Buddy Media Report on Facebook Page Posts: Shorter Is Better, but Avoid URL Shorteners

Page management company Buddy Media has released a study based on 200 of its clients illustrating best practices for Facebook Pages looking to increase their fan base’s engagement — the volume of Likes and comments their posts receive. Key findings include: posts of 80 characters or less receive 27% more engagement, posts on Thursdays see the most engagement across industries, and posts including a full-length URL bring in three times as much engagement as posts using URL shorteners such as bit.ly.

The report also includes insights about which hours of the day have the most engagement, which weekdays have the highest engagement rates for different industries such as retail or media, and what call-to-action keywords receive the most engagement. Strategies for Effective Facebook Wall Posts: A Statistical Review can help admins of any sized Page to increase the loyalty, brand affinity, and click through rates of their fans.

Buddy Media is one of the largest Page management companies, hosting over 600 clients including seven of the top ten global advertisers, more than 150 employees, and $38.3 million in funding. This past year, the company improved multi-Page and team-based management through its system, and released a training program for its tools called Buddy Media University.

The findings of this study were culled from Page posts made between January 30th and February 12th 2011 by 200 Buddy Media clients industries including  finance, food and beverage, media, retail, automotive, sports, and travel.

One finding that contradicts common sense is that engagement is highest at 4am, 7am, and 11pm, but that brands post the most during business hours. By posting early in the morning, late in the evening, or in the middle of the night, brands can take advantage of these odd usage trends.

While in aggregate, Thursday was the best day to post, there is a great deal of variance within different industries. For Pages of media publishers, engagement soars on Saturdays and Sundays, but plummets on Mondays. Instead of competing with the swell of media updates on Monday, media Pages will see higher engagement if they post on the weekends when users are primed to consume content.

When asking questions of fans, updates including the words “where”, “when” or “would” have much higher engagement than updates including “why” or “what”. This may be because the latter words may be perceived as challenging or intrusive, and users aren’t willing to take the time to respond. Posts including a question mark at the end had 15% higher engagement.

Information about what weekdays have the highest engagement rates for industries including food and beverages, and entertainment, or what keywords lead to the most participation in contests can be found in the full report, which can be downloaded in exchange for an email address. Such high quality data should generate interest from brands looking for a Page management company that can help implement these strategies for them, drawing more clients to Buddy Media.

Facebook Marketing

Mediabistro Event

Facebook Marketing

Starting January 13, work with the group marketing manager of social media at Microsoft/BingAds to grow your business on Facebook! In this course, you’ll learn how to set up your company page, understand Facebook best practices, and execute a monthly content strategy. Register now!


Leave a Reply

10 Responses to “Buddy Media Report on Facebook Page Posts: Shorter Is Better, but Avoid URL Shorteners”

  1. Inside Facebook: Buddy Media Report on Facebook Page Posts: Shorter is Better, but Avoid URL Shortners | In The News | Newsroom | Buddy Media says:

    [...] the full story at Inside Facebook var addedComment = function(response) { //console.log('fbComments: Caught added [...]

  2. 3 Tips for Better Engagement on Facebook - Engage says:

    [...] Are Best On Thursday (allfacebook.com)How to Create Effective Facebook Wall Posts (thenextweb.com)Buddy Media Report on Facebook Page Posts: Shorter Is Better, but Avoid URL Shorteners (insidefacebook.com)HOW TO: Improve Engagement on Your Brand’s Facebook Page [STATS] [...]

  3. The Week in Small Business – 04.16.11 | Intuit Small Business Blog says:

    [...] shorteners, and do post content outside of “normal” business hours. (Tip of the cap to Inside Facebook for the [...]

  4. Linkschleuder 04/28/2011 | Pro2koll. says:

    [...] einen KommentarLinks ShareFacebookTwitterDiggStumbleUponDel.icio.usLinkschleuder 04/28/2011 Buddy Media Report on Facebook Page Posts: Shorter Is Better, but Avoid URL Shorteners Posted from Diigo. The rest of my favorite links are here. window.fbAsyncInit = function() { [...]

  5. Social Marketing Tip: Sharing Links | GigMasters: inside the gig says:

    [...] is a different animal. Studies have shown that Facebook users are less likely to click on a link that was shortened by a service [...]

  6. How to create effective Facebook Wall posts | e1evation, llc says:

    [...] Buddy Media Report on Facebook Page Posts: Shorter Is Better, but Avoid URL Shorteners (insidefacebook.com) [...]

  7. How to Customize Your Social Updates for Facebook and Twitter says:

    [...] a marketing best practice is to make Facebook posts short and sweet. A client study conducted by Buddy Media found that Facebook posts under 80 characters received 27% more engagement. While you may think a [...]

  8. Four Facebook Facts for Optimizing Connections with Your Customers | KimberMedia says:

    [...] study released by Buddy Media shows that posts of 80 characters or fewer receive 27% more [...]

  9. 5 Tips for Scheduling Social Media Posts says:

    [...] new product. It’s easy right? Just pull content straight from your website and post it. Wrong. Buddy Media found that Facebook posts under 80 characters received 27% more [...]


    [...] a recent study by Yesmail, and also Buddy Media it was revealed that “campaigns deployed between 10 pm-12 am ET were an engagement goldmine. [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Business Technology Editor

Washington, DC

Assistant Editor

8 Inc.
New York, NY

Editorial Manager

Air Age Media
Wilton, CT

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us