customers.
Lastly, Attempt Masiyiwa proves that video isn’t the one sort of content material that works on social media. Nevertheless it’s essential to notice that in analyzing his content material, each single submit is extraordinarily detailed and informative.
Funniest Household Moments (Curating the very best content material from across the net)
The Funniest Household Moments Web page managed to snag 22 posts within the prime 500, producing a complete of 51,546,121 whole engagements in 2018.
Child and animal movies definitely don’t damage their case, however there’s one thing else at play right here that each one manufacturers can use to enhance their Fb advertising and marketing technique in 2019: curated content material.
It’s extremely easy to get began with curated content material and the proper approach to complement your in-house content material technique. Take, for instance, Funniest Household Moments’ prime submit from 2018:
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Why it really works:
At its core, the submit is nothing greater than a compilation of movies from across the net. Nonetheless, it has garnered greater than 129 million views and 5 million engagements – and counting.
Content material curation is all about discovering and organizing current content material artifacts to create new insights and shared worth in your viewers.
If you are able to do that persistently, your viewers will look to you as a steady supply of inspirational, humorous, and sensible content material (there’s that theme once more). Plus, curated content material helps to ascertain your model as a thought chief in your house. As an alternative of “speaking about your self” all the time, you’re demonstrating that you simply’re prepared to add worth in several methods.
Incorporating these learnings into your Fb technique
Now that we’ve examined a few of the prime Fb posts of 2018, you’re in all probability questioning:
How can I apply these tricks to my very own Fb technique?
Even in the event you’re not a prime Web page or producing tens of millions of engagements per thirty days, you may nonetheless discover a ton of success on Fb. Actually, it simply is likely to be the largest alternative for manufacturers within the coming yr!
We suggest following these three tips:
Contemplate your personal conduct and posting habits on social media
Earlier than studying this part, I encourage you to go to your personal Fb profile (plus a couple of household and pal’s profiles) and take psychological notes on the kind of content material shared.
- Did you discover any tendencies?
- What forms of content material did you/they share?
At a excessive stage, our private Fb profiles are our particular person “story.” They’re an ever-evolving document of our lives and pursuits. Most of all, they’re a direct reflection of who we’re – not less than who we wish individuals to suppose we’re.
As manufacturers and entrepreneurs, we have to take into account the way to create content material for Fb that uniquely mirrors our viewers’s tales and personalities. This requires fixed experimentation and enchancment to our advertising and marketing methods. What works at some point may not work the subsequent as individuals are regularly altering primarily based on each inside and exterior components.
“When the entrepreneurs transfer in, the members transfer out. The key, due to this fact, to social media success is to behave, and suppose, and really feel, and behave like a member FIRST. A member first, and a marketer second.” – Mari Smith
There are tons of how to search out out precisely who your viewers is after which tailor content material round these particular demographics.
Maybe the quickest and most cost-effective approach to get to know your viewers is thru Fb’s free device: Viewers Insights.
In lower than 5 minutes I used to be capable of finding out that followers of the Buffer Fb Web page additionally comply with pages akin to Marketo, Moz, Hootsuite, in addition to a number of others. I additionally came upon that 37 % of our followers are ladies between the ages of 25-34, 72 % graduated from faculty, and 4 % stay in both San Francisco or New York.
From this knowledge, I’m in a position to start creating a listing of content material that our goal demographic will discover fascinating. I even have the choice of exploring comparable Fb Pages to see what content material is resonating most with these of us and producing concepts from these themes.
There are many different methods to assemble worthwhile knowledge in your prospects as nicely. Among the only methods we’ve used are:
- Buyer interviews
- Social media posts
- Commerce exhibits and conferences
- NPS scores
- Chat widgets like Drift or Intercom
Analysis, ideate, create, be taught, and repeat.
Create content material for Fb that’s each human and story-forward
Do you know that 84 % of entrepreneurs imagine that constructing belief would be the main focus for his or her advertising and marketing efforts sooner or later?
That’s as a result of shoppers are on the lookout for manufacturers with a function – manufacturers which are mission-driven and stand for one thing essential.
Shallow advertising and marketing campaigns aren’t going to chop it in 2019. What is going to lower it are genuine, human-forward tales that permit your model to attach with prospects on a private stage. Smaller manufacturers, particularly, have a possibility to double and even triple engagement with this private strategy.
Take native store Espresso Hub Xenia, for instance. This straightforward video gave their group a behind-the-scenes take a look at the faces behind their model in addition to a why the enterprise exists.
405 reactions, 221 shares, 63 feedback, and 14,000 views aren’t too shabby for a Web page with solely 2,400 Likes. In trying on the feedback, it’s clear that this video had an emotional influence on their viewers as nicely.
This Fb submit didn’t succeed due to the manufacturing high quality or gaming the Fb algorithm, it succeeded as a result of it advised the inspirational story of a small enterprise and the essential half they play of their group.
Keep in mind that efficient storytelling includes a deep understanding of human feelings, motivations, and psychology in an effort to actually transfer your viewers.
Play the lengthy sport by specializing in constructing an engaged group
Social media is altering proper earlier than our eyes.
Cell utilization, quick consideration spans, and the rising affect of Millennials and Technology Z’ers on social media proceed to pave the way in which for short-lived, in-the-moment content material in 2019. It additionally highlights an efficient social media advertising and marketing technique: group constructing.
There was a normal pattern in the direction of area of interest and energetic teams on social media, with Fb, the world’s largest social media community, main the way in which to “give individuals the facility to construct group and produce the world nearer collectively.”
The problem (and alternative) is knowing the function social media performs in model consciousness vs. gross sales.
Should you’re a Digitally-Native, Vertical Model (DNVB), social media advertisements is likely to be a important piece of your general acquisition technique – as they need to be! However in the event you’re additionally seeking to develop your viewers and engagement organically, then it’s value investing the time and assets into constructing a group.
As Tarah Boyleston, advertising and marketing and design lead at Callie’s Scorching Little Biscuit, defined to us in a current interview:
“Nobody needs to comply with a model that’s solely attempting to promote them one thing. We share private tales, household recipes, and behind the scenes imagery of our lives on the bakery. These glimpses into the ‘lifetime of a biscuiteer’ are free!”
That strategy has allowed Callie’s Scorching Little Biscuit to develop each on and offline.
The first step in constructing a group on social media is releasing your self from all the time having a gross sales or site visitors purpose tied to every submit. This may instantly assist your content material to be human and entertaining as individuals gained’t really feel like they’re being bought to.
The second step in group constructing is creating significant conversations and interactions along with your prospects. Be certain that each time they attain out to your model on social media (or elsewhere) that you simply present a memorable expertise. This may improve the probability that these individuals share the optimistic expertise with their associates.
And eventually, the third step in group constructing is knowing that it’s an extended journey to success. Rising your model consciousness doesn’t occur in a single day and it doesn’t occur via a couple of posts or interactions. Actual progress comes with consistency and offering your prospects with a fantastic expertise every time they arrive involved along with your model.
Over to you!
The place do you suppose Fb advertising and marketing is headed in 2019?
Are manufacturers and companies poised for achievement?
We’d love to listen to what forms of Fb posts are working in your model! We’ll collect every one in all your suggestions and share them with the group in a giant roundup.
Wishing you the very best within the coming yr!