Retailers should reduce their Facebook posts, says Buddy Media

Buddy Media: research claims retailers should limit their Facebook posts
Buddy Media: research claims retailers should limit their Facebook posts

Sainsbury's and Tesco are among those retailers making optimum use of their Faceook pages, according to new research from Facebook campaign and management system Buddy Media.

Buddy Media’s research paper, 'A Statistical Review for the Retail Industry: Strategies for Effective Facebook Wall Posts', is based on analysis of user engagement on Facebook wall posts from nearly 100 of the world’s largest retail brands during a six-month period from 1 January to 30 June.

It measured success in relation to the number of "likes" as a percentage of the fan base; the number of comments as a percentage of the fan base, and the engagement rate, being a combination of the "like" and "comment" rate.

The research revealed that retailers which post under three times a day, received a 32% higher "like" rate and 73% higher "comment" rate than those which posted regularly throughout the day.

Sainsbury's said it set a limit of four postings a day, while Tesco said on average it posted two or three times a day.

The research claimed that retailers should consider less frequent higher-quality posts on any given day and should not do more than four posts a week.

It found that the shorter posts worked best for retailers, with posts of 80 characters or less receiving 66% higher engagement levels than longer posts. It also found that only 5% of all retail brand wall posts were less than 40 characters, despite them receiving an 85% higher fan engagement.

Buddy Media said that although interesting content could be added to wall posts in the form of links, photos and videos, its data showed that simple posts achieved the most engagement for the retail industry. Posts with either a single photo or only words received a 94% higher engagement than average.

It also found consumer-engagement levels on retailers' Facebook pages were higher on a Wednesday, with the average engagement level spiking to 8% mid-week compared to other days of the week.

Buddy Media, which is backed by WPP, opened a European headquarters in July. In August, it announced it had received a $54m (£33.9m) investment, to help with its global expansion plan.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel