Reaching the 350 million people who access Facebook via mobile devices requires a different posting style than what you might do to reach people at their desktops.
According to Vitrue, the keys for marketers on Facebook who are targeting the ever-increasing percentage of mobile users are:
- Post either all text or all images, but not both in the same posting;
- Don’t use question marks or exclamation points;
- Keep it short, as in 70 characters or less;
- Include links;
- Post from Thursday through Sunday, during the following times: 1 a.m. Eastern Time, 6 p.m. to 7 p.m., and 9 p.m. to 10 p.m.;
- Fridays elicit the most comments, whereas the times mentioned above see more likes.
Vitrue bases these recommendations on tracking users of Internet-enabled cell phones, smartphones, and tablets who engaged with 1,000 randomly selected Facebook brand pages from June 1 to September 30.
Here’s how the engagement rates panned out in the study:
- In terms of likes, text-based content led, at 21.5 percent, followed by images (20.4 percent), apps (19.5 percent), Flash-based content (18.5 percent), and video (17 percent).
- In terms of comments, images led at 3.81 percent, followed by apps (3.68 percent), videos (3.6 percent), text (3.41 percent), and Flash (2.64 percent).
- Posts from pages of all sizes attracted more likes when they included links (the figure for small pages was the same for posts with or without links), but when it came to comments, only the largest pages saw more of them for content with links.
- While posts of 70 characters or fewer attracted more likes and comments than posts of longer than 70 characters, the difference was not huge.
- Thursday through Sunday are the best days of the week to post content, particularly Friday, while the three times of day that yielded the most interaction were: 1 a.m. Eastern Time, 6 p.m.to 7 p.m., and 9 p.m. to 10 p.m.