t’s no secret that Facebook has decided the best way to spur more advertising on the platform is to encourage marketers to use their brand Pages more effectively. With that goal in mind, Facebook looked at postings on 23 brand Pages over one month to see which posts did the best. The upshot: When you talk about things related to your brand, you’ll get more engagement.
“Topics related to brand or about the brand were significant predictors of increased engagement,” says Sean Bruich, head of measurement at Facebook. “When pages post about topics related to brands, they increase engagement.”
The advice may seem obvious, but Bruich points out that many brands try to stay relevant by “just publishing the latest meme.”Facebook’s other advice to brands is to use photos, albums and videos to generate more “Likes” and to post a clear call to action (“Like this if…”) to increase comments. The company also confirmed the conventional wisdom that asking a question in a post will lead to more engagement.
Though the study took place during the period in which brands switched over to Timeline, the research didn’t delve into the topic. Despite that, some researchers, including Simply Measured, have seen a big difference in engagement with the new platform.
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