It’s the top of the 12 months, which implies it’s time to replicate on all of the work you’ve carried out in 2022 and determine should you ought to make any modifications 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! At the moment I’m sharing Buffer’s high performing social posts from every platform and offers you an evaluation into why I believe these posts carried out so nicely. Not solely is it enjoyable to look again at our high posts of 2022, however it’s additionally a good 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 the most effective posts on Buffer’s Twitter, Instagram, TikTok, and LinkedIn for every of those metrics.
And should 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!
Prime Put up 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 per week and we actually love to speak about it! So, this meme was the proper alternative to chuckle 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 amazing instance of how leaping on well timed traits can repay when executed nicely and staying true to your model, and that’s precisely how I believe it ended up with such a excessive engagement fee.
Prime Put up Primarily based on Impressions
Distant employees: What wouldn’t it 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 needed them again within the workplace — which is the alternative of what we wish!
I believe this one carried out so nicely due to a mix of issues: Going again to the workplace is a controversial subject, many individuals had 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 lots of enjoyable seeing the entire responses to this tweet! You’ll want to try our TikTok with a recap of our favorites.
@bufferapp You gained’t catch us on the workplace 😎 What about you? Is there something that might persuade you to return to the workplace? #remotework #wfh #distant #buffer #remoteteam #fullyremote #greenscreen #beyonce
Prime Put up Primarily based on Engagement Charge
To be sincere, I’m a little bit stunned to see a static picture as our greatest publish primarily based on engagement fee. This graphic is easy, informative, and will get straight to the purpose with what you ought to be specializing in in your model technique.
There are just a few elements that I consider made this publish carry out so nicely: It’s a subject that our followers are concerned about and one thing they might 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 concentrate on Reels, so engagement was rather a lot higher on posts like these. I’ve a sense that if we posted this once more right now, the metrics can be a little bit decrease.
Prime Put up 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 exhibits that to be true. Similar to the Twitter meme above, this was a pattern that I knew we may soar on. Not many corporations are sharing their salaries, so I had a sense this could catch folks’s consideration and the audio simply match completely.
I’ve just a few causes for why I believe this publish obtained so many impressions. First, it’s a brief video (lower than 10 seconds), so that you don’t want to fret about holding folks’s consideration since it is going to be over earlier than they lose curiosity. Second, not many corporations are transparently sharing their salaries like we’re (superpower!), so when folks discover out we’ve got a complete web page devoted to our workforce’s salaries, they’re actually stunned. And lastly, this audio was simply beginning to pattern when this was posted, so extra folks had been prone to see our publish.
TikTok
For TikTok, our analytics are a little bit completely different since engagement fee is just not offered of their instruments. We use views to gauge our success on the app.
Prime Put up Primarily based on Views
@bufferapp We’re hiring a Progress 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 had been hiring a Progress Product Supervisor and thought it might 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 can be fairly comfy in entrance of the digital camera.
There are lots of causes I can say this video did so nicely (except for Tom’s sensible performing abilities), 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?).
While you have 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 record of advantages would actually catch folks’s consideration, and that’s tremendous necessary – TikTok’s personal analysis has proven that 63 % 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 folks 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 nicely.
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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Prime Put up 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 varieties of content material to implement in your social technique as a result of they are going to prevent time and usually tend to carry out nicely. 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 hitch in with their very own recommendation. Since there have been a number of photos to undergo, folks spent extra time on the publish swiping by each bit of recommendation. The theme additionally stays true to our mission, which is to assist small companies.
Prime Put up Primarily based on Impressions
This publish was my first time attempting out long-form content material on LinkedIn, so I used to be anxious that folks may not take the time to learn the entire thing, however it ended up doing very well.
As soon as once more: Our firm tradition is our superpower. The four-day workweek is certainly gaining traction proper now, so I knew this was a subject that folks can be concerned about. As an alternative of simply telling folks, “hey, we’ve got a four-day workweek,” I believed I’d go a little bit deeper and clarify how the corporate made this determination and likewise share the outcomes.
Together with this publish together with a related subject and sharing outcomes, I believe the opening strains are actually what caught folks’s consideration and inspired them to learn extra (“We’ve been working 4 days per week for over two years now. We’re not working ten hour days to make up for the additional time without work.”) Similar to how it’s important to embrace your hook within the first three seconds of a TikTok video, it’s essential to embrace your hook at the start 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 conscious of together with these recurrently combined in with the remainder of our nice sources serving to small companies and creators
- Easy = higher. The posts that carried out nicely are literally ones that didn’t require numerous video modifying or fancy graphics, so I must do not forget that being genuine and relatable is extra necessary than having the nicest-looking content material.
- Taking part in traits can payoff should you can authentically join it together with your model. I’ll all the time be looking out for any traits we will soar on, however provided that I really feel like I can actually join it with our model. There’s no stress to do each single pattern!
- It’s okay to be a little bit playful together with your tone, simply make sure that to maintain it constructive. We’re going into 2023 with a extra playful voice, however nonetheless staying true to our message of serving to small companies, creators, and impressive people.
Wish to try what had been your finest 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 Put up Insights part
- Choose if you wish to type by impressions, likes, engagement fee, and so on.
- Make certain it’s sorted in descending order
- Your #1 publish will probably be on the very high of the record!
Thanks for studying! Have any questions on our high posts? Ship us a tweet and please share your individual high posts of 2022 and tag us, we’d like to see them!
