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:
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.
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