6/5/2015 How to Get More Facebook Shares | Simply Measured

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Which Types of Facebook Content GetMore Shares and Comments?By Michael Thomason January 5, 2015

Everyone likes to be liked, but when posting to Facebook,marketers should look for even more than that. Like clicks from a fan on Facebook are goodvalidation, but getting your fans to share content with their own audience can give your brandexposure it wouldn’t have gotten otherwise, and written comments from your fans can give youinsights that like clicks can’t.

Certain types of posted content will return different types of engagement, and each type shouldbe leveraged as part of brand posting strategy. As part of our recent Q3 2014 Facebook NetworkStudy, I took a closer look at what types of engagement happen across links, photos, statuses, andvideos to see how they stack up. While photos get the most engagement per fan per post, thetypes of engagement they get is actually representative of what’s typical.

How Engagement Breaks Down

6/5/2015 How to Get More Facebook Shares | Simply Measured

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How Engagement Breaks DownThe average Facebook post by Interbrand 100 brands in Q3 2014 received 2% of their engagementfrom comments, 5% from shares, and 92% from Likes. Here’s how different post types compare:

Status Posts Generate CommentsRight away, the share of engagement from comments on status posts jumps out. Status posts getalmost 12 times the engagement share of an average post from comments. If the goal is to startconversations, status posts are winners. While they net the lowest engagement per post per fan,status posts are a quick way to focus engagement on conversation.

Video Posts Over-Index on SharesSimilarly, video posts over-index on shares – a great way to spread your content to viewers whodon’t follow your page or may have missed the original posting. Videos receive over twice the rateof engagement from sharing compared to average posts, and this is statistically significant giventhe sample sizes involved.

6/5/2015 How to Get More Facebook Shares | Simply Measured

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Michael ThomasonMichael is Simply Measured's Marketing Analyst, focused on measuring, analyzing,and understanding the social strategy for the most successful social brands in theworld.

This video post from Budweiser is a great example of videos in action, receiving over 87,000 likeswhich accounted for more than half of the engagement on the post.

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