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Check the key words on Facebook!
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What should we say to engage thousands?
– key words on the Facebook pages
2 SOTRENDER| www.sotrender.com
Data-driven optimisation for social media marketing
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- one of the most important truths in any interactive activity
In our analyses, we are looking for
brands' posting patterns – what’s repetitive in phrases and the ways different companies
communicate. And most of all, we want to
check if specific words and type of posts have the influence on how do the fans react.
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We’ve checked over 111 UK fanpages from different industries:
Clothing
Food & Beverages
and analyzed over 2852 different posts.
What is the outcome?
Cars
Cosmetics & Hygiene
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Of course, depending on the fanpage subject, the words differ.
‘watch’, ‘like’, ‘look’ ‘click’ appear very often, no matter the line of business company is from.
What is significant, using catchy words in posts doesn’t seem to rise much more engagement , probably because fans are getting
insensible for constantly repeated phrases.
It shouldn’t be a surprise, that what companies use the most are the
‘call to action’ words
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285 237
130 72
133 65 96
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Clothes Food & Beverages Cosmetics & Hygiene Cars
Interactivity idex – average vs. win
Average interactivity index Interactivity index "win"
Surprisingly even Win! doesn’t bring too much buzz, only in Cosmetics & Hygiene fans react more when there’s something to win, ‘get’ or on sale.
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Most frequent Most popular
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In the food fanpages, words attracting the attention of fans, often refer to emotions
- ‘like’, ‘love’, ‘good’, ‘favorite’, ‘happy’ have highest rate of user engagement.
Fans of clothes brands are more trends and subject-concentrated - with ‘fashion’, ‘style’, ‘collection’ on the top.
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439
140 97
51 63 60 48 24
Clothing Food&Beverages Cosmetics & Hygiene Cars
Average number of 'likes' average post post referring to external websites
Quite popular are references to the external websites: ‘WWW’,
‘http’, ‘com’, ‘blog’ are frequently used words, especially in Cosmetics and Food & Beverages.
Posts containing links bring fan’s engagement far below average.
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Text? Not necessarily ! - visually mediated society
Clothes industry shows that
you don’t need a playful status to engage thousands
Topshop wins with competition and attracts 28k users just with photos. Only 25th post receiving highest interactivity index has been a status post.
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140
140
220
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38
44
average post
post with question tag
post with photo
Likes/ comments depending on type of post in the clothes industry
likes comments
Posts with photo get 57% more likes and over 7 TIMES more comments than the
average post
Average post
Post with question
tag
Post with photo
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Thank you!
www.sotrender.com
www.facebook.com/sotrender
@sotrender
