- Business and Finance: Engagement peaks on Wednesday and Thursday, though this industry tends to spread its posts even on Monday through Friday.
Tip: Post on Wednesday.
The findings for the retail vertical.
- Retail: Sunday is a big day for engagement on the shopping and retail front, but only 5% of entertainment posts go up on Sunday. The industry’s posts lean heavily toward Friday, which has below-average engagement.
Tip: Target shoppers on Sunday.
- Fashion: Engagement peaks on Thursday, but dips on the weekend. The industry pushes the most content on Tuesday, the day with the lowest engagement.
Tip: Optimize engagement on Thursday.
- Healthcare and Beauty: Like fashion — perhaps because consumers are shopping and preparing for the weekend — healthcare and beauty brands see the most engagement on Thursday. But a lot of content is posted on Mondays and Fridays, when engagement is lower.
Tip: Post content on Thursday.
- Food and Beverage: More than the other verticals, the food and beverage brands do a good job of spreading their posts throughout the week and weekend. But in this case, engagement peaks on Tuesday and Saturday and dips on Monday and Thursday.
Tip: Target Tuesday.
- Sports: Not surprisingly, especially during football season, Sunday is king for sports brands and teams on Facebook. This data is affected by the fact that Super Bowl Sunday fell during the data collection period, but Sundays remain strong during other weeks, too.
Tip: Increase your post volume on Sunday.
- Travel and Hospitality: The highest engagement occurs on Thursday and Friday, when the week is winding down and people are looking to escape from the office.
Tip: Get these eyeballs at the end of the week.
Joe Ciarallo, Buddy Media’s director of communications, says a lot of smart brands already target their audiences when they’re most engaged. For those who don’t, Ciarallo says they should consider scheduling Facebook posts to go live during times of high engagement at night and on weekends.
The data indicates that the length of the post can determine engagement just as much as the time of the post. The bottom line: Keep it short and sweet. Posts with 80 characters or less — the length of a short tweet — garnered 27% more engagement than posts that were more than 80 characters. But brevity is far from a common practice — only 19% of posts in the study were shorter than 80 characters.
And while the content should be short, the URL probably shouldn’t be — posts with a full-length URL had three times the engagement of their shortened bit.ly, ow.ly and tinyurl counterparts. The reason is likely because readers want to know where the link will take them. Ciarallo says a brand-specific URL shortener, like bddy.me or on.mash, keeps a post short while also providing context.
Ask For Engagement
Words ranked in order of their effectiveness at converting Likes and comments.
If you’re looking to get Likes on a post, all you have to do is ask. Ciarallo says simple, outright instructions — “Like us if…” — are much more effective at getting a Like than a post with a long explanation of why you should “like” something. Remember, “liking” only takes one click and then the “liked” item is syndicated on a user’s own page, so don’t be afraid to ask for the thumbs up.
The same goes for comments — outright saying “post,” “comment” or “tell us” motivates fans to engage. If you’re seeking answers, put a simple “where” or “when” or “would” question at the end of the post — you’ll get 15% more engagement than if the question is buried in the middle. Shy away from “why” questions, as they seem invasive and ask much more of a user than a “what” question, Ciarallo says.