Digital Transformation

Lessons from 2014: How to get more clicks on Facebook.

Merry Christmas!  As I have some time off at the end of the year, I’m looking back at information I have gathered in my reading list that I find interesting.  I came across the article We tested all the best advice to get more clicks on Facebook. Here’s what worked by Kevan Lee at Buffer’s Social blog.  As I re-read the article I had a funny feeling that I’d commented before on posts by Kevan Lee.  Sure enough, I found two other blogs posts from this year that contained information from Kevan.

What is intriguing to me about this article is that Buffer used a very methodical approach to testing each of their theories.  Too often I see companies just try things without really following a good scientific methodology.

First Buffer started with a baseline of how their Facebook page performed.  This is critical because you can’t measure what works without having a baseline.

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Here are the seven techniques Kevan used to see which were the best at getting users to click on a Facebook post:

  1. Post to Facebook at non-peak times
  2. Post more frequently to Facebook – six times per day
  3. Post less frequently to Facebook – once per day
  4. Ask questions in the updates
  5. Change the style of the update
  6. Post only link updates
  7. Post different types of images with the links

That seems like a pretty good list of techniques. I won’t go through the results for each test here – you can read through Kevan’s blog post for the details.  However, here is an example of the results from the first test – posting at non peak times:

Source: https://blog.bufferapp.com/facebook-marketing

Here they found a big increase in clicks at 11:00 pm, even though they were posting less frequently at this time.  Very interesting.

Here are the three techniques that worked the best for Buffer:

  • Share link posts
  • Share in the evenings
  • Create a main image/graphic for your post

Of course this is data only for Facebook for Buffer.  You should follow a similar test regime to see what works best for you on Facebook and other social media sites.

About the Author

Mark Polly is Perficient's Chief Strategist for Customer Experience Platforms. He works to create great customer, partner, and employee experiences. Mark specializes in web content management, portal, search, CRM, marketing automation, customer service, collaboration, social networks, and more.

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