We've been posting about the high positive relationship between video content on Facebook and the likelihood that a user will share it [LINK]. Of course, a lot of that has been highly entertaining content.
This week a Top Ten post from Facebook introducting a new mobile app feature pulled a rate of 16% with sharing as a percent of overall engagements. Several interesting things to keep in mind: Facebook has an extremely high fan count - 67 million. High fan counts make high engagement rates more difficult. Facebook also rarely posts. This week it was 1 time. Often it's no posting. Generally, that type of scarcity doesn't help per post engagement rates.
Product Info Video Hits High Sharing Rate on Facebook
We've written about how photos and videos are driving higher engagement, and beyond that, sharing. This is a perfect exampler of that. While this post is from Red Bull's main Facebook page, it's a video pulled from the brand's German website. And, the post headline and the ensuing video are both in German. Of course, the content was still enjoyed by people around the world. Powerful visuals speak all languages.
Red Bull's Facebook post in which over 17% of engagements were shares
In a recent report, we showed how video is driving much higher rates of sharing than other types of content on Facebook. This week's Top Ten further confirms that trend, with a version of the "Bad Lip Reading" series on YouTube generating over 17% of engagements being shares. "BLR" is a video series that involves slick editing combined with seriously spun writing. IMO, this one isn't even close to the best one, although it did parody a wildly popular music video.
YouTube video series generating high levels of sharing on Facebook
When brands determine their content strategies, it's important to think about the assets that will come out of the content they develop. Clearly, social media has put renewed emphasis on keeping things simple and graphic. When Red Bull decides to sponsor a certain type of activity or athlete, they're going to get publicity and a good news story. But beyond that, they realize the right content sponsorship will also lead to images like this. A photo so gripping fans can't help but notice, and share it. Understanding what types of images produce those effects has to be part of the content strategy and developement process now more than ever.
Red Bull's post this week: "Roads take too long."
I’m excited to introduce a major product development for Zuum. Our new dashboard and tool UX.
Zuum’s mission is to provide the best insights for what works on Facebook, and this launch is directly in line with that mission.
The New Dashboard
The Dashboard, already one of our most popular features, is now more than ever designed to give an entire team a fast, high-level understanding of the major trends on Facebook for a given industry.
The new dashboard contains four slides, each presenting a different view of what’s working:
- Brand Voice
- Most Engaging Posts
- Community Health
Let’s take a look at them individually.
In a quick glance, you can see a color-coded chart showing how everyone in your Zuum collection is performing across major industry benchmarks. Fan Growth Rate, Engagement Rate, Talking About This, Fan Count, Posting Volume, and a new metric we’re introducing, Community Involvement. (We’ll expand on Community Involvement in a follow up post.)
The leading indicators for what content is driving performance for all brands in the report. How the subjects you’re talking about compare to the subjects your competitors are talking about, a media type analysis on who’s using what type of media and how well it’s working, a chart for each page’s score for Facebook’s Talking About This metric, and a keyword cloud that shows which topics are generating the highest engagement rates.
Most Engaging Posts
As most social media experts will agree, social media is ultimately about engaging your fans or community. This chart shows you the top ten posts that are engaging you fans as well as the top ten posts for your competitors. You can see the engagement rate, the sharing rate, the media type, the actual content of the post, and even a thumbnail of photos and videos. The posts are presented in a way that’s both informative and easy to peruse.
It’s great to know what brand posts are working, but understanding what page fans are doing across your industry can also lead to great ideas for how to further engage them. This dashboard begins by comparing what topics your fans are talking about with what topics your competitor’s fans are talking about. It then shows the fan-submitted photos that are generating the highest engagement. This is a great way to see what types of content fans are most inclined to generate -- great for community contest ideas. Next are the most engaging posts from fans. A quick look and you’ll understand whose voices are leading your community, and what they’re talking about.
The New Tool UX
We’ve revised the Zuum tool layout to enable faster, more nimble chart updates in the future. Part of that is the new left side navigation bar.
Left Side Navigation
When you login, you’ll see the four Dashboard views (previously discussed), the Full Report, which still gives you access to all the previous Zuum charts, and the Configure panel for administrative purposes like changing pages to monitor, and adding people to the Dashboard PDF email distribution list.
Above the left navigation and the main charts area is the new Report Settings navigation bar.
Report Settings Navigation Bar
Here you can quickly select one of your other Zuum Collections (if you have more than one), the pages to include in the Reports, and the dates to analyze.
Overall, these changes should provide users with a more contextually-relevant view of Zuum data, make for a faster user experience, arm everyone in your company with a deeper understanding of what’s working on Facebook in your industry, and provide inspiration for creative ideas.
Please let us know any thoughts you have regarding these new features, via comments or emailing us at firstname.lastname@example.org.
This is a nice way to celebrate one Fam out of the millions on their page. While the majority of communities this large will always feel faceless, occasionally featuring or acknowledging someone brings a sense of humanity to the community.
Oreo's post this week: "Fan Lisa T. was born in 1912 - the same year Oreo cookies were introduced. Wish her a special happy birthday below!"
Last week we published a report stating that videos and photos are more likely to be shared on Facebook than status updates. And week in week out, the Top Ten rankings support that finding.
Of course, when everyone starts publishing photos you have to make sure your pics have a bigger impact than everyone elses. And few brands publish impacting content the way Red Bull does. Red Bull's Top Ten post this week has that "Wow" factor and that makes people want to share it with their friends.
As more and more marketing dollars pour into Facebook, it only makes sense that there will be increasing curiosity and scrutiny in how brand pages work to influence readers.
With Facebook’s recent announcements, it’s clear they’re ushering businesses into a content marketing world. And in that world, knowing what type of content is most effective is paramount.
We’ve taken a look at some numbers around Facebook content and what kind is the most shared. We’ve found an interesting correlation: Video and photo posts are far more likely to be shared than status updates or links.
The following report delves into how significantly this is happening, explores specific examples of what’s being shared most, and looks at possible factors causing the trend.
The YouTube video is interesting this week, because it’s the lowest engagement, but the most highly shared of this week’s Top Ten. And it’s just fun content.
This Thursday we have an report coming out in iMediaConnection that shows a distinct relationship between content type and engagement type. We’re seeing a consistent trend that photos and videos drive more sharing than status updates. It’s something we’re seeing again in this week’s data.
Holidays are always a content opportunity for brands. This is a look at some of the more interesting Easter-themed posts from some of the leading brands on Facebook.
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