Case Study: Dissecting a Highly Engaging Facebook Post

Here, according to Wight, is why:

1. Short upfront text: The best-performing posts use fewer than 50 characters, according to Buzzsumo’s analysis of more than 1 billion Facebook posts from brand pages.

2. Asks a question: In the Buzzsumo analysis, posts that ask questions performed the best, which shows true in this example, since 600+ people shared their answer in the comments section.

3. Was posted on a Sunday: It seems that publishing when there are fewer posts being published, and vying for attention, boosts posts’ engagement.

4. Shares a visually appealing graphic/image: Posts always perform better with an accompanying image.

5. Pulls at the heart strings/elicits emotion: This is something that performs well with the audience of Alzheimer’s caregivers and family/friends.

6. Puts a positive spin on a negative situation: Another finding from this community, since Alzheimer’s is a challenging situation, anything positive that can be taken from it produces a strong response.

7. Incorporates the brand: This doesn’t necessarily drive engagement, but it is beneficial for the organization when the post is shared with others who are not familiar with the brand.