Social Media Adverts Grew to become Extra Costly in 2023: How I’m Shifting My 2024 Advertising and marketing Strategy

Home » Social Media Adverts Grew to become Extra Costly in 2023: How I’m Shifting My 2024 Advertising and marketing Strategy

When Jen Road seen her enterprise’ on-line adverts turning into much less profitable, she pivoted as a substitute of panicked. Study the approaches she’s utilizing within the new yr.Our Best Performing Social Media Content of 2023, And Why We Think It Worked

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

Right now, 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 properly. I really like trying again on the prime posts of the yr – it’s a good way to see what labored to assist form our social media strategy for the upcoming yr. We’re additionally within the course of of adjusting up our technique, so this data will probably be actually useful for us.

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 very best 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 right now weren’t boosted — that is all natural!

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

LinkedIn

High put up primarily based on engagement price: An AMA request

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

That is an fascinating one as a result of it truly didn’t find yourself with many feedback, however nonetheless had a excessive engagement price. 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 price on LinkedIn. Our posts that includes the staff and specializing in our tradition have traditionally carried out properly, 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.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

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

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

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

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

X (Previously often called Twitter)

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

High put up primarily based on engagement price: An open position 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, salary transparency, and superb advantages, so individuals are at all times enthusiastic about the opportunity of becoming a member of the staff. The truth that we listed the wage instantly in all probability caught lots of people’s consideration, even when that they had little interest in making use of for the job.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

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

I really like {that a} put up about distant work is a prime put up right here. We’re extremely keen 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 lots of responses since individuals would need to share their distinctive experiences with distant work, and that’s precisely what occurred right here.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

Instagram

High put up primarily based on engagement price: A repurposed put up on advertising and marketing metrics


This was truly 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 properly for us on Instagram, and that’s why this put up did so properly. Our viewers contains small enterprise homeowners who will not be social media specialists, so posts like these are very useful for them.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

High put up primarily based 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 properly, however this one additionally added the humor issue to it. Once we had been brainstorming methods to put up about this job, Content material Author Tami prompt 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 individuals’s consideration as they’re Instagram. This put up was cute, enjoyable, and straight to the purpose, in order that’s why I believe it did so properly!

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

TikTok

For TikTok, our analytics are slightly completely different since engagement price shouldn’t be offered of their instruments. We use views to gauge our success on the app.

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

@bufferapp

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

♬ original sound – Buffer

I believe that is my favourite put up of the entire yr, on any of our platforms – it nonetheless makes me giggle once I watch it. I believe this one did so properly due to a mix 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 because of TikTok had been in a position to stick round for the punchline. We’re a totally distant staff at Buffer, so it was additionally poking slightly enjoyable at ourselves. Aspect word: 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 bought 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 ideal lesson that going viral isn’t the reply to every part.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

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

  • Our open roles collect lots 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 interested by 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 specialists. Any recommendation we may give them to assist them develop and succeed is vital.
  • Buffer’s tradition is a robust matter. Our tradition could be very distinctive, and transparency is one in all our core values, so it’s vital for us to share what we’ve discovered at Buffer to assist and encourage others.
  • Following developments can work once you do it proper. I’ll at all times be looking out for any developments we are able to bounce 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.

Wish to take a look at what had been your finest 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 right down to the Submit Insights part
  • Choose if you wish to type by impressions, likes, engagement price, and so forth.
  • Ensure it’s sorted in descending order
  • Your primary put up will probably be on the very prime of the checklist!
Our Best Performing Social Media Content of 2023, And Why We Think It Worked

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

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