May 3rd, 2018

The New Rules of Driving Meaningful Engagement on Facebook

Theresa Braun

The largest social network in the world is undergoing one of the biggest changes in its history.

Partially driving Facebook’s defining moment is a renewed focus on data privacy following the fallout from the Cambridge Analytica data breach scandal. At the same time, the platform is course correcting after reporting negative user growth in North America for the first time ever in Q4 2017. In response, Facebook CEO Mark Zuckerberg announced earlier this year that the News Feed algorithm would shift its focus from serving relevant content to creating “more meaningful social interactions.”

With the change, Facebook has prioritized personal moments that connect people with their communities in an effort to improve its user experience and drive user growth. Brands can still thrive in that environment—but only if they create content that spurs interaction between users. Which begs an important question:

How do brands create content that spurs interaction between users?

A recent study from Likeable answers that very question. We analyzed more than 20,000 public Facebook posts from 2017, as published by the 100 most valuable brands in the U.S., to determine the type of content that best drives positive comments and shares. From our analysis, we uncovered key insights for driving meaningful engagement on Facebook, including:

  • Post type makes a significant difference. Video, link, and image posts do not perform equally when it comes to generating meaningful engagement.
  • Run time and live broadcasting have a surprising impact on video engagement. These two factors influence meaningful interaction in unexpected ways.
  • Entertainment and Food & Drink brands win in very different ways than all other brands. The type of content that works for one category does not work for the other at all, and vice versa.

On a mission to “bring the world closer together,” Facebook is signaling that content that fails to meaningfully connect users will begin to suffer the consequences. If they want to succeed in this new reality, brands need to rethink their content strategies and play by the platform’s new rules.

Download our white paper to learn more about how your brand can drive meaningful engagement on Facebook.

Tags: Big Brands, Consumer Insights, Data & Analytics, Facebook, Strategy, Trends

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