2. Table of Contents
I Introduction and Methodology…Page 3
II Post Length: Keep It Short and Sweet…Page 4
III URL Shorteners: Think Twice before Using Them…Page 4
IV Best Time to Post:
V Best Day to Post: Determine Yours…Page 6
V-i Entertainment Industry:
V-ii Media Industry:
V-iii Retail Industry:
on Friday…Page 8
V-iv Automotive Industry: Sunday Is Your Friend…Page 8
V-v Business and Finance Industry: Engagement Peaks Midweek…Page 9
V-vi Fashion Industry: Engagement Peaks on Thursday…Page 9
V-vii Food and Beverage Industry: Engagement High Midweek and
Saturday…Page 10
V-viii Healthcare and Beauty Industry:
V-ix Sports Industry: Post More on Sunday…Page 11
V-x Travel and Hospitality Industry:
Week…Page 11
VI Action Keywords:
VII Promotional Keywords:
VIII Question Placement:
IX Interrogative Keywords:
X Conclusion
www.buddymedia.com partner@buddymedia.com
3. Introduction
shared on Facebook each month.1
faced questions such as:
Methodology
Three primary success metrics were reviewed in relation to Wall Posts:
Comment Rate: number of Comments as a percentage of fan base
‘Like’ Rate:
Engagement Rate:
1
www.buddymedia.com partner@buddymedia.com 3
4. Post Length:
Keep It Short and Sweet
Posts have engagement rates.
URL Shorteners:
Think Twice before Using Them
Engagement rates are 3 times higher
www.buddymedia.com partner@buddymedia.com 4
5. Best Time to Post:
Brands that posted outside of business hours had engagement rates.
Engagement Rate Variance % of Brand Posts
0%
www.buddymedia.com partner@buddymedia.com 5
6. Best Day to Post:
Determine Yours
1
by industry.
THURS
SUN
FRI
WED
MON TUES
SAT
Engagement rates on Thursday and Friday are than other days of the week.
1
www.buddymedia.com partner@buddymedia.com 6
7. DATA REPORT
A STATISTICAL REVIEW
FOR THE RETAIL INDUSTRY:
STRATEGIES FOR EFFECTIVE
FACEBOOK WALL POSTS
8. Table of Contents
I Introduction and Methodology…Page 3
II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4
III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5
IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6
V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7
VI Retailer Ideal Post Length: Keep Posts Concise…Page 8
VII Retail Post Content:
VIII Retail Post Structure:
IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase
Fan Engagement…Page 11
X Coupon Offers: Don’t Make Customers Do the Math…Page 12
XI Retail Post Attachments:
XII Conclusion…Page 14
XII Appendix: Study Parameters…Page 14
www.buddymedia.com partner@buddymedia.com
9. Introduction
maximize and leverage their Facebook presences to connect with consumers. This study tracks the key
most concern to retail brands:
WHEN retailers should post, and
WHAT content to post.
incorporate attachments.
Methodology
Success Metrics:
‘Like’ Rate:
Comment Rate:
Engagement Rate:
www.buddymedia.com partner@buddymedia.com 3
10. Best Time to Post for Retail Industry:
Post When Customers are Listening
INBOX
Posts made between 8 PM and 7 AM receive 20 more user engagement.
Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM)
www.buddymedia.com partner@buddymedia.com 4
11. Best Day to Post for Retail Industry:
Post When Customers are Engaged
when their competition is not.
On Wednesdays, fan engagement is 8 above average.
Engagement Rate Variance % of Brand Posts
www.buddymedia.com partner@buddymedia.com 5
12. Retailer Daily Post Frequency:
Limit Posts to Two a Day
Facebook user engagement decreases as the
WED
a given day. WED
Retail brands should only consider posting
that changes throughout the day.
Posting one to two times per day produces 40 higher user engagement.
3+ Posts/Day 1-2 Posts/Day
www.buddymedia.com partner@buddymedia.com 6
13. Retailer Weekly Post Frequency:
Don’t Exceed Four Posts a Week
WED
SUN MON TUES WED THURS FRI SAT SUN SAT
a given week.
Posting one to four times per week produces 71 higher user engagement.
5+ Posts/Week 1-4 Posts/Week
www.buddymedia.com partner@buddymedia.com 7
14. Retailer Ideal Post Length:
Keep Posts Concise
Our research shows that there is a strong negative
S.S. SHORT POST
concise copy increases readablity and consumption.
VOYAGE ON
THE SEA OF
ST
PO
ENGAGEMENT
NG
LO
S.
S.
Posts with 80 characters or less receive 66 higher engagement.
81+ Characters 1-80 Characters
www.buddymedia.com partner@buddymedia.com 8
15. Retail Post Content:
Ask Questions to Get
Customers Talking
Ask questions to spark dialogue –
“question” Posts generate Comment rates double that of “non-question” Posts.
“Non-Question” Post “Question” Post
www.buddymedia.com partner@buddymedia.com 9
16. Retail Post Structure:
Use Fill in the Blank Posts
MONEY
SUVs
SALES
GAMES
rates nine times higher than I LIKE _______.
MOVIES
supports that this is a proven COUPONS
REBATES COMPUTERS
utilizing this tactic.
RECIPES
Fill in the blank Posts receive 9 times more Comments than other Posts.
Non Fill in the Blank Post Fill in the Blank Post
www.buddymedia.com partner@buddymedia.com 10
17. Consumer Offer-Related Keywords:
Offer “$ OFF” and Coupons to
Increase Fan Engagement
FF
Offer fans
“$ off” and coupons. O
$ N
Posts containing these offer-related PO
keywords receive the
COU
ER T
FF UN
highest engagement. O CO
S NC
E
ENT
DI RA
EA
GEM CL
E NGA EAK
P GA
IN
R
BA
VE
SA AL
DE
FF
O
%
LE
SA
Engagement Rate Variance
www.buddymedia.com partner@buddymedia.com 11
18. Coupon Offers:
Don’t Make Customers Do the Math
$ OFF
OFFER
discount is small.
% OFF
OFFER
“$ OFF” offers receive
twice the engagement
of “ OFF” offers.
Engagement Rate Variance % of Brand Posts
% off $ off
www.buddymedia.com partner@buddymedia.com 12
19. Retail Post Attachments:
Keep Posts Simple
attached links and thumbnail photos.
POST TYPE ENGAGEMENT
STATUS ONLY
SINGLE PHOTO RECIPES
ALBUM
LINK ONLY
PHOTO W/ LINK
VIDEO
STATUS W/ LINK
LINK W/ THUMBNAIL
Avoid complicated Wall Posts.
Status-only Posts receive 94 higher than average engagement.
www.buddymedia.com partner@buddymedia.com 13
20. Conclusion
Have questions?
buddymedia.com
Appendix:
Study Parameters
www.buddymedia.com partner@buddymedia.com 14
21. DATA REPORT
A STATISTICAL REVIEW
FOR THE RETAIL INDUSTRY:
STRATEGIES FOR EFFECTIVE
FACEBOOK WALL POSTS
22. Table of Contents
I Introduction and Methodology…Page 3
II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4
III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5
IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6
V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7
VI Retailer Ideal Post Length: Keep Posts Concise…Page 8
VII Retail Post Content:
VIII Retail Post Structure:
IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase
Fan Engagement…Page 11
X Coupon Offers: Don’t Make Customers Do the Math…Page 12
XI Retail Post Attachments:
XII Conclusion…Page 14
XII Appendix: Study Parameters…Page 14
www.buddymedia.com partner@buddymedia.com
23. Introduction
maximize and leverage their Facebook presences to connect with consumers. This study tracks the key
most concern to retail brands:
WHEN retailers should post, and
WHAT content to post.
incorporate attachments.
Methodology
Success Metrics:
‘Like’ Rate:
Comment Rate:
Engagement Rate:
www.buddymedia.com partner@buddymedia.com 3
24. Best Time to Post for Retail Industry:
Post When Customers are Listening
INBOX
Posts made between 8 PM and 7 AM receive 20 more user engagement.
Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM)
www.buddymedia.com partner@buddymedia.com 4
25. Best Day to Post for Retail Industry:
Post When Customers are Engaged
when their competition is not.
On Wednesdays, fan engagement is 8 above average.
Engagement Rate Variance % of Brand Posts
www.buddymedia.com partner@buddymedia.com 5
26. Retailer Daily Post Frequency:
Limit Posts to Two a Day
Facebook user engagement decreases as the
WED
a given day. WED
Retail brands should only consider posting
that changes throughout the day.
Posting one to two times per day produces 40 higher user engagement.
3+ Posts/Day 1-2 Posts/Day
www.buddymedia.com partner@buddymedia.com 6
27. Retailer Weekly Post Frequency:
Don’t Exceed Four Posts a Week
WED
SUN MON TUES WED THURS FRI SAT SUN SAT
a given week.
Posting one to four times per week produces 71 higher user engagement.
5+ Posts/Week 1-4 Posts/Week
www.buddymedia.com partner@buddymedia.com 7
28. Retailer Ideal Post Length:
Keep Posts Concise
Our research shows that there is a strong negative
S.S. SHORT POST
concise copy increases readablity and consumption.
VOYAGE ON
THE SEA OF
ST
PO
ENGAGEMENT
NG
LO
S.
S.
Posts with 80 characters or less receive 66 higher engagement.
81+ Characters 1-80 Characters
www.buddymedia.com partner@buddymedia.com 8
29. Retail Post Content:
Ask Questions to Get
Customers Talking
Ask questions to spark dialogue –
“question” Posts generate Comment rates double that of “non-question” Posts.
“Non-Question” Post “Question” Post
www.buddymedia.com partner@buddymedia.com 9
30. Retail Post Structure:
Use Fill in the Blank Posts
MONEY
SUVs
SALES
GAMES
rates nine times higher than I LIKE _______.
MOVIES
supports that this is a proven COUPONS
REBATES COMPUTERS
utilizing this tactic.
RECIPES
Fill in the blank Posts receive 9 times more Comments than other Posts.
Non Fill in the Blank Post Fill in the Blank Post
www.buddymedia.com partner@buddymedia.com 10
31. Consumer Offer-Related Keywords:
Offer “$ OFF” and Coupons to
Increase Fan Engagement
FF
Offer fans
“$ off” and coupons. O
$ N
Posts containing these offer-related PO
keywords receive the
COU
ER T
FF UN
highest engagement. O CO
S NC
E
ENT
DI RA
EA
GEM CL
E NGA EAK
P GA
IN
R
BA
VE
SA AL
DE
FF
O
%
LE
SA
Engagement Rate Variance
www.buddymedia.com partner@buddymedia.com 11
32. Coupon Offers:
Don’t Make Customers Do the Math
$ OFF
OFFER
discount is small.
% OFF
OFFER
“$ OFF” offers receive
twice the engagement
of “ OFF” offers.
Engagement Rate Variance % of Brand Posts
% off $ off
www.buddymedia.com partner@buddymedia.com 12
33. Retail Post Attachments:
Keep Posts Simple
attached links and thumbnail photos.
POST TYPE ENGAGEMENT
STATUS ONLY
SINGLE PHOTO RECIPES
ALBUM
LINK ONLY
PHOTO W/ LINK
VIDEO
STATUS W/ LINK
LINK W/ THUMBNAIL
Avoid complicated Wall Posts.
Status-only Posts receive 94 higher than average engagement.
www.buddymedia.com partner@buddymedia.com 13
34. Conclusion
Have questions?
buddymedia.com
Appendix:
Study Parameters
www.buddymedia.com partner@buddymedia.com 14
35. Entertainment Industry:
ay
sd
ne
ed
W
Engagement Rate Variance % of Brand Posts
50% 20%
40% 18%
Engagement Rate Variance
FRI
30% 16%
14%
% of Brand Posts
SUN
20%
SAT
12%
WED 10%
10%
0%
0%
8%
THURS -10%
6%
TUES
-20% 4%
MON
-30% 2%
-40% 0%
ay
y
ay
ay
y
ay
ay
da
da
id
nd
rd
sd
sd
on
es
Fr
tu
Su
ur
ne
Tu
M
Sa
Th
ed
W
Media Industry:
ay
sd
ne
ed
W
Engagement Rate Variance % of Brand Posts
15% 20%
18%
SAT
Engagement Rate Variance
10%
16%
% of Brand Posts
14%
5%
12%
TUES FRI 0%
0% 10%
SUN
8%
-5%
6%
MON THURS -10%
4%
2%
WED -15% 0%
ay
ay
ay
y
y
y
ay
a
da
a
nd
rd
sd
sd
id
d
es
on
Fr
tu
Su
e
ur
Tu
n
Sa
M
Th
ed
W
www.buddymedia.com partner@buddymedia.com 7
36. Retail Industry:
before Posting on Friday
ay
sd
ne
ed
W
Engagement Rate Variance % of Brand Posts
30% 25%
25%
Engagement Rate Variance
SUN
20% 20%
% of Brand Posts
15%
10% 15%
WED 5%
0% 10%
TUES -5%
FRI -10% 5%
MON THURS
SAT
-15%
-20% 0%
ay
y
ay
ay
ay
ay
ay
da
id
nd
rd
sd
sd
sd
on
Fr
tu
Su
e
ur
ne
Tu
M
Sa
Th
ed
W
on Sunday.
Automotive Industry:
Sunday Is Your Friend
ay
sd
ne
ed
W
Engagement Rate Variance % of Brand Posts
120% 25%
100%
Engagement Rate Variance
80% 20%
% of Brand Posts
60%
SUN
40% 15%
20%
0%
0% 10%
WED -20%
MON -40% 5%
TUES -60%
THURS
FRI
-80% 0%
ay
y
y
y
y
S
SAT
ay
y
a
da
a
da
da
sd
id
nd
sd
on
ur
s
Fr
ne
Su
e
ur
t
Tu
M
Sa
Th
ed
W
on Sunday.
www.buddymedia.com partner@buddymedia.com 8
37. Business and Finance Industry:
Engagement Peaks Midweek
ay
sd
ne
ed
W
Engagement Rate Variance % of Brand Posts
80% 25%
Engagement Rate Variance
60%
WED
20%
% of Brand Posts
40%
20% 15%
THURS
0%
0% 10%
-20%
5%
FRI
MON SAT
-40%
TUES
-60% 0%
SUN
ay
y
ay
ay
ay
y
ay
da
da
rd
sd
sd
id
nd
es
on
Fr
tu
ur
ne
Su
Tu
Sa
M
Th
ed
W
Wednesday and Thursday when engagement rates are highest.
Fashion Industry:
Engagement Peaks on Thursday ed
ne
sd
ay
W
Engagement Rate Variance % of Brand Posts
40% 25%
30%
Engagement Rate Variance
THURS
20%
20%
% of Brand Posts
10% 15%
0%
0%
FRI SAT 10%
-10%
MON WED -20%
5%
TUES -30% 0%
SUN
ay
ay
y
ay
y
ay
ay
da
a
sd
id
nd
rd
sd
sd
on
Fr
tu
ne
Su
e
ur
Tu
M
Sa
Th
ed
W
www.buddymedia.com partner@buddymedia.com 9
38. Food and Beverage Industry:
Engagement High Midweek
and Saturday
ay
sd
ne
ed
W
Engagement Rate Variance % of Brand Posts
100% 20%
80% 18%
Engagement Rate Variance
16%
60%
14%
% of Brand Posts
TUES
40% 12%
20% 10%
SAT
WED 0% 8%
0%
FRI 6%
SUN
THURS
-20%
MON
4%
-40% 2%
-60% 0%
ay
ay
ay
ay
y
ay
y
da
a
sd
sd
sd
id
nd
rd
on
Fr
tu
e
ur
ne
Su
Tu
M
Sa
Th
ed
W
Healthcare and Beauty Industry:
ay
sd
ne
ed
W
Engagement Rate Variance % of Brand Posts
50% 20%
40% 18%
Engagement Rate Variance
16%
30%
THURS
14% % of Brand Posts
20% 12%
10% 10%
0%
0% 8%
6%
-10%
4%
MON SAT -20% 2%
WED FRI -30% 0%
TUES
y
y
ay
ay
y
ay
y
da
a
da
a
sd
sd
id
nd
SUN
rd
es
on
Fr
tu
ur
ne
Su
Tu
M
Sa
Th
ed
W
www.buddymedia.com partner@buddymedia.com 10