It’s the top of the 12 months, which implies it’s time to replicate on all of the work you’ve completed in 2022 and determine when you ought to make any adjustments going into the brand new 12 months.
I’m Mitra, the social media supervisor right here at Buffer, and that is my first weblog publish! Right this moment I’m sharing Buffer’s high performing social posts from every platform and gives you an evaluation into why I believe these posts carried out so effectively. Not solely is it enjoyable to look again at our high posts of 2022, but it surely’s additionally an effective way to grasp how we should always form our social technique for 2023.
What metrics are we utilizing to calculate these high posts?
At Buffer, we use engagement fee and impressions as our base metrics, so I’ll be sharing one of the best posts on Buffer’s Twitter, Instagram, TikTok, and LinkedIn for every of those metrics.
And when you observed that Fb wasn’t included in that final sentence, that’s as a result of the platform has not been a precedence for our social media technique because it’s not a channel the place we’ve traditionally had nice efficiency.
Now, let’s dive in to see Buffer’s high posts of 2022!
High Submit Primarily based on Engagement Charge
EVERYONE AT BUFFER ONLY WORKS 4 DAYS A WEEK AND IT’S NOT LIKE THEY’RE DOING FOUR 10 HOUR DAYS THEY’RE ACTUALLY WORKING LESS THAN 40 HOURS A WEEK BUT THEY’RE STILL SUPER PRODUCTIVE AND THEY’RE FULLY REMOTE AND LET THEIR TEAM WORK WHATEVER HOURS WORK BEST FOR THEM AND LIVE ANYWHERE pic.twitter.com/AUoKLeOdWR
— Buffer (@buffer) August 19, 2022
This was a enjoyable one. On the time, this meme was trending and I knew we should always take part with our personal twist. We work 4 days every week and we actually love to speak about it! So, this meme was the right alternative to snigger about how passionate we’re in regards to the four-day work week whereas nonetheless telling everybody how a lot we love the four-day work week and the way it works for us. Just a little meta, proper?
This publish an ideal instance of how leaping on well timed tendencies can repay when executed effectively and staying true to your model, and that’s precisely how I believe it ended up with such a excessive engagement fee.
High Submit Primarily based on Impressions
Distant employees: What would it not take to get you again within the workplace (if there may be something)?
— Buffer (@buffer) October 9, 2022
This one ended up ruffling some feathers on Twitter. Many individuals took it as us saying we wished them again within the workplace — which is the other of what we would like!
I believe this one carried out so effectively due to a mixture of issues: Going again to the workplace is a controversial subject, many individuals have been quote tweeting their solutions which put our tweet in entrance of their followers, and seeing the quote tweets inspired others to take part with their very own solutions.
It was numerous enjoyable seeing the entire responses to this tweet! Be sure you take a look at our TikTok with a recap of our favorites.
@bufferapp You gained’t catch us on the workplace 😎 What about you? Is there something that may persuade you to return to the workplace? #remotework #wfh #distant #buffer #remoteteam #fullyremote #greenscreen #beyonce
High Submit Primarily based on Engagement Charge
To be trustworthy, I’m slightly shocked to see a static picture as our greatest publish based mostly on engagement fee. This graphic is easy, informative, and will get straight to the purpose with what you have to be specializing in in your model technique.
There are a couple of components that I consider made this publish carry out so effectively: It’s a subject that our followers are curious about and one thing they could want recommendation on, it’s easy and simple to learn, and to be totally frank, this was posted earlier than Instagram’s algorithm modified to give attention to Reels, so engagement was lots higher on posts like these. I’ve a sense that if we posted this once more in the present day, the metrics could be slightly decrease.
High Submit Primarily based on Impressions
One thing we all the time say right here at Buffer is that “Our firm tradition is our superpower.” And this publish actually reveals that to be true. Identical to the Twitter meme above, this was a pattern that I knew we might soar on. Not many firms are sharing their salaries, so I had a sense this may catch individuals’s consideration and the audio simply match completely.
I’ve a couple of causes for why I believe this publish acquired so many impressions. First, it’s a brief video (lower than 10 seconds), so that you don’t want to fret about holding individuals’s consideration since it will likely be over earlier than they lose curiosity. Second, not many firms are transparently sharing their salaries like we’re (superpower!), so when individuals discover out now we have an entire web page devoted to our crew’s salaries, they’re actually shocked. And lastly, this audio was simply beginning to pattern when this was posted, so extra individuals have been prone to see our publish.
TikTok
For TikTok, our analytics are slightly completely different since engagement fee just isn’t offered of their instruments. We use views to gauge our success on the app.
High Submit Primarily based on Views
@bufferapp We’re hiring a Development Product Supervisor! Apply now at buffer.com/journey #buffer #techjob #productmanager #hiring #4dayworkweek #remotejob #remotework
This was a extremely enjoyable publish! On the time, we have been hiring a Development Product Supervisor and thought it could be enjoyable to publish in regards to the job opening on TikTok. Tom, our former Director of Product, was the hiring supervisor for the position so I reached out to him to see if he was open to being within the video. Enjoyable truth: Tom was an actor when he was youthful, so I had a sense he could be fairly comfy in entrance of the digital camera.
There are numerous causes I can say this video did so effectively (other than Tom’s sensible appearing expertise), however what all of it comes all the way down to is that this: Our firm tradition is our superpower (didn’t I let you know?).
If you take a look at any job opening at Buffer, you’ll not solely see the job description, however the full wage vary, and an inventory of ALL our advantages. I knew that beginning the video out with that entire laundry listing of advantages would actually catch individuals’s consideration, and that’s tremendous necessary – TikTok’s personal analysis has proven that 63 p.c of all movies with the very best click-through-rate spotlight their key message or product throughout the first three seconds. I additionally knew that if individuals made it previous that first part of all the advantages, they’d be simply as impressed to see that we share the total wage vary as effectively.
After we posted this TikTok, we had lower than 100 followers, and we nonetheless ended up with nearly 300,000 views. This video is precisely why I really like TikTok — anybody can go viral, no matter your follower depend.
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High Submit Primarily based on Engagement Charge
Two nice issues about this publish: It’s each user-generated content material and repurposed content material. Each of those are nice kinds of content material to implement in your social technique as a result of they may prevent time and usually tend to carry out effectively. I took the replies from this tweet and turned them into graphics to share on LinkedIn.
I believe this publish was our most engaged publish as a result of it featured our Buffer neighborhood and likewise inspired others to affix in with their very own recommendation. Since there have been a number of photographs to undergo, individuals spent extra time on the publish swiping by every bit of recommendation. The theme additionally stays true to our mission, which is to assist small companies.
High Submit Primarily based on Impressions
This publish was my first time making an attempt out long-form content material on LinkedIn, so I used to be anxious that folks won’t take the time to learn the entire thing, but it surely ended up doing rather well.
As soon as once more: Our firm tradition is our superpower. The four-day workweek is unquestionably gaining traction proper now, so I knew this was a subject that folks could be curious about. As a substitute of simply telling individuals, “hey, now we have a four-day workweek,” I assumed I might go slightly deeper and clarify how the corporate made this choice and likewise share the outcomes.
Together with this publish together with a related subject and sharing outcomes, I believe the opening traces are actually what caught individuals’s consideration and inspired them to learn extra (“We’ve been working 4 days every week for over two years now. We’re not working ten hour days to make up for the additional time off.”) Identical to how it’s a must to embrace your hook within the first three seconds of a TikTok video, you want to embrace your hook at first of a LinkedIn publish.
What are we taking away from these posts for our social technique in 2023?
- Posts about our firm tradition are excessive performers. Going into 2023 I’m being aware of together with these recurrently blended in with the remainder of our nice sources serving to small companies and creators
- Easy = higher. The posts that carried out effectively are literally ones that didn’t require a number of video modifying or fancy graphics, so I have to keep in mind that being genuine and relatable is extra necessary than having the nicest-looking content material.
- Taking part in tendencies can payoff when you can authentically join it together with your model. I’ll all the time be looking out for any tendencies we are able to soar on, however provided that I really feel like I can actually join it with our model. There’s no strain to do each single pattern!
- It’s alright to be slightly playful together with your tone, simply be certain that to maintain it optimistic. We’re going into 2023 with a extra playful voice, however nonetheless staying true to our message of serving to small companies, creators, and bold people.
Wish to take a look at what have been your greatest posts of 2022? Right here’s how.
- Go to analyze.buffer.com
- Choose a channel on the left
- Replace your date vary (high proper) to Jan 1 2022 – December 20 2022
- Choose Posts
- Scroll all the way down to the Submit Insights part
- Choose if you wish to type by impressions, likes, engagement fee, and so on.
- Be sure that it’s sorted in descending order
- Your #1 publish will likely be on the very high of the listing!
Thanks for studying! Have any questions on our high posts? Ship us a tweet and please share your personal high posts of 2022 and tag us, we’d like to see them!
