We are grateful for many who share what worked (and what didn’t) for them on social media. And we’ve discovered such a lot from their research.
With 2017 coming to an end, I believed it may well be helpful to do a assessment of our social media potency and share the findings with you.
In this publish, you’ll to search out our top five posts of the 12 months of every and each and every of our social media profiles and what we’ve discovered from them. Plus, you’ll moreover learn about our top 100 most shared blog posts of 2017. I am hoping you’ll to search out this data helpful!
Our top social media posts of the 12 months
We think social media is becoming additional for engagement and logo development than referral web site guests and income. So a top social media publish to us is one that generates one of the crucial succeed in and engagement.
These social media posts are ordered in line with their succeed in rather than engagement as it’s more uncomplicated to get that data. Having discussed that, we came upon that the higher the succeed in, the additional engagement a publish more than likely gets.
Let’s bounce right kind in!
Top 5 Facebook posts
Our Facebook Page Likes grew from 79,152 to 105,835 previously this 12 months. Here are our top five Facebook posts:
- 803,196 people reached
- 9,100 reactions
- 2,294 shares
- 756 comments
- 732,863 people reached
- 4,300 reactions
- 1,928 shares
- 355 comments
- 364,000 video views
- 492,821 people reached
- 2,900 reactions
- 778 shares
- 479 comments
- 190,000 video views
- 468,920 people reached
- 7,400 reactions
- 2,339 shares
- 1,000 comments
- 334,516 people reached
- 644 reactions
- 128 shares
- 183 comments
- 34,372 link clicks
One key lesson, which will rise up a few events in this blog publish, is the power of social media for engagement rather than web site guests or income. Four of the five top posts have been intended for purely driving succeed in and engagement. And they performed extraordinarily smartly.
That isn’t to say social media cannot be used for driving web site guests and income. One of the best possible posts drove a just right amount of web site guests to our blog (with the help of Facebook selling). But Facebook is becoming a lot much less environment friendly as a referral provide.
Parse.ly tracks the referral web site guests to bigger than 2,500 online media web pages and came upon that referral web site guests from Facebook has been declining this 12 months.
For us, Facebook brings in best about one % of our blog web site guests.
The 2d lesson is the effectiveness of curating in style, similar posts. Our top four Facebook posts are all curated content material subject matter. They are content material subject matter that has showed to be in style on social media, and as well as they resonated with our target audience. They helped us succeed in many people who haven’t heard other folks quicker than and remodeled them into our Facebook Page lovers.
The final lesson is that boosting Facebook posts that have performed smartly organically worked great for us. When those posts perform smartly organically, everyone knows that our Facebook Page lovers liked them. By hanging slightly selling money behind them, we have been able to show them to people who are similar to our present lovers and who will very more than likely engage with those posts.
Our top 5 tweets
We grew our Twitter following from 732,467 to 920,480 previously this 12 months. Here are our top five tweets:
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— Buffer (@buffer) May 18, 2017
- 175,752 impressions
- 357 likes
- 156 retweets
- 868 link clicks
— Buffer (@buffer) January 9, 2017
- 126,390 impressions
- 688 likes
- 495 retweets
— Buffer (@buffer) July 31, 2017
- 123,904 impressions
- 552 likes
- 320 retweets
— Buffer (@buffer) August 21, 2017
- 102,123 impressions
- 491 likes
- 244 retweets
Years to reach 50 million shoppers:
— Buffer (@buffer) June 25, 2017
- 101,695 impressions
- 352 likes
- 296 retweets
The power of engagement over web site guests comes up another time. Even though the best tweet was once seen more than 175,000 events, it led to simply 868 link clicks. That’s about 0.5 % clickthrough charge. Hence, we have been experimenting with additional on-site content material subject matter, akin to motion pictures like this. This way, with out a wish to go away Twitter, our lovers are nevertheless able to get treasured knowledge from us and engage with us.
The 2d lesson is the power of re-using top content material subject matter (now and once more). For example, we tweeted a video four events over four months. Here are the 2d, third, and fourth tweets. While the next tweets had a lot much less engagement, we just about doubled the quantity of engagement.
One very very last thing I noticed is the percentage of herbal succeed in. With spherical 900,000 Twitter lovers, our absolute best imaginable posts best reached about 10 % of our lovers. With Twitter’s recent introduction of new ad formats, will it grow to be a pay-to-play channel, like Facebook? Will you pay to play?
Top 5 Instagram posts
Our Instagram following grew from 19,600 to 33,200 previously this 12 months. Here are our top five Instagram posts (sorted by the use of engagement level):
- 1,697 engagement
- 1,630 likes
- 19 comments
- 47 saved
- 7,848 succeed in
- 1,605 engagement
- 1,532 likes
- 48 comments
- 25 saved
- 9,790 succeed in
- 1,202 engagement
- 1,097 likes
- 75 comments
- 30 saved
- 7,608 succeed in
- 1,189 engagement
- 1,132 likes
- 22 comments
- 35 saved
- 8,640 succeed in
- 1,173 engagement
- 1,149 likes
- 16 comments
- 8 saved
- 5,327 succeed in
Being a fully-distributed company that sells a tool, we don’t have a product or an place of business to take footage of. We had to be creative with our Instagram marketing strategy. So we adopted a user-generated content material subject matter methodology, and it worked brilliantly. When we started this method in mid-2016, we best had about 4,000 lovers. Now, we have over 30,000 engaged lovers who would like or comment on our posts and watch our Instagram Stories.
The 2d lesson is the (very) most sensible herbal succeed in percentage on Instagram. Our absolute best imaginable publish has an herbal succeed in of about 26 % – unequalled by the use of other social media platforms. That discussed, on the subject of absolute value, the herbal succeed in is some distance less than other platforms for us as we started emerging our Instagram following so much later than our Twitter and Facebook following.
The final lesson is the importance of image top quality on Instagram. Instagram is a very curated platform. Facebook came upon that Instagram shoppers select stunning visual content material subject matter and steadily publish such high quality content material subject matter themselves. To engage our audience on Instagram, we publish in a similar way high quality content material subject matter.
Top 5 RelatedIn posts
Our RelatedIn Company Page following grew from 12,771 to 16,343 previously this 12 months. Here are our top five RelatedIn posts:
- 56,869 impressions
- 130 social actions (likes, comments, and shares)
- 54,961 impressions
- 219 social actions
- 20,520 impressions
- 41 social actions
- 16,784 impressions
- 88 social actions
- 15,196 impressions
- 77 social actions
One issue that stood out to me is that our RelatedIn lovers love data and statistics. And I consider this is good. RelatedIn is a additional professional social group than Facebook, Twitter, and Instagram, and people are there for informative, educational content material subject matter.
That can be why our publish on RelatedIn algorithm resonated with our lovers.
Something else I noticed while going by means of our analytics is the highest affect charge. For our 10 most recent RelatedIn posts, the standard selection of impressions (spherical 6,500) is able 40 % of our general lovers (spherical 16,000), without any selling money. Since someone can see a publish more than once, the selection of unique lovers reached is more than likely not up to 40 % on the other hand possibly no longer too a ways off.
This is superb data if you want to boost your logo awareness by means of RelatedIn.
Finally, we moreover noticed that RelatedIn has quietly grown their member base to 500 million, and we in point of fact really feel that RelatedIn will grow to be an a lot more promising promoting and advertising and marketing channel going forward.
100 most shared blog posts
Apart from top social media posts, let’s moreover take a look at our most shared blog posts — blog posts that performed absolute best imaginable on social media. Using Buzzsumo, I was able to easily to search out our most shared blog posts prior to now 12 months.
Here are the best possible five (with the remaining in a spreadsheet):
- 6,291 shares
- 1,884 Facebook engagements*
- 2,022 RelatedIn shares
- 2,286 Twitter shares
- 99 Pinterest shares
*Instead of shares alone, Buzzsumo moreover accommodates Likes and comments for Facebook.
- 5,386 shares
- 1,802 Facebook engagements
- 1,113 RelatedIn shares
- 2,369 Twitter shares
- 102 Pinterest shares
- 5,072 shares
- 2,055 Facebook engagements
- 1,225 RelatedIn shares
- 1,729 Twitter shares
- 63 Pinterest shares
- 5, 052 shares
- 1,346 Facebook engagements
- 1,560 RelatedIn shares
- 2,049 Twitter shares
- 97 Pinterest shares
- 4,763 shares
- 2,733 Facebook engagements
- 999 RelatedIn shares
- 983 Twitter shares
- 48 Pinterest shares
If you’re taken with checking out our 100 most shared blog posts and the selection of shares every and each and every of them has won, you are able to to search out them proper right here:
Based on our most shared blog posts, it sort of feels that two kinds of content material subject matter are broadly shared on social media by the use of our audience. The first is opinionated, concept control content material subject matter akin to the principle and the fifth most shared blog posts. The 2d type of content material subject matter is blog posts that target actionable tactics.
To understand why they are so extraordinarily shared, I turn to Wharton professor and author of Contagious, Jonah Berger. According to Jonah Berger, there are six key ingredients to make something viral:
- Social foreign exchange
- Practical value
While our most shared blog posts don’t have all six ingredients, they do give our audience social foreign exchange and smart value, which more than likely helped make the blog posts extraordinarily shared.
If you moreover want to get your absolute best imaginable of 2017…
Reviewing your social media potency is superb for finding out what has worked (and what has no longer) and strengthen going forward. If you need to to search out your top social media posts for 2017, I want to quickly share a way to try this in conjunction with your Buffer dashboard:
First, make a choice the social media account you want to test. Then, transfer to the analytics for your Buffer dashboard, and click on on on the “Posts” tab. Here, you’ll see your recent posts.
Next, type your posts in line with your need, akin to most up to date, most clicks, or most shares. If you need to, you are able to moreover filter by the use of publish types, akin to image posts, video posts, or link posts.
Finally, set a custom designed time frame — from Jan 1, 2017, to at the moment’s date.
Voilà! Here are your top posts for 2017. What can you learn from your top posts? Do you understand any tendencies for your top posts? Does any publish stand out to you?
Tip: You can quickly reshare a top publish by the use of clicking on the “Re-Buffer” button at the right kind of a publish. You’ll have the ability to edit the publish quicker than together with it to your queue or scheduling it for a decided on date and time.
If you aren’t however using Buffer for Business, we’d in point of fact like with the intention to give it a transfer and experience it!
What do you want to seem from us in 2018?
It has been amusing having a look by means of our top social media posts for 2017. I am hoping you in finding our learnings advisable for your social media methodology.
Looking ahead into 2018, we’d in point of fact love to continue sharing content material subject matter that you just love on our social media accounts. What do you want to seem from us? Is there any particular type of content material subject matter you want us to share? Let us know!