BuzzSumo analyzed over 1bn posts from 30m brand pages. These slides summarise the key findings and insights for content marketing and social media marketers.
Scooped by
Guillaume Decugis
onto Social media publishing and curation |
When you look at the data rather than follow opinions, there are always great things to learn. And also some counter-intuitive surprises. Who would have thought hashtags reduce engagement on Facebook for instance?
These slides give a great summary of the key learnings Neil Patel and Buzzsumo put together.
I highly encourage you to read them but there's also an important point to keep in mind: engagement should not be your end goal. As my friend Mark Schaefer once put it, social media engagement is not a strategy. To have a positive impact on your business, your content and social media efforts should ultimately aim at driving conversions, leads and customers - not just likes. And here as well, the data shows high engagement posts are not necessarily the most performing ones. A lol cat will generate likes but does it educate your potential customers toward realizing they need your product?