Our Greatest 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 wanting again on the previous 12 months, so now I’m again to do it once more for 2023!

At this time, I’m sharing Buffer’s top-performing social posts from every platform and will provide you with an evaluation of why I feel these posts carried out so nicely. I really like wanting again on the high posts of the 12 months – it’s a good 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 data can 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 most effective 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 prefer to level out that the posts I’m sharing as we speak weren’t boosted — that is all natural!

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

LinkedIn

Prime put up 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 put up was shared as a PDF carousel, which we’ve seen a pattern the place these sorts of posts get a very 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 put up asking individuals who they’d love to do an AMA with from Buffer was our high put up.

Prime put up primarily based on impressions: A ballot on worker advantages

I really like utilizing polls on LinkedIn as a result of they’re a good way to start out discussions. My technique with polls on LinkedIn has been to make use of them as a solution to speak about work tradition, and I felt like advantages had been one thing that individuals had been speaking about lots currently, particularly since there’s been loads of back-and-forth on whether or not distant work needs to be thought-about a profit. This query asking folks to decide on one profit that they assume is most essential began a dialogue within the feedback as a result of lots of people had completely different opinions.

X (Previously generally known as Twitter)

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

Prime put up primarily based on engagement fee: An open position at Buffer

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

Prime put up primarily based on impressions: A query on distant work perks

I really like {that a} put up about distant work is a high put up right here. We’re extremely enthusiastic about 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 loads of responses since folks would wish to share their distinctive experiences with distant work, and that’s precisely what occurred right here.

Instagram

Prime put up primarily based on engagement fee: A repurposed put up on advertising and marketing metrics

This was really a put up that I repurposed from the 12 months earlier than as a result of it had been a top- performing put up 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 put up did so nicely. Our viewers contains small enterprise homeowners who will not be social media specialists, so posts like these are very useful for them.

Prime put up primarily based on impressions: A enjoyable twist on a hiring put up

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

Prime put up primarily based on views: A CapCut meme about distant work

@bufferapp

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

♬ authentic sound – Buffer

I feel that is my favourite put up of the entire 12 months, on any of our platforms – it nonetheless makes me chuckle after I watch it. I feel this one did so nicely due to a mixture 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 completely distant workforce at Buffer, so it was additionally poking slightly enjoyable at ourselves. Aspect observe: We’re completely cool with mid-day Goal runs so long as they’re not getting in the way in which of your work.

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

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

• Our open roles collect loads of consideration. We aren’t at all times hiring, so I can’t plan to put up about this on a regular basis, however it exhibits that our tradition is why individuals are so concerned with 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 whole lot of our viewers are individuals who run their very own companies and occur to be working their social media accounts, too, however they will not be social media specialists. Any recommendation we may give them to assist them develop and succeed is essential.
• Buffer’s tradition is a robust subject. Our tradition could be very distinctive, and transparency is considered one of our core values, so it’s essential for us to share what we’ve discovered at Buffer to assist and encourage others.
• Following developments can work while you do it proper. I’ll at all times be looking out for any developments we are able to soar on, however provided that I really feel like I can actually join them with our model. Don’t do a pattern if it’s not genuine to you and your model.

Need to try what had been your greatest 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 all the way down to the Put up Insights part
• Choose if you wish to kind by impressions, likes, engagement fee, and so forth.
• Make sure that it’s sorted in descending order
• Your primary put up can 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 individual high posts of 2023; we’d like to see them!