What Works on Facebook for the Interbrand 100 Top Global Brands?

The Interbrand 100 top global brands average 10 Facebook posts per week, with photos accounting for the most successful posts in terms of engagement and restaurants representing the top-performing vertical, according to third-quarter-2014 data released Tuesday by Facebook Preferred Marketing Developer and social analytics platform Simply Measured.

SimplyMeasured3Q2014Interbrand100PostingActivity650The Interbrand 100 top global brands average 10 Facebook posts per week, with photos accounting for the most successful posts in terms of engagement and restaurants representing the top-performing vertical, according to third-quarter-2014 data released Tuesday by Facebook Preferred Marketing Developer and social analytics platform Simply Measured.

Simply Measured summarized its key findings in a release:

Brands post regularly on Facebook: The Interbrand 100 top global companies average 10 posts per week, and 65 percent of the top brands post an average of five times per week or more. 44 percent of Interbrand companies post five to 10 times per week; only five brands posted more than 30 times per week. While some top companies (such as MTV) post an incredible amount of content, a large number of companies have found a moderate cadence works best.

Pictures are the most successful content type: Photos account for 62 percent of all brand posts and are responsible for 77 percent of total engagement. The actual number of posts featuring photos has dropped since the same time last year, down from 75 percent, as companies start to utilize links and rely less on visual content. Link usage has grown from 13 percent to 27 percent of all brand posts, and from 1 percent to 16 percent of total engagement. This signals people utilizing more diverse tactics to garner engagement than they did a year ago.

Restaurants see the highest engagement per post: While the total number of brands measured in the restaurant segment was smaller than other industries, the engagement per post on restaurant brand content was higher than average. The four restaurants measured in the top global brands averaged 20,636 engagements per post. The automotive industry is the best represented on the list, with 14 brands. However, their average interaction was 9,725 engagements per post.

Successful brands keep things short: Brand status updates on Facebook tend to stay between 75 and 175 characters; only 7 percent of updates contain more than 300 characters. Brands are cognizant of the short attention span on social media and craft their responses accordingly, letting the more visual components drive success.

Simply Measured marketing analyst Michael Thomason added:

Facebook has always been an important social media platform for brands, and that brand loyalty has continued to grow over the past year. We’ve seen an increase in the number of top brands marketing on Facebook, as well as more sophistication to their techniques, leading to much greater user engagement. Interactions between brands and fans are happening more frequently now than in the past.

Readers: Did any of Simply Measured’s findings surprise you?