The Numbers Don’t Lie

By now, you have no doubt read many tips about how often you should be posting on social media, which days are best for posting, and what time of day is ideal for posts. While consistency, frequency and timing are important, I’ll suggest that content continues to be king.

Creating and posting and creating and posting is a never-ending chore. It’s great to rack up volumes of posts, but it’s even better to start growing engagement, as measured by the number of shares, likes and comments your posts receive. That kind of engagement depends on the creation of captivating content . . . thoughts, ideas, opinions and how-tos that your readers are compelled to share with their communities.

In a treasure of an article entitled “The Science Behind What Love People Love to Share on Social Media,” the folks at Kissmetrics have graciously shared some valuable insights. Be sure to take a look at the full article to get all the details.

Here are some brief nuggets that relate to Facebook:

  • Of the top million posts on Facebook in the last six months, the most popular content type was quizzes, at 51,968 total shares. The average article had 15,527 shares. The key here is to create quizzes for which the questions and answers are centered around your district or schools: historical events, current-day activities or gee-whiz numbers.
  • Should you keep your posts short? Survey says . . . not really. Posts of 2,000-2,500 words do 15-percent better than those that are 0-500 words and 24-percent better than posts of 500-1,000 words.
  • Videos need to be longer that what you might have thought – those that are between 4:00 and 4:20 do much better than short snips, such as those that are only 0-20 seconds or 40-60 seconds.

The article has similar suggestions and tips for LinkedIn, Twitter and Pinterest.

2 Replies to “The Numbers Don’t Lie”

  1. Great info! I actually saw just yesterday that 80% of videos on Facebook are now watched without audio. We know closed captioning is critical for ADA compliance — but this is clearly a way to boost engagement for the majority of our audience!

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