Our Greatest Performing Social Media Content material of 2023, And Why We Assume It Labored

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

At the moment, I’m sharing Buffer’s top-performing social posts from every platform and will provide you with an evaluation of why I believe these posts carried out so effectively. I like trying again on the prime posts of the yr – it’s an effective way to see what labored to assist form our social media technique for the upcoming yr. We’re additionally within the course of of adjusting up our technique, so this data shall be actually useful for us.

What metrics are we utilizing to calculate these prime posts?

At Buffer, we use engagement charge 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 prefer to level out that the posts I’m sharing in the present day weren’t boosted — that is all natural!

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

LinkedIn

High put up based mostly on engagement charge: An AMA request

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

High put up based mostly on impressions: A ballot on worker advantages

I like utilizing polls on LinkedIn as a result of they’re an effective way to start out discussions. My technique with polls on LinkedIn has been to make use of them as a approach to discuss work tradition, and I felt like advantages have been one thing that folks had been speaking about so much currently, particularly since there’s been a number 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 often known as Twitter)

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

High put up based mostly on engagement charge: An open function at Buffer

I’m not shocked to see {that a} ‘we’re hiring’ put up ended up as a prime put up of the yr. At Buffer, we’re recognized for our distinctive tradition, wage transparency, and wonderful advantages, so individuals are at all times enthusiastic about the potential of becoming a member of the group. The truth that we listed the wage instantly most likely caught lots of people’s consideration, even when they’d no real interest in making use of for the job.

High put up based mostly on impressions: A query on distant work perks

I like {that a} put up about distant work is a prime put up right here. We’re extremely captivated with distant work right here at Buffer, and love to speak about it with our group. I used to be hopeful that asking this query would garner a number of responses since folks would wish to share their distinctive experiences with distant work, and that’s precisely what occurred right here.

Instagram

High put up based mostly on engagement charge: A repurposed put up on advertising metrics

This was really a put up that I repurposed from the yr earlier than as a result of it had been a top- performing put up the primary time we posted it. I’ve seen that posts that give sensible recommendation carry out effectively for us on Instagram, and that’s why this put up did so effectively. Our viewers consists of small enterprise homeowners who will not be social media consultants, so posts like these are very useful for them.

High put up based mostly on impressions: A enjoyable twist on a hiring put up

As soon as once more, I’m not shocked to see {that a} hiring put up did so effectively, however this one additionally added the humor issue to it. After we have been brainstorming the best way to put up about this job, Content material Author Tami instructed 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 is able to ‘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 believe it did so effectively!

TikTok

For TikTok, our analytics are a bit of completely different since engagement charge shouldn’t be supplied of their instruments. We use views to gauge our success on the app.

High put up based mostly on views: A CapCut meme about distant work

@bufferapp

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

♬ authentic sound – Buffer

I believe that is my favourite put up of the entire yr, on any of our platforms – it nonetheless makes me snort once I watch it. I believe this one did so effectively due to a mix of issues: it used a trending meme format (from CapCut, which has made arising 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 have been capable of stick round for the punchline. We’re a completely distant group at Buffer, so it was additionally poking a bit of 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 consider we received 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 pieces.

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

• Our open roles collect a number 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 reveals that our tradition is why individuals are so excited about working for us, so posts specializing in tradition ought to undoubtedly proceed to be part of our technique in 2024.
• Sensible recommendation is beneficial for our viewers. Loads of our viewers are individuals who run their very own companies and occur to be operating their social media accounts, too, however they will not be social media consultants. Any recommendation we can provide them to assist them develop and succeed is essential.
• Buffer’s tradition is a strong subject. Our tradition may be very distinctive, and transparency is certainly one of our core values, so it’s essential 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 at all times be looking out for any developments we will 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 try what have 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 (prime proper) to Jan 1, 2023 – December 20, 2023
• Choose Posts
• Scroll all the way down to the Submit Insights part
• Choose if you wish to type by impressions, likes, engagement charge, and so on.
• Make certain it’s sorted in descending order
• Your primary put up shall be on the very prime of the checklist!

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