Driving social media engagement: there is no ‘one size fits all’
Brands need to invest in understanding exactly what gets their fans involved.
A few weeks ago, we introduced the Engagement Curve, showing that the proportion of people engaged within a Facebook community drops as the fanbase gets larger. The clients I meet often ask what the key is to an engaged community and there are many best practices out there claiming to provide the perfect recipe, but we wanted to explore this issue ourselves to help provide clients with actionable advice.
- When we explored the success of the Mercedes-Benz USA Facebook community, we saw that many automotive brands post pictures of car models. However, closer inspection revealed that pictures of new car models specifically receive on average a third more engagement. Mercedes-Benz USA use this strategy in 40% of their posts, whilst other automotive brands use it in 27% of posts or less. This allows Mercedes-Benz USA to achieve higher engagement than other brands
- Analysis of the Games of Thrones Facebook page compared to The Vampire Diaries, Gossip Girl and 90210 reveals that engagement soars when the countdown posts to a new premiere begin. However, Game of Thrones started their countdown three weeks before the premiere, versus seven days before for other shows. Whilst smaller shows may not achieve engagement as high as Game of Thrones, this demonstrates that starting the countdown earlier can help snowball excitement ahead of the premiere