According to a recent report from Sotrender, “like”, and similar call-to-action words such as “look” and “click” no longer encourage engagement as they once did.
After analysing 111 UK Facebook pages that contained 2800 different posts, across four different industries they came to the realisation that while pictures and graphics work best, there were some some words that draw a better response than others.
Among those ranked highly by Sotrender are chocolate, cream, daily, most, shop, winter, wardrobe, and today.
Other key findings include:
- Using catchy words in posts doesn't seem to increase engagement as Facebook users become 'immune' to constantly repeated phrases
- For food brands words that express emotions draw a higher response rate
- While providing links in Twitter posts works well this survey found that doing the same in Facebook drops fans’ engagement to below average
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| Source: Sotrender |
- A picture is worth a thousand (or so) words when it comes to engaging with people on Facebook. Asking questions in posts works but an image or graphic is far more effective as the chart below shows.
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| Source: Sotrender |
- Posts now have have a longer shelf-life
- Engagement has increased for individual posts
But don't fall into the trap of posting too often. Less is more, and too many posts over a short time period could well result in a loss of interest and, by extension, fans.
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