The quantity versus quality argument is a common frustration among marketers. At the end of the day, it all depends on how your team measures success, but if you’re looking for a lot of engagement, quality content is still king on Facebook. With the average of only one post per day, Tiffany & Co. generated the most engagement with more fans Liking, sharing, and commenting on each post than any other brand.
Expion’s F.A.V.E. 50 Social Retail Report analyzed the Facebook presence of the top 50 U.S. retail brands’ during the first half of 2013. The findings showed that compelling content is still king, and brands organically tied to style and pop culture — like luxury brands — are more likely to benefit from the strongest engagement with fans.
Choosing the quantity approach, Walmart more fans, publishes more frequently, and generated more volume than any other retailer, but fell behind Tiffany & Co. and Victoria’s Secret — which came in second — when it came to engagement. With an average of six posts a day, it appears that Facebook fans value quality over quantity.
With only 186 posts, Tiffany & Co. generated an average of 28,741 fan actions per post while Walmart, which had 1,034 posts, averaged only 11,461 fan actions per post. That’s not to say that the less you post, the more engagement you’ll receive — the quality of the content you’re sharing plays an important role as well. For example, Ross had 87 posts but only generated an average of 878 fan actions.
Other key takeaways from the study revealed that June, Friday, and the period from 2pm to 5pm ET were over saturated with poor performing posts. Over 21 percent of the poorest performing posts were published on a Friday showing that it had less engaging posts than the other days of the week. June was the second most popular month for retailers to publish content, but had the second highest concentration of poor performing posts.
In terms of timing, the study found that the period between 8am and 2pm ET is not only the most popular time for brands to publish posts, but also had the highest number of top performing posts. However, the morning period from 8am to 11am ET hold the most opportunity for retailers to engage with fans — it had 19 percent of all posts, including 25 percent of the top performing posts.
These rules aren’t written in stone, so you can post whatever and whenever you’d like; however, brands looking to increase engagement should try to reach fans as early in the day as possible. If you’d like to see more data from this study, you can view the whole report on Expion’s website.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.