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

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

When Jen Avenue observed her enterprise’ on-line advertisements changing into much less profitable, she pivoted as a substitute of panicked. Study the approaches she’s utilizing within the new 12 months.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 assumed the posts carried out so effectively. 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 the moment, I’m sharing Buffer’s top-performing social posts from every platform and provides you with an evaluation of why I believe these posts carried out so effectively. I really like wanting again on the prime posts of the 12 months – it’s a good way to see what labored to assist form our social media strategy for the upcoming 12 months. 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 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 at present weren’t boosted — that is all natural!

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

LinkedIn

High submit based mostly on engagement charge: An AMA request

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

That is an attention-grabbing one as a result of it truly didn’t find yourself with many feedback, however nonetheless had a excessive engagement charge. This submit was shared as a PDF carousel, which we’ve seen a pattern the place these sorts of posts get a extremely 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 submit asking individuals who they’d love to do an AMA with from Buffer was our prime submit.

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

High submit based mostly 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 solution to speak about work tradition, and I felt like advantages had been one thing that individuals had been speaking about quite a bit these days, particularly since there’s been numerous back-and-forth on whether or not distant work ought to be thought of a profit. This query asking folks to decide on one profit that they assume is most necessary began a dialogue within the feedback as a result of lots of people had totally different opinions.

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

X (Previously often called Twitter)

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

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

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

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

High submit based mostly on impressions: A query on distant work perks

I really like {that a} submit about distant work is a prime submit right here. We’re extremely obsessed with 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 numerous responses since folks 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 submit based mostly on engagement charge: A repurposed submit on advertising metrics


This was truly a submit that I repurposed from the 12 months earlier than as a result of it had been a top- performing submit the primary time we posted it. I’ve observed that posts that give sensible recommendation carry out effectively for us on Instagram, and that’s why this submit did so effectively. Our viewers consists of small enterprise homeowners who is probably not 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 submit based mostly on impressions: A enjoyable twist on a hiring submit


As soon as once more, I’m not stunned to see {that a} hiring submit did so effectively, however this one additionally added the humor issue to it. After we had been brainstorming the way to submit about this job, Content material Author Tami advised utilizing old-school Microsoft Paint to create a graphic, and all of us liked the thought 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 submit was cute, enjoyable, and straight to the purpose, in order that’s why I believe it did so effectively!

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

TikTok

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

High submit based mostly 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 submit of the entire 12 months, on any of our platforms – it nonetheless makes me chortle after I watch it. I believe this one did so effectively 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 because of TikTok had been capable of stick round for the punchline. We’re a completely distant group at Buffer, so it was additionally poking a little bit enjoyable at ourselves. Aspect notice: 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 imagine 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 important 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 numerous consideration. We aren’t at all times hiring, so I can’t plan to submit about this on a regular basis, however it exhibits that our tradition is why persons are so inquisitive 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 working their social media accounts, too, however they is probably not social media specialists. Any recommendation we may give them to assist them develop and succeed is necessary.
  • Buffer’s tradition is a strong subject. Our tradition may be very distinctive, and transparency is one in all our core values, so it’s necessary for us to share what we’ve discovered at Buffer to assist and encourage others.
  • Following tendencies can work once you do it proper. I’ll at all times be looking out for any tendencies 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.

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 Put up Insights part
  • Choose if you wish to type by impressions, likes, engagement charge, and many others.
  • Ensure that it’s sorted in descending order
  • Your primary submit will probably be on the very prime of the listing!
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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