Definition of likeable vs. shareable posts

What kind of posts get shares and what doesn't comes from new research. AgoraPulse, a widely-used Facebook analytic’s and app provider, provided us with a large dataset to analyse.

As we dove into the AgoraPulse data, it became clear that…

1. Some posts are super-shareable, but not so likeable (proportionally speaking). People may hypothetically like a post but forget to click on “like” after sharing it.

2. Some posts are super-likeable, but not so shareable. I’ll explain why this happens in both the Research and the Mistakes sections.

3. Some posts are super-conversational and receive more comments than other posts.

4. Some posts you create for lead-generation, so you want clicks on the link you include. These posts may have lower likes, shares, and comments than the three other types of posts.

How do we gauge the success of Facebook posts? We've learned it’s not as simple as, “Some posts are great, and some are'’t.” In fact, most of our “great” posts only excel at stimulating one type of interaction. When you conceive each post, decide which type of response you’d prefer.

What is your goal for this post? Likes, shares, comments or clicks on a link? Sure, you want them all, and Brian wants a Lamborghini, but be realistic; choose your response goals for each post, and then send Brian money. Look at all your posts over the last month. Are they mainly getting just one or two of the response types? If so, think about how can you create posts that will stimulate the other responses.

Many companies try to put every response into one post. For example, maybe you've created posts that have a video link, a compelling preview picture, another website link, and more. But we find the results aren't as good. Sometimes you might receive the bulk of your clicks on just the picture itself, especially with pictures that are only partially shown, or are much bigger than the preview, but little other response.

Most likely, picture-clicks only are not the response you want, and definitely not one you want to pay for when advertising posts. So, the risk of going for everything is ending up with nothing. There’s not just one obvious action for viewers to take, so maybe they don’t take any, or they focus on the one you wanted least.

Keep it simple and go for one main type of interaction with each post. If you get lots of the other interaction, it’s a bonus. If you have a lot of experience posting on Facebook pages, you've seen that even when you’re trying hard, not every post gets great results. It’s not a matter of just wanting it.

You need to discover that success recipe yourself by trying new posts day after day, month after month.

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Thanks for reading.