10 Jan Fb Advertising in 2019: A Research of 777M Fb Posts
Fb advertising in 2019 isn’t useless. Quite the opposite, it’s removed from it.
Now faraway from the dim outlook that companies confronted at first of 2018, Fb has and can stay an important instrument for manufacturers’ advertising 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 at the moment lively on Fb — essentially the most amongst another 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 provide a robust outlet for manufacturers seeking to generate engagement and visitors.
Which is why we requested our mates 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 most well-liked, in response to whole engagements. The highest 500 Fb posts characterize a couple of billion engagements throughout Fb.
As we speak we’re excited to share every part we discovered about essentially the most profitable posts to assist information your Fb advertising technique in 2019.
Desk of Contents
Key takeaways from 777 million Fb posts
BuzzSumo has entry to a number of the world’s most strong Fb knowledge, which powers plenty of unimaginable analysis research like this one the place we analyzed content material from 20,000 influential Fb Enterprise Pages.
They’re additionally the corporate behind certainly one of my private favorites, The 2019 Final Information to Fb Engagement, an annual report that analyzes every part you must know in regards to the tactical facet of Fb advertising.
Evidently, their product provides some eye-opening insights into the world of Fb advertising.
Key takeaway #1: Video performs higher than all different sorts of Fb posts
Relating to taking your Fb technique to the following degree, there isn’t a higher means to take action than via using video content material.
On common, video posts on Fb get at the least 59 % extra engagement than different publish sorts.
In actual fact, when what sorts of content material made up the highest 500 Fb posts of 2018, greater than 81 % had been movies!
Pictures solely accounted for 18 % of the highest posts, whereas Hyperlinks made up a mere 0.2 %.
Alternatively (fairly shockingly), hyperlink posts obtained 76 % much less engagement than movies on common. This contains hyperlinks with photographs. In different phrases, not even photographs 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 may be questioning why we selected to investigate the commonest reactions to prime Fb posts.
Reactions give us a distinctive look into human psychology and a greater understanding of “why” folks like sure sorts 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 full 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, as a rule, content material isn’t essentially loveable or humorous to everybody. In different phrases, one thing that’s “cherished” by one individual may 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 should be overwhelmingly humorous or inspirational.
Manufacturers and entrepreneurs simply have to know what their viewers will discover personally entertaining, which begins with an understanding of who they’re.
Key takeaway #3: Inspirational, humorous, or sensible content material generates essentially the most engagement
With a view to hone in on the precise sorts of content material manufacturers and entrepreneurs must be creating extra of in 2019, we tried to categorize the sorts of content material from the info set. At the side of the commonest reactions on Fb and a subjective evaluation of the highest 500 Fb posts, three frequent themes began to emerge.
Essentially the most profitable content material could possibly be categorized as inspirational, humorous, or sensible.
For instance, the primary most profitable publish 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 conjures up folks. Inspirational content material results in a better quantity of reactions, feedback, and shares, which in flip, results in better natural attain.
The perfect half is that any model is able to creating this sort of 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 and make this examine as related as we might to quite a lot of manufacturers and industries, we determined to not merely cowl the highest 10 Fb posts from 2018. As a substitute, we hand-picked a number of posts from the highest 500 that train us one thing helpful in regards to the artwork of Fb advertising.
However when you’re curious, listed here are the official prime 10 Fb posts of 2018:
Observe: We’d love to listen to your ideas within the feedback beneath on why you consider these posts labored so nicely. Let’s assist one another enhance!
10. “A tremendous second in African enterprise historical past” – Attempt Masiyiwa
9. “Hero Boy Saves Hen” – Life Altering Movies
8. “When your canines smells one other canine on you” – Humorous in Public
7. “Tianmen Mountain, China” – Encourage Uplift
6. “Widespread Dental Procedures” – Science Nature Web page
5. “Wow” – Penoy Rap Radio
4. “Earlier than You Take Somebody For Granted Watch This” – Jay Shetty
3. “Scalloped Potato Roll” – BuzzFeed Tasty
1. “Earlier than You Really feel Strain 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 among the best Fb Pages and content material of 2018, however the Norfolk Police aren’t your typical division.
Producing greater than 3.2 million engagements and rising their viewers to well-over 180,000 followers prior to now yr, the NPD is the proper case examine for the right way to method Fb advertising with restricted price range and sources.
(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 — seemingly resulting from copyrights of the music.)
Why it really works:
The Norfolk PD provides quite a lot of inspiring and humorous content material that caters to their local people. And whereas they aren’t “promoting enjoyable” per se, they’re constructing a significantly giant and dependable following with enjoyable content material.
Most significantly, the NPD makes their content material relatable and human. In every certainly one of their posts, you get a behind-the-scenes take a look at the officers and employees that make up their division. Then they take it to the following degree with vulnerability.
It’s not straightforward to get in entrance of the digicam. And it’s not straightforward to exit on a limb with experimental content material, particularly as an area police division. Nevertheless, the NPD threw each conventional rule apart and determined to go for it.
Ultimately, they had been rewarded for his or her efforts.
Brainy Crafts (Hacking your means into folks’s hearts)
It wouldn’t be a prime Facebooks posts of 2018 roundup with out mentioning the splendidly participating 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 never-ending want to enhance their lives in a single type or one other.
Right here’s an awesome instance from Brainy Crafts of the right way to hack your solution to being extra resourceful within the kitchen:
Why it really works:
As we mentioned earlier, “sensible” or “the right way to” content material makes up a major majority of the highest Fb posts of 2018.
Educating your viewers on Fb isn’t nearly educating them a brand new talent, it’s about what they are going to do with that data. Most of the time, they’ll share it with their family and friends.
When Quick Firm requested Tasty international GM Ashley McCollum why this sort of content material is so in style, 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 folks would share it with folks of their lives. It’s not simply the right way to make the recipe, the right way to chop the onion. It provides you a purpose to achieve out to your pal. It lets you 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 publish.
For instance, one of the vital in style Buffer Weblog posts of 2018 was “The New Fb Algorithm 2018: All the pieces Entrepreneurs Must Know” – We turned the textual content right into a one minute explainer video that was seen and shared greater than 16,000 instances.
The perfect 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 lively 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 3.5 million followers to his Web page, ranks 437 amongst all Public Figures on this planet, and generated 108+ million engagements to his posts in 2018.
And essentially the most attention-grabbing half is that he’s performed all of this via photographs and captions (not movies). A number 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 lively on social media. Of these customers, 70 % use LinkedIn solely. Nevertheless, this quantity is anticipated to develop considerably in 2019 as folks 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 inspecting his content material, each single publish 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 technique in 2019: curated content material.
It’s extremely easy to get began with curated content material and the proper solution to complement your in-house content material technique. Take, for instance, Funniest Household Moments’ prime publish from 2018:
Why it really works:
At its core, the publish is nothing greater than a compilation of movies from across the net. Nevertheless, 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 to your viewers.
If you are able to do that constantly, 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 a substitute of “speaking about your self” the entire time, you’re demonstrating that you just’re keen to add worth in numerous methods.
Incorporating these learnings into your Fb technique
Now that we’ve examined a number of the prime Fb posts of 2018, you’re most likely questioning:
How can I apply these tricks to my very own Fb technique?
Even when you’re not a prime Web page or producing tens of millions of engagements monthly, you possibly can nonetheless discover a ton of success on Fb. In actual fact, it simply may be the most important alternative for manufacturers within the coming yr!
We advocate following these three tips:
Contemplate your individual habits and posting habits on social media
Earlier than studying this part, I encourage you to go to your individual 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 sorts of content material did you/they share?
At a excessive degree, 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 – at the least who we wish folks to assume we’re.
As manufacturers and entrepreneurs, we have to contemplate the right 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 methods. What works sooner or later may not work the following as individuals are frequently altering primarily based on each inner and exterior components.
“When the entrepreneurs transfer in, the members transfer out. The key, subsequently, to social media success is to behave, and assume, 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 least expensive solution to get to know your viewers is thru Fb’s free instrument: Viewers Insights.
In lower than 5 minutes I used to be capable of finding out that followers of the Buffer Fb Web page additionally observe pages resembling Marketo, Moz, Hootsuite, in addition to a number of others. I additionally came upon that 37 % of our followers are girls 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 capable of start creating a listing of content material that our goal demographic will discover attention-grabbing. I even have the choice of exploring comparable Fb Pages to see what content material is resonating most with these people and producing concepts from these themes.
There are many different methods to collect helpful knowledge in your clients as nicely. A few of the handiest methods we’ve used are:
- Buyer interviews
- Social media posts
- Commerce reveals and conferences
- NPS scores
- Chat widgets like Drift or Intercom
Analysis, ideate, create, study, and repeat.
Create content material for Fb that’s each human and story-forward
Do you know that 84 % of entrepreneurs consider that constructing belief would be the main focus for his or her advertising efforts sooner or later?
That’s as a result of customers are on the lookout for manufacturers with a objective – manufacturers which are mission-driven and stand for one thing essential.
Shallow advertising campaigns aren’t going to chop it in 2019. What’s going to lower it are genuine, human-forward tales that enable your model to attach with clients on a private degree. Smaller manufacturers, particularly, have a possibility to double and even triple engagement with this private method.
Take native store Espresso Hub Xenia, for instance. This straightforward video gave their neighborhood 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 publish 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 neighborhood.
Keep in mind that efficient storytelling entails a deep understanding of human feelings, motivations, and psychology with a view to actually transfer your viewers.
Play the lengthy recreation by specializing in constructing an engaged neighborhood
Social media is altering proper earlier than our eyes.
Cellular utilization, brief consideration spans, and the growing 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 technique: neighborhood constructing.
There was a basic development in direction of area of interest and lively teams on social media, with Fb, the world’s largest social media community, main the way in which to “give folks the ability to construct neighborhood and convey the world nearer collectively.”
The problem (and alternative) is knowing the function social media performs in model consciousness vs. gross sales.
When you’re a Digitally-Native, Vertical Model (DNVB), social media advertisements may be a essential piece of your general acquisition technique – as they need to be! However when you’re additionally seeking to develop your viewers and engagement organically, then it’s value investing the time and sources into constructing a neighborhood.
As Tarah Boyleston, advertising and design lead at Callie’s Scorching Little Biscuit, defined to us in a latest interview:
“Nobody needs to observe a model that’s solely making an attempt 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 method has allowed Callie’s Scorching Little Biscuit to develop each on and offline.
The first step in constructing a neighborhood on social media is liberating your self from all the time having a gross sales or visitors objective tied to every publish. This can instantly assist your content material to be human and entertaining as folks gained’t really feel like they’re being bought to.
The second step in neighborhood constructing is creating significant conversations and interactions together with your clients. Be sure that each time they attain out to your model on social media (or elsewhere) that you just present a memorable expertise. This can improve the chance that these folks share the constructive expertise with their mates.
And at last, the third step in neighborhood 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 development comes with consistency and offering your clients with a fantastic expertise every time they arrive involved together with your model.
Over to you!
The place do you assume Fb advertising is headed in 2019?
Are manufacturers and companies poised for fulfillment?
We’d love to listen to what sorts of Fb posts are working to your model! We’ll collect every certainly one of your suggestions and share them with the neighborhood in a giant roundup.
Wishing you the very best within the coming yr!