Facebook shows great potential for promoting events of all kinds. A first look into the results of our social media and events survey, which will be published soon, also shows that a majority of event organizers see Facebook as #1 social media platform for event promotion. With more than 600 million users worldwide and an also rapidly growing user base here in Germany (18 million users, 1.7 million new users last month), your customers are most certainly on Facebook. A new report from Buddy Media has some key findings you should consider to boost engagement on Facebook.
In a previous article on using Facebook to promote your event I explained, that it is absolutely necessary to create a Facebook page (company page, not a profile page or Facebook event) for your event. Now that you have your Facebook page and you have a nice amount of people that like it, you need to engage them in order to get the most out of Facebook.
A recently published report by Buddy Media provides great insights on how to improve engagement on Facebook. I was surprised about the findings:
Brands that posted outside of business hours had 20% higher engagement rates.
The report found that Facebook engagement peaks early in the morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST). That means when you only post during business hours you miss a lot of opportunities to engage fans. However there’s no guarantee that these hours will also work for you, it still depends on your audience.
According to the report it engagement also depends on the day of the week. Thursday and Friday show 18% more engagement than the other days. But again do not start to post only on Thursday and Friday, because the report also shows that it really depends on the industry. Buddy Media had a closer look at different industries and the days that work best for them. For example the best days for the entertainment industry are Friday, Saturdays and Sundays – so take advantage of the weekend.
However not only time is important for engagement, the length of the post can also affect it. Keep it short! Posts with less than 80 characters showed 27% more engagement than posts with more characters. And really surprisingly full-length URLs show three times the engagement of shortened bit.ly, ow.ly and tinyurl links.
Ask for Engagement
You want to have likes on your post – simply ask for it. The report shows that posts that give in instructions – “Like us if…” – are much more effective than posts with long explanation about why people should like it. The same with comments, ask for it by saying “post”, “comment” or “tell us” and motivate your fans to engage. Furthermore when you ask questions put them at the end of your post – you’ll get 15% more engagement than if the questions is somewhere in the middle of the post and use words like “when”, “where” or “would” instead of “why” or “what”.
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