Are you posting too much on your social media pages but not getting much engagement? Is your content of a higher quality than your competitors' posts? Is your timing perfect to catch the eye of your followers?
Compare your posting density effectiveness with Competitors’ or other brands of your company with the help of Posting Density Matrix.
Here’s the results we have after analyzing top 5 luxury brands on Facebook:
Good job, Burberry. And even better job, Chanel and Louis Vuitton - they are true orators. Posting 3 and 2 times less than Burberry they managed to get 30% and 70% higher Engagement respectively. Which means they are spending less resources on content creation but are still getting more attention.
Takeaways:Demonstrating the Competitive analysis performed with the help of Engagement matrix, Posting density matrix and Best/worst posts report. Analyzing and comparing the Quality of the Followers, Posting Density and top Best / Worst ideas for posts.
Find out how many posts with no engagement do you have in comparison to other brands and Industry Average with the help of the Content performance report.
By analyzing the Facebook accounts of the DoubleTree hotel chain in Europe we have found an average percentage of posts without Shares, Comments and Likes for this brand. This could be used as an Internal Company Standard for unengaging Facebook posts, deviation from witch should be monitored for each individual hotel:
For easy comparison we can also analyze the % of posts without any engagement (no comments, shares and likes) compared to competitors or other brands/branches of your company:
In this case, we have found a clear correlation between brands’ performance on Facebook and the percentage of "ignored posts” it has. The next step would be to analyze the content and posting time of the “ignored posts” to find out why they don’t provoke any reaction from users.
Featuring the Competitive Analysis performed with the help of the Competitors Sets, which helped to analyze the brand in 3 different contexts and create 3 different standards to compare with and 3 sources for benchmarking effective content tactics: competitors, sister-brands, and fellow-brands from the same hotel chain.
Find insights and inspiration how to improve your content. Use the Best/worst posts Competitive analysis report to analyze the top performing content and the least effective posts.
Let’s take a closer look at each one of the top 5 luxury brands by analyzing their top 10 best and worst posts on Facebook.
We have tried to categorize the topics for best and worst post for each brand like that:
PradaBest posts: 4 out 10 best posts are celebrities wearing Prada (women celebrities, mostly). And 3 posts are photos of the products.
Worst posts: Men in Prada. No, really; 6 out of 10 worst posts are featuring celebrity men wearing Prada. Why?
Reason #1: Bad fit.
Reason #2: 78% of users who engage with Prada’s Facebook page are women:
We did the same kind of analysis for each of 5 brands. And based on the results of analysis, here’s what the distribution of worst and best topics for Facebook posts of luxury brands looks like:
Notice that it’s hard to find product photos and videos among the worst posts. While reports from fashion shows and photos of male celebrities are riskier topics with a higher probability of falling into the low performing posts basket.
Demonstrating the Competitive analysis performed with the help of Engagement matrix, Posting density matrix and Best/worst posts report. Analyzing and comparing the Quality of the Followers, Posting Density and top Best / Worst ideas for posts.
Use the Types of Content report to reveal the most and least effective media type: is it photos, videos, links or plain text posts.
By analyzing top 5 luxury brand’s best and worst posts on Facebook here’s the results we have found:
No, it is not a copy-paste mistake, it’s two different graphs, they just look like twins. In this case, it appears, that the type of content is not as important as the message itself. Maybe for different type of brands, industry or social networks these picture could be different, however, for the luxury brands on Facebook the distribution of the worst and best performing types of media looks identical.
Demonstrating the Competitive analysis performed with the help of Engagement matrix, Posting density matrix and Best/worst posts report. Analyzing and comparing the Quality of the Followers, Posting Density and top Best / Worst ideas for posts.
With the help of Best Time to Post report find out if you are missing out the sweet spot for the most engaging time to post. Compare your Current posting time with the suggested most effective time to post.
In this example we analyze DoubleTree Amsterdam hotel best time to post on Facebook. Switch to “Engagement” tab to find the sweet spots to post. And analyze what your users are doing during these time frames in real life to understand situations when they consume content the most effectively:
Then switch to “Current posting” tab to look at the time slots when your brand currently makes the most posts:
When comparing these two graphs you can see that the brand posts the most during working hours. But that is the problem, because during working hours users actually work and don’t have so much time to engage with brand’s posts.
Segment your content with Custom Content Segmentation to discover your most effective content campaigns and posts topics.
Let’s perform a Twitter campaigns/hashtags analytics for Oreo. This brand has a great practice of creating mini content series and marking them with creative hashtags. We’ll analyze and compare 5 of these tiny “campaigns” and find out how effective are they.
Let’s compare these content series against each other to find the winners:
Oreo Snack Hacks wins the Most Commented campaign nomination - looks like creative hacks is a good conversation starter.
Dunk Swag appears to be the Most Viral and Liked series - funny pics were always a good viral-material.
Oreo Deep Thoughts turns out to be the looser campaign by all nominations. Looks like plain text tweets, even if really creative, aren’t so entertaining as awesome funny pics and vid
Describing the content analysis with the help of Custom segmentation - analyzing content-campaigns, different content types (links, images, videos, plaintext), owned vs rented content performance, and comparing different content types effectiveness on several social networks.