{"id":1183,"date":"2012-05-24T11:49:51","date_gmt":"2012-05-24T10:49:51","guid":{"rendered":"http:\/\/blog.sotrender.com\/?p=1183"},"modified":"2015-12-01T22:28:43","modified_gmt":"2015-12-01T21:28:43","slug":"words-that-engage-thousands-on-facebook","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2012\/05\/words-that-engage-thousands-on-facebook\/","title":{"rendered":"Words That Engage Thousands on Facebook"},"content":{"rendered":"

Call-to-action words<\/strong> like \u201cwatch\u201d, \u201clike\u201d, \u201clook\u201d and \u201cclick\u201d appear very often in posts on Facebook, however they do not seem to rise much engagement anymore. References to external websites don\u2019t work as expected either. It appears you also don\u2019t need to desperately entertain to get \u201clikes\u201d. Analysts behind the social media measuring tool Sotrender<\/strong> analysed what does and what does not engage fans on Facebook.<\/p>\n

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While the phrase \u201ccontent is king\u201d seems probably an overused statement to start with, it\u2019s still one of the most important truths about any online activity. Sotrender experts studied brands’ posting patterns \u2013 what\u2019s repetitive in phrases and ways different companies communicate. What\u2019s more, the study checks if specific words and type of posts have the influence on how the fans react.<\/p>\n

A total of 111 UK Facebook pages with over 2800 different posts from four different industries were analysed. And what is the outcome?<\/p>\n

Action please!<\/h3>\n

Not surprisingly, the study proves that words companies use the most are call-to-action expressions. Of course, depending on the page\u2019s subject, the words differ. \u201cWatch\u201d, \u201clike\u201d, \u201clook\u201d and \u201cclick\u201d appear very often, regardless of the area of business. What\u2019s significant, using catchy words in posts doesn\u2019t seem to increase engagement. It proves Facebook users get insensible for constantly repeated phrases<\/strong>.<\/p>\n

Surprisingly, even \u201cwin\u201d doesn\u2019t bring much buzz. Only in cosmetics & hygiene category of analysed brand pages, fans interact more when there\u2019s something to \u201cwin\u201d, \u201cget\u201d \u2013 or is \u201con sale\u201d.<\/p>\n

The favourite words amongst Facebook pages from all studied industries are:<\/p>\n

\"Facebook<\/a>\"Facebook<\/a><\/p>\n

Emotions welcome<\/h3>\n

Of course, not all the verities come true for every business area, as not only brands but also fans seem to react, specifically for an industry. On Facebook pages of food brands, words attracting fans\u2019 attention often refer to emotions<\/strong> \u2013 \u201clike\u201d, \u201clove\u201d, \u201cgood\u201d, \u201cfavourite\u201d, \u201chappy\u201d have highest rate of user engagement. Fans of clothing brands are more trends-oriented <\/strong>with words such as \u201cfashion\u201d, \u201cstyle\u201d and \u201ccollection\u201d on top of the list.<\/p>\n

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Think twice on links<\/h3>\n

References to external websites, \u201cwww\u201d, \u201chttp\u201d, \u201ccom\u201d or \u201cblog\u201d, are frequently used words, especially in cosmetics and food & beverages industries. Nevertheless, posts containing links bring fans\u2019 engagement below average.<\/strong><\/p>\n

\"Facebook<\/a><\/p>\n

Speechless but vivid<\/h3>\n

At the same time, activities in the clothing industry show that you don\u2019t need a playful status to engage thousands. Topshop wins competition and attracts over 28k users \u2013 just with photos. Only the brand\u2019s 25th popular post contains words.<\/p>\n

Asking questions in posts is a common way on Facebook pages to get comments but post with photos gain much more attention.<\/p>\n

\"Likes\/comments<\/a><\/p>\n

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The study\u2019s reference period was between 1st February 2012 and 30th April 2012. It is based on data gathered and analysed with Sotrender, an online tool for analysis, reporting and optimization of Facebook marketing activities.<\/p>\n

\u00a0<\/strong><\/p>\n

***<\/p>\n

Authors of analysis: Dominik Batorski, PhD (Head of Research), Aleksandra Polak (Research Manager), Jacek Szejda (Analyst).<\/p>\n

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What should we say to engage thousands?<\/a><\/strong>