Hint: they’re all videos
The people are BuzzSumo have analysed more than 777 million Facebook posts to find the top 500, and they’ve made some interesting discoveries.
Obviously, we wouldn’t bringing you this blog post if it didn’t involve talking about video in some capacity, but even we were surprised at how many of the most popular posts consist of moving images.
Read on to find out more:
Video performs best
Out of the top Facebook posts looked at for this research, a whopping 81% were videos.
On average, video posts on the platform get at least 59% more engagement that links or images alone.
They’re funny or heartwarming
The most common reactions to the top 500 Facebook posts are LOVE and HAHA.
We can deduce from this that inspirational, funny and practical content is more likely to generate better engagement.
It’s worth pointing out that your videos don’t necessarily need to be universally funny, but they need to hit the mark with your target customer.
For example, a joiner might not get the funny aspects of being a stay-at-home mum, but that’s OK as long as your video is reaching the right person and creating a positive reaction.
They create human connection
This lip sync challenge video by the Norfolk Police Department is a stellar example of how a video can offer a unique side to a group of people known for being strict and serious.
Their entire Facebook page is made up of posts that give you a look behind the scenes of the police department, but more importantly, highlights individual employees which creates that emotional connection.
They’re helpful
Hack-style videos have continued to creep up in the charts when it comes to popular posts on Facebook.
Practical content is always going to be valuable and even better, shareable.
Wondering how to make this work for your brand?
Start with your most popular blog post or failing that, your most frequently asked question.
Then create a one-minute explainer video and watch the magic happen.
FREE GUIDE: 5 Types of Video to Improve Your Business
They respond to customer wants
Scheduling app Buffer suggests using as much data as possible to deliver what your customer really wants and needs.
You can find this out by analysing previous posts and finding the ones that received the best engagement.
You could also do one to one interviews, feedback surveys and polls to really get to know your customer.
They’re authentic
This has become a bit of a buzz word in the world of social media, but it’s still one that bears repeating.
Consumers gravitate towards brands who tell as story that fits into their core beliefs, whether it’s that they want to buy from small family owned companies, use sustainable packaging or just have the coolest outfit amongst their friends.
Brands who tell real stories and have an emotional impact about real issues are winning.
Bonus Tips
- Use captions on your videos. Find out more here.
- Keep your video under 90 seconds as after this point, engagement levels drop off significantly.
READ NEXT: 5 golden rules for sharing video online
