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May 3rd, 2017

Best Performing Post Types on Facebook and Twitter

By MakalaArce

The idea for this blogpost came from Kevin Fonger’s comment on my recent blogpost, How often should we post on Facebook? He asked whether we had measured which post types performed best during our limited Facebook study.

We actually measure post type metrics on a quarterly basis to determine how they impact total engagements, which are defined here as likes + comments + shares (Facebook) or likes + replies + retweets (Twitter). Our Q1-17 post type results were as follows:

Note: Twitter defines post types slightly differently, with their Text posts being Facebook’s equivalent of both Link and Text posts. If a tweet, such as this one, brings in an image via the link preview, it is still classified as a Text post.

Key Take-Aways from Q1 Results:

  • Video posts outperform other content on both Twitter and Facebook.
  • Facebook continues to reward link sharing that brings over the preview and image (Link post), in comparison to uploading one’s own image to go with the link included in the post (Photo post). Facebook explained its reasoning here.
    • The opposite has been true for us on Twitter, so we prefer to upload our own images to go with tweeted links.

We continually track this because the algorithms continually change. In fact, our Photo posts used to slightly outperform our Link posts on Facebook. We need to stay abreast of these algorithm changes and their effects on our accounts in order to adjust accordingly. It’s a continual cycle of algorithm updates and posting adjustments.

Finally, we then compare the post type results alongside the volume metrics for each post type. Ideally, we would publish the best performing post type most frequently. With the recent success of video, this is increasingly challenging. In Q1, video posts comprised 17% of our Facebook posts and 8% of our Twitter posts. Our team wants to increase those percentages to increase our total engagements.

Tags: Facebook, Facebook, Makala Arce, Mayo Clinic, metrics, Metrics & Analytics, Post Types, Social Media, Strategy, Tactics & Best Practices, Twitter, Twitter

Liked by Vicki Bencken, Tony Hart, Champions Specialist, Audrey Laine Seymour, Communications Specialist, Cindy Elliott, Sr Marketing Specialist

Comment


Bob West
@westr

Posts: 196
Joined: Feb 07, 2011
Posted by @westr, Thu, May 4 11:33am

Good one, Makala! You’re only missing LINK from Twitter!! I provide links on ~ 95% of my Twitter posts. 🙂


MakalaArce
@MakalaArce

Posts: 71
Joined: Jan 31, 2011
Posted by @MakalaArce, Thu, May 4 11:51am

Thank you, Bob.

Actually, Twitter seems to define post types slightly differently, with their Text posts being Facebook’s equivalent of both Link and Text posts. If a tweet (see hyperlinked example in the blogpost right below the table) brings in an image via the link preview, it is still auto-classified as a Text post.

Accordingly, the vast majority of our Twitter Text posts include a link.


Bob West
@westr

Posts: 196
Joined: Feb 07, 2011
Posted by @westr, Thu, May 4 12:42pm

Ahh, thank you for the clarification! BTW, couldn’t see the link you mentioned until you mentioned it. Probably any #colorblind person would read right past it without ever knowing it was there. Not sure what color it is, but links like plain text to me. I know this is not your responsibility to handle, but maybe @DanHinmon would suggest an alternative to the web manager, like minimally adding an underline whenever a color (indicating linkI is used.
BTW, BTW your last name looks different than what I remember.


Dan Hinmon, MCSMN Director
@DanHinmon

Posts: 2040
Joined: Apr 13, 2011
Posted by @DanHinmon, Thu, May 4 1:08pm

Thanks for the reminder that we need to do a better job of making the website work for those with color blindness and other accessibility issues, @westr. Sending an email to tech right now to see how difficult it would be to add underlining to links.


Bob West
@westr

Posts: 196
Joined: Feb 07, 2011
Posted by @westr, Thu, May 4 4:12pm

Thanks Dan!

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