Did you know that people like Facebook posts eight times as often as they share Facebook posts or comment on Facebook posts? However, for brands, Facebook shares are far more valuable than Facebook likes.
That data comes from a research study conducted by Brian Carter and Marketo called Contagious Content, which found that 3.4% of Facebook Page fans share the average post compared to 0.4% who comment on the average post and 0.4% who share the average post.
The study explains that liking a Facebook post is similar to speaking directly with one other person or identifying yourself in a group of like-minded individuals, but it stops there. On the other hand, sharing a Facebook post means that the person endorses the content to his or her audience. Sharing bad content could jeopardize that relationship. It’s improbable that liking bad content will have the same impact.
According to the data, a highly shareable post affects people in such a way that they are motivated to share it with other people. Just as powerful brands evoke emotions in consumer audiences, shareable content evokes conscious or subconscious emotions in consumers which are so strong they feel compelled to spread the word.
In order to create more shareable Facebook Page content for your brand, the report recommends that you create highly shareable posts, which do one or more of the following:
- Give the audience something such as discounts that benefit everyone, not just a small group of individuals.
- Advise the audience on a specific topic, particularly on a problem that everyone has.
- Warn people about something harmful that could be dangerous to anyone.
- Amuse people with humorous images and quotes that appeal to everyone.
- Inspire people with quotes or images.
- Amaze people with facts or images.
- Unite people behind a common cause, feeling, desire, etc.
The Contagious Content report also includes some useful data from a New York Times study, which found that 94% of people consider how useful and helpful a link would be to another person in their audience before they share it. Make sure your headlines are clear and explain the benefit of reading or viewing your posts to make it easier for people to decide to share them.
Finally, avoid talking about yourself, being too edgy, being to niche, or asking for likes. The Contagious Content research data found that these mistakes will prevent people from sharing your Facebook posts.
What type of content does your brand Facebook Page get the most shares from? Leave a comment and share your experiences.
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015