It’s no secret that Facebook has decided the best way to spur more advertising on the platform is to encourage marketers to use their brand Pages more effectively.
With that goal in mind, Facebook looked at postings on 23 brand Pages over one month to see which posts did the best. The upshot: When you talk about things related to your brand, you’ll get more engagement.
For example, a post by a cruise line marketer (Facebook did not disclose which brands exactly were involved in the study) stating “I decided to go on my first cruise because ____,” performed better than one that said, “Hang in there everybody. Monday will be over before we know it.”
“Topics related to brand or about the brand were significant predictors of increased engagement,” says Sean Bruich, head of measurement at Facebook. “When pages post about topics related to brands, they increase engagement.”
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