ASUS’s picture puzzle posts on Facebook shows that brands can boost engagement with their Facebook page by giving consumers a simple and fun way to procrastinate.

Adding to their previous penguin picture puzzle post, ASUS recently posted a new picture puzzle on their Facebook page showing a festival of colourful balloons on an ASUS monitor. The brand asked consumers if they could find the only white balloon in between the mix of colourful balloons.

WaveMetrix social media analysis shows that ASUS’ picture puzzle posts are successful in boosting engagement with the page. Just like the previous penguin puzzle post before it, ASUS’s balloon puzzle post drives a significantly higher response rate than the average of the 20 posts preceding it, suggesting that these simple and fun picture posts are much more engaging than others. Whilst sentiment is largely neutral as consumers simply answer the puzzle, the increase in engagement suggests that brands can do well in building communities and increasing engagement by offering simple puzzles and games.

ASUS’s balloon picture puzzle generates more than six times the number of comments than the average of the 20 posts preceding it:

• At the time of writing, ASUS’s balloon picture puzzle has proved significantly more engaging to consumers than the average of the 20 previous posts: Prompted to answer the puzzle and say where the white balloon is, consumers engage and respond with the balloon post much more than the average for the 20 posts preceding it

Sentiment towards both of ASUS’s picture puzzles is neutral as consumers respond letting the brand know they have solved the conundrum:

• Consumer sentiment is neutral towards the balloon picture post and penguin picture post: Consumers respond to both picture posts by letting others know the solution, or stating that they have simply solved the puzzle