It’s the tip of the 12 months, which implies it’s time to replicate on all of the work you’ve achieved in 2022 and resolve for those who 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 submit! Right this moment I’m sharing Buffer’s prime performing social posts from every platform and gives you an evaluation into why I feel these posts carried out so properly. Not solely is it enjoyable to look again at our prime posts of 2022, nevertheless it’s additionally a good way to know how we must always form our social technique for 2023.
What metrics are we utilizing to calculate these prime posts?
At Buffer, we use engagement price 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 for those who 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 prime posts of 2022!
High Publish Primarily based on Engagement Fee
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 must 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 snicker 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. A little bit meta, proper?
This submit an awesome instance of how leaping on well timed traits can repay when executed properly and staying true to your model, and that’s precisely how I feel it ended up with such a excessive engagement price.
High Publish Primarily based on Impressions
Distant staff: 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 other of what we wish!
I feel this one carried out so properly due to a mix of issues: Going again to the workplace is a controversial matter, 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 lots of enjoyable seeing the entire responses to this tweet! You’ll want to take a look at our TikTok with a recap of our favorites.
@bufferapp You received’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 Publish Primarily based on Engagement Fee
To be sincere, I’m a little bit shocked to see a static picture as our greatest submit based mostly on engagement price. 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 just a few elements that I imagine made this submit carry out so properly: It’s a subject that our followers are concerned with 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 rather a lot higher on posts like these. I’ve a sense that if we posted this once more immediately, the metrics could be a little bit decrease.
High Publish Primarily based on Impressions
One thing we at all times say right here at Buffer is that “Our firm tradition is our superpower.” And this submit actually reveals that to be true. Identical to the Twitter meme above, this was a development that I knew we might soar on. Not many firms are sharing their salaries, so I had a sense this is able to catch individuals’s consideration and the audio simply match completely.
I’ve just a few causes for why I feel this submit received 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 we’ve a complete web page devoted to our workforce’s salaries, they’re actually shocked. And lastly, this audio was simply beginning to development when this was posted, so extra individuals have been prone to see our submit.
TikTok
For TikTok, our analytics are a little bit completely different since engagement price just isn’t supplied of their instruments. We use views to gauge our success on the app.
High Publish 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 very enjoyable submit! On the time, we have been hiring a Progress Product Supervisor and thought it will be enjoyable to submit in regards to the job opening on TikTok. Tom, our former Director of Product, was the hiring supervisor for the function 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 digicam.
There are lots of causes I can say this video did so properly (apart from Tom’s good appearing abilities), however what all of it comes all the way down to is that this: Our firm tradition is our superpower (didn’t I inform you?).
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 a listing of ALL our advantages. I knew that beginning the video out with that complete laundry record of advantages would actually catch individuals’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 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 properly.
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 like TikTok — anybody can go viral, no matter your follower depend.
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High Publish Primarily based on Engagement Fee
Two nice issues about this submit: It’s each user-generated content material and repurposed content material. Each of those are nice forms of content material to implement in your social technique as a result of they’ll prevent time and usually tend to carry out properly. I took the replies from this tweet and turned them into graphics to share on LinkedIn.
I feel this submit was our most engaged submit as a result of it featured our Buffer neighborhood and in addition inspired others to hitch in with their very own recommendation. Since there have been a number of photos to undergo, individuals spent extra time on the submit swiping by every bit of recommendation. The theme additionally stays true to our mission, which is to assist small companies.
High Publish Primarily based on Impressions
This submit was my first time making an attempt out long-form content material on LinkedIn, so I used to be anxious that individuals won’t take the time to learn the entire thing, nevertheless it ended up doing very 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 individuals could be concerned with. As an alternative of simply telling individuals, “hey, we’ve a four-day workweek,” I believed I might go a little bit deeper and clarify how the corporate made this determination and in addition share the outcomes.
Together with this submit together with a related matter and sharing outcomes, I feel 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 day without work.”) Identical to how it’s a must to embody your hook within the first three seconds of a TikTok video, you want to embody your hook firstly of a LinkedIn submit.
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 frequently combined in with the remainder of our nice sources serving to small companies and creators
- Easy = higher. The posts that carried out properly are literally ones that didn’t require a number of 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.
- Collaborating in traits can payoff for those who can authentically join it together with your model. I’ll at all times 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 strain to do each single development!
- It’s alright to be a little bit playful together with your tone, simply ensure 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 bold people.
Need to take a look at what have 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 (prime proper) to Jan 1 2022 – December 20 2022
- Choose Posts
- Scroll all the way down to the Publish Insights part
- Choose if you wish to kind by impressions, likes, engagement price, and so on.
- Ensure that it’s sorted in descending order
- Your #1 submit will likely be on the very prime of the record!
Thanks for studying! Have any questions on our prime posts? Ship us a tweet and please share your personal prime posts of 2022 and tag us, we’d like to see them!
