Our Finest Performing Social Media Content material of 2023, And Why We Suppose It Labored

Final 12 months, I shared Buffer’s high social posts and why I believed the posts carried out so nicely. It was a lot enjoyable trying again on the previous 12 months, so now I’m again to do it once more for 2023!

Right this moment, I’m sharing Buffer’s top-performing social posts from every platform and provides you with an evaluation of why I believe these posts carried out so nicely. I really like trying again on the high posts of the 12 months – it’s an effective way to see what labored to assist form our social media technique for the upcoming 12 months. We’re additionally within the course of of adjusting up our technique, so this info will probably be actually useful for us.

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 the perfect posts on Buffer’s LinkedIn, Instagram, X (previously Twitter), and TikTok for every of those metrics. Fb isn’t a precedence for our social media technique because it’s not a channel the place we’ve traditionally had nice efficiency. I’d additionally wish to level out that the posts I’m sharing immediately weren’t boosted — that is all natural!

Now, let’s dive in to see Buffer’s high posts of 2023!

LinkedIn

High publish primarily based on engagement fee: An AMA request

That is an attention-grabbing one as a result of it really didn’t find yourself with many feedback, however nonetheless had a excessive engagement fee. This publish was shared as a PDF carousel, which we’ve seen a development the place these sorts of posts get a extremely excessive engagement fee on LinkedIn. Our posts that includes the workforce and specializing in our tradition have traditionally carried out nicely, so it’s no shock that this publish asking individuals who they’d love to do an AMA with from Buffer was our high publish.

High publish primarily based on impressions: A ballot on worker advantages

I really like utilizing polls on LinkedIn as a result of they’re an effective way to begin discussions. My technique with polls on LinkedIn has been to make use of them as a technique to discuss work tradition, and I felt like advantages had been one thing that folks had been speaking about rather a lot currently, particularly since there’s been a variety of back-and-forth on whether or not distant work ought to be thought of a profit. This query asking individuals to decide on one profit that they suppose is most necessary began a dialogue within the feedback as a result of lots of people had completely different opinions.

X (Previously often known as Twitter)

Facet observe: I’m nonetheless struggling to recollect this platform modified names

High publish primarily based on engagement fee: An open position at Buffer

I’m not stunned to see {that a} ‘we’re hiring’ publish ended up as a high publish of the 12 months. At Buffer, we’re recognized for our distinctive tradition, wage transparency, and wonderful advantages, so individuals are all the time enthusiastic about the opportunity of becoming a member of the workforce. The truth that we listed the wage immediately in all probability caught lots of people’s consideration, even when that they had no real interest in making use of for the job.

High publish primarily based on impressions: A query on distant work perks

I really like {that a} publish about distant work is a high publish right here. We’re extremely captivated with distant work right here at Buffer, and love to speak about it with our neighborhood. I used to be hopeful that asking this query would garner a variety of responses since individuals would need to share their distinctive experiences with distant work, and that’s precisely what occurred right here.

Instagram

High publish primarily based on engagement fee: A repurposed publish on advertising metrics

This was really a publish that I repurposed from the 12 months earlier than as a result of it had been a top- performing publish the primary time we posted it. I’ve observed that posts that give sensible recommendation carry out nicely for us on Instagram, and that’s why this publish did so nicely. Our viewers consists of small enterprise house owners who is probably not social media specialists, so posts like these are very useful for them.

High publish primarily based on impressions: A enjoyable twist on a hiring publish

As soon as once more, I’m not stunned to see {that a} hiring publish did so nicely, however this one additionally added the humor issue to it. Once we had been brainstorming the right way to publish about this job, Content material Author Tami recommended utilizing old-school Microsoft Paint to create a graphic, and all of us liked the concept and ran with it. I had a sense that this is able to ‘cease the scroll’ and seize individuals’s consideration as they’re taking a look at Instagram. This publish was cute, enjoyable, and straight to the purpose, in order that’s why I believe it did so nicely!

TikTok

For TikTok, our analytics are slightly completely different since engagement fee is just not offered of their instruments. We use views to gauge our success on the app.

High publish primarily based on views: A CapCut meme about distant work

@bufferapp

Mid day Goal runs are well worth the threat #CapCut #targetrunsarethebest #remotework #remoteworklife #wfh #wfhproblems #workfromhome #targettok #targetrunsbelike #targetruns

♬ unique sound – Buffer

I believe that is my favourite publish of the entire 12 months, on any of our platforms – it nonetheless makes me chuckle once I watch it. I believe this one did so nicely due to a mix of issues: it used a trending meme format (from CapCut, which has made developing with TikToks a lot simpler!), was relatable, was actually humorous, and was a brief video so all of us who’ve a brief consideration span now due to TikTok had been capable of stick round for the punchline. We’re a totally distant workforce at Buffer, so it was additionally poking slightly enjoyable at ourselves. Facet observe: We’re completely cool with mid-day Goal runs so long as they’re not getting in the best way of your work.

I nonetheless can’t imagine we acquired over two million views on this TikTok! I’d additionally wish to share transparently, although, how these views didn’t translate into new followers, so this was an ideal lesson that going viral isn’t the reply to the whole lot.

What are we taking away from these posts for our social technique in 2024?

• Our open roles collect a variety of consideration. We aren’t all the time hiring, so I can’t plan to publish about this on a regular basis, nevertheless it exhibits that our tradition is why individuals are so concerned about working for us, so posts specializing in tradition ought to positively proceed to be part of our technique in 2024.
• Sensible recommendation is helpful for our viewers. A variety of our viewers are individuals who run their very own companies and occur to be operating their social media accounts, too, however they is probably not social media specialists. Any recommendation we may give them to assist them develop and succeed is necessary.
• Buffer’s tradition is a strong subject. Our tradition could be very distinctive, and transparency is one in every of our core values, so it’s necessary for us to share what we’ve realized at Buffer to assist and encourage others.
• Following developments can work if you do it proper. I’ll all the time be looking out for any developments we are able to leap on, however provided that I really feel like I can really join them with our model. Don’t do a development if it’s not genuine to you and your model.

Need to take a look at what had been your finest posts of 2023? Right here’s how.

• Go to analyze.buffer.com
• Choose a channel on the left
• Replace your date vary (high proper) to Jan 1, 2023 – December 20, 2023
• Choose Posts
• Scroll right down to the Put up Insights part
• Choose if you wish to kind by impressions, likes, engagement fee, and many others.
• Ensure it’s sorted in descending order
• Your primary publish will probably be on the very high of the checklist!

Thanks for studying! Have any questions on our high posts? Depart a remark, and please share your personal high posts of 2023; we’d like to see them!